AMA Marketing and Sales Summit

Winter Park, FL

Tuesday, April 21

8:00 am - 8:30 am

Registration and Breakfast

We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.

8:30 am - 4:00 pm

Why Can’t We All Just Get Along?

Where does your organization stand now?

  • Administer alignment diagnostic: assessing your current marketing/sales relationship
  • Score and discuss the diagnostic
    • What are the big challenges?
    • What are the big opportunities?
    • How can our time together jumpstart a roadmap for success?
  • Root causes of distress between marketing and sales
    • The language of sales and marketing
    • Identify stereotypical dissimilarities between sales and marketing
    • How do we bridge the classic gaps?

Idea Oasis #1 – Apply What We’ve Learned

What Does the Organization and Its Top Leadership Want from Marketing and Sales?

  • Marketing and sales contributions to the organizational bottom line
  • “Upselling” marketing to your organizational leadership
  • Internal navigation and internal marketing

The Customer Journey – Blueprinting and Customer Experience Management

  • Customer touchpoint alignment
  • What do customers and prospects want (and expect) from marketing and sales?
  • What is “customer success” and how do we “manage” it?

Roles, Goals and Cultures for Marketing and Sales

  • What makes a salesperson “tick”?
    • The sales psyche
    • Drivers of salesperson role evolution
    • Aligning marketing with sales
  • What makes a marketer “tick”?
    • The marketing psyche
    • Drivers of marketer role evolution
    • Aligning sales with marketing
  • Fostering a shared customer-centric culture

Idea Oasis #2 – Apply What We’ve Learned

Wednesday, April 22

8:00 am - 8:30 am


8:30 am - 4:00 pm

Value as a Unifying Force In Marketing/Sales Alignment and Effectiveness

  • The concept of value co-creation – creating and delivering value in important ways: marketing to sales; sales to marketing; and both teams to customers
  • Working cooperatively on creating, communicating and delivering the value offering: Impact points of potential marketing/sales dysfunction on marketing strategy effectiveness: branding, messaging, lead generation and other key elements
    • Digital and social marketing – how does sales fit in?
    • Sales management challenges in supporting marketing in these areas
    • Roadmap for marketing to enhance sales’ effectiveness

Beyond marketing and sales: Who else is a key driver of customer and firm success and how do we harness them?

CRM Circa 2020 – An Essential Success Factor for Both Marketing, Sales and the Customer Experience

  • The who, what, how, where and why of CRM today
  • Evidence-based decisions: Needed information for insights by marketing and by sales
    • Voice of the customer as a consistent and reliable input
  • Major roadblocks and logjams to optimizing CRM
  • Best practices in CRM implementation and utilization

Idea Oasis #3 – Apply What We’ve Learned

Marketing Planning as a Conduit for Cultivating the Marketing and Sales Relationship

  • Who “owns” the marketing plan (if anybody)?
  • How to NOT disenfranchise sales toward the marketing planning process: Approaches to maximize the utility of inputs from marketing, sales and other key stakeholders
  • Marketing plan tips that result in better outcomes and better organizational support

Can’t We All Just Get Along?

  • Extrinsic and intrinsic incentives for sales to align with marketing
  • How “strategic HR” (not an oxymoron, by the way) can aid us
  • Out-of-the-box thinking on compensation and rewards approaches
  • How marketers can unwittingly dis-incentivize a sales force
  • Are there common/shared metrics for marketing and sales that can drive behaviors and performance?

Implementation and Sustainability of Effective Marketing/Sales Interface

  • How do you know you’re at peak alignment?
  • Toward common metrics for marketing and sales
  • Benchmarking success
  • Importance of internal marketing

Idea Oasis #4 – Apply What We’ve Learned

Thursday, April 23

8:00 am - 8:30 am


8:30 am - 12:00 pm

Personal Accountability Commitment Today (PACT) – Process Development and Report-Outs

  • This is a well-proven, expert-coached process that will ensure that every participant returns to their workplace with a concrete, realistic, and vetted plan of action for implementing and monitoring the best practices that are the focus of this Marketing and Sales Summit
  • You will leave feeling fully confident that the bridge between training and execution has been established
  • Our goal is that everything we’ve focused on can be applied to the best advantage of you and your organization!

Boxed Lunch

And that’s a wrap. Feel free to stay and eat or take lunch with you.