Optimize the Roles to Break Down Barriers to a Successful Customer Experience
One of the most challenging (and potentially frustrating) aspects of modern life as a marketer can be the relationship between marketing and sales. The axiom that marketers are from Mars and salespeople are from Venus makes it sound hopeless, yet the classic lack of cultural, strategic and operational alignment between sales and marketing is quite addressable and actionable!
The AMA Marketing and Summit is designed to help you break down longstanding political barriers and provide hands-on learning, You’ll leave with an actionable roadmap for you to tackle the goal of marketing and sales alignment and optimization of the customer experience.
|Early-Bird (Expires 03/25/20)||Standard Price|
- Explore and address the differences between marketing and sales and gain a helpful inter-cultural understanding of the “what, how and why” of the classic tension that can easily result.
- Pinpoint specific areas of misalignment and dysfunction in your marketing/sales relationship as it impacts the customer experience and organizational performance.
- Identify and assess the impact of any misalignment on key areas including branding, marketing communication, lead generation and the sales funnel, salesperson/customer relationship, salesperson effectiveness, marketing planning, and customer satisfaction, retention, loyalty and advocacy.
- Engage in a substantive exchange of ideas relevant to affecting the necessary cultural, strategic and operational changes required to accomplish the next level of marketing and sales alignment.
- Recognize, discuss, and (through a series of in-session applications called “Idea Oasis”) develop capabilities to execute best practices and winning ideas for improving the effectiveness of the marketing/sales relationship.
- Prepare yourself to get it done at your own organization – one-size solutions definitely do not fit all! Thus, you will be coached on developing your own personalized action agenda that you can begin to apply immediately.
Who Should Attend?
This session is ideal both for marketers who are charged with working closely with sales organizations and as well as sales managers and leaders who want to move toward better synergies with marketing in order to enhance the customer experience and sales success. In addition, general managers and owners who wish to embark on an initiative to better optimize the impact of marketing and sales will benefit greatly from attendance.
Tuesday, April 21
Registration and Breakfast
We’ll kick off the day with breakfast. You’ll also be provided with lunch and breaks throughout the day.
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
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
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!
And that’s a wrap. Feel free to stay and eat or take lunch with you.
Greg W. MarshallCharles Harwood Professor of Marketing and Strategy at the Crummer Graduate School of Business at Rollins College
Greg Marshall began his professional career in the retail industry, coming up through the ranks of Target Corporation. From there, he shifted over to roles in the consumer packaged goods (CPG) industry in product management and sales management for Mennen (now part of Colgate Palmolive) and Warner-Lambert (acquired by Pfizer). His background in both marketing and sales leadership makes him uniquely qualified to facilitate this summit.
A prolific publisher in the journals on core managerial issues in sales and marketing, Marshall also is the co-author of several top-selling textbooks on marketing management, marketing principles, personal selling, and sales management. He recently completed a three-year term on the AMA Board of Directors and is Past President of the AMA Academic Council.
The Alfond Inn at Rollins College
300 E. New England Avenue
Winter Park, FL 32789
- $229/night + taxes
- Reserve by phone at (407) 901-9155
- Use group code “AMA”
- Click here for online reservations. Enter your arrival dates, use the dropdown for “special codes or rates” and enter “AMA”
Please know that any hotel room booked outside the AMA negotiated block may not be eligible for the discounted rate. Those reservations may also have a different cancellation policy and will not be eligible for reimbursement in the case of event cancellation.
Air Travel Discount
The AMA has teamed up with Delta Air Lines to offer a special discount on air travel. Click here to get started. You can also call the Delta Meeting Network at (800) 328-1111 and refer to meeting code NY2M7. There is not a service fee for reservations booked and ticketed via this service.
Conference attire is business casual. Meeting rooms tend to be cool, so you may wish to bring a sweater/jacket.
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Support Center, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability-related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.