Sales and Marketing
Over the last 2 decades, we've relied on disconnected systems and portals to find the right information. During this time, organizations spent countless cycles and millions of dollars integrating technologies to create the perfect information flow cycle. Yet sales and marketing teams still struggle with an array of challenges, including navigating through a sea of prospects and customers out on the social web, being more fluid in their information production tasks, and bringing in a qualified set of buyers to the sales pipeline.
New social and collaborative approaches (such as Social CRM) bring distinct benefits to sales teams, and improve the process of prospect engagement, sales process enablement, training, and finally, account management. Well designed marketing enablement programs create a collaborative culture where marketing can reach into the organizational knowledge base and find the people who intimately understand a product, be that in marketing, R&D, product development or the partner base. And most importantly, social and collaborative concepts foster fluid information flows between sales and marketing to improve business outcomes.
This track will introduce new approaches in sales and marketing enablement, offer up different ways to use social and collaborative concepts and provide in-depth case studies to illustrate successful program roll outs.
| Tuesday, June 21 | |
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Kristen Sanders will share her experience building a business case and selling the value of enterprise collaboration for the sales lifecycle internally at Yahoo!, the premier digital media company. Learn about the steps taken prior to implementation that proved crucial in creating value, gaining buy-in and ultimately ensuring a successful collaboration offering to improve sales productivity and efficiency. Walk away with an actionable checklist to help you make the case internally for an enterprise sales collaboration portal—everything from handling the requirements gathering and validation phases and communicating with multi and cross-functional teams, to change management and content creation. And arm yourself with the critical pre-implementation components necessary to ensure enterprise business collaboration that transforms the business, takes sales/marketing communications to a whole new level and delivers tremendous value. Moderator - Sameer Patel, Partner, Sovos Group and blogger, PretzelLogic.org  Sameer is a partner at the Sovos Group. Sameer has more than a decade of experience leading initiatives for large organizations helping them define and execute sustainable programs that drive lead generation, business partner network optimization, sales and marketing operational effectiveness, innovation, customer acquisition and employee productivity via communication and collaboration constructs. Previously, Sameer was a Director at SpanStrategies and Liquid Thinking and led the Practice Lead, West Coast Tech Strategy Consulting Group atmarchFIRST/ USweb/ Mitchell Madison Group. Organizations that he has had the privilege to work on strategic global initiatives with include Ingres, Sun Microsystems, KPMG, McKesson HBOC, WR WrigleyCo., The Sabre Group, Grupo Televisa (Mx), and Cardinal Health. Sameer is an advisory Board Member and Co-Chair: E2.0 Strategy and Planning Track at Enterprise 2.0 Conference. He also serves as an advisor to te Open Source Digital Voting Foundation (OSDV). Sameer blogs at Pretzel Logic. Speaker - Kristen Demarest Sanders, Director, Global Sales Operations, Sales Enablement, Yahoo! | |
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In today's networked economy, customers and prospects come armed with deep insight about your products and service levels well before they are ready to buy. Whether engaging with buyers who have similar interests on Twitter, or perusing third party or branded communities, knowledge about you and your products is widely available from other customers. So they expect timely and knowledgeable insight and service, to continue to do business with you or to become new customers. To respond to this new reality, organizations require tighter connections between those on the front lines (sales, marketing, support) and those designing, building and supplying products behind the proverbial firewall. Speaker - Kristin Hersant, Vice President of Corporate Marketing, StrongMail  An interactive marketing veteran, Kristin Hersant has more than 14 years of experience managing successful integrated marketing programs to raise awareness and generate demand. An active voice in the industry and regular contributor to marketing trade publications, Hersant has risen to become a respected leader in the field of email marketing and social media for B2B and B2C marketing. Since joining StrongMail in 2004, Hersant has spearheaded its corporate marketing efforts, which have helped fuel the company s strong growth and industry reputation. Speaker - Michele Warther, Director of Community, Webtrends | |
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The social communications revolution has irreversibly changed how we interact with each other and with companies. How the company responds can enable or cripple a company as its customers become increasingly empowered because of their connection to potentially millions of others that they can impact in an instant. This changes how the company works. What kind of impact does the explosion of interactions on the social web have on sales and marketing at a company? What can you do to get the insights that you need and take action in a way that will benefit your sales teams and marketing department? Find out from this panel of technology company leaders who have been in the thick of the transformation. You want insight? You have the expertise right here. Moderator - Paul Greenberg, President, The 56 Group, LLC  In addition to being the author of the best-selling CRM at the Speed of Light, Paul Greenberg is President of The 56 Group, LLC, a customer strategy consulting firm, focused on cutting edge CRM and Social CRM strategic services. He is a founding partner of the CRM training company, BPT Partners, LLC, a training and consulting venture composed of a number of CRM luminaries that has quickly become the certification authority for the CRM industry. Panelist - Heidi Tucker, VP, Global Alliances, InsideView, Inc.  Heidi Tucker is Vice President of Global Alliances at InsideView, the leading Sales 2.0 sales intelligence, social media company. She is responsible for driving the company’s distribution and OEM relationships with CRM brands, sales automation, and social media solution providers. She also overseas InsideView channel sales and strategic alliances. Heidi’s career spans more than 20 years leading marketing, sales, and business development. Prior to joining InsideView, Heidi was Vice President of Business Development at Hoover’s (a D&B Company), where she led Hoover’s API content licensing, mobile product distribution, and built the company’s first channel sales organization to expand distribution through major CRM brand owners and their partner eco-systems. Prior to Hoover’s, Heidi was SVP of Enterprise Sales at First Research, leading the company's North America expansion. She was also VP of Marketing for Courtlink Corporation, (Lexis-Nexis), and SVP of Business Marketing at Bank of America. Heidi is passionate about women’s leadership issues and the arts. She is president of the board of International Ballet Theatre and a member of the Board of Directors of Girl Scouts of Western Washington. She was a member of two international diplomatic trade delegations: Baltics (2005) and China (2008) and a cultural exchange to Russia (2009). She lives in the Seattle area with her husband and two teenage children. Panelist - Anthony Lye, SVP, Oracle CRM, Oracle  Anthony Lye is senior vice president of CRM, responsible for Oracle Fusion CRM, Oracle CRM On Premise and Oracle CRM On Demand, CRM on demand operations, Oracle's own deployment of CRM, and CRM IT. Previously Mr. Lye was the group vice president of CRM products at Oracle, responsible for Oracle’s CRM product strategy and product management for CRM in the applications development organization. Prior to joining Oracle in 2006, Mr. Lye was the group vice president and general manager of CRM products at Siebel Systems, responsible for Siebel’s vertical and horizontal CRM application technologies. Mr. Lye managed and directed all of Siebel’s enterprise application strategy, product marketing, and product management. Prior to Siebel, Mr. Lye spent six years as president and CEO of ePeople, a company he ran with help and investment from David Stamm, founder of Clarify, and Steve Goldsworthy, founder of Vantive. Prior to ePeople, Mr. Lye was the vice president of marketing at Categoric Software in the enterprise event management business. He also spent five years at Remedy Corporation, where he served as senior director and general manager for global major accounts, strategic alliances, and international business operations. Mr. Lye also worked in product marketing at Tivoli Systems, and he also served as a management consultant focused on distributed systems at Arthur Anderson (now Accenture) in the financial services vertical in London and New York. Mr. Lye holds an honors degree in Engineering from the University of Bath in England. Panelist - William Hou, VP of Line of Business Sales, Service and Marketing On-demand, SAP  Bill is SAP’s VP of Line of Business Sales, Service and Marketing On-demand and has over 20 years of industry and software experience. While at Siebel Systems, Bill ran Service and Call Center Products, Siebel’s largest product line, and also championed an acquisition that expanded the definition of CRM into the Self Service space. With Oracle’s soon-after acquisition of Siebel Systems, Bill remained with Oracle for two years as VP of Self Service Products, leading the product strategy and product management of the first applications built on Oracle Fusion Middleware. Bill has also had large operating roles as VP/GM of the Service and Support Division at Agilent Technologies and as Northeast Zone Operations Manager, as NY Region Area Service Manager and as China Service Manager for GE Medical Systems (now GE Healthcare). Prior to joining Siebel Systems, Bill led business development for GE Medical Systems’ Service business, which included acquisitions, equity investments and partnerships. Bill is also the founder of WEMKE Capital, LLC, which conducts financial investments based on primarily on technical analysis. Bill graduated from Princeton University with a BSE in Mechanical and Aerospace Engineering and from MIT with a masters in Mechanical Engineering. Panelist - David Bankston, CTO, INgage Networks | |
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B2B customer relationship management doesn't start and finish at the time of a sale. At most organizations this is an ongoing effort, often led by dedicated teams. This panel will feature practitioners who are using social and collaborative practices to work with B2B customers, and provide them with better account management and customer support. Moderator - Michael Fauscette, Group Vice President Software Business Solutions, IDC  Michael Fauscette leads IDC’s Software Business Solutions Group which includes research and consulting in enterprise software applications, collaboration and social applications, software partner and alliances, open source, software vendor business models, cloud computing and software pricing and licensing. He also provides thought leadership in the area of social applications and the transition to the social business. With extensive executive experience with software vendors ranging from large enterprise companies to small Silicon Valley start ups, Mr. Fauscette brings a unique perspective by relating research data and trends to the overall strategic focus and go to market strategy of application software companies. Prior to joining IDC, Mr. Fauscette held senior consulting and services roles with seven software vendors including Autodesk, Inc., PeopleSoft, Inc. and MRO, Inc. Mr. Fauscette is a published author, blogger and accomplished public speaker on software, social business and software services strategies. Panelist - Laurie Buczek, Enterprise Marketing Manager, Intel Corporation  Laurie Buczek is the Enterprise Marketing Manager for Intel Corporation’s Storage Group where she is responsible for the full marketing mix for the product line. Prior to joining the storage team, Laurie managed the team responsible for the user experience of intel.com along with the on-domain social media strategy for Digital Marketing. Starting in 2008, Laurie spent over two years as the Social Computing Program Manager where she was responsible for the major enterprise wide strategy & implementation of Enterprise 2.0 for employees to connect & collaborate internally. Laurie began her social media journey in 2007, while blazing a new trail for online marketing efforts by helping to launch & manage the first external social media community for Intel. Over the course of her Intel career, Laurie has also been responsible for driving marketing initiatives around business desktops, wireless network infrastructure and embedded products. Panelist - Mark Wallace, VP, Digital & Social Media, EDR  Mark is the VP, Digital & Social Media for Environmental Data Resources, Inc. (EDR) and commonground - the social network for environmental and commercial real estate professionals. Under his leadership, commonground has been named a 2011 CODiE awards finalist, won a Forrester Groundswell for best b2b supporting community in 2009, and received Business Achievement Awards from the Environmental Business Journal in 2008, 2009, and 2010. Prior to joining EDR, Mark was the VP of Sales and an Executive Officer of Shared Insights, one of the earlier social media platform and services providers, which was recapitalized in 2007 to form Mzinga. A social media and online community veteran, Mark has worked on many b2b social media initiatives with top brands including Amway, Goldman Sachs, and WebEx. | |
| Wednesday, June 22 | |
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Social tools, broadband access and mobile technologies have created opportunities for companies to engage customers in ways with which traditional marketing cannot compete. These developments have led many to implement an inbound marketing strategy to attract the attention of the growing number of socially-empowered customers leveraging collaborative tools to select vendors. Moderator - Brent Leary, Co-Founder and Partner, CRM Essentials LLC  Brent Leary is Co-founder and Partner of CRM Essentials LLC, a CRM consulting/advisory firm focused on small and mid-size enterprises. CRM Essentials has trained thousands of business people on the benefits and best practices of implementing CRM strategies and technologies. CRM Essentials also works with corporate enterprises and government agencies to build programs aimed at informing minority and women owned business of the importance of understanding the positive impact of CRM. Their client list includes Microsoft, Salesforce.com and the State of Georgia. Panelist - Ilya Mirman, Vice President of Marketing, VMTurbo  Ilya is VP of Marketing at VMTurbo. He has spent the past decade developing, marketing and supporting enterprise software for engineers and IT professionals. Prior to joining VMTurbo, Ilya served as VP of Marketing at venture-backed MIT spin-off Cilk Arts, a multicore programming platform acquired by Intel. Previously as VP of Marketing at venture-backed MIT spin-off Interactive Supercomputing (acquired by Microsoft), Ilya headed up the marketing, customer service and application engineering teams. Prior to joining ISC, Ilya was VP of Marketing at SolidWorks, the world's leading vendor of 3D mechanical design software. Earlier in his career, he led the product development team at Corning-Lasertron to introduce a new line of high-speed laser transmitters for the telecom industry. Ilya holds a BSME from the University of Massachusetts, an MSME from Stanford University, and an MBA from MIT's Sloan School. Panelist - Michelle Burtchell, Director, Acquisition Marketing, Constant Contact Panelist - Mike Lewis, VP of Marketing, Awareness Inc. | |
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The topic of unified customer experience has been around for over a decade and the conversation typically centered on traditional call center engagement and web content management. Today's social and vocal customer demands that businesses with whom they interact meet them on their terms - be that via traditional touch points or on social platforms like branded communities, and external networks likes Facebook, Yelp or Twitter. The first part of this session is a 'fire side' chat with a customer, offering different view points on the forefront of combining traditional and new social channels into a unified customer experience. Topics such as today’s customer expectations, opportunities and challenges for businesses, and required operating models to successfully provide a superior, unified prospect and customer experience will be covered. Moderator - Esteban Kolsky, Founder & Principal Analyst, ThinkJar LLC  Esteban Kolsky is the Principal and Founder of ThinkJar, an advisory and research think-thank focused on Customer Strategies. He has over 22 years of experience in customer service and CRM consulting, research, and advisory services. Most recently he spent eight years at Gartner, focused on Customer Service and CRM research. While there he coined the terms for EFM (enterprise feedback management) and CIH (customer interaction hub). In addition, he wrote on the social networking topics that led to today’s revolution and assisted Fortune 500 and Global 2,000 organizations in all aspects of their CRM deployments. Mr. Kolsky is currently researching and advising vendors and organization how to extend customer interactions from the CRM niche to the entire organization in their efforts to become Social Businesses. He attended California Polytechnic University at Pomona, where he graduated with a degree in Business Administration and minors in Computer Information Systems, Telecommunications, and Economics. Panelist - Stanley Yamane, Architect, VistaPrint  Stanley Yamane is a Senior Solution Architect at Vistaprint, based at their office in Lexington, MA. He is resposible for the technology vision and roadmap for Vistaprint's customer support organization. Stan has previously been a founder of multiple startups in the content delivery and application management fields. Panelist - Sameer Patel, Partner, Sovos Group and blogger, PretzelLogic.org Sameer is a partner at the Sovos Group. Sameer has more than a decade of experience leading initiatives for large organizations helping them define and execute sustainable programs that drive lead generation, business partner network optimization, sales and marketing operational effectiveness, innovation, customer acquisition and employee productivity via communication and collaboration constructs. Previously, Sameer was a Director at SpanStrategies and Liquid Thinking and led the Practice Lead, West Coast Tech Strategy Consulting Group atmarchFIRST/ USweb/ Mitchell Madison Group. Organizations that he has had the privilege to work on strategic global initiatives with include Ingres, Sun Microsystems, KPMG, McKesson HBOC, WR WrigleyCo., The Sabre Group, Grupo Televisa (Mx), and Cardinal Health. Sameer is an advisory Board Member and Co-Chair: E2.0 Strategy and Planning Track at Enterprise 2.0 Conference. He also serves as an advisor to te Open Source Digital Voting Foundation (OSDV). Sameer blogs at Pretzel Logic. Panelist - Charlie Isaacs, eServices and Social Media Strategy, Alcatel-Lucent Applications Group  Charlie Isaacs has a track record of R&D leadership, starting with GTE (eventually became Verizon), where he served as Vice President of Engineering and headed a group of over 200 engineers working on Government and commercial applications. Following GTE, Mr. Isaacs held R&D leadership positions at Answer Systems (acquired by Computer Associates), and served as Chief Technology Officer at Broad Daylight (sold to Primus) and at Primus Knowledge Systems until Primus’ acquisition by ATG. Charlie served as Chief Technology Officer and Chief Customer Officer at Kana Software, Inc. Mr. Isaacs holds a B.S. degree in Electrical Engineering from the University of California at Santa Barbara and an MBA from California Lutheran University. When Charlie left KANA in 2009 and prior to joining Alcatel-Lucent, he developed and delivered a Social Media strategy for two different companies. Charlie has over 15 years of CRM experience. Panelist - Paul Greenberg, President, The 56 Group, LLC In addition to being the author of the best-selling CRM at the Speed of Light, Paul Greenberg is President of The 56 Group, LLC, a customer strategy consulting firm, focused on cutting edge CRM and Social CRM strategic services. He is a founding partner of the CRM training company, BPT Partners, LLC, a training and consulting venture composed of a number of CRM luminaries that has quickly become the certification authority for the CRM industry. Panelist - Jonathan Yarmis, Industry Analyst, Doctor Disruptive | |
Workshops
Get in-depth education in full day workshops on Monday before the conference. Full Event or Workshop pass is required to attend the Workshops.
| Monday, June 20 | |
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The Sales 2.0 Conference at Enterprise 2.0 Boston is where decision-makers in the B2B sales and marketing space learn how to create more competitive teams and drive more profits using technology and process. Speakers and sessions focus on methodologies and solutions that bring value to both buyers and sellers. Attendees will learn how to achieve measurable success in these key areas: · Sales and marketing alignment · Sales management and metrics · Social media · CRM and productivity · Lead generation and pipeline management · Customer retention and satisfaction · Strategic leadership and change After the Sales 2.0 Conference, attendees will receive full access to a Resource Library, which typically includes speaker presentations, slideshows, white papers, and industry reports. The Sales 2.0 Conference is held twice a year, in both Boston and San Francisco, and is sponsored by companies that lead the way in Sales 2.0 practices and solutions. For detailed information on this workshop, click here. Moderator - Gerhard Gschwandtner, Founder & CEO, Selling Power, Inc.  Gerhard Gschwandtner is the founder and CEO of Selling Power, Inc., a multi-channel media company that produces Selling Power magazine, the number one industry resource for sales management executives. Gschwandtner believes that double-digit growth is a reality that can be achieved with a company culture that embraces change and innovation. Over the course of three decades he has interviewed some of the most successful leaders and experts in sales, business, sports, entertainment, and politics, including Mary Kay Ash, Marc Benioff, Michael Dell, George Forman, Seth Godin, Jay Leno, Bill Marriott, and Colin Powell. He has trained more than 10,000 salespeople around the world and is the author of 17 sales management books. He is a recipient of the Sales & Marketing Executives International, Inc. 2010 Ambassador of Free Enterprise Award. | |
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This series of sessions and associated discussions is tightly focused on defining and selling business value and use case inside your business. The program offers an abundance of high level debate and information about adoption issues and maturation timelines of enterprise 2.0 technologies. For detailed information on this workshop, click here. Instructor - Sameer Patel, Partner, Sovos Group and blogger, PretzelLogic.org Sameer is a partner at the Sovos Group. Sameer has more than a decade of experience leading initiatives for large organizations helping them define and execute sustainable programs that drive lead generation, business partner network optimization, sales and marketing operational effectiveness, innovation, customer acquisition and employee productivity via communication and collaboration constructs. Previously, Sameer was a Director at SpanStrategies and Liquid Thinking and led the Practice Lead, West Coast Tech Strategy Consulting Group atmarchFIRST/ USweb/ Mitchell Madison Group. Organizations that he has had the privilege to work on strategic global initiatives with include Ingres, Sun Microsystems, KPMG, McKesson HBOC, WR WrigleyCo., The Sabre Group, Grupo Televisa (Mx), and Cardinal Health. Sameer is an advisory Board Member and Co-Chair: E2.0 Strategy and Planning Track at Enterprise 2.0 Conference. He also serves as an advisor to te Open Source Digital Voting Foundation (OSDV). Sameer blogs at Pretzel Logic. Instructor - Oliver Marks, Founding Partner, Sovos Group  Oliver Marks brings seasoned consulting guidance to companies on the effective planning of collaboration strategy, tactics, technology decisions, change management and roll out. With extensive senior management practical experience in international enterprise collaboration, Oliver previously managed the Sony WorldWide collaboration extranet, and has worked with the American Management Association, Sun, Docent/SumTotal Systems, Harvard Business School and McKinsey & Company on major initiatives around knowledge transfer and change management. Oliver has worked on Asian, European and American global enterprise collaboration initiatives and writes the ZDNet 'Collaboration 2.0' blog. Contact Oliver on Twitter @olivermarks or by email here Panelist - Maksim Ovsyannikov, VP, Product Management, Rypple  Maksim is widely recognized as a thought leader and as an innovative strategist in the area of Human Capital Management. He is a frequent speaker and has published numerous articles related to next generation thinking in the areas of People Management, Human Capital Management, Social Networking and Collaboration. Maksim holds a Bachelors Degree in Economics from Stanford University, a Master's of Science Degree in Engineering Management from Santa Clara University and an MBA from the Leavy School of Business at Santa Clara University. As an innovative product evangelist in the software industry, Maksim has a passion for making social software business relevant, and an aspiration for beautifully simple SaaS products. Maksim is currently the VP of Product Management at Rypple, social performance management platform built for the way we work today. His past roles included product management and product strategy positions at Zendesk, IBM, ADP and Saba. Panelist - David Garlough, Regional Sales Manager, Moxie Software Panelist - Rich Hawks, Enterprise Sales, NewsGator | |
