Summit APAC 2018 Plenary Sessions Expanding the Economics of Sales Marketing Product Alignment

Expanding the Economics of Sales/Marketing/Product Alignment

Speaker(s):  Meta Karagianni, Isabel Montesdeoca

Focus: Operationalize, Optimize

Priorities: Sales, Marketing, Product

In 2015, SiriusDecisions conducted a study that examined the economics of sales, marketing and product alignment and quantified the impact of alignment on revenue growth and profitability. As the revenue engines of b-to-b organisations evolve and expand, however, all three functions must not only play their parts in maintaining alignment throughout the buyer’s journey and customer lifecycle, but they must also ensure they align more broadly throughout the cycle of innovation that drives new product development and commercial offers. Our latest research and 2018 CMO Study in Asia-Pacific examines whether sales, marketing and product functions within b-to-b organizations are successfully maintaining and expanding alignment during these years of rapid change. This presentation will provide the following benefits:

For sales, marketing and product:

  • Revisit the quantifiable benefits of tightly aligning an organisation’s revenue-engine functions
  • Update key operating statistics and introduce an expanded set of leading indicators based on the experiences of organisations that have driven alignment – and those that haven’t
  • Understand evolving areas of interlock that are critical for revenue leaders in the Asia-Pacific region to support an expanded view of alignment across the three functions.
"We are very excited to share our latest work on the economics of alignment with the Asia-Pacific Summit audience. Back in 2015, our research showed that organisations with strong alignment achieve 19 percent faster revenue and 15 percent higher profitability. These two numbers have fueled our discussions as we have been supporting our clients to drive stronger alignment within the revenue engine. However, as the b-to-b revenue engine continues its evolution, we are seeing marketing, sales and product organisations strengthening and expanding the areas they align and pursue together. As a result, we have been revisiting our initial analysis to create an expanded view of the areas where alignment matters in support of faster growth and higher profitability.”<br /><br />&ndash;Meta Karagianni