SiriusDecisions Summit focuses on sales-marketing integration

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Scottsdale, Ariz.—The SiriusDecisions Summit kicked off Wednesday with marketers sharing strategies for aligning sales and marketing in a challenging economy.

“There is no doubt that the last 12 months have been a very difficult 12 months,” said Richard Eldh, managing director of SiriusDecisions.

He said that among SiriusDecisions’ clients, “There is a passionate focus to align sales and marketing.”

Eldh presented 10 lessons learned from top-performing organizations, including using technologies for sales enablement and pipeline transparency; mandating marketing ROI; and leading the way with social media.

Deborah Nelson, senior VP-marketing, technology solutions group at Hewlett-Packard Co., discussed the company’s recent global reorganization during a keynote presentation.

Noting that HP faced several challenges, including the troubled global economy, a shifting competitive landscape and integrating 30 companies acquired over the past four years, “We decided we definitely had to change,” Nelson said.

So HP has taken steps to streamline itself globally, such as reducing its number of agencies (for example, in February it named Omnicom as its global media agency); executing campaigns through global teams; and more closely aligning marketing and sales through improved processes.

“We had to figure out a better way to enable our teams to do more and be more efficient,” Nelson said.

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