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April 29th 2019

SiriusDecisions 2019 Summit: 5 Sessions to Which We’re Looking Forward

The SiriusDecisions Summit is almost here! This years theme is TOGETHER: Achieving High Performance by Aligning the B-to-B Revenue Engine. There’s so much happening over the four days in Austin, Texas (May 5–8, 2019 that it’s hard to pick favorites. Here are the five sessions to which we are looking forward to the most.

The complete SiriusDecisions 2019 Summit Agenda is available here.

High Performance: Content Strategy and Operations

Every business leader wants to know the secrets to success. They’re wondering what the best performing companies are doing, how they do it, and how their own teams compare. In this session, you’ll walk away with data and tips on how to invest in people, programs and technology, what skills your team needs, and what strategies and actions set apart teams and leaders who deliver more.

Phyllis Davidson

Research Director, Content Strategy and Operations

An experienced Silicon Valley B2B marketer, Phyllis has worked across multiple marketing disciplines in both large and small technology companies as well as at PR and advertising agencies and as a consultant.

James Mathewson

Research Director, Content Strategy and Operations

Over a 15-year career at IBM, he served in several corporate leadership roles, including editor in chief of ibm.com and program manager for SEO strategy and practice, information architecture, taxonomy and tagging, content AI, and content marketing platforms.

Aligned Meets Agile: Secrets to Putting Speed and Strategy to Work Across the Revenue Engine

We’re big fans of agile marketing, so this session is something none of us want to miss. Many sales, marketing and product leaders are enticed by the concept of agile, though there is considerable confusion about what it means to “be agile” and how to actually employ agile practices outside of product development. In this session, Cristina DeMartini, Jeff Lash provide best practices and recommendations for leveraging agile across sales, marketing and product to improve execution and outcomes.

Cristina DeMartini

Service Director, Marketing Operations Strategies

Cristina has pioneered marketing performance management technologies and tools and served as the change agent for ISV channel program development, recruitment and enablement. She has also led industry marketing, product marketing and competitive intelligence functions.

Jeff Lash

Vice President and Group Director, Product Management

Jeff is a recognized thought leader in product management, with over a decade of experience in the development of Web-based products and SaaS. His product management career includes both new product introductions and major turnarounds of existing product lines, as well as introduction of the product management role into organizations. 

The Keys to the Content Kingdom: Unlocking Your Content’s Potential With Metadata, Taxonomy and Semantic AI

Automation, AI and semantic analysis – those words are music to our ears! In this session, Christine Polewarczyk and James Mathewson reveal B2B taxonomy best practices that will improve content findability, reuse and automation by combining traditional asset management processes with AI and semantic analysis. If you don’t believe that metadata and taxonomy are the building blocks of successful content strategy, content management and digital content activation, think again

Christine Polewarczyk

Service Director, Content Strategy and Operations

Christine has more than 20 years of experience in B2B technology, content, campaigns and digital marketing across a range of in-house, agency and consulting roles. She is a passionate leader and evangelist for audience-centric content strategy, content marketing, and content operations.

James Mathewson

Research Director, Content Strategy and Operations

Over a 15-year career at IBM, he served in several corporate leadership roles, including editor in chief of ibm.com and program manager for SEO strategy and practice, information architecture, taxonomy and tagging, content AI, and content marketing platforms.

Marketing Automation Platforms: Extinction or Evolution?

Alternative technology categories and solutions now offer features and functionality that were addressed by traditional marketing automation platforms (MAPs). Many organizations are now asking, what is the value of a MAP? Can I address my business case with alternative solutions that might be better and/or cheaper?

Attendees of this session will come away with:

  • An understanding of the changing MAP landscape
  • How to think beyond traditional marketing automation
  • How you can solve your needs differently – considerations by business need (feature to solve)

Laura Cross

Senior Research Director, Demand Marketing

Laura is a results-oriented marketing professional with more than 15 years of experience in strategic planning, demand creation, marketing operations and public relations. She understands demand creation for b-to-b companies and is passionate about companies with complex business models, especially those that sell to – and through – a channel. 

Jonathan Tam

Senior Research Director, Account-Based Marketing Strategies

Jonathan is a dedicated marketing professional with a focus on joining strategic and tactical execution for impactful programs. He has fifteen years experience developing and executing digital programs, including CRM strategy, database marketing, media planning, creative development, analytics and inside sales for B2B, B2C and DTC companies.

The Respect and Relevance Imperative in the Age of the Customer

Many organizations begin with a positive focus on the needs of their customers, but unless it is underpinned by a commitment to respect and relevance, what began as a positive can turn into a negative. This presentation will provide the following benefits:

  • Understand how customer interaction strategies based on a continuum of respect and relevance can lead to great customer-centricity
  • Learn to spot the external triggers that signal an urgent need to move beyond collecting customer insights to delivering customer respect and relevance
  • Identify the appropriate roles and responsibilities within your organization to sponsor and drive this next chapter in the age of the customer

Isabel Montesdeoca 

Service Director, Demand Marketing

Isabel is an experienced European sales and marketing leader with an insatiable curiosity about how businesses can improve their B2B demand creation efforts. With more than 25 years of experience at companies both large and small in roles ranging from marketing and sales to product leadership, Isabel brings a unique perspective to the need for marketing, sales and product strategic alignment as an essential catalyst for business growth.

Peter Ostrow

Senior Research Director, Sales Enablement Strategies

Peter capitalizes on 20+ years of revenue growth leadership in sales enablement, sales talent management, and operational expertise. Finding a better, faster way to help B2B sales teams beat quota drives just about every topic, company, rep, and channel partner he engages.

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