Sales and Marketing - Perfect Marriage?
September 10, 2014
Hosted by Bonnie D. Graham
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The buzz: Marriage. It’s no secret that sales and marketing typically work in parallel and rarely together. But at today’s successful companies, these teams are forging a strong, collaborative alliance that enables them to know their audience better, grow sales, and boost loyalty in this age of the connected, empowered customer. Can this marriage last? The experts speak. Jeff Tanner, Professor: “Salespeople are being abused in the name of marketing in far too many organizations. Free the salespeople!” Barry Trailer, CSO Insights: “The traditional relationship: Sales says to Marketing, ‘The leads suck.’ Marketing says to Sales, ‘No, YOU suck.’ Life can be better than this and firms that have figured out how are getting great results.” Daisy Hernandez, SAP: "The balance has shifted from a world of information asymmetry, caveat emptor – buyer beware – to a world of information parity, caveat venditor – seller beware” (Daniel H. Pink). Join us for Sales and Marketing - Perfect Marriage?
The Customer Edge with Game Changers, Presented by SAP
Wednesday at 12 Noon Pacific Time on VoiceAmerica Business Channel
Game-changing technology and business strategies are transformational, exciting and disruptive for a reason. They shake up your status quo. They get you thinking about new ways to scale, compete and grow. They move you in amazing new directions.
Join host Bonnie D. Graham as she invites you to take an additional coffee break with game-changers for our special series on the new era of the empowered customer on The Customer Edge with Game Changers.
Learn how to transform your customer engagement strategy to drive revenue, increase customer retention, and build brand loyalty. Hear The Customer Edge with Game Changers, presented by SAP, live on Wednesdays at 12 Noon Pacific Time / 3 PM Eastern Time on the VoiceAmerica Business Channel.
Bonnie D. Graham
Bonnie D. Graham has been producing and hosting live talk radio since 1998. She is the creator, producer and host of more than 25 weekly business thought leadership talk series presented by SAP under the banner of Coffee Break with Game-Changers Radio, which debuted in 2011. In a uniquely lively, unscripted roundtable discussion format, Game-Changers offers a broad range of expert business and technology insights to a global business audience.
SAP helps companies of all sizes and industries run better. From back office to boardroom, warehouse to storefront, desktop to mobile device, SAP empowers people and organizations to work together more efficiently and use business insight more effectively to stay ahead of the competition. We do this by extending the availability of software across on-premise installations, on-demand deployments, and mobile devices.
Craig Borowski, Market Research Associate at Software Advice, covers technology and changing trends in the CRM market, with a focus on customer service, marketing automation and the impact of technology on CRM strategy. He graduated from Colby College in 1997, moving then to Taipei, Taiwan to begin a career in journalism, publishing and translation. His career has included positions as Senior Editor and columnist of a bilingual edition of TIME magazine, author of a dozen books and Chinese-to-English translator for clients including the Taipei Times, The China Post, Acer Inc. and the Office of the Mayor of Taipei. He joined Software Advice in 2013 after serving two years as CMO at the U.S. branch of a German consumer products manufacturer. View Guest page
Robin Fray Carey
Robin Fray Carey founded Social Media Today LLC, a media company which brings together many of the world’s best thinkers about business and policy topics, in 2007. Prior to that, she ran her own media consulting company for 16 years, and worked with Time Inc, Newsweek, BusinessWeek and Ziff-Davis. She leads a team that curates web-based content about social media and other topics, speaks frequently about social media and business, and is an advisor to Social Week and to the Society for New Communications Research. Social Media Today’s sites and events have been the recipient of numerous awards and recognition, including a Shorty Award for Best Green Site and a Society for New Communications Research Corporate Communications. Robin is the past co-chair of the Women's Refugee Commission, on whose board she served from 2005 to 2014, and was a member of the Overseers of the International Rescue Committee. View Guest page
Bernard Chung is a senior director of global solution marketing at SAP. He is focused on marketing solutions and is passionate about helping organizations to successfully engage their audiences to orchestrate customer experiences that build customer intimacy. He is a seasoned enterprise software professional, Bernard has held various CRM product strategy, product management, and product marketing roles for more than a decade. Currently, he is a senior member of the solutions marketing team at SAP developing solution strategy, messaging, and field enablement activities. Prior to joining SAP, Bernard held database marketing and marketing operations roles at American Express and Wells Fargo Bank. He holds a mechanical engineering degree from the University of Washington and an MBA from Carnegie Mellon University. View Guest page
Michael Darviche leads Bridge-22, a NYC boutique consulting firm to marketing, ad-tech, data and marketing technology industries. Bridge22 specializes in transforming and building marketing businesses leveraging all kinds of big data, analytics, and marketing technology platforms, which drive target-marketing, consumer engagement, payments and multi-channel communication and assessment.
In 20 years on both the client and vendor sides, Mike has led game-changing businesses for CEOs and Boards, as a GM/CEO, chief marketing, chief strategy, chief digital, and head of M&A. At Bridge22, Mike focuses on smooth growth and innovation for clients building disruptive data-driven businesses. As a hands-on operations exec, he participates with client teams to create business plans and roadmaps, facilitate quick ramp-ups, rollout commercial and go to market programs, and find acquisitions. Mike started his career with Bain & Co. He graduated from Tufts University and Harvard Business School View Guest page
Sumair Dutta is the Chief Customer Officer for The Service Council™ (TSC). In this role, Sumair is responsible for new member acquisition, member engagement, community expansion, as well as the development and expansion of TSC’s Smarter Services-oriented research agenda and portfolio. These research tools will provide service executives the ability to benchmark their operations and also provide guided insight to improve service organization performance. Sumair will also play a key role in building out TSC’s community platform focused on becoming the single source of information and networking for service executives globally. Prior to TSC, Sumair led Aberdeen’s Customer Experience and Service Management research practice and was integral in the development of Aberdeen’s Chief Service Officer Summit series. Sumair holds a BBA from the University of Wisconsin-Madison and MBA from Babson College. View Guest page
Daisy Hernandez is an executive leading product management for SAP’s social collaboration software solutions. She focuses on developing business and commercialization models for new SaaS businesses, defining and targeting opportunities, and managing teams to deliver new products to the enterprise market. Her teams work closely with marketing and sales teams on messaging and positioning, sales enablement and sales strategies. Bringing new products to market can be challenging in a large organization with thousands of products. Daisy has first-hand experience and success with SAP’s market-leading social collaboration solution, SAP Jam. She has more than 15 years of experience in the enterprise collaboration market, in the software, broadband and telecommunications industries. Prior to SAP, Daisy held leadership roles in software development and testing, release management and post-merger integration initiatives at Oracle, BEA Systems, Plumtree Software and Excite@Home. View Guest page
Shep Hyken, CSP, CPAE is a customer service expert, professional speaker and bestselling author who works with companies and organizations who want to build loyal relationships with their customers and employees. His articles have been read in hundreds of publications, and he is the author of Moments of Magic, The Loyal Customer and the Wall Street Journal and USA Today bestsellers, The Cult of the Customer and The Amazement Revolution, which was also recognized as a New York Times bestseller, and, his latest book, Amaze Every Customer Every Time. He is also the creator of The Customer Focus program which helps clients develop a customer service culture and loyalty mindset. View Guest page
Randy Kohl has over 15 years of experience in publishing, journalism, and content strategy, and is currently Senior Content Strategist at Commerce Services Provider Gorilla Group. Bringing a consulting, marketing, and writing background to his strategy role, Randy is uniquely able to approach all aspects of customer engagement, from a business and audience perspective. Randy works with B2B and direct-to-consumer brands to develop and implement content and digital strategies that solve fundamental business challenges in an increasingly omni-channel world. Randy is also a featured contributor to The Future of Commerce, a contributor to Internet Retailer magazine, and has been a guest speaker at Northwestern University's Kellogg School of Management. View Guest page
Hansen Lieu is a Director of Product & Solutions Marketing at SAP. He has over 22 years of experience in the software industry, in development, implementation, product management, and marketing. In the last 14 years, he has been focusing on mobility, CRM, and particularly solutions for customer service. In his current role, Hansen is responsible for thought leadership, social media marketing, go-to-market strategy, and execution on the topics of analytics, social media, and customer service. Prior to SAP, Hansen spent about six years at Siebel Systems as product manager, building the first generation mobile infrastructure and applications. Before that, he worked at Oracle as a technical consultant, helping many large organizations architect and deploy Oracle solutions. View Guest page
Britton Manasco is president and co-founder of Visible Impact, which specializes in strategic messaging and sales enablement solutions that build business credibility, generate demand, and sharpen sales conversations. He is writing a book on the strategic impact of virtual and remote selling with co-author Anneke Seley.
As a messaging consultant, he has worked with companies in technology, energy, financial services, and the life sciences. Current clients include: Cisco; Dell; Sungard; Accenture; Corporate Visions; and expansion-stage firms. Prior to Visible Impact, Britton was a consultant for Prime Resource Group (sales performance consulting for companies engaged in a complex sale), Knowledge Capital Group (analyst relations), and Peppers and Rogers Group ("one-to-one" marketing for Fortune 500).
He has written for Harvard Business Review; The New York Times; CIO Magazine; RainToday; SandHill.com; 1to1 Magazine; The Economist; Reason Magazine; and other media outlets worldwide. View Guest page
Eric Marotta is Director of hybris Product Marketing, where he has global responsibility for communicating the transformational value of omni-channel commerce. His passion is technology and the transformational impact it has on customers, and the relationship between the brand and customer. Eric has held various product strategy, product management and marketing roles in the software, technology and green industry for over a decade. He uses his experiences in Commerce and Predictive Analytics to communicate the value omni-channel commerce brings to customer engagement. Prior to SAP hybris, Eric worked for Sterling Commerce, IBM, and a start-up in the Salesforce ecosystem. He earned a BS degree in Finance from the University of Dayton and an MBA from The Ohio State University’s Fisher College of Business. View Guest page
Liz Miller brings a varied career that spans over 14 years in the Sports Entertainment, Retail, Health, Beauty and Personal Care spaces. She has extensive experience in media relations, marketing communications, brand building, marketing program strategy and implementation, event planning and live entertainment event production. Liz began her career in Sports Entertainment, focusing on the promotion of soccer and family sports events with the Continental Indoor Soccer League. She transitioned to Marketing and Sponsorship Development thanks to her involvement with the Forum Boxing promotion organization owned and operated by the Los Angeles Lakers and Dr. Jerry Buss. After an engagement with a Marketing and Process Management consultancy, Liz joined Jan Marini Skin Research as Director of Marketing and Public Relations, guiding the company into a respected presence in the consumer beauty and health markets. She also works with the agency's consumer-focused accounts. View Guest page
Shalini Mitha, Director, Global Solutions Marketing at SAP, is responsible for the creation and communication of messaging and positioning for the SAP solutions for the Sales lines of business. She focuses on developing marketing content and solution strategy aimed to help sales organizations successfully engage and win their customers.
As a seasoned enterprise software professional, Shalini has held various product and solution marketing roles for more than a decade. Prior to SAP, Shalini held positions driving product strategy at companies such as Apple, Adobe(Macromedia), and IBM. She is also the mother of two, a UCLA Bruin, kick-boxer, family photographer, and Girl Scout Leader. View Guest page
Ryan O’Neil is currently leading strategic growth marketing initiatives in North America at SAP. With over 17 years of experience in marketing enterprise software, technology, and cloud services, he takes a progressive and provocative approach to using Marketing strategies and tactics to drive business outcomes. Most recently, Ryan has launched customer engagement and end user adoption strategies as well as leveraged audience journey insights in marketing campaign strategies and tactics. He holds a Bachelor of Business Administration in Marketing and a Masters of Business Administration in Strategic Leadership and Marketing Management. View Guest page
Kai Petzelt is Senior Director of product marketing at SAP, responsible for the creation and communication of messaging and positioning for the CRM solutions portfolio for the Customer Service line of business. Kai has accumulated 20 years of experience in marketing, strategy and business management positions across high-tech, chemicals and life sciences in multinational corporations across Europe and North America. Kai is a frequent speaker at industry events and webinars and blogs regularly about all things related to customer engagement. A native of Germany, Kai is now a Silicon Valley transplant. View Guest page
David Raab started his career as a marketer, in magazines and continuities. He is now a consultant and industry analyst specializing in helping marketers select and acquire appropriate technologies. David is author of the Marketing Automation Vendor Selection Toolkit, Guide to Customer Data Platforms, and Marketing Performance Measurement Toolkit, and blogs extensively on industry topics. Fun fact: David built his first marketing database in 1979, using the mailing list function of a stand-alone Wang Word Processor. View Guest page
John Ragsdale is vice president of technology and social research for the Technology Services Industry Association (TSIA). He drives TSIA's technology research agenda, delivering insightful, thought-leadership research and analysis on the most pressing business issues facing services leaders. Prior to TSIA, John was vice president and research director at Forrester Research. During his career, he has held development, product management and marketing positions at Clarify, Answer Systems, Platinum Technologies, Nortel Networks and other companies. He has been involved in customer service throughout his career, including over 10 years managing both the internal and external customer support organizations for a global retailer. In 2012, John released his first book, "Lessons Unlearned," which chronicles his 25-year career inside the customer service industry. The book is filled with best and worst practices, insider gossip, and sometimes-shocking real-world stories. View Guest page
Teri Sun is Senior AX Strategist at White Rhino, a strategic marketing communications agency. Teri's holistic perspective of the sales and marketing funnel has underpinned her 10 years at White Rhino developing innovative demand generation experiences for high-tech clients including SAP, Sophos, HP, and VMWare. In her current role, Teri helps brands stand apart from today's massive content glut with Addictive Experience (AX) – a unique blend of psychology, game mechanics, and active learning principles used to create digital (and sometimes physical) experiences. By entertaining, motivating, and rewarding audiences throughout these highly immersive experiences, brands are able to create a more rapid, emotional connection that translates into real business results. Teri holds a Bachelor of Business Administration in Marketing and a Bachelor of Science in Journalism. View Guest page
John F. (Jeff) Tanner, Jr.
John F. (Jeff) Tanner, Jr., Professor of Marketing at Baylor University, is the Director of Baylor’s Innovative Business Collaboratory, a collaborative field laboratory conducting actionable research in partnership with organizations such as Cabela’s, Teradata, Viverae and Splunk. A scholar and consultant in the areas of marketing strategy and customer relationship management, he has published over 70 articles in leading marketing journals. Jeff has also published 15 books, including “Analytics and Dynamic Customer Strategy: Big Profits from Big Data” (Aug 2014). Jeff has taught and consulted in the area of marketing performance and customer strategy with executives in India, France, Canada, Mexico, Ireland, Switzerland, Australia, Colombia, Malawi and Trinidad. He has testified as an expert witness in cases involving consumer confusion, trade shows and exhibitions, and sales issues. Jeff and his wife own and operate a thoroughbred breeding and racing operation. View Guest page
Barry Trailer is a managing partner and co-founder of CSO Insights, a sales effectiveness research and benchmarking firm. In addition to more than 30 years of professional selling experience, Barry has been president of Miller-Heiman, a respected sales training firm and Goldmine, a well-known CRM application. He has conducted seminars with hundreds of companies, including HP, Sun Microsystems, Oracle, and Hitachi Data Systems, and presented Sales Mastery keynotes at dozens of sales events. Barry's writing includes The Sales & Marketing Excellence Challenge: Changing How the Game Is Played, co-authored with Jim Dickie (Jan. 2003). He has written Sales Mastery, a novel (1991), served as Contributing Editor (1997-1999) with the monthly column "Can We Talk?" for Sales & Field Force Automation (now CRM) magazine, and produced numerous white papers on sales process. Jim Dickie and Barry have been twice published in the Harvard Business Review (July-Aug 2006, Dec 2010-Jan 2011). View Guest page
Heidi Tucker is Vice President of Global Alliances at InsideView, the leading Sales Intelligence application. She is responsible for managing strategic alliances and channel distribution through CRM brands, sales effectiveness consulting partners, and marketing automation partners. Heidi’s career spans more than 20 years leading marketing, sales, and business development.
Prior to joining InsideView, Heidi was VP, Business Development at Hoover’s (a D&B Company), SVP of Enterprise Sales at First Research, SVP of Business Marketing at Bank of America, and VP of Marketing for Courtlink Corporation (now part of Lexis-Nexis). View Guest page
Angelica Valentine is the Content Marketing Manager at Wiser, a San Francisco based company that provides pricing intelligence to retailers and brands around the world. She is experienced in content strategy and creation for email marketing, blog posts, press releases, case studies, eBooks, and social media. Angelica is passionate about growing engagement and conversion rates through excellent content. Her work has appeared on ChannelAdvisor, VentureBeat, Business Insider, The Future of Commerce, Retail Touchpoints, and more. She holds a Bachelor’s degree in Sociology from Barnard College of Columbia University in New York City. View Guest page