September 15 - 16, 2010
Nittany Lion Inn
Penn State, University Park campus

SOLD OUT! To place your name on a waiting list, please contact Paula Dorminy at pad148@psu.edu or 814-863-2782.

In today’s markets, marketing and sales will need to work in tight collaboration to find, focus, and capitalize on opportunities for growth. Come gain new knowledge and practical insight on how to improve and strengthen the marketing/sales relationship in your firm. Marketing leaders: Bring your Sales counterpart to maximize the impact of this meeting!

Come learn the concrete tools, processes, and approaches—illustrated through insightful working cases—you need to thrive in the B-to-B markets of today. We’ve assembled a powerful lineup of renowned thought leaders, noted researchers, and member practitioners to provide practical, actionable insights. Don’t miss keynotes from two individuals who have defined the practice of marketing and sales: Dr. Phil Kotler, Kellogg School of Management at Northwestern University and Neil Rackham, “The Professor of Professional Selling”

ISBM Member firms are increasingly turning their focus from “cutting everything” to “organic growth.” As business continues its “bouncy” comeback, selecting the right customers, balancing short- and long-term initiatives, and capitalizing on new and different sorts of opportunity will be key. To drive growth it’s more important than ever that sales and marketing work together to focus resources, select opportunities, and build and deliver new value and deeper connections.

But… across ISBM membership we see significant differences in the strength of the working connection between sales and marketing. We see substantial variability of behaviors, and wide differences in outcomes—from firm to firm and between units within firms. We see everything from “completely ignore” to “fight with one another” all the way to “tight alignment” and “integrated process.”
In this meeting we will provide perspective, insights, and tangible tools and approaches to help your firm strengthen the important connection between sales and marketing. Live cases in process will provide how-to’s and concrete examples. Real stories on what works and what doesn’t.

We’re especially fortunate to have renowned thought leaders Phil Kotler and Neil Rackham set the stage for our meeting in a special “keynote panel.” This interactive session will be moderated by noted author and consultant Fred Wiersema.

Speakers

Opening Keynote Panel
Ending the War Between Sales and Marketing: Moving from Defined to Aligned to Integrated
Dr. Philip Kotler; SC Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University; Neil Rackham; Visiting Professor, University of Portsmouth in England and author of Rethinking the Sales Force and Spin Selling; and  moderated by Dr. Fred Wiersema; noted consultant and ISBM Fellow, author of The Discipline of Market Leaders and Customer Intimacy

To get things started, we’re fortunate to have three thought leaders—literally creators and shapers of these disciplines—to provide perspectives in building stronger sales/marketing linkage. They will be sharing insights based on decades of research and in-practice coaching in a moderated panel discussion.

Implementing Key Account Plans to Drive Growth
Dr. Wes Johnston, Georgia State
Kathleen Deignan, Sabert
Special introduction by Sabert CEO Albert Salama

To drive growth and develop stronger connections, Sabert commissioned a detailed study of its customers’ view of the Sabert sales process. Sabert took that market/customer knowledge and used it to build a focused key account program. A live “case in process” on the marketing/sales joint process.

Bridging the Sales and Marketing Gap: Bringing the Power of Marketing to Key Account Planning and Implementation
Steve Hurley, Managing Director, Solutions Insights, Inc.
Susy Mark, Client Centric and Role Based Marketing, Xerox

Insights on how marketing at Xerox Global Services improved the sales account planning process with impressive results: increased revenues, deeper customer relationships, and more efficient and effective sales and marketing investment.

The Impact of Cloud Computing Technology on B-to-B Sales and Marketing
Tim Furey, Executive Chairman, MarketBridge

A world thought leader focused on sales/marketing integration shares new field research on how B-to-B firms can deploy “The Cloud” to forge stronger “real-time” connections between marketing and sales.

Cases in Sales/Marketing Alignment: What Comes First, What Comes Next, Early Results
Srinath Gopalakrishna, Professor of Marketing, University of Missouri
Suj Chandrasekhar, Founder, Strategic Insights

Fresh ideas from field researchers and a working case in process on stronger integration of marketing and sales. Suj Chandrasekhar is co-author of the important article "Ending the War Between Marketing and Sales" with Phil Kotler and Neil Rackham.

Bridging Marketing and Sales Through Relevant Offer Development
Paul Kindziersi, Vice President, US Sales, W.W. Grainger

ISBM Member Firm W.W. Grainger has created innovative strategies for making what could be commoditized MRO offerings into highly valued service programs. This has not happened without fundamental new linkages between marketing and sales. Paul will share the approaches and some “lessons learned” along the way.

Sales, Marketing and Customer Value Creation: Do Your Customers Make More Money Doing Business with You?
Keith Pigues, Senior Vice President, CMO Ply Gem
Jerry Alderman, Founder and CEO, Valkre Solutions, Inc. and author of Beyond Six Sigma, With sales and marketing leaders from Owens Corning

An Accomplished CMO and world thought leader in B-to-B have collaborated in a life mission to build their new book Winning with Customers: A Playbook for B2B. They provide a rigorous approach getting to “yes” on the question; Do your customers make more money with you? A powerful evolving tool for connection marketing to sales to customers.

As a bonus, each member attendee will receive a copy of their important new book, Winning with Customers: A Playbook for B2B.

Marketing as the Catalyst for Field Success
Leigh Segall, Vice President of Marketing, SAVO Group

From SAVO – the firm that defined sales enablement— to learn the role Sales Enablement plays for some of today’s leading organizations – and the impact it can have bridging Sales and Marketing to deliver results.

The Three Legged Race: A Concrete Process for Aligning Marketing and Sales to Drive Organic Growth
Michael Moorman, Managing Principal, B2B Sales and Marketing, ZS Associates
Andy Zoltners, ISBM Fellow, Professor of Marketing, Kellogg School of Management at Northwestern University and Founding Director, ZS Associates

Value-based selling is not something the sales force can do on its own. They require specific tools co-created with marketing and other functions in the firm. Thought leaders from the renowned resource and ISBM member firm ZS Associates will wrap up our meeting with practical field insights.
 

Agenda

Tuesday, September 14

Thursday, September 16

Location

The meeting will be held at the Nittany Lion Inn on the campus of Penn State in University Park, PA on September 15 - 16, 2010.

Cost and Registration

ISBM Member: $850 before August 15, 2010; $950 after 8/15/10

Non-Member: $1,450 before August 15, 2010; $1,550 after 8/15/10

Travel Information

Flights can be booked into the University Park Airport (code SCE). Airport options include: Harrisburg (2.0 hours away), Philadelphia (3.5 hours away), and Pittsburgh (3 hours away). Driving directions can be found on the Inn's website.

The Nittany Lion Inn offers complimentary airport shuttle service. We recommend you contact the hotel in advance (800-233-7505) to arrange your transfer.

Contact Us

For more information, please contact

Paula Dorminy or Gary Holler
814-863-2782
isbm@psu.edu