7 Can’t Miss Sessions at SiriusDecisions 2017

May 15, 2017

Headed to the SiriusDecisions 2017 Summit in Las Vegas? So are we. A quick browsing of the Summit’s sessions and events can quickly become overwhelming, but time is of the essence: With so many great educational and networking opportunities taking place, you can’t afford to head to Las Vegas unprepared.

If you don’t know where to start, we can help. The following seven sessions (plus this must-attend party) should rank among the top of your list.

DXC Technology Cracks the Code on Account Based Marketing & Sales Alignment

Tuesday, May 16, 11:15am

In this session, DXC Technology executives Nick Panayi and Dorothea Gosling will explain the company’s sophisticated approach to account-based marketing, which leverages LinkedIn Account Targeting utilized by pursuit marketing teams. This session comes on the heels of DXC receiving a Return on Integration award from the Summit for its innovative take on ABM.

Building the Aligned, Accountable B2B Organization

Wednesday, May 17, 2:20pm

Accountability is a top driver of growth within an organization. This session, led by SiriusDecisions CMO Jay Gaines and Vice President of Research Megan Heuer, will go in-depth in explaining how accountability works in the B2B world, how to set up accountability targets, how to foster a sustainable culture of accountability, and how to calculate and track the results of these efforts.

Account-Based Marketing: What the Future Holds

Wednesday, May 17, 3:40pm

Account-based marketing is becoming more commonplace at the enterprise level. What’s the next innovative strategy to stay ahead of the pack? SiriusDecisions research director Nicky Briggs and Matt Senatore argue that personalization will continue to be a differentiating factor for ABM campaigns. This session will discuss how changes to ABM will affect the work responsibilities of both sales and marketing teams.

Programs of the Year: Content Strategy and Operations

Wednesday, May 17, 4:30pm

One of the best ways to learn is from the successes of others. In this session, Christine Polewarczyk teaches the best practices for content strategy and operations by pointing to some of the leading examples from the past year. Attendees will be able to see which programs have drawn industry-wide praise, and why. Some creators of these award-winning programs will also be on hand to tell their side of the story.

Addressing the Marketing Skills Gap

Thursday, May 18, 2:00pm

The job demands of marketers are changing fast, and professionals are working outside their comfort zones in terms of their existing skillsets. Kristin Farwell explains how SiriusDecisions implemented a Marketing Enablement Process model to address this growing skills gap, as well as tips on implementing a marketing skills audit/assessment to understand where your marketers’ skills currently lie.

Effective Demand Creation Program Planning and Execution

Thursday, May 18, 2:50pm

When program origination is not aligned with your go-to-market strategy, inefficiencies and poor performance can result. SiriusDecisions’ Jen Horton and Carrie Rediker are ready to teach attendees how they can create better discipline within their demand creation program, optimizing practices and improving execution through analysis, experimentation, and adjustments.

Agile Concepts and B2B Marketing: Friend or Foe?

Thursday, May 18, 4:50pm

After witnessing the impact agile software can make for the development side of an organization, marketers are interested in reaping these benefits for their own gain. Jay Gaines and Craig Moore of SiriusDecisions will provide an overview of how to transform software concepts and marketing visions into reality. They will explain how agile concepts can be used to improve marketing, as well as the limitations of agility in marketing, while providing real-world examples of agile methodologies transforming B2B marketing.

Outside of the official Summit events, consider attending our offsite event, “Rock Las Vegas,” where we’ll have live music, an open bar, and real food—all free just by registering now and showing your conference badge at the door.

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