SiriusDecisions is conducting a research study exploring some of the biggest challenges within B2B organizations, the results of which will kick off its first-ever Canadian conference in March.
The firm’s 2018 Canadian B2B Sales, Marketing and Product Management Study will be highlighted at SiriusDecisions 2018 Summit Canada, a day-long gathering with keynotes from Export Development Canada, Softchoice and other organizations. Sessions will focus on areas like becoming more audience-centric, choosing the right demand-creation models and building the ideal sales engine.
Ally Motz, SiriusDecisions Canada’s president and CEO, said the research will help the audience get a better sense of what high-performing Canadian B2B organizations do differently, and where some of the gaps may be across various functional areas.
“The early indications (from the survey) is that there’s still a struggle in terms of alignment and integration between the various revenue-generating capabilities in the enterprise,” he told B2B News Network. “I don’t think there’s a lack of wilingness to align. The question is how — what are the workflow processes — are we aligned in the same way to the goals of the company? Depending on the go-to-market strategy, things could differ across the different functions.”
For organizations that get alignment and integration right, the payoff is considerable. Motz said other SiriusDecisions research has shown companies whose sales, marketing and product development teams work cohesively drive faster revenue growth by 19 per cent and are 15 per cent more profitable.
The catalyst for improving alignment often depends on what’s driving growth for the organization, Motz said. That could vary from entering new markets, selling to new buyers, launching new products, M&As or boosting productivity. Where things break down is in how they execute on those growth strategies.
“There can be miscommunications between the leaders and those in the field,” he said. “It truly is about making a linkage between all of these functions to get to one point where they can grow together.”
Though SiriusDecisions is well known for other events it puts on in the U.S., Motz said the Canadian Summit offers greater opportunity for local networking with peers, as well as a cost-effective way to bring an entire team versus an individual. The timing of the event was also carefully considered, he said.
“March 1st will be clearly in Q1 for a lot of companies,” he pointed out. “There’s going to be learnings that will not only have an impact on the first quarter, they’ll have an impact for the entire year.”
The SiriusDecisions 2018 Summit Canada will take place at the Hyatt Regency in Toronto. Register now and save with 200OFF_CANADA!