B2B Marketing Special Interest Group Web Meeting 

Sales Support and Alignment Strategies 
December 09, 2020 09:00 AM - 12:00 PM 
Gain new ideas for enhancing sales and marketing alignment by learning about marketing leaders' approaches from fellow UWEBC member companies. This meeting will be held via web only. 

The health and safety of our members is the UWEBC’s top priority. UW–Madison is monitoring the COVID-19 situation in collaboration with local, state and federal agencies. Based on campus' guidance, this meeting will be held via web only to allow our members a convenient and safe way to attend.

Given the current crisis, marketing and sales leaders must act decisively to stabilize the business and look ahead. The sudden and significant shift to remote working prompted by the pandemic accelerated a trend toward "consumerization" of B2B buying. This shift may have profound implications for how companies align marketing and sales. In addition to adjusting to remote working, many companies have also established multi-disciplinary commercial initiatives to manage sales operations during this time. The rise in digital and self-service channels means that companies can think newly about enabling effective digital interactions and deploying marketing and sales resources to the best effect. Re-orchestrating the customer experience and the accompanying sales processes across channels should be at the top of the list for marketing and sales leaders.

In this B2B Marketing Special Interest Group event, you will have an exceptional opportunity to think through the ways organizations better align sales and marketing from subject matter experts and peer marketing leaders. We'll begin the morning by gaining insight into closing the marketing/sales alignment gap through use of automation and augmented intelligence applied to lead-to-revenue data from Dr. Joel Shapiro, Clinical Associate Professor of Data Analytics and Academic Director of Executive Education at Northwestern University's Kellogg School of Management, as well as Chief Analytics Officer of Varicent, a Toronto-based company that helps build sales models, automate incentive calculations and create workflows for sales compensation management . Then, after a Q&A conversation with Dr. Shapiro, we'll break into small groups to discuss and compare approaches to participants' marketing and sales alignment-related challenges.


Participate in Customizing the Agenda: Help shape our presentation content – and maximize its relevance for you – by suggesting topics related to sales support and alignment when you register.

Agenda Items:
9:00 AM Welcome, Orientation and Opening Remarks
9:15 AM Aligning Marketing and Sales on Lead to Revenue
  • Dr. Joel Shapiro – Professor of Data Analytics, Kellogg School of Management and Chief Analytics Officer, Varicent
  • Zach Burnett – SVP of Sales, Varicent
  • 9:45 AM Q&A Discussion with Joel Shapiro and Zach Burnett
    10:00 AM Break
    10:10 AM Breakout Discussion Segment Introduction
    10:15 AM Breakout Discussions
  • Participant introductions
  • Share take-aways of interest from Shapiro/Burnett talk
  • List participants' marketing and sales alignment challenges
  • Share and discuss approaches for addressing alignment challenges
  • 11:30 AM Re-group / Share Breakout Discussion Highlights
    11:55 AM Closing Remarks
    12:00 PM Adjourn
    Events Team, , events@uwebc.wisc.edu 


    UW–Madison is monitoring the COVID-19 situation in collaboration with local, state and federal agencies. Based on the campus’ guidance, the UWEBC will be adjusting our events to web for the foreseeable future..

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