Table of Contents IDC Opinion In This Insight Situation Overview Day 1: Joint Sales and Marketing MeetingControl Versus DisruptionMarketing and Sales Investment TrendVoice of the Sales RepSales EnablementCase Study: SymantecOngoing Challenges and ObjectivesOnboardingLead ManagementCase Study: Iron MountainKill the MQL?Iron Mountain's Key Success Factors for Sales and Marketing Alignment Around Lead ManagementCase Study: SAP's Supply Chain of DemandSAP's Key Success Factors for Sales and Marketing Alignment Around Lead ManagementThe Buyer Speaks: IT Buying Team PanelDay 2: Sales Leadership MeetingIDC's 2012 Sales Investment and Productivity Guidance and BenchmarksCRM and Customer Data Management Strategies for SalesThe Enterprise Customer Creation ProcessCase Study: Customer Data Management Usage at MathWorksCase Study: Customer Data Analytics for Sales Ops at AvayaBenefits of the Data-Driven ApproachFuture Outlook Learn More Related ResearchTable: Joint Sales and Marketing Benchmarks for Analysis of Intersection Costs Table: Sales Productivity Scorecard (1 of 2) Table: Sales Productivity Scorecard (2 of 2) Figure: IT Global Revenue, Marketing Investment, and Sales Investment Growth, 2009–2011 Figure: The Four Stages of Customer Data–Driven Decision Making Figure: MathWorks Customer Record the "Data Onion"
Sales and Marketing Leadership Meeting Highlights, October 2011: Customer Panels, Sales Enablement, Lead Management, and IDC Productivity Benchmarks
This IDC Insight provides a summary of the Sales and CMO Advisory leadership meeting held October 25 and 26, 2011, in Boston, Massachusetts, with more than 60 senior sales and marketing executives. Both sales and marketing executives met together on day 1 to discuss and solve key challenges for better aligning marketing and sales, and on day 2, sales and sales operations executives joined to discover how to best improve sales operations' impact and productivity. These meetings are a deliverable for clients of IDC's Sales and CMO Advisory Services. Key findings from the discussions are provided in this document in the form of IDC insight, attendee quotes, and presenters' notes/slides. Many quotes are representative of what at least two or more companies are doing in their organizations. For a copy of IDC and speaker information presented at this meeting, Sales Advisory Service clients should contact Irina Zvagelsky at firstname.lastname@example.org or Michael Gerard at email@example.com and CMO Advisory Service clients should contact Joe Ferrantino at firstname.lastname@example.org or Rich Vancil at email@example.com. The Related Research section of this document sources other information available for clients.
In addition, clients can request an onsite or by phone presentation for their marketing or sales teams covering any of the benchmarks or best practices studies that IDC has completed and are referenced in the Related Research section of this document.