Summit US Sessions BE_Brand to Demand Operationalizing the Complete Revenue Engine

Brand to Demand: Operationalizing the Complete Revenue Engine

Thursday May 7, 2020 | 12:00 PM - 12:20 PM

Speaker(s):  Terry Flaherty, Ian Bruce

Track(s): Marketing Operations, Revenue Operations, Brand Experience

Too often in B2B organizations, brand and demand operate in silos, disconnected in strategy and execution. Yet, research shows that an integrated approach to brand and demand leads to much stronger outcomes for both functions. Brand and demand leaders need a framework for finding their commonalities and ways to measure the impact of brand on demand performance. In this session, we’ll explain how organizations can understand the long-term value brand brings, and how to connect that value to activity in the demand generation process. We’ll explore a new approach to building brand and communications into the process for optimizing the Demand Unit Waterfall™, and for ensuring brand and demand strategies are closely aligned.

This presentation will provide the following benefits:

  • Understand how brand performance is connected to demand performance
  • Review an approach for diagnosing demand issues that have a potential brand root cause
  • Discover an approach for breaking down the silos between brand and demand teams to improve revenue performance

May 4–7, 2020 | Live Virtual Experience

 
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