Summit US Sessions MAIN_In the Age of the Customer Why Is B2B Measurement All About Us

In the Age of the Customer, Why Is B2B Measurement All About Us? Recalibrating How We Understand Business Impact

Wednesday May 6, 2020 | 10:30 AM - 11:00 AM

Speaker(s):  Ross Graber, Anthony McPartlin

Track(s): Sales Operations, Technology Segment Deep Dives, Content Leader, Account-Based and Demand Marketing, Sales Executive, Sales Enablement, Product Management, Portfolio Marketing, Revenue Operations, Technology, Emerging Growth Companies, Marketing Executive, Marketing Campaigns, Customer Engagement, Channel Marketing, Brand Experience, Marketing Operations

Despite ever-increasing customer expectations and evolving approaches to delivering growth, B2B organizations continue to rely on well-worn performance goals and corresponding metrics. However, measurement centered around customer acquisition and internal operations fails to live up to the task and stands in the way of customer-centricity. In this session, we will highlight a balanced approach to managing B2B metrics and performance through the adoption of a revenue operations mindset. 

This keynote will provide the following benefits:

  • Understand data that demonstrates the mismatch between B2B aspirations and metrics
  • Learn how to divide and balance metrics to reflect business strategies
  • See the aligned measurement created by best-in-class organizations

May 4–7, 2020 | Live Virtual Experience

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