2020 Return on Integration Honours

Summit EMEA 2020 Return on Integration Honours recognise organisations that have achieved strong sales, marketing and/or product alignment, and as a result have improved company performance.

We are looking for best practices in the following key areas:

(honours will not be given in every category)

General sales/marketing/product alignment.  A presentation by the chief marketing officer (CMO), chief sales officer (CSO) and chief product officer (CPO) – or their equivalents – on the impact that the alignment of sales, marketing and product has had on company performance.

Demand creation/lead management/account-based marketing.  A presentation that shows how the organisation has built a measurable, predictable, repeatable demand creation engine. The presentation must demonstrate high levels of cooperation between sales and marketing, especially in the areas of process, infrastructure and incentives. Initiatives may be broad-based or narrowly focused (e.g. account-based marketing) in nature.

Product or solution marketing.  A presentation that demonstrates the transformation from product-centric to audience-centric go-to-market strategy and execution. The presentation must demonstrate measurable results of taking an industry or persona-based marketing approach.

Product management.  A presentation that demonstrates how alignment between product management, marketing and sales has resulted in stronger innovation and better corporate performance.

Sales enablement.  A presentation that illustrates a well-defined, process-based sales enablement initiative that has resulted in greater sales effectiveness for inside or field sales teams. The presentation should include specific linkages between sales, marketing and/or product during the enablement initiative.

Content strategy/operations.  A presentation that illustrates a well-defined, enterprise-wide content creation, delivery and measurement process.

Third-party channels.  A presentation that shows how the combination of shared strategy, processes and technologies have impacted channel partner selection, demand creation, enablement, customer experience and/or measurement/reporting.

Communications/brand.  A presentation that shows how brand and communications disciplines have supported strategic goals for the business, including if new roles have been established (e.g. social media operations, branding center of excellence), or a new strategic communications initiative has been incubated. Employee engagement initiatives would also fall into this category.

Sales/marketing/revenue operations.  A presentation that shows how the efficiency of the revenue engine has been improved through operational means. Key areas of consideration will include planning, budgeting, analytics, measurement and reporting, process development, data management, competency assessment and skill development, and technology strategy/implementation.

Customer engagement/success.  A presentation that demonstrates a coordinated, well-designed post-sale effort by customer engagement, sales, marketing, service and/or product that has helped to deliver or improve retention, loyalty, advocacy and subsequent cross-sell/upsell.

Recipients are selected based on the following criteria:

  • Unique integration of sales, marketing and product
  • Tightly aligned sales, marketing, product and/or customer experience goals
  • Advanced use of infrastructure to support shared/interlocked processes

Nominations from the following will not be given consideration by the SiriusDecisions team:

Companies that are not active clients of SiriusDecisions

Companies (or divisions of companies $5 billion or greater) that have received a Return on Integration Honour from SiriusDecisions in the last two years

Best practices from sales and marketing vendors themselves that focus on the use of their technology or services

Sales and marketing vendors can nominate clients for the Return on Integration Honours; however, the nomination form and process must be completed by the client, not the vendor. Vendor-completed nominations will not be considered, and vendors will not be allowed to speak on behalf of a client

Additional questions/clarification about the honours can be directed to Isabel Montesdeoca

Summit EMEA · October 6 – 7 · Live Virtual Experience

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