Hugh Macfarlane, Founder and CEO of MathMarketing and author of The Leaky Funnel, was a featured keynote at DemandCon in May 2011. He then joined Funnel Coach, Charles Besondy, to run a full day Funnel Plan training workshop with the foremost thinkers in B2B demand generation.
His keynote was centred on a topic that has made it to AMA’s Top 10 list of primary focus areas two years in a row – Sales and Marketing alignment, and drew from the findings of a landmark study into the topic which surveyed 1400 companies across 84 countries.
During the presentation, Hugh revealed,“Alignment doesn’t come from understanding each other, holding hands, or sharing a boss, but from being committed to the same Objectives, Strategy, Tactics and Measures.”
Hugh’s keynote is now available as an interactive video produced by Visible Gains, allowing viewers to watch only the chapters they’re interested in:
• Objectives & Strategy
Download this interactive video now at resources.mathmarketing.com/.
Within each topic, Hugh presents multiple case studies that demonstrate how leading companies have used Objectives, Strategy, Tactics and Plan to create alignment, and how best practice within each has evolved.
Over 330 projects, thirteen years and five continents, MathMarketing (mathmarketing.com) has helped many companies to ramp the performance of their Sales and Marketing engines with clear plans and the skills to execute.
Clients include AXA, CA, Canon, Ernst & Young, GE, IBM, NEC, Nokia, Oracle, SAP, Sony, Telstra, Vodafone and World Vision.
These businesses were wrestling with at least one of a number of common problems:
• They lack a clear plan for growth;
• Their team has gaps in their B2B marketing skills;
• Members of their team just don’t ‘get it’; or
• Sales and Marketing are not aligned.
In addressing these common problems, MathMarketing created Funnel Logic™. Developed as a unique approach to sales and marketing, Funnel Logic unlocks the keys to B2B growth by:
• Understanding the buying process (we call it the Buyer’s Journey);
• Knowing how many buyers need to take each step and over what time;
• Selecting tactics capable of moving buyers through these steps; and
• Measuring the actual results and continuously improving.