From Market Strategy To Field Execution: Adaptive Marketing For Global Customers

Air Date: Wednesday, February 10, 2010

Cost: $250

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Presented By:

Who should attend: Technology Marketing professionals

Description:

B2B technology vendors usually focus their marketing strategy on high-level market assumptions and competitive abstractions. The marketing professionals liken themselves to generals playing war games in a secure cellar in the mountains. Of course, their colleagues outside in the field often consider them to be occupying an ivory tower with no real contact with the real world or their day-to-day issues — let alone their customers' issues.

When Forrester talks with successful vendors, we invariably find that one reason behind their success is that many of their market strategists also get down and dirty into the details of customer engagement. They understand and help their firms figure out how best to acquire and sustain long-term, profitable customer commitments. Great market strategists work closely with their field marketing colleagues, visit the field themselves, and collect intelligence from both the market and their colleagues. They spend their time working with sales, product, and service professionals — as well as directly with customers — to forge clear visions of the outcomes customers want and companies can deliver. This teleconference expands these thoughts and highlights several industry best practices.

Agenda:

• The role of market strategy is evolving at leading customer-centric B2B technology vendors.
• Strategy disciplines that generate the greatest payback
• Strategy tools to harmonize strategy and execution
• Best practices in connecting field execution to market strategy

Vendors mentioned: Axios Systems, Cisco, Citrix, HP Software, and SAP

Technical requirements:

An Internet connection and a one-time download of the WebEx™ Player are required.