A preview of what’s to come at SiriusDecisions Summit Europe – two full days of SiriusDecisions analyst insights, success stories, awards, a sponsor marketplace…and networking.

On October 21 and 22, B2B marketing, sales and product leaders will gather at the Hilton on Park Lane in London for SiriusDecisions Summit Europe – two full days of presentations by SiriusDecisions analysts, as well as peer success stories, a sponsor marketplace … and of course, plenty of networking opportunities.

Here’s a preview of what’s to come:

SiriusDecisions Summit EuropeTuesday’s Agenda

Participants will be welcomed by Tony Jaros, SiriusDecisions’ senior vice president and research officer, who will then join John Neeson, managing director and co-founder, to present “Intelligent Growth: The Heart of Sales, Marketing and Product Alignment in Europe,” setting the theme of the event.

Later in the day, Tony will again take the stage to present SiriusDecisions’ “B2B Transformation Model” – a new framework designed to help B2B organizations transform sales, marketing and product functions.

Next, Marisa Kopec, vice president and group director, will introduce “The SiriusDecisions Messaging Nautilus,” a new methodology that enables a consistent, audience-centric approach to B2B messaging.

“Next-Generation Waterfall Diagnostics,” presented by research director Terry Flaherty, will examine how the demand waterfall can be used to identify and address process and organizational issues in sales and marketing.

Megan Heuer, vice president and group director, will focus on “The State of B2B Customer Experience in Europe” – a presentation based a SiriusDecisions study that asked B2B organizations in Europe how they handle customer experience from a strategic, organizational and operational perspective.

Tuesday’s closing presentation, “Polycom’s Journey to Defy Distance,” will feature guest speakers from Polycom – Tim Stone, head of marketing, EMEA; Jeremy Keefe, area sales vice president, UK, Ireland and Benelux; and Paula Morris, senior marketing campaigns manager, EMEA. Together they will outline Polycom’s journey from product-centric, siloed outbound campaigns to fully integrated global campaigns.

Wednesday’s Agenda

The second day of the Summit agenda will begin with “The State of the Demand Centre,” presented by Jay Gaines, vice president and group director. Jay will discuss the ways in which demand centers are increasing efficiency, maximizing performance and bringing demand programs to market more effectively.

Next, research director Meta Karagianni will host “Personas in Action: Client Vignettes” – a series of case studies presented by clients who have applied SiriusDecisions’ B2B persona approach. Guest speakers during this session will include Lawrence Mitchell, director of marketing for the Reed Business Information division of Reed Elsevier; Simon Morris, director of demand marketing at Adobe Systems for Europe, Middle East and Africa; and Andy Barraclough, marketing director EMEA for Pega Systems.

Guest speaker David Bush, European marketing director at Sony Professional Solutions – the B2B arm of Sony’s electronics business – will then outline the company’s transformation program, including its challenges and strategic direction.

Laz Gonzalez, service director of SiriusDecisions’ Channel Management Strategies service, will follow with “Understanding the Partner’s Journey to Maximise Channel Effectiveness,” which addresses how suppliers can capture mindshare and drive continuous engagement with channel partners in order to improve channel performance.

“The Sales Brass Ring: Attracting, Creating and Maintaining High-Performing Sales Reps” will be presented by Mark Levinson, service director, Sales Operations Strategies, who will discuss the results of a SiriusDecisions poll that asked quota-exceeding sales reps what they do differently from their below-quota peers.

The next segment, “Programs of the Year,” presented by Meta Karagianni and research director Julian Archer, will recognize and highlight the success of B2B organizations in Europe demonstrating best practices in the areas of account-based marketing, demand creation and channel marketing.

The next session will be presented by Oracle’s Joyce Boland, vice president applications marketing EMEA, and Laurent Dechaux, applications vice president for customer experience Southern Europe and enterprise performance management sales, Western Europe and France. “Oracle Case Study: Sales and Marketing: Co-piloting the Journey to the Cloud” will cover the transformation of Oracle’s applications business model to software as a service, which required sales and marketing to re-evaluate and change their relationship.

To cap it all off, Mark Levinson, Jay Gaines and Marisa Kopec will team up to present “Sales, Marketing, Product: A Five-Year View” to examine SiriusDecisions’ view of major trends and implications that will transform these three functions – and how they interlock – between now and 2019.