EVENT NEWS: Marketing leaders told to think outside-in
Delegates at today's B2B Marketing Leaders Forum were told to 'capture and institutionalise outside-in thinking and put the customer at the heart of the business'.
Speaking about his experiences, Paul Wilson, CMO, SunGard said, "There's only one boss - the customer".
On globalisation he declared, "Take one consistent message to market worldwide and train sales to deliver it."
John Neeson, MD of SiriusDecisions spoke about marketing's role in sales and alignment, revealing decision makers are educating and self-serving before interacting with sales.
He said, "We need a halo over sales and marketing, and content is the currency to do this."
Deloitte's brand and marketing director, Annabel Pritchard talked delegates through the organisation's marketing team structure.
She underlined the importance of developing and nurturing talent when she stated, "Your people are your product."
Moderated discussions and a panel debate on topics and themes raised in the keynote sessions also featured at the event.