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Wednesday, March 19th’s session will focus on aligning the sales and marketing functions, facilitated by Mike Ahearne (University of Houston). 

Participants will first hear academic perspectives and insights, followed by mini case studies from MSI/ARF corporate members. Discussion will follow each component.   

DISCUSSION TOPICS WILL INCLUDE:

• Rethinking the sales funnel, particularly for long B2B sales cycles, with an emphasis on marketing at the top of the funnel and sales at the bottom 

• Integration AI tools to identify critical sales events and improve timing and pitch strategies 

• Focusing on metrics and financial outcomes at each stage of the funnel, particularly leading indicators and engagement metrics 

• Maintaining ongoing customer engagement post-sale, and how marketing adds value in long-term relationships 

PARTICIPANTS CAN EXPECT:  

• A discussion-led environment: participants will come with cameras on, prepared to contribute and engage with fellow members and academics  

• Facilitation by the latest, most cutting-edge thinking in marketing science academia  

• An opportunity to overcome obstacles and reframe challenges through exchanging insights with fellow MSI members  

• Actionable insights and takeaways that can be applied to daily work and organizational issues, as well as shared with team members