This will be my second year of attendance at the B2BMX event, organized by DemandGen Report. The event is a not to be missed if you’re in Marketing, but it’s increasingly become a must-attend event for those responsible for Sales Enablement as well. The reason is not shocking. Marketing organizations are being more tightly held responsible for revenue generation. As a result, the Sales Enablement function and the Sales Development function are being shifted to Marketing in many cases.

That’s a good thing for several reasons.

One, Marketing is good at measuring return on effort and investment. Two, they have more experience with technology and a budget that is rivaling IT in many cases. And three, it’s Marketing’s responsibility in my opinion, to drive the alignment with Sales. Doesn’t mean Sales isn’t to be held accountable, but Marketing is better positioned to see the entire revenue landscape.

I’ll be hosting a session to help attendees understand the SalesTech stack and how to incorporate and leverage sales technology into their strategy. Although the SalesTech landscape is 1/10th the size of the MarTech landscape, it’s still a seemingly discombobulated mix of point solutions with a lot of value overlap (and some functionality overlap). In many cases, the technology suits a purpose that is disconnected to Marketing’s role (think Contract Management & ESigning). In the majority of cases, the technology begs for Marketing’s involvement and fails without it.

Understanding the SalesTech stack and more precisely, how Marketers can and should be involved in the implementation and success of those tools, and why it’s paramount.

With that in mind, here are the 5 sessions I’ll be attending for sure:

  1. Predictable Pipeline: Sales Enablement Strategies & Tactics To Increase Your Confidence In Hitting Your Number with Matt Heinz of Heinz Marketing
  2. Marketing Beyond Marketers: Putting Sales Enablement Before Demand Generation with Tabitha Adams of D-Link
  3. The Metrics That Matter Across Sales & Marketing with Eric Boller of Nextiva, Judy Ash of Big Switch Networks
  4. What Sales Wants from Marketing
  5. How to Build a Winning Sales Stack, or “How Marketers can Influence and leverage the SalesTech Stack” by yours truly, Nancy Nardin of Smart Selling Tools

By my count, there are around 100 sessions organized by 5 tracks; Work-shops, Content2Conversion, Demand Gen, ABM in Action, Sales Impact. If technology is your thing, be sure to stop by and talk with SalesTech exhibitors of some of my favorite solutions like DealSignal, Hushly, Conversica, and D&B Hoovers.

There’s also a great line-up of general sessions, and plenty of time for networking. Combine all that with live music, outside lunches and activities at the beautiful Fairmont Princess in always sunny Scottsdale in February and you’ve got a real winner. It’s not too late to register and book your travel – although there are only 25 seats left so do it now. Also, make sure to download the official app. It’s the centerpiece for whole event! Search for “#B2BMX” in the App Store.

I hope to see you there!

Nancy