Commercial enablement and strategy is at the top of mind for everyone. It is heard throughout strategy sessions and is gaining more and more airtime. Yet, when we peel back the layers what we see is sales and marketing are still very silo’d in their approach to the customer.
Kate Burda (Kate Burda & Co, Hyatt) and Dominique Côté (Cosawi) have worked with organizations in bringing sales and marketing teams together to create differentiation and drive effectiveness within strategic accounts.
Long gone is the old precept of marketing led, sales enabled account-based marketing approach. Kate and Dominique introduce the Customer Led; Team Enabled methodology that looks at the integration of our two work horses of sales and marketing in customer value creation.
Key areas that will be covered:
- Why should strategic account management care about ABM.
- What is ABM and what is its role in the KAM journey
- The importance of personas and segmentation of understanding your most valuable customer.
- Mapping the customer buying journey and creating points of communication driven by sales and marketing that is relevant to the customer.
- Understanding of the role of technology in the approach as an enabler, vs. the technology being the solution to ABM.
Speakers:
Dominique Côté
Owner and founder COSAWI Srl/inc
- + 30 years as an international business and commercial leader in global pharmaceutical and biotech organizations.
- Published author recognized as a chief architect of go to market journeys, leading cultural shifts for customer-centric innovation.
- Passionate about culture & diversity, having led teams in more than 36 countries, enabling deployment of new go to market business models.
- A certified executive coach and visiting Professor at Cranfield Business school, 15 years on the board of SAMA and sits on the advisory board of AKAM.
- Sits on the Board of NFL Biosciences and Global University system Canada
- Living in Belgium, she splits her time between Canada and Belgium to stay close to her global customers.
Kate Burda
Owner & Founder Kate Burda and Co
- + 27 years as a commercial leader within multi-national companies within hospitality and tourism.
- Worked with organizations in bringing next level revenue strategy and commercial enablement.
- Built go-to-market strategies for startups, large enterprise commercial teams
- Built Ignite, a SaaS program, that connects the top-line financial vision to the tactical playbook of commercial optimization.
- Serves on the Board of University of North Texas and member of the International Society Hotel Consultants.
