Taking Marketing Alignment and Accountability to the Next level

MarketingProfs B2B Marketing Forum 2015

Marketers work very hard. But, often their efforts go unsung due to a lack of metrics that connect marketing’s contribution to business outcomes and a shortage of data needed to foster strategic decisions. Want to learn how to prove and improve the value of your marketing?  Join Jay Verellen, Marketing Operational Excellence Leader, Kennametal, and Laura Patterson, President, VisionEdge Marketing as they show you how Kennametal, a world leader in metalworking and wear solutions demonstrates clear alignment between Marketing and business, defines customer-centric outcome-based metrics and creates and their marketing operations roadmap.

At the end of this session, you will be able to:

• Use the process presented in your own organization for selecting metrics that show how marketing impacts the business and facilitates strategic decisions
• List the steps Kennametal used to transform from being internally focused to a more strategic, customer-centric, data-driven culture
• Explain how the process created stronger alignment between sales and marketing

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