Best practices in marketing outsourcing New trends in marketing outsourcing, what to outsource and why, building the business case, keeping control on activities and delivery, ensuring the ROMI
Re-inventing the roadbook to marketing & sales alignment Re-assessing sales and marketing collaboration ~ Aligning marketing to sales, or the other way around ~ Setting clear, respective responsibility and accountability to marketing and sales
Turning your Customer Communication into Value How to manage the logistics activities related to the complexity of a chain of communication better,more quickly and at less cost? - How to get to know your customers better by leveraging CRM data intelligently via new technologies and new media? - How to implement return-on-investment techniques and strategies on a case-by-case basis? - How to better respond to acquisition, loyalty, cross- and up-selling programmes?
Towards innovative lead generation and demand Moving from lead generation to demand generation ~ Win rate, lead conversion...: measuring what really matters ~ Does technology makes it all ?
Realising the promise of the one to one revolution Personalised marketing: the response to new customer behavior ? ~ Data quality and CRM: the cornerstone of performing 1/1 marketing ~ Real-life case: the 1:1 lab
Delivering the potential of marketing collaboration Why market collaboratively: triggers, opportunities and benefits ~ Innovation, multi-channeling, joint lead generation, cross selling, co-branding...: choosing where and how to collaborate ~ Working together: key challenges, opportunities and pitfalls
