Hugh Macfarlane, Founder & CEO of, writes…

We’ve said it before and we’ll say it again. B2B marketing is nothing without a strong sales team to work with on the same set of goals. The crucial thing for B2B marketing teams to pre-empt, is that their sales counterparts will likely have more talk-time with prospects, and so that time needs to be spent wisely. So how can B2B marketing teams help sales develop this wisdom?

B2B marketing strategies should encompass clear tactics that equip sales representatives with everything necessary to nurture prospects effectively. And at DemandCon, Jason Hekl, together with a panel of ‘B2B marketing and phone selling experts’ will teach us which tactics work.  Jason is Vice President of Marketing at Coupa Software, and his role has required a great deal of ‘expense management solutions’. To get the right ratio between resource time and successful sales, Jason believes you need to accelerate new opportunities through the Funnel. And he should know, having led his previous employer, InQuira, to win the ‘Markies’ award for best lead-scoring, as well as increasing revenue ten-fold.

Of course managing expenses is all about balancing demand throughout every stage of the Sales Funnel. In our B2B Marketing Training Workshop on day 3 of DemandCon, Chuck Besondy and I will lead you through the process of building an end-to-end sales and marketing plan that helps you select tactics for every stage in the buyer’s journey, and to task each tactic with a clear and measurable role.

Haven’t yet registered for the B2B Marketing Training Workshop? You can do so (and get a 15% discount!) by scrolling to the bottom of our DemandCon event information page.