Hugh Macfarlane, Founder & CEO of, writes…

B2B marketing is “…more than right brain vs. left brain,” says James Obermayer, CEO of the Sales Lead Management Association. Obermayer has made it his mission to overcome the rhetoric about what ‘separates’ Marketing and Sales – the two wealth-builders in a b2b marketing company.  Obermayer suggests a new way to banish the ‘evil twin accusations’ that circulate between the marketing and sales departments whenever a company underperforms.  Instead of pointing the blame, Obermayer suggests bringing the two parties together to negotiate a renewed effort of cooperation. Sound far-fetched?

James W. Obermayer is the co-founder and CEO of the 3200 member Sales Lead Management Association. And if anyone should know how to combat the b2b marketing and sales divide, he should. Why? Because Obermayer split his career between senior sales and marketing positions in b2b marketing and sales corporations, so he has a well-rounded perspective crucial to really digging below the surface to find marketing solutions for b2b marketing and sales teams. Plus he has authored and co-authored four books on b2b marketing and sales revenue generation. So in other words, when he presents one of the keynote presentations at DemandCon in San Francisco this May, he should bring some interesting insights to the table.

During DemandCon, some 38 credentialed presenters (including yours truly) will share their experiences and views about managing the b2b marketing and sales funnel – top to bottom. Our challenge, as participants, will be to weave these disparate ‘pearls’ together. And that’s why we’re running a 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.