Trends aren’t an indicator of what you should be doing, but what you shouldn’t be doing – if you want to make an impact, that is. Brian Macreadie, Head of Marketing at International law firm Addleshaw Goddard discusses the importance of  getting the basics right in a saturated market, building trust, and finding a “distinctive” approach to accelerate growth – and, not forgetting your sense of humor. 

Martech is both a blessing and curse. With so many tools at our fingertips, it’s easy to get lost in the data – or worse, lose sight of the customer. Sydne Mullings, General Manager, US Central Marketing Organization at Microsoft, offers her advice on driving “beautiful” customer outcomes, driving business change and transforming marketing.

Martin Smith, Adobe’s Head of Partner Marketing, EMEA, reveals how to get the most from your partner marketing programs, sharing his advice for overcoming common pitfalls (solving a customer problem that doesn’t exist), equipping sales teams for success (developing a joint value proposition that hits home), and bringing in ABM strategies to bring partners onto the same page.  

In this episode, we hear from Will Green, Senior Vice President , Arvato, as he discusses the evolution of Key Account Management (KAM) in the business over the last 18 months and his insights into building a world class key account program. Will also shares his thoughts on the biggest challenges of KAM, including misaligned teams and the skills needed to be successful in Key Account Management. A must listen episode for leaders looking to drive mutual value for key accounts.

In this episode, founder and CEO of Momentum Alisha Lyndon is joined by James Cardew, Head of Marketing and Client Experience at Capital Group. Hear how he thinks about marketing leadership when it comes to creating stellar client experiences, his thoughts on why marketing leaders should focus on the experience to unlock growth and how data should be leveraged to support micro-segmentation.

In this episode, Alisha is joined by McKinsey's B2B sales and marketing Partner Liz Harrison to share her expertise and tips on how to avoid channel conflict, why all areas of the business need to be focussed around customers, and how to add human value to a digital buying process. In a world of digital, remote, and hybrid selling, the role of sales enablement has never been more critical.

Building a centralised ABM program while still empowering the field and regional teams is a difficult balance. In this episode, Marnie Giuranna Zaccaria, Global ABM Lead at Finastra, discusses how one of the world’s leading fintech organisations has approached this problem, why less is more, and gives her tips for navigating COVID-19 disruption.

To celebrate Momentum and ITSMA joining forces Momentum's founder, Alisha Lyndon, is joined by ITSMA experts in this episode to talk about the future of marketing and what’s next for account-based strategies.

Hear from ITSMA President Dave Munn, SVP of Consulting Rob Leavitt, and Julie Schwartz, SVP of Research & Thought Leadership as they discuss how marketing is evolving into a growth driver and organisation builder.