‘ALIGNING SALES & MARKETING’:
REBECCA MacGILLIVRAY SPEAKS AT ‘MARKETING ROUNDTABLE’ PANEL
WESTWOOD, Mass., Dec. 11, 2003 – More than ever before, marketing leaders are required to support sales goals and deliver qualified sales leads. It’s not just about brand awareness any more, according to an expert panel of marketing and sales practitioners speaking at the Marketing Roundtable in Lexington , Mass., today.
Rebecca MacGillivray, principal of MacGillivray + Lee, a strategic outsourced sales firm, was one of five sales and marketing leaders speaking on “Aligning Sales & Marketing: Real-World Successes.” Moderated by Catherine Marenghi, president of Marenghi PR and a 25-year veteran of technology marketing and journalism, the event featured case studies from Carol Ferrari, vice president of marketing, Concerto Software, Inc., and Meira Primes, senior director of global marketing, Demantra, Inc.
Joining Rebecca MacGillivray on the sales side of the equation was Rick Schnadig, vice president of sales—Americas, Unica Corp. Finally, Chris Selland, a leading CRM expert and principal of Reservoir Partners, rounded out the discussion with an executive-level perspective on the intersection of sales and marketing.
“As a consultant for many leading high-tech organizations, I have observed first-hand the ‘missing link’ often felt between sales and marketing teams as they struggle to meet lead-generation goals,” said MacGillivray. “It has been a pleasure to speak on this panel with true sales and marketing leaders who are developing disciplined, integrated approaches to align marketing programs with sales campaigns—to drive measurable P+L objectives.”