21 November 2019: 8.30 am – 10.30 am GMT (durhamlane, Deltic House, Kingfisher Way, Wallsend  NE28 9NX) :

Topics:  1. Bridging the MQL to SQL gap  2.  What’s wrong with your sales discovery calls (and how to improve them).  3. Evolving the University business model – finding the balance

in partnership with

Target Audience:  Manager & Senior Leadership Level

AGENDA

8.30 am Registration
8.45 am Networking & Light Breakfast
9.15 am Welcome from the APS & durhamlane
Sean Ball, Director of Marketing, durhamlane:
Bridging the MQL to SQL gap
Richard Smith, Co-Founder and Head of Sales, Refract:
What’s wrong with your sales discovery calls (and how to improve them)
Joseph Hedley, Deputy Director of Business and Enterprise, Northumbria University:
Evolving the University business model – finding the balance
Speaker Q&A & closing comments
10.30 am Close

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Session details below (more to follow):

Bridging the MQL to SQL gap
Sean Ball, Director of Marketing, durhamlane:

It’s no secret that sales and marketing have not always gotten along. Yet, in the future, they will become increasingly interlinked and dependent upon one another to survive and thrive. We’re beginning to see a decline in the number of traditional CMO and Sales Director titles as boards lose patience with siloed mentalities and inadequate results. Instead we’re starting to see the emergence of the Chief Growth Officer and VP of Revenue – roles which bridge the gap between the two functions. This trend is only set to accelerate.

As we approach 2020, it’s time leaders asked how aligned are their sales and marketing teams? How slick is their MQL to SQL process (if one even exists, that is) and how can more value be unlocked by sales and marketing activities? This is exactly what this session will explore.

Key takeaways:

  • Improved understanding of how to align marketing and sales activities.
  • Examples of how MQL to SQL process can be implemented and/or improved.
  • Common pitfalls of joint sales and marketing initiatives and how these can be avoided.

About the presenter:  Sean Ball
Sean is a commercially-focused marketing leader, with a passion for reconciling the art and science of marketing and sales. As Director of Marketing, he leads durhamlane’s marketing team and international demand generation marketing services.

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What’s wrong with your sales discovery calls (and how to improve them)
Richard Smith, Co-Founder and Head of Sales, Refract:

Discovery calls are the conversations where revenue is won or lost. Yet the data tells us that only 35% of all sales people hold consultative selling as a strength and are effective at this key aspect of the sales process. This presentation will look at the common pitfalls being made by sales people in their discovery conversations which leads to lost opportunities, along with some actionable strategies to have more impactful and meaningful interactions with prospects. This is all based on our analysis of tens of thousands of real sales conversations.

Key takeaways:

  • The common pitfalls of discovery conversations which is holding your sales success back.
  • Some of the most effective questions to ask in discovery questions to build pain and motivation to buy.
  • How our choice of language in discovery conversations can make or break sales opportunities.

About the presenter:  Richard Smith
Richard is the Co-Founder and Head of Sales at Refract. He has 10+ years of sales experience working for and building high activity and scalable outbound software sales teams. He has been a regular contributor to leading sales content sites such as Hubspot and SalesHacker, and was nominated this year as a Top 50 SaaS Sales Leader in the UK. Richard is passionate about fixing the broken mind-set to sales coaching, and helping sales people become the very best they can be.

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Evolving the University business model – finding the balance
Joseph Hedley, Deputy Director of Business and Enterprise, Northumbria University:

‘Corporatisation of academia’ broadly describes the impact of globalisation on the relationship between universities with the government and their role in society. Through growing constraints on public funds and the expectation of Universities to drive economic growth, both regionally and nationally, many universities are now placing greater emphasis on income generated from commercial activities. Through doing so, universities philosophy on governance has shifted from focusing on teaching and research, driving knowledge creation to being more aligned with commercial outcomes underpinned by efficiency, competitiveness and justifying return on investment of public funds.

This session will describe how Northumbria University is approaching evolving its business model and processes with the help of durhamlane. With particular focus on the role of sales in meeting today’s economic challenges and to what extent a balance needs to be found between commercial tendencies and with traditional virtues and practices.

Key takeaways:

  • Some simple, easily implemented strategies that can have a big impact.
  • Why managing perceptions is important.
  • The ‘tin of worms’ that needs to be opened.

About the presenter:  Joseph Hedley
As Deputy Director of Business and Enterprise at Northumbria University, Joseph’s role is to contribute to the overall strategic leadership and delivery of the University’s strategy. With colleagues of the extended leadership team, Joseph drives the Universities non-regulated income through leading a core team of business professionals in b2b sales and business development activities.

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Please note that if you are not a member of Association of Professional Sales and book a ticket, our members will take priority and, in event of reaching full capacity, you may be contacted closer to the event to cancel your booking. To ensure you are able to attend all events, join the APS.  Also, that we may be taking video and photos at this event to promote the work of the APS and to allow members who couldn’t be present to watch a recording of the presentations.

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Sean Ball
Director of Marketing, durhamlane

Richard Smith
Co-Founder and Head of Sales, Refract

Joseph Hedley
Deputy Director of Business and Enterprise, Northumbria University