Keynote Meeting

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Six C's of Customer Engagement: Aligning Sales & Marketing to Accelerate Revenue

Sales and Marketing are responsible for managing a predictable, reliable demand generation pipeline that produces higher value opportunities and maximizes revenue. The traditional approach to the pipeline-Awareness, Interest, Demand, Action or the more modified version of the pipeline-Awareness, Interest, Consideration, Purchase-is outdated.

In this session, expert Laura Patterson uses a fishing metaphor to help sales and marketing define their handoffs and takes participants through the process of creating an opportunity pipeline based on the customer’s buying journey.

In this session you will learn:

  • A customer-centric approach for creating an opportunity pipeline
  • Six key stages for developing, implementing, and measuring Marketing's contribution to the opportunity pipeline
  • How to use the customer-centric approach to align marketing and sales
  • How to enable the two organizations to collaboratively accelerate revenue

This event is a joint event with BMA Colorado and the Colorado chapter of The Sales Association.  Come meet some new folks! Also - we will be collecting canned goods for Food Bank of the RockiesBring a canned good and get your name in TWICE for the door prize!

BUNDLE PACKAGE! Attend the afternoon seminar on StrengthsFinders and save $$$ on the package!


Laura Patterson
President & Founder, VisionEdge Marketing

Want to prove and improve the value of your marketing? For 20+ years, Laura has been helping CEOs and Marketing Executives at companies such as Cisco, Elsevier, ING, Intel, Kennametal, and Southwest Airlines do just that. She was an early advocate of using marketing data, processes, automation, metrics, and dashboards to link marketing initiatives and investments to business outcomes and to improve alignment between sales and marketing, every organization’s two key revenue engines. Laura has authored three books on marketing performance management, including the most recent: Metrics in Action: Creating a Performance Driven Marketing Organization. You can see Laura in action online atMarketing Made Simple, MarketingProfs, and Software Advice.

Thursday, December 5, 2013 11:30 am - 1:00 pm


Embassy Suites Denver Downtown, 1420 Stout St, Denver, CO 80202


10:30 am New & Prospective Member Orientation

11:30 am Networking

Noon Lunch & Keynote

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  • BMA Members - Luncheon: $35
  • Not-yet Members - Luncheon: $65
  • BMA Members - Lunch & Seminar Package: $125
  • Not-yet Members - Luncheon & Seminar Package: $155


Deadline: 12/2/2013
Maximum Attendees: 150

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