A large and appreciative audience of AMA Boston members and guests gained invaluable advice on how to help their companies grow in our increasingly complex marketing environment. The event was held on Wednesday, October 5th, 2016 at the beautiful facility of Criteo, a global leader in digital performance marketing, on State Street.
The evening started with lively networking amidst an open bar and delicious hors d’oeuvres. AMA Boston President Nirmal Parikh welcomed the large group, congratulated chapter “Volunteer of the Quarter” Robert Beadle, thanked Criteo, and asked Mary-Katherine McCarey, VP of Programming, to introduce Alan. The event accelerated into a fast-paced presentation focused on the transformation of marketing and how we can create high-performance teams. Drawing on decades of experience, first in finance and more substantially as a CMO and advisor to CMOs, Alan weaved in Sirius analysis along with real-life experience. The key take-aways are below, starting with the Cliff Notes version for our super busy readers:
Other key transformations include targeting niches and creating personas, emphasizing the quality and not quantity of leads, understanding the buyer journey, and the need for alignment among a company’s three sources of revenue – marketing, sales, and product.
While market growth is the biggest reason for a company’s results, alignment is significant and the third most important factor.
The program concluded with a lively and lengthy Q+A session. While Alan encouraged and fielded questions throughout the session, this extended period prompted many audience members to raise additional topics, which the speaker handled with patience and enthusiasm. The Twitterverse was active too – check out the points made by attendees using #siriusgrowth!
AMA Boston would like to thank Alan Gonsenhauser, Criteo, and our engaged audience for a great evening! There are too many upcoming events and webinars upcoming to mention – see them all on our Events page. We look forward to see you soon.
American Marketing Association Boston Chapter
PO Box 1565
Westborough, MA 01581