Don’t Let Culture Eat Revenue: Building an Intent-Driven Revenue Engine

Presented by

John Steinert, CMO, TechTarget and guest speaker Terry Flaherty, Vice President, Principal Analyst, Forrester

About this talk

For more than 5 years now, the rise of precise Intent Data signals and the evolution of Forrester’s frameworks for B2B demand capture have been building momentum, heading towards a truly disruptive intersection. This represents vast revenue opportunity for organizations who can fully embrace it.   But for most, there are barriers standing in the way of achieving full potential. Organizations are missing real opportunities because they either don’t have the right signals or their culture and processes are causing them to squander the signals they do have.   In this session, TechTarget CMO John Steinert and guest speaker, Forrester VP, Principal Analyst Terry Flaherty break down what it takes for marketing and sales practitioners to adapt their thinking, ways of working and their KPIs to drive real revenue transformation in their organizations.  Tune in to learn:  - How to “change the contract” between marketing and sales - move away from a silo-based approach to one that drives collaboration throughout the entire revenue process  - How to transition from MQLs to a focus on signals, buying groups and opportunities  - 3 ways to improve the performance of your revenue process – increase efficiency in active buying cycles, find new opportunities you overlooked and find hidden opportunities you didn’t know were in market  - The direct impact of intent data and other signals in revenue process transformation
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TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world. TechTarget has offices in Boston, London, Munich, Paris, San Francisco, Singapore and Sydney. For more information, visit and follow us on Twitter @TechTarget.