Engaging With Increasingly Larger and Fragmented Buying Centers

Presented by

Winfried Schultz, EMEA VP Marketing at Teradata

About this talk

Why the real challenge is not the selling, but the buying. And what marketing can do. -Traditional B2B technology marketing makes it harder to sell and buy. -Best-in-class organizations acknowledge the shift to digital in their GoToMarket. -In the future, suppliers will face a desire for a “Rep-free” buying process. -Why Sales and Marketing integration is more important than ever. -How content must change to meet shifting buying center needs. About the Presenter: Over the past 30 years, Winfried witnessed the computer, wireless, internet and now cloud/SaaS industries transform through new technology and business models. Constantly questioning yourself and adaptation based on learning is what he is attempting to instill in all teams he leads. Having worked in sales, consulting and marketing as a subject matter expert and in leadership roles, he acquired a broad understanding of customer interactions in B2B high technology selling and marketing. His engineering degree laid the foundation for an affinity to facts and data, while his education in lean transformation in one of the world´s best continuous improvement organizations, Danaher, shaped his systemic thinking and problem-solving skills. Winfried´s life-long interest in psychology and sociology informs current marketing campaigns and shaped his approach to buying center interactions, which, in today´s world of committee buying, is more relevant than ever.

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