Under the Covers of Brand and Demand: A Love Story

Summary

Marketers are under intense pressure to make every dollar count, prove return and drive impact. That pressure can create competition between brand marketing and demand generation efforts for prioritization and funding, undercutting growth and harming performance.     

This led us to wonder: How can companies rewrite that rivalry and turn it into a love story where everyone wins?     

Prophet’s Marketing and Sales Practice leaders join executives from T. Rowe Price, Trane Commercial Americas, and Salesforce to discuss the results of our latest global research report, Brand and Demand Marketing: A Love Story.   

We asked 500+ global marketing and advertising leaders how they are breaking down silos and balancing brand and demand marketing within their organizations. Watch the webinar to learn how to build agile marketing organizations that are customer-centric, aligned to business objectives and how to balance brand and demand marketing. 

Key Takeaways

Marketers are under intense pressure to make every dollar count, prove return and drive impact. That pressure can create competition between brand marketing and demand generation efforts for prioritization and funding, undercutting growth and harming performance.  

Through our research we learned the most effective marketers follow four common principles: 

• Anchor Marketing Investment in Business Objectives 
• Experiment to Win 
• Build a Modern Marketing Organization 
• Put the Customer at the Center 

Hosts and Panelists

• David Novak, Senior Partner, Prophet   
• Mat Zucker, Senior Partner, Prophet
• Theresa McLaughlin, Head of Global Marketing & Digital Solutions, T. Rowe Price  
• Portia Mount, VP of Marketing at Trane Commercial Americas  
• Paul Stoddart, Chief Marketing Officer Customer Success, Salesforce  

Contact us to learn how Prophet can help you overcome common challenges while integrating brand and demand marketing capabilities.