Event in Copenhagen

Align Sales and Marketing

– exploring the potential of sales enablement tools


6 June 2019

Industries and markets are becoming increasingly competitive with customers buying organisations that are professionalised and customers who are being approached constantly in different channels. Therefore, it is more important than ever to be able to articulate and demonstrate a compelling value proposition to the right customers and stakeholders at the right time.

This is, however, challenging, and the degree of inefficiency is obvious: according to research, 73% of CMOs say value proposition doesn’t reach customers, while 90% of sales people don’t position value effectively, and 70-80% of marketing materials are unused.

Embrace the potential of sales enablement tools

We need to overcome the inefficiencies and ensure better Sales and Marketing alignment. One way to do that is if we start to embrace and explore the potential of sales enablement tools and methods.

You can uniformly equip your sales reps with proven sales enablement tools and have Marketing work around insights, pain points and personas. This will help sellers reach prospects with a much more tailored approach. This is crucial as we know that 64% of B2B decision makers say they won’t engage with a salesperson if the communication is not personalised.

A study by Aberdeen a few years back found that sales reps were spending up to 43 hours per month researching, pointing to widespread room for improvement, and as
only 35% of sales teams track the effectiveness of their content, there are huge possibilities to not only improve but also stand out and become one of the sales and marketing organisations that really deliver the right communication to the right stakeholders at the right time.

Join us for a day of sharing insights

“Most companies have relevant insights which are valuable for their customers – but only very few companies are able to commercialise these insights and communicate them across channels in a way that creates value for their customers and makes them differentiate from competition.”

At Implement Consulting Group, we work with companies that face these challenges every day. On June 6, we will share these experiences, and our partner Showpad® will show you how to ease this process even more with the implementation of a sales enablement tool.

As part of the day, Line Helmark, Group Communication Manager at Rockfon, will explain how Rockfon has fundamentally changed their dialogue with specifiers and customers by using insights, changing the conversations and using sales enablement technology to improve the collaboration between Marketing and Sales and build a customer-centric organisation.

We are looking forward to inspiring you and discussing the typical challenges and pitfalls related to the alignment of Sales and Marketing and will be touching upon the following topics:

  • Why should the alignment of Sales and Marketing be a top priority in any given commercial organisation?
  • How could a sales enablement tool support this journey?
  • What changes should be applied in Marketing to make this journey happen?
  • Where should Sales shift gear to lift the daily demonstration of customer- specific value propositions?

Doors open, light breakfast, coffee and tea.


Welcome and introduction.


Inspiration and insights on Alignment of Sales and Marketing

Christian Milner, Partner at Implement, will offer some inspiration and insights on the topic of Alignment of Sales and Marketing and share some of the main pitfalls but also new ideas for improving the commercial engine.


Case: Rockfon – Alignment of Sales and Marketing

Line Helmark, Group Communication Manager at Rockfon, will explain how Rockfon works with insights and share her experiences on how to challenge specifiers and customers in a highly competitive market. Moreover, Line will address the internal challenges of Sales and Marketing alignment.


Short break and networking.


Break-out sessions

Break-out sessions in smaller groups with the possibility of discussing several topics in more detail:

  1. Approach to Sales and Marketing alignment: How to overcome the main obstacles and pitfalls and create the best possible synergy. Can we organise for alignment?
  2. Delivering insights – how to create value-creating insights and how to ensure that these are delivered by Sales in a compelling way.

Summing up Commercial Excellence Forum event.


Networking and light lunch.


In-depth session with Showpad®

Showpad enables sales and marketing alignment through AI-driven platform. It's easy to deploy an end-to-end solution, boosting buyer engagement and results for growth with CRM and Marketing Automation.

Practical information


Implement Consulting Group
Strandvejen 54
2900 Hellerup


Thursday 6 June at 9:00-12:15
We will serve breakfast at 8:30.

If relevant, there is an extra session with Showpad from 12:15 to 14:00.

Jakob Støvring Sørensen

The event is free of charge.