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Paradox is the new normal for B2B marketing and sales: Customers 2.0 don't want to spend money but they absolutely want to invest in solutions with real business impact. They are skeptical of every pit...

Paradox is the new normal for B2B marketing and sales: Customers 2.0 don't want to spend money but they absolutely want to invest in solutions with real business impact. They are skeptical of every pitch and want to do their own research, but they're anxious for new insight and practical advice. They're impossible to reach but they want stronger relationships with a few trusted partners.

Amid the paradox, key account relationships are more important than ever. It's not just that key accounts typically drive a disproportionate share to the top and bottom lines. It's also that working with your key accounts is the best way to gain deeper insight into the market, test new products and solutions, and learn more about what really works in serving customer needs.

Succeeding with key accounts 2.0, however, means going far beyond the basics of strong account leadership and focused sales plans. Join Steve and Rob for a fast-paced, interactive session that digs into the specific ways marketing and sales can work together with key accounts to build and sustain strategic relationships, deepen understanding of critical challenges and opportunities, co-create new solutions, and generate greater mutual value. The session will include a model for key account collaboration, examples of where it's working, and a practical roadmap to guide the move toward key account success.