Panzura’s Story: Building a Business Case For Intent Data

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Presented by

Diego Devadas, VP of International, Panzura & Jat Hayer, SVP of Sales, EMEA, TechTarget

About this talk

Most GTM leaders would agree that securing budget, getting buy-in from different stakeholders and successfully rolling out a new MarTech solution cross-organizationally is far from easy. And before you even start thinking about implementation, workflows and use cases, you must establish a strong business case for the technology that generates excitement from your go-to-market peers and support across your organization. The success and long-term adoption of the tool largely hinges on your ability to set expectations and clearly articulate the business need. Without this critical step in the process, it’s going to be hard to get all of the key stakeholders tracking towards the same goal. So how can you best approach building a business case for a much-needed solution? In this session, Panzura’s VP, International, Diego Devadas, will share his experience and practical insights on how he aligned cross-organizationally to build a strong business case for intent data and how he drove successful adoption. Diego will also discuss how cross-functional alignment doesn’t stop with the initial purchase of a platform and how Panzura is building a sophisticated roadmap to support other intent objectives across the business.
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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 techtarget.com and follow us on Twitter @TechTarget.