CFO Playbook: The CFO's Perspective on Sales Performance Management
Brought to you by CFO
About CFO Playbook
CFO Playbook is a series of educational Webcasts, eBooks and events, aimed at providing you with practical knowledge and insights from your peers. This CFO Playbook Webcast addresses sales performance management.
The combination of Big Data, mobility and the cloud is giving CFOs extraordinary insight into their organizations' sales performance. The goal is to provide employees with tools permitting up-to-the-minute forecasts on current and future sales, in addition to related customer concerns. For the CFO, this information is a gold mine, permitting deeper analysis of sales and marketing campaigns, customer impressions, and more timely and confident responses to changing behaviors.
But challenges include security concerns about vital data residing outside the four walls of the organization, and the need to empower employees at the perimeter of the decision making authority, so that they can change the course of the business in response to positive or negative sales signals.
From this Webcast, attendees will learn about:
- The different types of technology tools transforming sales performance management (SPM);
- The benefits and risks of leveraging Big Data, mobility and the cloud for SPM;
- Why it makes sense to empower employees in the field to act on the data they access, and how to manage and govern their authority; and
- Why a sales-performance culture is imperative in a competitive, price-pressured environment.
About the Panelists
Bill Band, Vice President, Principal Analyst Serving Application Development and Delivery Professionals, Forrester
A leading expert on customer relationship management (CRM), Bill Band serves application development and delivery professionals. His research focuses on helping organizations establish and validate CRM strategies, prioritize and focus CRM projects, build executive consensus, facilitate CRM vendor selection, and plan for project success. He is the author of two books on customer-driven business strategies: Creating Value for Customers: Designing and Implementing a Total Corporate Strategy and Touchstones: Ten New Ideas Revolutionizing Business.
David Brudenell, Co-Founder and Executive Vice President, Pureprofile
A Canadian entrepreneur, investor and product designer currently based in New York City, David Brudenell is the executive vice president and co-founder of Pureprofile in the U.S. He oversees Pureprofile's global operations and he leads Infinity, Pureprofile's research automation platform business. Throughout his years with Pureprofile, he has been directly responsible for financial planning, sales management and product creation; he has also led, structured and completed some of Pureprofile's most successful strategic alliances. In addition, David is the co-founder and principal of C2 Investments, a venture capital firm specializing in seed stage companies. To date, C2 has made investments in market research technology companies, on-line retailers and green technology companies.
Padraig Hayes, Head of Finance, Enterasys, a Unit of Extreme Networks
As chief financial officer with Enterasys, a unit of Extreme Networks, Padraig Hayes is responsible for all aspects of the company's finance functions, including treasury, financial and management reporting, internal controls compliance and provision of finance support to the various functions of the business. He has 15 years of experience in the networking industry, having worked in a variety of treasury and finance positions with Alcatel and Newbridge Networks. He began his career as an auditor with PwC.
Marisa Massie, Controller, Bazaarvoice
Marisa Massie is the controller with Bazaarvoice, a technology company that connects businesses together to amplify the authentic voices of people where they shop. She is responsible for Bazaarvoice's financial management systems, internal controls and reports. Throughout her career, she has been directly responsible for financial planning and analysis, supply chain and manufacturing operations, procurement, customer support and sales operations, and accounting operations. Massie also has been instrumental in numerous mergers and acquisitions, as well as the integration of the operations that the mergers or acquisitions brought together. Prior to joining Bazaarvoice, she held senior positions with salesforce.com, Chiron Corporation, Cingular Wireless (now AT&T), Monsanto and Ernst & Young.
About the Moderator
Russ Banham is the Senior Writer at CFO magazine. During the past three decades, Mr. Banham has written close to 200 feature stories for CFO and CFO.com, as well as thousands of articles for many other business publications, including Forbes, The Economist, The Wall Street Journal, Financial Times, Chief Executive, U.S. News and World Report, Journal of Accountancy, and many others.
He is the author of 23 books, including The Ford Century, the award-winning, international best-selling history of Ford Motor Company, translated into 13 languages, and The Fight for Fairfax, detailing the extraordinary economic growth of northern Virginia in the aftermath of World War II. His various books have led to several television appearances, including on the TODAY show and A&E's Biography. He is currently writing a history of aviation in Hawaii.