ABOUT THE PRESENTATION
In today’s high-performing revenue organizations, true growth comes from alignment – not just between strategy and execution, but between sales and marketing. This session explores practical ways to create shared ownership of revenue metrics, improve marketing budget efficiency, and drive stronger year-over-year campaign performance through sales collaboration. You'll learn how to start small with ABM, scale it effectively, and build a business case rooted in measurable impact. Plus, get an inside look at a "bottom-up" forecasting framework to guide your 2026 planning.
This session will cover:
- Example of shared ownership of metrics in a high-performing revenue organization
- Ways to improve marketing budget efficiency for revenue impact
- Tactics to improve your year-over-year campaign performance by partnering with sales for event and account-based marketing (ABM)
- Starting small with ABM and how to build justification for revenue impact
- Bottom-up framework for 2026 forecasting
ABOUT JENNY VANCE
Jenny Vance is a seasoned entrepreneur and revenue leader with deep expertise in developing go-to-market strategies for business-to-business technology companies. Over the course of her career, she has helped more than 350 organizations—from Fortune 50 enterprises to venture-backed startups and seed-stage entrepreneurs—accelerate growth through strategic alignment of sales and marketing functions.
Jenny is widely recognized for her ability to attract and develop top talent, cultivate leadership, and scale high-performing teams that drive measurable business impact. Her leadership and innovation in sales and marketing have earned her numerous honors, including being named one of the 50 Most Influential People in Sales Lead Management and one of 20 Women to Watch by the Sales Lead Management Association for five consecutive years. She has also been featured on Direct Marketing News and the Indianapolis Business Journal 40 Under 40 lists, and received the McDermond Medal for Excellence in Entrepreneurship in 2013.
During her tenure as founder and CEO of LeadJen, the company achieved multiple recognitions, including the TechPoint Mira Award in 2013, placement on the INC 5000 list in both 2012 and 2013, and designation as one of Indiana’s Companies to Watch in 2012.
A graduate of DePauw University with a bachelor’s degree in Economics and distinction as a Management Fellow, Jenny is also a sought-after speaker and author on topics including entrepreneurship, lead generation, and go-to-market strategy. Her experience spans a wide range of solution types—such as healthcare technology, CRM, enterprise analytics, marketing automation, and SaaS—and industries including healthcare, manufacturing, retail, education, banking, and telecommunications.
