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Monday 11 June 2007

Event takes place on 21 June 2007

Press Release

Title: Plugging the lead black hole - sales and marketing event helps to fix an age-old industry dilemma

Top sales and marketing executives from across Europe are gathering in central London for a spot of essential plumbing on 21 June... Representatives from Microsoft, MasterCard and SAP will be among those putting their heads together to find a solution to an age-old industry problem – how do you integrate sales and marketing so that they work effectively together, and drive bigger profits?

The debate will be facilitated by sales and marketing professional services firm MarketBridge, with their co-hosts and sponsors MasterCard and INSEAD.

Andrew Shaw, Vice President of MarketBridge Europe said: “We meet many companies who have multi talented sales and marketing teams but there remains a fundamental disconnect between the two functions, and the teams don’t work together in a way that drives revenue.”

Andrew said that for many their sales pipeline was at the root of their problem.

“Many businesses have one of either three models: the first is they have either a ‘Martini glass’ pipeline - wide and shallow at the top, with a thin stem, meaning that marketing produces a lot of leads, but few are successfully converted into sales opportunities; the second is a ‘Champagne flute’ pipeline, that is thin and narrow from top to bottom, meaning that conversion rates are good, but lead volumes and sales are low; and the third is an ‘Urn-shaped’ pipeline, narrow, but with a bulge in the middle, meaning that sales generates the majority of its own leads.

“We’ll be examining which type of pipelines are common in which sector, the pros and cons of each style, and how to get a better balance of leads and output from your sales and marketing to grow your business.”

Andrew concludes: “The ‘sales and marketing dilemma’ has been constraining performance for years but there is absolutely no need for businesses to continue to scratch their heads over this. We have a range of best practices and experiences, gained from having worked with some of the world’s largest companies, that we would like to share”.

Guests will start the evening at The Met Bar on Old Park Lane, London at 6:00 pm and go to on Nobu for dinner and discussion. After dinner speaker Roberto Romano from MasterCard Direct Services will share his experiences of integrating global sales and marketing teams and driving sales.

There are a few places left if you would like to join this special roundtable debate. Please call 0207 166 5200 or e-mail Andrew Shaw on

Those registering to attend the event will receive a complimentary copy of a MarketBridge White Paper, by CEO Tim Furey entitled ‘Pump up the Pipeline’.


Media Enquiries: For more information please contact Esther Robinson on 0773 990 1832 or

Additional Information:

Other topics for debate at the event:

• Integrated planning and combined target setting
• How Marketing can drive the use of alternate channels to increase revenues
• Improving lead qualification, nurturing and routing to increase conversion rates
• Implementing an infrastructure that supports both Marketing and Sales
• Implementing metrics and measurement systems to drive the right behaviors

Past attendees at MarketBridge Roundtable events have included senior sales and marketing executives from: BT, Dell, HP, IBM, KLM, MasterCard, Microsoft, SAP and SAS.

About MarketBridge

MarketBridge are a leading sales and marketing professional services firm. Head Quartered in Washington DC with offices around the globe, MarketBridge focuses on integrating sales and marketing to gain the greatest return for its Fortune 500 clients. Delivering client results based on a disciplined, empirical approach to designing, building, and managing sales and marketing solutions. Our solutions leverage traditional brand marketing and field sales channels with greater on-line, call centre and database marketing resources to achieve proven results.


As one of the world’s leading and largest graduate business schools, INSEAD brings together people, cultures and ideas from around the world to change lives and transform organisations. The unique global perspective and multicultural diversity of INSEAD are reflected in all aspects of its research and teaching. Currently, at the school’s two comprehensive and fully connected campuses in Asia (Singapore) and Europe (France), 143 renowned faculty members from 32 countries inspire 882 MBA participants, 59 Executive MBAs, over 8,000 Executives and 59 PhD candidates. On both campuses, faculties conduct leading-edge research projects with the support of 16 Centres of Excellence. The INSEAD-Wharton Alliance extends the reach of INSEAD business education and research across three continents.

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