Problem-Solving Circles are small group sessions designed to explore some of the biggest marketing pain points. They’re ideal for managers and leaders who want to collaborate with peers, compare experiences, and answer questions like “How do I…?”

Bring a pen and paper and leave with tangible frameworks, ideas, examples, and guidance you can apply straight away.

11:25 - 12:25: How do I create good working relationships across functions?
12:30 - 13:30: How do I connect marketing directly to revenue? 
14:25 - 15:25: How do I prove marketing’s value with data?

How to attend:
This is a small group session limited to 15.

Registration for Problem Solving Circles have closed. If you've already selected your workshop sessions, all you need to do is show up for your selected session.

If you haven't reserved your spot for our interactive workshops yet and you would still like to attend them, please go to the respective room (see agenda) 10 minutes before the session commences and check with our staff for any available slots. 

Who should attend?:
This is ideal for both marketing managers and leaders, looking for ways to collaborate with their peers on key marketing pain points.

How do I create good working relationships across functions?

Marketing rarely fails because of bad ideas. It fails because of friction with sales, product, finance, operations, and leadership. Yet most of that friction isn't about personalities. It's about misaligned priorities, different KPIs, and structures that keep functions working in parallel rather than together.

This interactive workshop session helps you diagnose where cross-functional relationships are breaking down and why. Rather than offering abstract theories, it will guide participants through a structured process to: Identify the friction points that show up most in their business, examine what other functions really believe about marketing, and explore what practical behaviours build trust fastest.

You’ll learn:

• How to identify the real source of friction in a cross-functional relationship
• What other functions typically believe about marketing, and how to shift that perception
• Which behaviours build trust and credibility with stakeholders the fastest
• How to align on shared priorities, language, and KPIs at the start of a project
• Practical tools to improve working relationships and demonstrate commercial value
  
  Better cross-functional relationships start with understanding what other teams actually need from marketing. Not just communicating more, but communicating differently.

Workshop leader:
Barbara Stewart, Customer Experience Expert, Propolis from B2B Marketing
Take-away documents:

• Message alignment template
• Consultative influence questions
• Commercial value story card

Time:
11:25 - 12:25

How do I connect marketing directly to revenue?

Learn how to connect your marketing to revenue and leave knowing exactly how to prove it

Most B2B marketing teams can’t connect their work to revenue. Not because they’re not doing good or even great marketing, but because the infrastructure underneath isn’t built for it. Tech stacks don’t talk to each other, departments operate in silos, and the only things being measured are MQLs at the top of the funnel and closed-won deals at the bottom. Everything in the middle—the influence, the journey, the commercial impact—is a black hole. You’ve not operationalized your marketing efforts…yet.

In this facilitated peer session, Michelle McCann, Revenue Attribution and Commercial Marketing Expert, will introduce The Revenue Trail—a five step sequence for connecting marketing to revenue, starting from wherever you are now. Drawing on 25+ year of experience transforming marketing in subscription, enterprise, and PE-backed B2B businesses, Michelle will help the group diagnose where their organisations currently sit, what’s broken, and what to fix first. Along the way, participants will discover that the diagnostic itself becomes the business case—because when you map what’s connected and what isn’t, the gaps make the argument for investment.

This isn’t a lecture. It’s a focused conversation where you’ll hear how peers are tackling the same infrastructure challenges, share what’s working and what isn’t, and leave with a clear view of your next step. Whether you’re starting from scratch or halfway there, you’ll leave knowing exactly what to do when you return to work. And you’ll be able to use the map to demonstrate exactly where you are and where you need to get to. 

You'll learn:
•    How to audit your current marketing measurement infrastructure and identify what’s broken or missing
•    The five-step sequence for connecting marketing to revenue, starting from wherever you are now
•    What to fix first, and how the audit trail becomes your business case for investment
•    How peers in similar roles are solving the same infrastructure and attribution challenges 

 

Workshop leader:
Michelle McCann, Marketing Performance Expert, Propolis from B2B Marketing

Time:
12:30 - 13:30

How do I prove marketing’s value with data? 

You'll learn how to:

• Recognise why marketing reporting becomes confusing
• Map stakeholders to the numbers they care about
• Distinguish between data, metrics, and decision-making
• Organise data for succinct summary reporting

You'll leave with:

• The Marketing Value Map - showing cause and effect thinking
• The CEO Value Target - showing metric credibility
• A clear template for reporting marketing value

Workshop leader:
Scott Stockwell, Strategy and Engagement Expert, Propolis from B2B Marketing
Take-away document:
An A4 handout to re-use after the workshop.
Time:
14:25 - 15:25

Want to take part in the Problem-Solving Circles?

All these sessions are open to B2B Ignite attendees. Check out our range of packages and prices to suit all team sizes.