. CSO Perspectives: Jennifer Pockell-Wilson, Senior Director of GlobalMarketing Operations, PolycomBy Jim Dickie and Barry Trailer; Managing Partners, CSO Insights Ms. Jennifer Pockell-Wilson As senior director of Global Marketing Operations at Polycom, Jennifer Pockell-Wilson built and manages the team that enables the business of marketing. Her team addresses the daily tasks, common problem areas, and tools that improve operational efficiencies through the alignment of people, processes, and systems for the global marketing organization. Some of the systems and projects the team manages include the global demand management process (from hand raise to closed business), marketing automation platforms, CRM systems, cooperative marketing management systems, data quality initiatives, and lead routing processes. Management includes administration, road map evolution, and operational and management reporting for all of these systems. Barry Trailer "Its always been true, and especially so with market conditions the past couple years, that being rigorous in how we prepare for, approach and follow-up each sales call counts. By being consistent and applying more science to sales and marketing, we support the art of both of these. Its why I was so insistent on leveraging our CRM system (if its not in the system it doesnt exist and you wont be paid on it) and welcomed the investment that had already been made in Eloqua." Andy Miller, CEO SALES & MARKETING ALIGNMENT: A ROADMAP Wanting to net out a story, folks will often say “Cut to the chase.” This particular story ends with sales and marketing in a billion-dollar technology company being closely aligned and tracking initial marketing responses through sales-accepted leads and on to eventual revenue. Lead flow is up 82% over the past three years and sales revenues are up 34%. This is a story of marketing and sales working closely together to plan for the year ahead, checking in quarterly to look back at what was...