Marketing Vision ’23: Supercharging Strategic Client Growth

Do you want to be at the forefront of B2B marketing innovation? Join us at Marketing Vision to gain insights and uncover strategies that’ll take your growth to the next level.

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It's Time to Supercharge Your Strategic Client Growth!

For nearly 30 years, Marketing Vision has been the leading conference for B2B marketers seeking new insights, connecting with peers, and leaving with actionable takeaways.

We have a sterling line-up of experts and thought leaders, engaging workshops, enlightening discussions, and invaluable networking opportunities that make this year's Marketing Vision a not-to-be-missed event to help you propel your growth to new heights. Discover how to amplify your client focus, navigate complex buying cycles, and align stakeholders to unlock new dimensions of success.

Join us this fall in Boston at the Revere Hotel, along with guest speakers, including Scott Brinker, VP, Platform Ecosystem, HubSpot and editor of, Jim Jackson, CMO, HPE, Melody Callaway, Head of Marketing Americas, Orange Business, Wendy Heller, NA Global Business Services Marketing Leader, IBM, Kimberly Fay Boucher, Technology Executive, Social Enterprise Activist, & MIT Lecturer, and Don Peppers, Founding Partner, CX Speakers and author of the international best-seller, The One to One Future, on customer experience.

The agenda is packed and includes:

  • Industry-leading insights from the latest wave of our CBX (Client Buying Index) and ABM Benchmarking research studies

  • Cutting-edge frameworks and enhanced tools to help you get ahead of the curve

  • The transformative impact of prioritizing clients as the top go-to-market strategy

  • Key considerations and avoidable pitfalls in martech

  • What GenAI means for Account-Based Marketing

  • The power of thought leadership and why marketing leaders should care

You’ll also hear from buyers on their shifting expectations, business executives on why client conversation is the key to aligning the boardroom, and inspirational marketing leaders who’ve achieved remarkable growth. And we’ll be celebrating the best-in-class in marketing as we reveal this year's winners of our prestigious Marketing Excellence Awards.

Registration is now open! Marketing Vision '23 is your gateway to supercharging your strategic client growth. So, take advantage of early-bird pricing and secure your seat today.

Program Facilitators

Alisha Lyndon

Chief Executive Officer

Adam Bennington

Head of Consulting

Rob Leavitt

SVP, Advisory

Dave Munn


Paige Johnson

Head of Learning and Development

Lori Weiner

Principal, Marketing Research

Event Details

Monday, November 13, 2023 - Wednesday, November 15, 2023

Venue Info

Marketing Vision '23 is taking place in a new home this year—the Revere Hotel, in the heart of the theater district in downtown Boston! Our special rate is $289/night (plus taxes, but with the amenity fee waived). Book your accommodations via our online booking link:

Venue website

Advance Pricing Until

October 13

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Advance Non-Member Price


Standard Pricing Until

November 13

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Cancellation Policy

Cancellations and substitutions must be in writing and forwarded to Momentum ITSMA via email to For questions or concerns, please contact us at

Cancellation Policy


Monday, November 13, 2023

Marketing Leadership Pathway: Building Marketing Maturity in Strategic Client Growth

Hands-on session with Rob Leavitt, SVP, Advisory, Momentum ITSMA

Many clients and members are talking to us about orientating their marketing teams on the highest growth segments, cutting back on investing in lower tiers of accounts. What does this mean for the role of marketing: how you’re organized, the sales collaboration, and the use of insights?

Join Momentum ITSMA’s Rob Leavitt who will step you through our Strategic Client GTM Maturity Framework and assess your readiness to focus your go-to-market strategy.

2:30 - 3:30 pm

ABM Leaders Pathway: Martech in ABM

A deep dive discussion on martech in ABM with Adam Bennington, Head of Consulting, Momentum ITSMA

We’ve spent the past three months working across the martech stack to better understand what’s getting deployed, what the vendors want you to know, and how best to consider tech in your martech strategy.

Join Momentum ITSMA’s Adam Bennington for an exploration into how to think about martech in ABM: the roles platforms play, key considerations, and what’s ahead.

2:30 - 3:30 pm

Marketing Leadership Pathway: Driving Performance with Thought Leadership

Hands-on session with Andy Rogerson, Executive Director, Thought Leadership, Momentum ITSMA

There are few firms in the professional services, financial services, or tech space that do not use thought leadership within the marketing mix. Thought leadership, done well, drives reputation, revenue, and relationships.

Demand is also increasing. 60% of the senior executives we spoke to recently said their need for it has increased over the last 12 months. They want help with their decision-making, and not just on our terms. Great individual pieces of thought leadership are no longer enough. Leaders need to think strategically, embed thought leadership, and use it as the focal point of their marketing efforts.

Join Momentum ITSMA’s Andy Rogerson for this session where he will draw on our recent survey of 225 thought leadership professionals worldwide to explore the barriers and enablers to achieving thought leadership maturity and the full benefits that can bring.

Agenda topics include:

  • Driving a theme-based marketing calendar
  • Customizing for buyers and accounts
  • Co-creating with clients and partners
  • Innovating with thought leadership

3:45 - 4:45 pm

ABM Leaders Pathway: Getting Hands-on with AI for Your ABM Program

Hands-on session with Paige Johnson, Head of Learning & Development, Momentum ITSMA

Join Momentum ITSMA’s Paige Johnson for this session where she will explore the opportunities to enhance ABM plans and programs with the utilization of AI through enhancing our our insights, efficiency, and processes.

Paige will share where AI integration is possible within the Momentum ITSMA 7 Step Methodology and how AI may be the missing piece and partner we never had!

3:45 - 4:45 pm

Welcome Reception & The ABM Effect Book Launch Drinks

Grab some drinks and light bites as we officially welcome attendees to Marketing Vision 2023!

Celebrate the launch of the latest book on ABM, authored by our own Alisha Lyndon, CEO. Special guest speaker is Don Peppers, Founding Partner, CX Speakers, and author of the international best-seller, The One to One Future, on customer experience strategies and precursor to ABM.

Don wrote the Foreword to Alisha’s new book, The ABM Effect, and will share his own look back on ABM over the past 20 years and ahead to what it takes to succeed, starting at the top and creating a unified, purpose-directed team to help bring growth to organizations.

5:00 - 7:00 pm

Advisory Board Dinner

Invite-only dinner for members of Momentum ITSMA’s Advisory Board.

7:00 - 9:00 pm

Tuesday, November 14, 2023

Welcome & Opening

Alisha Lyndon, CEO, Momentum ITSMA kicks off Marketing Vision 2023 with a welcome and opening remarks.

9:00 - 9:30 am

CBX: Research Highlights from Wave 2 of Momentum ITSMA's Study on Client Buying Behavior

Brad Bortner, Head of Research, Momentum ITSMA and Adam Bennington, Head of Consulting, Momentum ITSMA

Earlier this year in Wave 1 of our annual CBX (Client Buying Index) Research, we provided recommendations to meet cautious buyers with confidence and conviction based on three key insights:

  • Finesse your engagement to address ROI imperatives
  • Drive ESG & DEI narratives that now enhance your chance of sales success
  • Continue to invest in programs that are inherently collaborative

Looking ahead to Wave 2 of our flagship research, we’ll learn how these insights have changed or shifted, how buyer behavior is changing ABM strategies and GTM approaches—and what new trends and priorities have bubbled to the surface.

Join Momentum ITSMA’s Brad Bortner and Adam Bennington for an examination of our latest research findings on client buying preferences and behaviors.


9:30 - 10:15 am

CxO Buyers Panel: How Clients Buy...From Real Buyers

Panel session facilitated by Adam Bennington, Head of Consulting, Momentum ITSMA

A follow-on to our CBX research highlights, this session offers real world insight into buyer behavior and also addresses:

  • What works with sales and marketing
    • …and what doesn’t: what’s different now?
  • How are partner ecosystems showing up

Facilitated by Momentum ITSMA’s Adam Bennington.

10:15 - 11:00 am

Networking Break (Sponsored by Boardroom Insiders)

11:00 - 11:30 am

Where to Place Marketing's Focus

A case study presentation facilitated by Rob Leavitt, SVP, Advisory, Momentum ITSMA

Momentum ITSMA introduced its new Strategic Client GTM Maturity Framework a few months ago and we’re experiencing a strong trend amongst marketing leaders to move away from investing in lower tiers of accounts.

Momentum ITSMA’s Rob Leavitt will facilitate this presentation on how bringing focus on client segments can have a positive effect on marketing—shifting away from a “long tail of accounts approach” to focus on “big bets” and using a different strategy for marketing to service lower-tier accounts.

11:30 - 12:15 pm


12:15 - 1:30 pm

Platform Ecosystems: The Most Effective Channel ​

Keynote presentation by Scott Brinker, VP, Platform Ecosystem, HubSpot and editor of

With over 11,000 martech solutions in the marketplace, where do we invest our budgets, what have we learned over the years, and what’s next?​  ​

Join martech guru Scott Brinker, VP, Platform Ecosystem, HubSpot and editor of, for his thoughts on the current state of martech in an emerging AI world: what impact does it have on martech stacks/strategy? Scott’s presentation will also focus on martech vs sales tech and explore this idea of ecosystems in more detail​.


1:30 - 2:15 pm

Marketing Leaders Panel: Why all Marketing Leaders need to be Client Focused ​

Panel session with marketing leaders:

  • Facilitator, Dave Munn, Partner, Momentum ITSMA
  • Jim Jackson, CMO, Hewlett Packard Enterprise
  • Melody Callaway, Head of Marketing Americas, Orange Business

Hear from marketing leaders on their approach to being client-focused and:

  • How it differs from having an ABM program
  • What marketing teams need to do more…or less of
  • Any risks or challenges​


2:15 - 3:00 pm

Transition Break

3:00 - 3:15 pm

Breakout Sessions

Unlocking the Value of Client Insights
Lori Weiner, Principal, Research, Momentum ITSMA

ABM is a Team Sport: How to Use Ecosystem Engagement to Maximize Your Success and COE
Paige Johnson, Head of Learning & Development, Momentum ITSMA and Wendy Heller, NA Global Business Services Marketing Leader, IBM

In this session, we will explore how to maximize ABM Success by bringing all team members on the field and moving towards the same goal through engagement structures and strategies. We will explore the orchestration of a successful COE in creating one team, striving for ABM success and movement.

Why Executives Matter More Than Ever
Rob Leavitt, SVP, Advisory, Momentum ITSMA

​Choose from one of these three 45-minute, deep-dive sessions on topics that include leveraging client insights, ABM as a team sport, and the power of executive engagement.

3:15 - 4:00 pm

Transition break

4:00 - 4:15 pm

Excellence in Executive Engagement: What the C-Suite Really Want from Thought Leadership​

Presentation with case studies led by Andy Rogerson, Head of Thought Leadership, Momentum ITSMA

Thought leadership has long been recognized as one of the key weapons for executive engagement in the marketer’s armory. But competitors know this as much as you do, and only the cream will rise to the top.

In this interactive session, we will reveal insight on where thought leadership provides most value, what the C-suite want from thought leadership, where they go to find it, and what they do next – helping you to understand the topics, formats, and channels that will help your thought leadership rise above the rest.

We will take you through some of the key findings from our research on this topic, which included interviews with senior executives from 400 enterprise firms in the US, Europe, MENA, and Asia. We will explore some of the key trends since the study was last undertaken and discuss what they mean for the future.

There will also be analysis of how the current economic environment is affecting thought leadership.

Agenda topics include:

  • Understanding the C-suite
  • Thought leadership in the current environment
  • The qualities needed to cut through
  • The best channels for amplification

4:15 - 5:00 pm

Day 1 Wrap-Up

Final thoughts on Day 1 with Alisha Lyndon, CEO, Momentum ITSMA, before we get ready to celebrate the 2023 Marketing Excellence Award winners

5:00 - 5:15 pm

Pre-Awards Reception

Open to all conference attendees, join us for cocktails, hors d’oeuvres, and other refreshments to unwind from the day and meet or connect with friends in our community before our Awards Ceremony starts.

6:00 - 7:00 pm

26th Annual Marketing Excellence Awards Ceremony & Light Dinner​

Join in the festivities of our annual Marketing Excellence Awards and learn which marketing programs stood out in 2023

7:00 - 8:30 pm

Wednesday, November 15, 2023

Welcome Back

Alisha Lyndon, CEO, Momentum ITSMA kicks off Day 2

9:00 - 9:15 am

ABM Benchmarking: Key Highlights from Momentum ITSMA's 2023 ABM Research Study

Presentation led by Rob Leavitt, SVP, Advisory, Momentum ITSMA and Brad Bortner, Head of Research, Momentum ITSMA

Hear the new research findings from Momentum ITSMA’s 2023 ABM Benchmark study, conducted in partnership with the ABM Leadership Alliance, facilitated by Momentum ITSMA’s Rob Leavitt and Brad Bortner.

You’ll learn about the key pillars of our research: what ABM program leaders are doing well, the challenges they’re facing, and how ABM is performing for their organizations. This session will help anyone looking to the build business case for implementing an ABM strategy or expanding their program.

9:15 - 10:00 am

Sales Leaders Panel: What's Shifting in Enterprise Selling?

Panel session with sales leaders:

  • Facilitated by Adam Bennington, Head of Consulting, Momentum ITSMA

Join Momentum ITSMA’s Adam Bennington and our panel of sales leaders to gain a perspective from the sales side on the current shifts in enterprise selling.

This session will also focus on:

  • What’s working in the marketing partnership
  • The evolution of marketing from the sales point of view
  • Key pressures sales leaders are under
  • How to apply the “magic wand”



10:00 - 10:45 am

Networking & Transition Break

10:45 - 11:15 am

Best Practice Case Studies from 2023 Marketing Excellence Award Winners

Learn best practices from some of our award winners with these case study presentations

11:15 - 1:00 pm

Wrap-up & Working Boxed Lunch on What's DEI Got to Do With It?

Final thoughts on conference highlights and learnings led by Alisha Lyndon, CEO, Momentum ITSMA followed by a working boxed lunch and podcast recording with guest speaker, Kimberly Fay Boucher, Technology Executive, Social Enterprise Activist, & MIT Lecturer and c0-founder of the Women’s Foundation of Boston.

What progress have we made over the past year to advance diversity, equity, and inclusion? What more can be done to make an impact? How do your values impact how you operate and think about DEI?

Join Momentum ITSMA’s Alisha Lyndon, as you enjoy your boxed lunch, to ponder these questions and participate in this discussion on DEI. Alisha will be recording her conversation with guest speaker, Kim Boucher, Technology Executive, Social Enterprise Activist, & MIT Lecturer, for a future Breaking the Bias podcast.

1:00 - 2:00 pm