Is marketing now the real driving force behind successful sales?
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When: 20th May 2021
9.00 am - 9.45 am BST
Where: Panel
United Kingdom
Contact: Annabelle Llanes

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Is marketing now the real driving force behind successful sales?:  A panel discussion led by James Farmer and Robert Norum

Target Audience:  All APS Members
CPD Points:  Two points for attending the live Webinar or one point for viewing the recording on the APS Member CPD Platform


The complexity of business to business sales has reached an all-time high, with prospects seeking far more credible information before they are prepared to speak to a salesperson. Combine this with GDPR, longer sales cycles and increasingly elusive customers, the days of picking up the phone and hoping to make a sale is a distant history. For successful companies it is marketing which now fills that role. A great marketing campaign will identify, target and take a prospect along 75% of the buying journey, making it far easier for the salesperson to pick up the phone.

Key takeaways:

  • Demystify the modern role of marketing and understand how sales and marketing work best together
  • Learn how sales and marketing successful integrate through having shared goals and culture
  • How marketing helps you understand your customers better and how to win the next one



Welcome from the APS


Is marketing now the real driving force behind successful sales?


Q&A Session






James Farmer : Co-founder of B2B Marketing, the global intelligence and community platform for the sector. James is passionate about B2B. He is a huge advocate of sales and marketing integration, taking centre stage in busines, focused around customer experience. He has a real passion to continue to enhance the reputation of marketing, to be the deliverer of creative commercial thinking; to support business growth. 


Robert Norum: Robert is a marketing consultant and trainer with over 30 years experience in B2B marketing. He worked in publishing and IT distribution before spending a number of years working for technology marketing agencies. he has spent the last 10 years specialising in account based marketing (ABM) working with some of the world’s largest companies to deliver customer-centric marketing and sales enablement.


Panel Member: Dr Beth Rogers, PFHEA

Beth Rogers is a Visiting Fellow at Cranfield University School of Management and an examiner and lecturer in sales topics at two other universities in Europe. 

Her doctorate dissertation was on resource decision making in the sales function. She has authored and co-authored articles for academic journals, practitioner magazines and six business books, including the popular “Rethinking Sales Management”.  Her new title “The Sales Professional”, the Association of Professional Sales textbook for the L4+ sales apprenticeships, was launched in October 2020 and became an Amazon best seller in its category in the UK.

Before her academic career, Beth worked in business development roles in the information technology sector and in a specialist consultancy, working with companies across four continents in a variety of business sectors. Currently, she has a non-executive role in a regional retailer, and coaches and trains for several clients. 


Panel Member: Tim Chapman, Global VP of Sales Elliptic
Tim is an international sales and marketing professional with over 30 years’ experience in the IT, blockchain, software and telecommunications sectors.  He has extensive knowledge of complex b2b selling, sales leadership and sales effectiveness on an international level.  He is also an experienced facilitator and trainer, delivering programmes in both the commercial and academic sectors.  Some of the organisations he has  worked with include; GTA Kuoni, IBM, Lloyds Bank, Capita Group, Rogers Communications, SSE, Vodafone and BNP Paribas.  He has also worked with a number of start-up companies acting as an Interim VP of Sales, and delivering sales mentoring, coaching.
His current role is leading an international sales team at Elliptic, a Blockchain Analytics SaaS company focused on solutions for Crypto Businesses, Financial Institutions and Regulators. 
Tim has an MBA from the University of Bradford and has Lectured in Marketing and Sales Management at a number of UK Universities.  He has co-authored two books on sales. The most recent, Coaching Winning Sales Teams, was published in April 2020. 
He is also a Fellow of the Association of Professional Sales and a Seedcamp Mentor.



Please note that if you are not a member of Association of Professional Sales and book a ticket, our members will take priority and, in event of reaching full capacity, you may be contacted closer to the event to cancel your booking. To ensure you are able to attend all events, join the APS.

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Institute of Sales Professionals