At B2B Marketing Exchange, every session is built to deliver real-world value, combining cutting-edge insights, practical strategies, and peer-driven learning. From inspiring keynotes to hands-on workshops, you’ll gain the tools to turn today’s challenges into tomorrow’s competitive advantages.

Whether you’re leading a demand gen team, building a content engine, or redefining your go-to-market strategy, our agenda is tailored to support your growth at every level.

GETTING TO GOOD SOIL
Marcus Collins, Professor at the Ross School of Business, University of Michigan

The greatest determinant of an organization’s success is predicated on its culture—not talent, skill, or know-how, but the environment in which that talent is planted, the organization’s cultural soil. This is the backstage of an organization that allows its front-stage to flourish when it attempts to engage audiences. Ever wonder why impressive new hires fail to thrive within an organization despite their past successes as individual contributors? Or why corporate mission statements tend to have zero impact on a company’s bottom line? It’s because our (mis)understanding of what organizational culture actually is and how it works that prevents us from leveraging its power to influence behavior at scale and help our organizations grow. This is a problem that continues to challenge leaders (from interns to CEOs) and organizations (from corporations to sports teams) regardless the context (B2B or B2C). Therefore, this session draws on a century’s worth of scholarship and decades of corporate experience to help organizations get to GOOD SOIL and unlock the power that helps people grow, teams flourish, and companies thrive.