Learning & Practice

Looking towards the future with insights gleaned from professional development events.

longer field notes 1-4 in

    • Lane Four is Sponsoring The Marketing Nation Summit!

      Lane Four is Sponsoring The Marketing Nation Summit!

      We’re delighted to announce that Lane Four will be sponsoring the The Marketing Nation Summit, which takes place April 23-26 in San Francisco. Hosted by Marketo, the conference brings together the best and brightest minds in the digital transformation of marketing, advertising, IT, services, and beyond. We’re looking forward to the sessions on B2B Marketing, […]
    • Why Take a Custom Web Service Approach with a Critical Salesforce Integration?

      Why Take a Custom Web Service Approach with a Critical Salesforce Integration?

      We’re working with a client to support an integration with a commercial application. I have recommended we create a custom web service supported by salesforce, but they asked a reasonable question: “Why couldn’t we use the Salesforce API directly instead of having someone build the web service?” Here’s why I recommend the custom web service […]
    • We are sponsoring TOPO Summit, April 12-13, 2017 in San Francisco

      We are sponsoring TOPO Summit, April 12-13, 2017 in San Francisco

      We’ve stressed the importance of bringing Sales and Marketing teams together to maximize your Account-Based strategy, and TOPO Summit strives to do just that. With two days of learning from the world’s best sales and marketing organizations, thought leaders and technology vendors the agenda focuses on seven important topics in revenue including Account-Based, Marketing Ops […]
    • Big News

      Big News

      We have exciting news: Today, we’re announcing the general availability of the Lane Four application, which can now be installed from the Salesforce AppExchange! We’ve worked in the Salesforce community for over 8 years, splitting time between heavy custom-development projects and working at the intersection of marketing automation and Salesforce. This has given us a […]
    • Lane Four is Sponsoring Revenue Summit, March 7 & 8

      Lane Four is Sponsoring Revenue Summit, March 7 & 8

      Account-based marketing (ABM) is one of the biggest trends in marketing right now, and, as I’ve mentioned before, it’s a strategy that simply does not work if it doesn’t include both sales and marketing teams. Bringing these teams together is the only way for organizations to sync their revenue-generating and customer-acquisitions efforts.  The Revenue Summit […]