Jocelyne Attal.(B to B's Best Marketers )(Avaya Inc.)

Byline: M.E.P.

Title: CMO

Company: Avaya

Years in current job: 2.5

Quote: "For me, marketing doesn't really exist if you don't create a measurable value for sales."

For more than a year, Avaya used case studies, interactive online videos and micro Web sites to keep its target audience updated on a major event it was helping plan.

The occasion was the 2006 World Cup in Munich, and Avaya not only was a sponsor but also designed and managed the tournament's voice and data network. Over the course of 31 days, beginning June 8, Avaya hosted 16,000 customers, business partners and their customers at the Games and in the …