Vicki Brown

The Conga-PROS merger unites market leaders in CPQ configuration, quoting, workflows, and AI‑driven pricing optimization. Together, they will create an enterprise‑grade platform that connects pricing strategy to execution across the full quote‑to‑commit lifecycle. If integrated effectively and broadly adopted, the combined solution promises faster deal cycles, stronger pricing discipline, improved workflows, and a more consistent omnichannel customer experience.

In the rush to adopt AI and drive growth, many B2B organizations overlook the one thing that makes it all work: process. Discover why fixing broken processes is the key to scalable success.

Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.

In today’s fast-paced business environment, operational excellence is crucial. Successful organizations categorize and sequence every B2B process, identifying and addressing breakdowns effectively. The Forrester B2B Process Chain Framework provides seven categories — strategize, plan, design, build, deploy, measure, and optimize — that help visualize and synchronize interconnected B2B processes. This alignment ensures excellence and adaptability, supporting sales and marketing teams.

This blog explores the importance of effective process management in B2B organizations, highlighting common challenges and providing strategies to achieve operational excellence through the mitigation of six red flags. The full report offers a comprehensive analysis, detailed breakdowns, and actionable insights for preventing these red flags to improve business outcomes.

Adobe has announced the Adobe Journey Optimizer - B2B Edition, which allows B2B marketers to create buying groups and orchestrate journeys for buying groups at scale. This new functionality helps B2B organizations align with sales, target buyer roles more effectively, and measure marketing’s impact on revenue.

Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.

Realize your maximum revenue operations potential and define your revenue operations strategy by starting with a maturity assessment of your revenue operations capabilities.

When you’re tracking B2B opportunities, some will inevitably take a detour. Learn how to manage those opportunities to successfully reengage these potential deals.

Traditional acquisition and nurture programs have ignored the reality of how buyers work together. Buyers work as a group to make a unified decision. As organizations embrace the reality of buying groups, demand programs must change from focusing on individuals to opportunities. The new B2B Revenue Waterfall needs demand programs to get new opportunities into […]

Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]

It was never about leads; it has always been about the group of individuals — the buying group — that makes the purchasing decision. As marketers, we’re taught to not bury the lead. We’re taught to start any piece with the main point. And it is ironic, because as it relates to demand generation, B2B […]

• The Salesforce winter 2020 release incorporates updates that allow users to set up the SiriusDecisions Demand Unit Waterfall with standard functionality
• Users can systemize and connect contacts with buying groups within Salesforce using the new features of the opportunity contact role object
• Allowing marketing, teleservices and sales to attach additional contacts to an opportunity and complete the buying group enables teams to deliver better-informed responses to buying group members

• The SiriusDecisions Demand Unit Waterfall offers a new and improved way of operating demand management processes
• Organizations must understand which areas must be reviewed before setting up their Demand Unit Waterfall
• Consider buying roles, reports, service-level agreements and other important elements before debuting new demand processes