B2B Summit
North America

B2B Marketing, Sales, & Product Leaders

March 31 – April 3, 2025  |  Phoenix & Digital

The theme driving this conference a big story of change and need. Our keynote presentation lineup is designed to speak to all aspects of adapting to a new B2B Buyer Power Shift. This layered approach will enable you to ignite action across the organization, leadership, processes and technologies to drive growth and build customer trust. 

These seven keynotes will tell you the Why, What, and How of adaption.

2025 Event Agenda

Agenda

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Tuesday

Apr 1
  • 8:00 am – 9:15 am MST Workshop
  • 8:00 am – 9:00 am MST Roundtables
  • 9:15 am – 9:45 am MST Welcome & Opening
  • 9:45 am – 10:15 am MST Keynote: The New B2B Buyer Power Shift
  • 10:15 am – 10:45 am MST Keynote: Frontline Revenue Processes That Work
  • 10:45 am – 11:30 am MST Marketplace Break & Networking
  • 12:15 pm – 12:45 pm MST Case Studies
  • 11:30 am – 12:00 pm MST Breakout Sessions
  • 12:45 pm – 2:15 pm MST Lunch & Marketplace Break
  • 2:15 pm – 2:45 pm MST Breakout Sessions
  • 2:45 pm – 3:00 pm MST Ask The Expert
  • 3:15 pm – 3:45 pm MST Case Studies
  • 3:45 pm – 4:30 pm MST Marketplace Break & Networking
  • 4:30 pm – 5:00 pm MST Keynote: Cultivate A Growth Oasis With A Solid Customer-Obsessed Growth Strategy
  • 5:00 pm – 5:30 pm MST Keynote: Lead And Master Change

Wednesday

Apr 2
  • 9:20 am – 9:50 pm MST Keynote: Make Process Systems Your Growth Catalyst
  • 9:50 am – 10:20 am MST Return On Integration Honors
  • 11:05 am – 11:35 am MST Case Studies
  • 11:50 am – 12:20 pm MST Breakout Sessions
  • 1:50 pm – 2:20 pm MST Breakout Sessions
  • 3:35 am – 4:05 am MST Case Studies
  • 5:05 pm – 5:35 pm MST Programs Of The Year

Thursday

Apr 3
  • 9:15 am – 9:45 am MST Keynote: Turn GenAI Possibilities Into Reality
  • 4:20 pm – 4:50 pm MST Case Studies
  • 11:15 am – 11:45 am MST Breakout Sessions
  • 12:00 pm – 12:30 pm MST Breakout Sessions
  • 12:45 pm – 1:15 pm MST Keynote: The Future Is Now

Tuesday Apr 1

8:00 am – 9:15 am MST

Workshop

8:00 am – 9:00 am MST

Roundtables

9:15 am – 9:45 am MST

Welcome & Opening

Speakers:
George Colony, CEO, Forrester
Dave Frankland, VP, Research Director, Forrester

9:45 am – 10:15 am MST

Keynote: The New B2B Buyer Power Shift

B2B buyers have taken control of the buying process while providers continue to fall farther behind. Buyers are devouring self-service options at breakneck speed, especially with generative AI. These powerful new tools are simultaneously helping buyers expand the set of providers that they’re considering as well as contracting the time needed to make a decision. Younger buyers are introducing bigger buying groups and engaging with more external influencers. The result is twofold: increased buying complexity and increased buyer dissatisfaction. In this keynote, we will address:

  • How genAI and new sources of information are driving buyers to gather more information than ever before.
  • What increased buying complexity looks like, especially in pricier purchases where buyers express dissatisfaction.
  • How buyers engage in larger buying groups and ways to engage their extended value network.”

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

10:15 am – 10:45 am MST

Keynote: Frontline Revenue Processes That Work

The revenue process that connects marketing, sales, and customer success is collapsing under the weight of outdated approaches that no longer meet buyers’ changing expectations. Winning in today’s market requires changing the way that frontline teams think about their objectives, engage with buyers and customers, and work together. In this keynote, we will discuss how to transform revenue processes to drive long-term sustainable growth by:

  • Leveraging signals to become more insights-driven.
  • Creating buying groups attached to opportunities.
  • Collaborating across the customer lifecycle.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester

10:45 am – 11:30 am MST

Marketplace Break & Networking

12:15 pm – 12:45 pm MST

Case Studies

11:30 am – 12:00 pm MST

Breakout Sessions

Reset Strategy And Routes-To-Market
Introducing The Marketing-Driven Organization

Speakers:
John Arnold, Principal Analyst, Forrester

Revamp Planning And Operations
You Can’t Scale Chaos: Why B2B Needs A New Plan For Funding Operations 

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

Transform Revenue Processes
The Solution Blueprint For Success With Revenue Process Transformation

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

Build Customer Trust
Generative AI Is Revolutionizing Buyer Messaging

Speakers:
Brittany Viola, Analyst, Forrester

Evolve Leadership And Skills
Org Design Leadership: Build Effective Communication Skills

Speakers:
Karen Tran, Principal Analyst, Forrester

Activate Buyer And Customer Insights
The State Of B2B Buying: Implications And Actions For The Growth Engine

Speakers:
Barbara Winters, VP, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester
Maria Chien, VP, Principal Analyst, Forrester
Renee Irion, Principal Analyst, Forrester

Foster Ingenuity And Innovation
Ingenuity Catalyzes A Growth Mindset

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

Harness The Power Of Technology And Data
The Rise And Future Of Revenue Marketing Platforms

Speakers:
Kelvin Gee, Principal Analyst, Forrester

12:45 pm – 2:15 pm MST

Lunch & Marketplace Break

2:15 pm – 2:45 pm MST

Breakout Sessions

Reset Strategy And Routes-To-Market
Understanding The New Threats To Brand Safety

Speakers:
Karen Tran, Principal Analyst, Forrester

Revamp Planning And Operations
Synchronous Planning: Executing The Customer-Obsessed Growth Strategy Through Functional Plans

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

Transform Revenue Processes
Selling Revenue Process Transformation Internally 

Speakers:
Amy Hawthorne, Principal Analyst, Forrester

Build Customer Trust
Align Your Promise Keepers And Promise Makers

Speakers:
Shari Srebnick, Principal Analyst, Forrester

Evolve Leadership And Skills
Organizational Effectiveness: Skills For Leaders To Diagnose And Resolve Organizational Barriers

Speakers:
Betsy Summers, Principal Analyst, Forrester

Activate Buyer And Customer Insights
Adapt Your Content Marketing Strategy For Shifting Search Behaviors

Speakers:
Lisa Gately, Principal Analyst, Forrester

Foster Ingenuity And Innovation
Transform Your Event Vision To Maximize Value

Speakers:
Conrad Mills, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

Harness The Power Of Technology And Data
Into The Unknown: How To Adapt Your Data Strategy For Increasingly Anonymous Buyers

Speakers:
Stephanie Liu, Senior Analyst, Forrester

2:45 pm – 3:00 pm MST

Ask The Expert

3:15 pm – 3:45 pm MST

Case Studies

3:45 pm – 4:30 pm MST

Marketplace Break & Networking

4:30 pm – 5:00 pm MST

Keynote: Cultivate A Growth Oasis With A Solid Customer-Obsessed Growth Strategy

B2B leaders work in a harsh environment today, where growth is hard-earned. There are many ways to guide your company’s growth strategy, but what’s your role in it? In this keynote, we will show you how to apply Forrester’s customer-obsessed growth strategy model to create a new oasis of growth. You’ll:

  • Understand the key steps to forming a good B2B growth strategy.
  • Learn how to apply Forrester’s customer-obsessed growth strategy model.
  • See how you can lead, seed, or feed the growth strategy at your organization.

Speakers:
John Arnold, Principal Analyst, Forrester

5:00 pm – 5:30 pm MST

Keynote: Lead And Master Change

We’ve been hearing that the pace of change has been accelerating for decades, but the last five years have produced a truly remarkable level of disruption and transformation. All leaders now have to be great change leaders, and change leadership starts with understanding the human experience of change. In this keynote, explore how you can level up your change leadership skills and accelerate your organization’s ability to survive and thrive in a state of continuous transformation. You’ll learn:

  • The three phases of Forrester’s change model and how you can use them.
  • Why most change managers focus on operations to the exclusion of people and how you can avoid that.
  • How to envision, manage, and sustain your new “business as usual.

Speakers:
Katy Tynan, VP, Principal Analyst, Forrester

Wednesday Apr 2

9:20 am – 9:50 pm MST

Keynote: Make Process Systems Your Growth Catalyst

Process matters — not only to create efficiency but also to drive growth. This keynote will explore how interconnected operational systems in B2B organizations are crucial for an organization’s growth, emphasizing that no single system can drive success alone. We will:

  • Explore why process systems are vital for organizational health and customer experience.
  • Introduce a framework to structure interconnected process improvement initiatives.
  • Offer strategies to maintain a healthy organizational body through coordinated systems.

Speakers:
Cristina De Martini, VP, Research Director, Forrester

9:50 am – 10:20 am MST

Return On Integration Honors

The 2025 B2B Return On Integration Honors showcase C-Level experts in organizations that have achieved strong product, marketing, sales, and customer engagement alignment, and as a result have improved company performance. 

This could be you – apply now! 

11:05 am – 11:35 am MST

Case Studies

11:50 am – 12:20 pm MST

Breakout Sessions

Reset Strategy And Routes-To-Market
Growth Strategy Development Is A Team Sport

Speakers:
John Arnold, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

Revamp Planning And Operations
Campaign Excellence: Proof Points That Integrated Campaign Planning Accelerates Growth

Speakers:
Rani Salehi, Principal Analyst, Forrester

Transform Revenue Processes
Three Steps To A Revenue Process Transformation Pilot

Speakers:
Amy Hawthorne, Principal Analyst, Forrester

Build Customer Trust
Building Trust With Sellers

Speakers:
Seth Marrs, Principal Analyst, Forrester

Evolve Leadership And Skills
Managers As Coaches: Can You Wear Both Hats Successfully?

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester

Activate Buyer And Customer Insights
Keys To Navigating The Power Struggle Between Line-Of-Business And Tech Leaders In Buying Decisions 

Speakers:
Amy Hayes, VP, Research Director, Forrester

Foster Ingenuity And Innovation
Challenges And Opportunities: Incorporating Generative AI Capabilities Into Your Product Offerings

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester

Harness The Power Of Technology And Data
The Single Source Of Truth Is Dead — Long Live Data Unification

Speakers:
Katie Linford, Principal Analyst, Forrester

1:50 pm – 2:20 pm MST

Breakout Sessions

Reset Strategy And Routes-To-Market
Why Multiple Routes To Market Are Key For Growth

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

Revamp Planning And Operations
Reimagining Programs: Getting The Program Family Balance Right

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Kelvin Gee, Principal Analyst, Forrester
Amy Bills, VP, Principal Analyst, Forrester
Peter Ostrow, VP, Principal Analyst, Forrester

Transform Revenue Processes
Reimagining The Buyer-Aligned Sales Process 

Speakers:
Seth Marrs, Principal Analyst, Forrester

Build Customer Trust
How An AI-First Approach Diminishes Trust

Speakers:
Katie Linford, Principal Analyst, Forrester

Evolve Leadership And Skills
Change Leadership: Tools For You To Manage Change Now 

Speakers:
Katy Tynan, VP, Principal Analyst, Forrester

Activate Buyer And Customer Insights
Monitoring And Measuring Value For Customers: A Score More Meaningful Than Net Promoter

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

Foster Ingenuity And Innovation
Moving Beyond The Single Product Launch: An Iterative Approach To Operationalizing Product Portfolios

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester

Harness The Power Of Technology And Data
What Agentic “A”I Means For B2B

Speakers:
Jessie Johnson, Principal Analyst, Forrester

3:35 am – 4:05 am MST

Case Studies

5:05 pm – 5:35 pm MST

Programs Of The Year

The 2025 B2B Programs Of The Year awards recognize outstanding achievements in a particular area in product, marketing, sales, and customer engagement functions based on innovative frameworks and best practices to improve functional performance.  

You should participate if you are proud of what you have achieved with a modern, customer-focused strategy, process, or initiative that has advanced your company’s growth.    

This could be you – apply now!

Thursday Apr 3

9:15 am – 9:45 am MST

Keynote: Turn GenAI Possibilities Into Reality

Success with generative AI isn’t about predicting the future or chasing the latest shiny object — it’s about building the experience and capabilities to adapt to whatever comes next. This keynote will outline:

  • Concrete steps you can embrace today to prepare your organization for success.
  • Practical approaches to drive clarity and align executive support, resolve workflows that hinder scaling efforts, and redefine roles and structures around new capabilities.
  • Specific ideas to fortify a foundation that grows stronger with each new generative AI milestone.

Speakers:
Lisa Gately, Principal Analyst, Forrester

4:20 pm – 4:50 pm MST

Case Studies

11:15 am – 11:45 am MST

Breakout Sessions

Reset Strategy And Routes-To-Market
Make Marketplaces A Priority Route To Market

Speakers:
Hannibal Scipio, II, Principal Analyst, Forrester

Revamp Planning And Operations
Planning For Growth: Unifying Product And Go-To-Market Plans To Maximize Impact

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester

Transform Revenue Processes
Adaptive Programs For Self-Service And Buying Groups 

Speakers:
Kelvin Gee, Principal Analyst, Forrester

Build Customer Trust
How Localization Drives Trust And ROI

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

Evolve Leadership And Skills
Communicating Performance Results At The Team And Leadership Level

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

Activate Buyer And Customer Insights
Mine Partner Ecosystem Insights For Hidden Gems And Competitive Differentiation

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

Foster Ingenuity And Innovation
Harness Mental Models To Create Strategic Alignment

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

Harness The Power Of Technology And Data
Making The Case For Data Investment

Speakers:
Brett Kahnke, Principal Analyst, Forrester

12:00 pm – 12:30 pm MST

Breakout Sessions

Reset Strategy And Routes-To-Market
Transforming To Lifecycle Revenue Marketing: A Case Study

Speakers:
John Arnold, Principal Analyst, Forrester

Revamp Planning And Operations
Aligning Plans With Investments: A Case Study

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

Transform Revenue Processes
Customer Success’ Role In Revenue Process Transformation Is Value Confirmation 

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

Build Customer Trust
Trust And Information Sources

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

Evolve Leadership And Skills
Team Culture: Build Or Rebuild Your Team Culture For Success

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

Activate Buyer And Customer Insights
OK Boomer: Why You Need To Unleash Revenue Development Reps And The Buyer Insights That They Possess

Speakers:
Naomi Marr, Principal Analyst, Forrester
Robert Muñoz, VP, Principal Analyst, Forrester

Foster Ingenuity And Innovation
Forget About Teachable Skills In The GenAI Age: Unteachable Skills Will Differentiate Your Organization For Growth

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester

Harness The Power Of Technology And Data
Sales Content + Sales Readiness: Can 1+1=3?

Speakers:
Eric Zines, Principal Analyst, Forrester

12:45 pm – 1:15 pm MST

Keynote: The Future Is Now

The status quo is not an option anymore for B2B marketing, sales, product, and customer success leaders. The future is now and is getting reshaped by technology, buyer behavior, and competitive pressures.

This keynote panel will paint a picture of what’s next for these functions and their leaders and how best to prepare.

Stay tuned for our panelists. 

B2B Summit North America · March 31 – April 3, 2025 · Phoenix & Digital