B2B Summit
North America

May 3 – 6  |  Live Virtual Experience

Agenda

Monday

May 3
  • 12:00 pm – 12:10 pm ETWelcome & Opening Remarks
  • 12:15 pm – 12:45 pm ETKeynote Session
  • 12:50 pm – 1:10 pm ETBreakout Sessions
  • 1:10 pm – 1:20 pm ETMarketplace Break
  • 1:20 pm – 1:40 pm ETCase Study Sessions
  • 1:45 pm – 2:15 pm ETReturn on Integration Honors
  • 2:20 pm – 2:50 pm ETGuest Keynote Speaker
  • 2:55 pm – 3:25 pm ETMarketplace Villages & Networking Sessions

Tuesday

May 4
  • 12:00 pm – 12:30 pm ETKeynote Session
  • 12:35 pm – 12:55 pm ETCase Study Sessions
  • 1:00 pm – 1:20 pm ETBreakout Sessions
  • 1:20 pm – 1:30 pm ETMarketplace Break
  • 1:30 pm – 1:50 pm ETCase Study Sessions
  • 1:55 pm – 2:25 pm ETGuest Keynote Speaker
  • 2:25 pm – 3:40 pm ETMarketplace Villages & Networking Sessions

Wednesday

May 5
  • 12:00 pm – 12:30 pm ETKeynote Session
  • 12:35 pm – 12:55 pm ETBreakout Sessions
  • 1:00 pm – 1:20 pm ETCase Study Sessions
  • 1:20 pm – 1:30 pm ETMarketplace Break
  • 1:30 pm – 2:00 pm ETKeynote Session
  • 2:05 pm – 2:35 pm ETReturn on Integration Honors
  • 2:35 pm – 3:50 pm ETMarketplace Villages & Networking Sessions

Thursday

May 6
  • 12:00 pm – 12:30 pm ETReturn on Integration Honors
  • 12:35 pm – 12:55 pm ETBreakout Sessions
  • 1:00 pm – 1:30 pm ETPrograms of the Year Awards
  • 1:30 pm – 1:40 pm ETMarketplace Break
  • 1:40 pm – 2:00 pm ETBreakout Sessions
  • 2:05 pm – 2:35 pm ETKeynote Session
  • 2:40 pm – 3:10 pm ETGuest Appearance
  • 3:10 pm – 3:15 pm ETClosing Remarks

Monday May 3

9:00 am – 12:00 pm ET

Foundations Sessions – Available On Demand

Start your B2B Summit experience on the right foot with these Foundations sessions.  Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology.

Campaign
Foundations: Campaigns

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester Research

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Channel Marketing
Foundations: Channel Marketing

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Maria Chien, VP, Research Director, Forrester

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CMO
Foundations: Marketing Executive

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Robert McKinnon, Principal Analyst, Forrester

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CSO and Channel Sales
Foundations: Sales Executive

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Mike Pregler, VP, Research Director, Forrester

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Customer Engagement
Foundations: Customer Engagement

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Amy Bills, Principal Analyst, Forrester

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Demand and ABM
Foundations: Demand And Account-Based Marketing

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

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Emerging Growth
Foundations: Emerging Growth

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Jennifer Rouse, Principal Analyst, Forrester

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Future Fit Technology
The Future-Fit Technology Model

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Katie Linford, Principal Analyst, Forrester
Allen Bonde, VP, Research Director, Forrester

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Insights & Data
Foundations: Insights And Data

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Julian Archer, VP, Principal Analyst, Forrester Research

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Marketing Operations
Foundations: Marketing Operations

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

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Portfolio Marketing
Foundations: Portfolio Marketing

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

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Product Management
Foundations: Product Management

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Revenue Operations
Foundations: Revenue Operations

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Phil Harrell, VP, Group Director, Forrester

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Sales Enablement
Foundations: Sales Enablement

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Eric Zines, Principal Analyst, Forrester

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Sales Operations
Foundations: Sales Operations

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Steve Silver, VP, Research Director, Forrester

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Content Strategy And Operations
Foundations: Content Strategy And Operations

Are you a new Forrester client or a tenured client well versed in Forrester’s B2B concepts and methodologies? Foundations sessions help new and experienced Summit delegates by presenting a fresh take on established Forrester B2B concepts, frameworks, and terminology. Foundations sessions focus on the cornerstones of B2B success, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester

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12:00 pm – 12:10 pm ET

Welcome & Opening Remarks

Speakers:
George Colony, CEO, Forrester

12:15 pm – 12:45 pm ET

The Optimal Path To Revenue: A New Vision For Working Together

For every selling motion, there’s an optimal way to shepherd a deal from cold to closed, and then there are all the other ways. This session will focus on the Revenue Engine Waterfall, a robust method for prioritizing buyer engagement and maximizing deal conversion. We will provide guidance on how to build an engine of “next best” opportunities, eliminate functional disputes about revenue sourcing, and align on optimal paths for securing revenue.

Speakers:
Kerry Cunningham, VP, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester

12:50 pm – 1:10 pm ET

Breakout Sessions

Campaign
Speaking Their Language: How Audience-Centric Messaging Fuels Successful Campaigns

Great campaigns are rooted in audience needs, but too often campaign messaging is cluttered with buzzwords or pretentious brand-speak. Worse yet, some campaigns have no messaging guidelines at all. The most effective messaging connects brand meaning and offering value in the context of topical themes that attract audiences and influencers. This session will outline a process for building campaign messaging and offer tips for guiding teams to put the audience first.

Speakers:
Lisa Gately, Principal Analyst, Forrester

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Channel Marketing
Get Started Facilitating Partner-To-Partner Collaboration Across Your Ecosystem

Today’s buyer preferences for complete solutions mandate partner-to-partner collaboration and value delivery. The future of channel success depends on a new approach to partner ecosystem management, starting with partner-to-partner matchmaking. It is critical that marketers understand channel technology’s role in scaling automation and partner self-service. In this session, we will explain why multi-party, multi-partner orchestration is here to stay and how to chart a course for intracompany value creation and delivery.

Speakers:
Dara Schulenberg, Principal Analyst, Forrester
Jay McBain, Principal Analyst, Channel Partnerships & Alliances, Forrester

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CMO
Unlocking The Full Potential Of Your Marketing Team: The New Marketing Ecosystem

CMOs on a mission to build a high-performing marketing team often fail to consider the interconnected elements required to activate and orchestrate how they operate. This session will identify those essential elements, examine why they are critical and how they rely on each other, and, crucially, how to bring them together to create a harmonious operating model.

Speakers:
Nick Buck, VP, Principal Analyst, Marketing Executive Services, Forrester
Jennifer Ross, VP, Research Director, Forrester

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CMO
Accelerate Your Brand Impact: Introducing The Forrester Brand And Communications Dynamo

As buyers, customers, and employees seek trusted organizations that share their values, B2B brands have become increasingly important. However, brand responsibility is often fragmented. This session will examine the importance of B2B brands and how marketing leaders can take a proactive role in brand management. We will share an integrated model to design, manage, and optimize brand impact, as well as a methodology to ensure customers, employees, and stakeholders receive a consistent brand experience.

Speakers:
Mavis Liew, Principal Analyst, Forrester

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CSO and Channel Sales
Optimizing Sales Structure Design For Complex Sales Organizations

Buyers are increasingly demanding of sellers. Leaders of sales organizations large or small that have complex product portfolios and target multiple vertical markets and segment types must balance their structures to “sell the way buyers want to buy” in the most cost-efficient way. This session will share a proven approach and best-practice examples demonstrating how to integrate geographic coverage, vertical expertise, product specialization, and selling motions into a highly efficient sales organization.

Speakers:
Mike Pregler, VP, Research Director, Forrester

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Customer Engagement
Are You Picking Up What Your Customers Are Putting Down?

Successful demand generation and retention depend on your ability to act on the signals your buyers and customers send as they engage with your organization. This session will discuss the necessity of predictability in demand and retention, explain the key steps for classifying predictive purchase or renewal signals to which your teams can respond, and help you be more proactive about tracking the business impact of demand and customer marketing.

Speakers:
Amy Bills, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

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Demand and ABM
The Demand Program Edit: Four Steps To Organize Demand Programs

The shift to focusing on buying groups requires marketers to organize their programs differently. In this session, we will explain a four-step approach to organizing demand programs based on defined rules, which streamlines the systematic progression of buying groups through their journey. You will learn new approaches for editing entry rules, categorizing treatment rules, containing transition rules, and labeling transition rules.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester Research
Vicki Brown, VP, Principal Analyst, Forrester

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Demand and ABM
The Future Of ABM Is Closer Than You Think

At Summit 2019, we predicted that the term “ABM” will disappear by 2024, as account- and lead-centric marketing converge. This progress report will highlight the ongoing convergence of ABM and demand generation. We will provide data showing the progress that organizations are making toward this end state at the practice and technology levels, describe the milestones that marketers need to achieve, and provide a long-term roadmap to a fully converged future.

Speakers:
Bob Peterson, VP, Principal Analyst, Forrester
Steven Casey, Principal Analyst, Forrester

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Emerging Growth
Emerging Company Sales And Marketing: What Are The Right Metrics For Your Growth Stage?

Evolve your thinking about measurement, assessment, and reporting. Emerging companies (those with less than $100 million in revenue and double-digit growth) must pass through multiple growth stages to become mature enterprises. In this session, we’ll review which metrics capture, communicate, and properly evaluate performance, from an execution and long-term growth position, at each growth stage.

Speakers:
Matt Papertsian, VP, Research Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

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Future Fit Technology
Sales Engagement Platforms: Making Revenue Development Teams True Playmakers

Today’s revenue development teams are playmakers who put their organizations in a position to win by engaging prospects, connecting plays, and passing validated opportunities. Sales engagement platforms enable these teams to orchestrate, manage, and measure their plays in a coordinated, scalable way. This session will describe revenue development playmakers’ role in supporting teammates, along with the types of plays they run and how sales engagement platforms are helping them win.

Speakers:
Amy Hawthorne, Principal Analyst, Demand and Account-Based Marketing, Forrester
Seth Marrs, Principal Analyst, Forrester

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Insights & Data
The Five-Step Playbook For Data Storytelling That Drives Decision-Making

Decision-making requires not only facts, but also an emotional connection with your story. This session will provide a playbook that will help you drive decisions with data and analytics, get budgets or organizational changes approved, or convince people to work differently when you roll out a new tool. Find out how to eliminate “blank-sheet-of-paper syndrome” when starting a new presentation, and learn a proven approach that will improve your data storytelling.

Speakers:
Cinny Little, Principal Analyst, Forrester

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Marketing Operations
Navigating The Marketing Data Landscape To Drive Better Business Results

Used wisely, data can fuel better business results. However, you must first define your data, where it resides, and who is responsible for its stewardship. With a standardized data landscape, stakeholders can better understand how to obtain the data needed to drive better results. In this session, you will learn how to categorize and standardize key data, communicate the value of the data landscape to your marketing colleagues, and deliver faster value through aligned data understanding.

Speakers:
Julian Archer, VP, Principal Analyst, Forrester Research
Katie Fabiszak, Principal Analyst, Portfolio Marketing, Forrester

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Portfolio Marketing
B2B Buyer Trends: How Buying Behaviors And Preferences Are Shifting

Understanding buyer behavior is essential for a successful engagement strategy. Our most recent B2B buying study examines buying behaviors and preferences across regions, industries, firm sizes, and purchase types. In this session, you will learn about buyer trends from 2015 through 2021, reflecting long-term shifts as well as changes due to the 2020 pandemic, and gain insight into strategies for effectively engaging buyers.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Barbara Winters, Principal Analyst, Forrester

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Product Management
World-Class Product Management: What It Looks Like And How To Get There

While product management is becoming more understood within B2B organizations, the expectations and competencies for a high-performing team are often still unclear. Product managers without clear roles and competencies to effectively manage and grow their products are a major challenge for product leaders looking to build world-class product management teams. This session will help leaders understand what high-performing product management looks like and outline actions to take to improve performance.

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester

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Revenue Operations
Seeking Alignment: Why Revenue Operations Deserves A Second Look

Many organizations are evaluating or championing the adoption of revenue operations to drive revenue growth, efficiency, and profitability. As an emerging function, revenue operations can take several organizational forms, each with pros and cons. This session will provide findings from recent research on the state of revenue operations, definitions and responsibilities for three organizational models, and guidance to help you decide which model is best for your organization.

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

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Sales Enablement
Confidence Begins With Competence. Have You Truly Enabled Your Sellers?

High-performing sales organizations are defining what good looks like for sellers by establishing competencies — the skills, knowledge, and process awareness that codify excellence in each sales role. During this session, we will discuss how to support best-of-breed competencies through the attract, onboard, and optimize phases of the sales talent lifecycle. We will also explain how to measure sales enablement success in deploying and elevating competency standards.

Speakers:
Jennifer Bullock, Principal Analyst, Forrester
Peter Ostrow, VP, Principal Analyst, Forrester

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Sales Operations
AI And The Future Of Sales Forecasting

AI has driven major improvements in forecast efficiency and accuracy, but AI’s increased powers of prediction raise questions about the role of sellers and the traditional forecast cadence. During this session, we will discuss the changing role of forecasting in the Age Of The Customer. We will also explore contrasting perspectives on the future of forecasting and provide guidance on the keys to exploiting AI.

Speakers:
Anthony McPartlin, Principal Analyst, Forrester Research
Brandon Purcell, Principal Analyst, Forrester

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1:10 pm – 1:20 pm ET

Marketplace Break

1:20 pm – 1:40 pm ET

Case Studies

1:45 pm – 2:15 pm ET

Return on Integration Honors

2:20 pm – 2:50 pm ET

Guest Keynote Speaker

2:55 pm – 3:25 pm ET

Analyst & Peer Roundtable Introductions

Tuesday May 4

12:00 pm – 12:30 pm ET

Functional Vision Keynotes

Step Up To B2B Marketing’s New Destiny

Changes in buyer behavior, digitally disruptive business models, and fast-paced technology evolution are redefining B2B marketing’s destiny. Marketers must move beyond acting as brand stewards, lead generators, and sales support to become architects of customer value. This session will illuminate the forces that are ushering in a new era of marketing and explain how marketing leaders should pivot to fulfill marketing’s new purpose.

Speakers:
Jennifer Ross, VP, Research Director, Forrester
Lori Wizdo, VP, Principal Analyst, Forrester

The Future Of B2B Sales: More Distant Yet Closer Than Ever

The selling profession is at a critical crossroads: B2B buyers demand hyper-personalized interactions; sellers can work from anywhere; and global, social, and business dynamics are in flux. This session will provide B2B sales leaders with an understanding of how the seller’s role will evolve and the implications for talent and motivation, organizational structures, and technology acquisition as they lay the groundwork for the future.

Speakers:
Phil Harrell, VP, Group Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

12:35 pm – 12:55 pm ET

Case Studies

1:00 pm – 1:20 pm ET

Breakout Sessions

Campaign
Unifying Content Across Campaigns, Content Marketing, And The Web

B2B organizations must fuel multiple campaigns and other initiatives with content, but these efforts frequently compete for resources and fall short of expectations. Organizations can become more effective by aligning campaign content to other strategic content needs, including the always-on content marketing engine, customer marketing programs, and the corporate website. In this session, you’ll learn how to create a cohesive experience for target audiences with a unified content approach.

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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Channel Marketing
Channel Marketing: The New Strategic Business Leader

The future of corporate growth is indirect, mandating the need for buyer/customer-aligned routes to market and partner ecosystem orchestration to unlock the channel revenue engine. Partner experience must rise to equal importance with customer experience, accelerating the need for transformation across all aspects of channel marketing. This session will explore how B2B channel leaders build partner-obsessed organizations to drive alignment between channel strategy, buyer/customer needs, partner success, and joint business outcomes.

Speakers:
Maria Chien, VP, Research Director, Forrester

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CMO
B2B Marketing In Motion

Our world is constantly in motion, causing great change and disruption. Capitalizing on change is the only way B2B companies will remain competitive, and this is changing the remit for the B2B CMO. This session will explain what it means for the CMO to be the organization’s agent of change and identifies the marketing motions required to succeed.

Speakers:
Jennifer Ross, VP, Research Director, Forrester

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CSO and Channel Sales
CSO Overview

Changes in the way buyers make purchase decisions are putting tremendous pressure on sales leaders to rethink how they organize their sales teams and leverage innovations to increase sales productivity. As the leader of the sales planning process, the chief sales officer must ensure that the sales team is ready to sell in the way that digitally empowered buyers want to buy. In this session, we will discuss strategies for designing and optimizing a high-performing sales organization.

Speakers:
Phil Harrell, VP, Group Director, Forrester

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Demand and ABM
Demand And Account-Based Marketing: Delivering Buyer Enablement And Pipeline Growth

B2B buyers are now more digitally savvy and empowered and less trusting. To drive growth with new buyers and existing customers, marketers must deliver experiences that meet their expectations, reflect their reality, and earn their trust. This session will explore the building blocks that demand and ABM leaders must put in place to transform their revenue engine management, demand strategy, and programs to enable buyers and grow pipeline.

Speakers:
Isabel Montesdeoca, VP, Group Director, Forrester
Malachi Threadgill, Principal Analyst, Forrester

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Future Fit Technology
Lighting Up Your Martech Stack To Drive Market, Buyer, And Customer Insights

To succeed in the modern B2B landscape, portfolio marketing leaders must have a solid understanding of the marketing technology stack. Portfolio marketers who partner with marketing operations gain access to a wealth of existing data. This session will focus on a systematic approach to gathering and applying market, buyer, and customer insights that powers portfolio marketing success.

Speakers:
Katie Fabiszak, Principal Analyst, Portfolio Marketing, Forrester
Barbara Winters, Principal Analyst, Forrester

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Insights & Data
The Optimal Path To Revenue: Using Prioritization To Align And Improve Conversion

To optimize revenue engine performance, organizations must align the entire revenue engine on a common view of the available revenue opportunities and the next best actions the organization should take to pursue them. In this session, we’ll show you how to leverage all available data from inside and outside the organization to power revenue generation efforts and dramatically improve revenue efficiency.

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Kerry Cunningham, VP, Principal Analyst, Forrester

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Marketing Operations
Marketing Operations: Revealing And Enabling Unseen Possibilities

Today, rapid change is inevitable and successful organizations must be adaptive. Marketing operations professionals need to embrace their distinctive skill set for insight interpretation, process design, and systems to uncover possibilities that will drive differentiation. This session will provide an overview of the value marketing operations offers to marketing, the characteristics marketing operations leaders need to thrive, and best practices for driving marketing operations success.

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

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Portfolio Marketing
It’s Time To Encode Buyer Needs Into Your Organization’s DNA

Buyer needs should inspire innovation and guide go-to-market efforts. But far too often, B2B businesses ignore or misunderstand their buyers’ needs. Portfolio marketing’s buyer insights are an untapped resource that can embed a true understanding of buyer needs across the business to maximize revenue growth. This session will provide guidelines for identifying buyer needs and sharing this understanding throughout your organization.

Speakers:
Amy Hayes, VP, Research Director, Forrester
Lori Wizdo, VP, Principal Analyst, Forrester

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Product Management
Customer Obsession Begins With Product Management

The purpose of a product is to address a need. However, it’s no longer enough to say that that product managers create products that meet customer needs. This session will explain how product management is at the core of delivering on a customer-obsessed strategy. Attendees will learn what needs to be done differently to deliver on this mission.

Speakers:
Jeff Lash, VP, Group Director, Product Management, Forrester

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Revenue Operations
Achieving Aligned Revenue Planning

Gaining alignment on annual revenue targets and having a shared understanding of different revenue sources and approaches are crucial for B2B organizational success. In this session, we’ll introduce a planning process that aligns the revenue operations functions of marketing, sales, customer success, channel, and enablement. We will highlight the key alignment aspects of revenue planning as well as the implications for functional interlock, revenue measurement, and governance throughout the year.

Speakers:
Robert Muñoz, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Marketing Operations Strategies, Forrester

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Sales Enablement
The Future Of Sales Enablement: Managing And Measuring The Next Normal

Sales enablement is evolving rapidly as remote digital behaviors change what buyers expect from seller interactions. Enablement leaders must ensure an increasing range of customer-facing roles have the content, credibility, competency, and confidence to differentiate these interactions and deliver a consistent customer experience. In this session, we will share insight, practical advice, and practitioner stories to help you rethink sales enablement and create more engaging buyer experiences with new approaches to managing sales talent, content, methodologies, and communications.

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester

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Sales Operations
Sales Operations Overview

Sales operations has been responsible historically for improving the efficiency and productivity of the sales organization. We expect the visibility and commercial contribution of sales operations to grow dramatically as data-driven insights are required to drive go-to-market efficiency and effectiveness. During this session, we will discuss the key drivers of change, a vision for future roles and contributions, and a roadmap for evolving your sales operations function.

Speakers:
Steve Silver, VP, Research Director, Forrester
Anne Slough, Principal Analyst, Forrester

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1:20 pm – 1:30 pm ET

Marketplace Break

1:30 pm – 1:50 pm ET

Case Studies

1:55 pm – 2:25 pm ET

Guest Keynote Speaker

2:25 pm – 2:55 pm ET

Analyst & Peer Roundtables

2:55 pm – 3:40 pm ET

People’s Choice Roundtables

Wednesday May 5

12:00 pm – 12:30 pm ET

Building Trust: The New B2B Imperative

Trusted organizations build enduring bonds with customers and create experiences that people embrace — not fear. Yet, in a world of eroding trust in all institutions, B2B companies often struggle to build and preserve trust in their brand and offerings. This presentation will explain why the trust imperative is critical for B2B organizations, show how trust is essential across brand to demand, and provide a framework for understanding and activating trust.

Speakers:
Ian Bruce, Principal Analyst, Forrester
Isabel Montesdeoca, VP, Group Director, Forrester

12:35 pm – 12:55 pm ET

Breakout Sessions

Campaign
More Bounce To The Ounce: Optimizing Global Campaigns For Economies Of Scale

Corporate campaign teams focus on creating effective programs that can be implemented across different regions consistently and cost-effectively. However, these programs require significant resources to be adapted for local relevance. In this session, we’ll provide guidance to help campaign teams plan and design global campaigns in an effective and structured way, minimizing the need for local adaptation.

Speakers:
Mavis Liew, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

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Channel Marketing
Lean In: Supporting Partners Building A Customer Success Practice

Delivering positive business outcomes for indirect customers is a shared responsibility for suppliers and partners. Suppliers that want more growth and profit must view the end of the buyer’s journey as the start of a new role for partners as stewards of the customer lifecycle. This session will highlight how leading channel organizations must invest and support building customer success capabilities with partners to ensure positive post-sale engagement and long-term customer value.

Speakers:
Maria Chien, VP, Research Director, Forrester
Lisa Nakano, Service Director, Customer Engagement Strategies, Forrester

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CMO
The Ties That Bind: Marketing Measurement And Value

Without defining who marketing serves, and how it serves them, marketing leaders fall short of communicating marketing’s value. This lack of definition and clarity can pose even greater challenges when identifying the right metrics to demonstrate impact. This session will provide a methodology for building a view of marketing’s audiences, a process for identifying metrics that best demonstrate the value marketing delivers, and guidance for CMOs to overcome common pitfalls in communicating marketing’s value.

Speakers:
Bob Peterson, VP, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

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CMO
Under The Hood Of The B2B Brand: Diagnosing Performance

An organization’s brand is consistently ranked by buyers as a key factor that drives purchase decision-making. However, B2B companies struggle to understand brand performance and tune the brand for best results. This session will introduce a lifecycle approach to brand strategy and brand management, review new benchmark survey results showing how B2B brands measure up, and explore a brand diagnostic tool that gives brand leaders a way to understand brand performance.

Speakers:
Ian Bruce, Principal Analyst, Forrester

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CSO and Channel Sales
Building A Thriving Partner Ecosystem: Finding And Selecting The Right Partners

One of the biggest mistakes in channel sales is focusing on the wrong partners. Despite changes in what is being sold and the behaviors and expectations of target buyers, most suppliers still focus on the same partners and partner types. This session will why and how to reassess the attributes of the partner types and partners, how to uncover partner coverage gaps, and how to identify the right new partners.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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Customer Engagement
Crushing It With Case Studies And Customer Advocacy Content

Case studies and customer testimonials deliver a big payoff for your audiences, from driving buying decisions to providing inspiration and reassurance. This raises the stakes for developing and organizing advocacy content that is useful and creates positive experiences for your customers. In this session, you’ll learn a purposeful approach to prioritizing, developing, and deploying advocacy content and applying best practices to ensure a great advocate experience.

Speakers:
Lisa Gately, Principal Analyst, Forrester
Amy Bills, Principal Analyst, Forrester

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Demand and ABM
Skip The Scavenger Hunt: Why You Need Better Buyer Enablement Content

Eighty-one percent of B2B purchases experience delays, potentially affecting seller revenue. Multiple potential failure points occur when the champion buyer role consolidates research into a business case to request buy-in and budget. This session will show how to speed the research process by understanding the four business cases every champion has to make, why marketing should make business cases a standard deliverable, and how to create these deliverables.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester
Nicky Briggs, VP, Principal Analyst, Forrester

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Demand and ABM
Goodbye MQLs, Hello Opportunities! Why Sales Needs Marketing To Make This Change

Best-practice demand processes develop and deliver opportunities — not leads. Fully sales-ready opportunities typically comprise multiple buyers (buying groups), not lone contacts. Breakthrough results will reward modest process changes that incorporate this principle. Join us as we expose valuable insights generally hidden from sales today, discuss the huge advantage this new approach delivers to sales, highlight the alignment required between marketing and sales leaders, and share how to minimize risk while adopting this process change.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Mike Pregler, VP, Research Director, Forrester

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Emerging Growth
Step By Step: How To Multiply A Single Content Asset Into Dozens

As a B2B marketing leader at an emerging company, have you ever spent a considerable sum on a content asset (such as a white paper, e-book, or research report), promoted it on your website, and then expected your audience to just find it? Attend this session to learn how to maximize content value and improve the buyer’s journey by multiplying primary content assets into many derivative assets that drive multichannel engagement and pipeline progression.

Speakers:
Jennifer Rouse, Principal Analyst, Forrester
Christine Polewarczyk, VP, Research Director, Forrester

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Future Fit Technology
The Tech-Enhanced Sales Rep: Improving Performance With Dynamic Guided Selling

Dynamic guided selling puts sellers at the center of your sales technology strategy. In this session, we will provide guidance on how to leverage six key capabilities to enhance sales performance. We will also review the most enabling functionality available for each capability, discuss technologies that enable these capabilities, and introduce an enhanced assessment to guide your implementation.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Anne Slough, Principal Analyst, Forrester

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Insights & Data
Data Operations: A Guide For Effective Data Team Enablement

B2B organizations don’t invest enough in enabling sales and marketing teams to understand, retrieve, manipulate, and act on data. The need to adapt team enablement efforts to diverse levels of experience, technical ability, and responsibilities complicates the task. This session will help you justify investment in data operations team enablement and build an enablement program guide that addresses data competence, culture, and capability. We will provide detailed client examples of effective data team enablement programs.

Speakers:
Julian Archer, VP, Principal Analyst, Forrester Research
Jennifer Belissent, Ph.D., Principal Analyst, Forrester

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Marketing Operations
Moving Ahead: Better Marketing Through Capability And Process Mapping

Has your journey to marketing excellence hit traffic? Move faster and reduce roadblocks by linking marketing capabilities with process mapping to drive organizational design efforts, address underlying execution issues, and lay a strong foundation for your marketing infrastructure. In this session, we’ll examine the power of capability and process mapping to develop high-performing marketing teams, optimize cross-team collaboration, and enable organizational effectiveness.

Speakers:
Nick Buck, VP, Principal Analyst, Marketing Executive Services, Forrester
Marcia Trask, Principal Analyst, Marketing Operations Strategies, Forrester

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Portfolio Marketing
Cultivating Knowledge Across The Revenue Engine To Win Buyers

When deciding on a purchase, B2B buyers interact with multiple provider resources, not just salespeople. To support buyers in their journey, portfolio marketers must ensure vital knowledge is shared throughout the revenue engine. This session will explain how portfolio marketers can fill knowledge gaps using a collaborative process that supports every buyer-focused role.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Paul Ferron, Principal Analyst, Forrester

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Product Management
Using Value-Add Products To Drive Growth And Customer Obsession

Products have traditionally been defined as discrete offerings sold to customers. As an organization goes through a digital transformation, however, the types of needed “products” expand. A value-add product is provided to and used by external customers, but it does not explicitly generate revenue. This session will show how value-add products differ from revenue-generating offerings and share strategies for incorporating value-add products into your product portfolio strategy to drive growth.

Speakers:
Jeff Lash, VP, Group Director, Product Management, Forrester

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Revenue Operations
Three Analytics Roles That Solve The Data, Insights, And Decision-Making Disconnect

Key stakeholders struggle to optimize decision-making based on data and insights provided by operations teams because there’s often a gap between what is measured and the business impact. The resulting disconnect affects strategy, planning, investment, and cost control. This session will explore the root causes of this disconnect, three existing change agent personas that can facilitate insights-driven maturity, and the human skills required for success.

Speakers:
Cinny Little, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester

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Sales Enablement
Stop Drinking From The Fire Hose: Your Sales Communications CAN Be Better

Forrester data collected from more than 20,000 B2B sales professionals indicates that reps spend more time managing internal communications than on opportunity management, presentation prep, product training, or skills development. Sales enablement leaders must somehow manage all the noise that bombards sellers so that sellers can focus their time and effort on closing deals. In this session, we will introduce the Forrester Sales Communications Strategy Model, provide best practices for advocating for the sales team, and recommend technology solutions to streamline sales communications.

Speakers:
Eric Zines, Principal Analyst, Forrester
Peter Ostrow, VP, Principal Analyst, Forrester

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Sales Operations
Inside Sales: Defining Optimum Coverage

As companies seek to elevate inside sales’ value and relevance as a cost-effective digital selling model, sales and revenue operations leaders struggle to determine where and how to deploy and optimize coverage to achieve goals. This session will cover some strategic buyer trends, share inside sales coverage models for all segments that can increase sales productivity, and share how you can build and optimize inside sales coverage in your organization.

Speakers:
Robert Muñoz, Principal Analyst, Forrester

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1:00 pm – 1:20 pm ET

Case Studies

1:20 pm – 1:30 pm ET

Marketplace Break

1:30 pm – 2:00 pm ET

Routes To Market: A Means To Strategic Advantage

B2B companies often treat their route-to-market strategy as fixed and peripheral to their competitive strategy. However, today’s evolving environment is impacted by disruptions that require sales, marketing, and product to regularly reassess how they reach, sell to, and support their target buyers. This session will identify the forces driving route-to-market changes, current and evolving route-to-market models, and how B2B leaders can optimize their route-to-market decisions.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester Research
Stephanie Sissler, VP, Principal Analyst, Forrester

2:05 pm – 2:35 pm ET

Return on Integration Honors

2:35 pm – 3:05 pm ET

Analyst & Peer Roundtables

3:05 pm – 3:50 pm ET

People’s Choice Roundtables

Thursday May 6

12:00 pm – 12:30 pm ET

Return on Integration Honors

12:35 pm – 12:55 pm ET

Breakout Sessions

Campaign
Adapting Campaigns In A Changing Environment

Campaigns are a central part of marketing’s planning and execution toolkit, but what happens when things get turbulent? As business and marketing plans change, so must campaigns. In this session, we’ll examine dimensions of change including magnitude, scale, and timeframe, then provide guidance on how to rapidly reengineer your campaigns to remain focused and relevant and maintain alignment to business goals.

Speakers:
Nick Buck, VP, Principal Analyst, Marketing Executive Services, Forrester
Rani Salehi, Principal Analyst, Forrester

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Channel Marketing
MDF ROI: How Can — And Should — You Get There?

Channel leaders must strengthen their partner incentive programs, and market development funds (MDF) are crucial to activating partner demand. How can MDF ROI be measured, and should that be the goal? How can channel leaders identify measurement strategies to invest in the right partners? This session will focus on how channel marketing and marketing operations teams can measure MDF efficiency and tailor measurement approaches to identify the most efficient activities.

Speakers:
Dara Schulenberg, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

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CMO
Don’t Let Your Marketing Strategy Become A Labyrinth

The formulation of a marketing strategy that supports the business can be hindered by internal realities and external dynamics. This session will demonstrate the formulation of marketing strategy in different organizational constructs and provide operational guidance to avoid common problems and deliver an actionable marketing strategy that is integrated across all stakeholder groups.

Speakers:
Susan Macke, Principal Analyst, Forrester
Meta Karagianni, VP, Research Director, Forrester

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CMO
All Together Now: Maximizing The Effectiveness Of Executive And Employee Voices

Are you maximizing the value of your people as communicators? At the highest level, this means building the external influence of executives and experts. However, there is value in having every employee equipped to tell the brand story in a way that amplifies the global voice. This session will share how to adopt effective communications support by role, how to turn internal voices into powerful advocates, and how to develop the company’s true influencers.

Speakers:
Julie Ogilvie, VP, Principal Analyst, Forrester
Adele Sweetwood, Principal Analyst, Marketing Executive Strategies, Forrester

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CSO and Channel Sales
Everyone Sells Everything…Until They Can’t!

Scientists are constantly seeking to expand human cognitive capacity, but no panaceas have emerged. Human brainpower is still limited, so how many products can we reasonably expect sellers to effectively master and sell? According to new Forrester research, sellers’ cognitive breaking points occur because of a combination of seller and buying environment complexities. In this session, we will discuss the factors that increase seller cognitive load, share a tool to assess these factors, and offer methods for overcoming cognitive limitations.

Speakers:
Nancy Maluso, VP, Principal Analyst, Forrester
Peter Ostrow, VP, Principal Analyst, Forrester

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Customer Engagement
Keep Your Customers Close: A Competitive Strategy For Retention

Competition for your customers’ hearts and wallets doesn’t end after the deal is signed. If renewal, repurchase, or growth from your customer base matter to your organization, attend this session to learn how to create a framework for managing the post-sale customer experience, as well as the key tenets of competitive strategy and how to apply them to improve revenue and account retention.

Speakers:
Amy Bills, Principal Analyst, Forrester
Paul Ferron, Principal Analyst, Forrester

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Demand and ABM
Dialogue In Demand: Contextual Conversations To Enable Buyers

Buyer expectations have evolved. Today’s buyers require interactions that are faster, easier, and more relevant. This session will explore how marketers can leverage conversational interactions across a range of delivery mechanisms and use cases to reduce friction and enable buyers in real time while capturing valuable buying signals to help inform and trigger the next best interaction for both buyer and seller.

Speakers:
Jessie Johnson, Principal Analyst, Forrester
John Arnold, Principal Analyst, Forrester

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Demand and ABM
Buying Group Bingo — Advance Your Scoring And SLAs For Buying Groups

When an organization switches from individual leads to buying groups, it’s time for a game of Buying Group Bingo to advance scoring and service-level agreements (SLAs). In this session, we will share how scoring and SLAs inform the movement of buying groups in your Demand Waterfall. We will cover topics including how to build scoring for buying groups, how to incorporate buying groups in SLAs, how to navigate the changes to scoring and SLAs, and examples of organizations that have successfully made this shift.

Speakers:
Amy Hawthorne, Principal Analyst, Demand and Account-Based Marketing, Forrester
Vicki Brown, VP, Principal Analyst, Forrester

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Emerging Growth
How To Integrate The Six Most Essential Technologies At An Emerging Company

There are six essential technology capabilities an emerging company must adopt and integrate as the foundation for building and running an efficient and scalable revenue engine. In this session, you will learn best practices for building an integrated technology foundation that drives consistent audience experiences; improves sales, product, and marketing performance; and enables the effective addition of future technologies.

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester

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Future Fit Technology
Why B2B Businesses Must Invest In Digital Commerce

With 10 years’ worth of digital commerce growth in just three months, 2020 demonstrated the extent to which disruption can upend traditional business models and supercharge digital businesses. During 2020, countless B2B sales teams digitized their consultative selling, and digital marketplaces helped buyers solve their supply disruptions on the fly. This session will help you understand how to invest in digital commerce to capitalize on changes in buying behavior.

Speakers:
Joe Cicman, Senior Analyst, Digital Transformation, Forrester
Renee Irion, Principal Analyst, Forrester

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Insights & Data
The Cookie Crumbles: Third-Party Cookie Deprecation And Other Forces Upend Marketing Approaches

Third-party cookie elimination, privacy regulations, and ever-growing walled gardens — what we call data deprecation — threaten how demand marketers manage digital advertising, measurement, targeting, and personalization. This session will identify the key implications of data deprecation for demand marketers. You will learn about data deprecation trends; implications for audience targeting, measurement, and digital media strategies; and best practices to prepare for a data-restrictive, cookieless world.

Speakers:
Tina Moffett, Senior Analyst, Forrester

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Marketing Operations
Marketing Sourcing Has Become A Path To Irrelevance: It’s Time To Move On

The prevailing wisdom in B2B suggests that marketing’s performance is best assessed by showing how much pipeline and revenue it sourced. This forces marketing organizations to concentrate on doing the wrong things, understates marketing’s contributions, and leads to subpar performance. In this session, we will identify the shortcomings of marketing sourcing, show examples of performance assessment beyond sourcing, and introduce our new vision for a meaningful set of marketing performance indicators.

Speakers:
Kerry Cunningham, VP, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Marketing Operations, Forrester

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Portfolio Marketing
Stake Your Claim: How To Position Offerings To Gain Market Advantage

Positioning is one of the best methods for influencing the perception of your solutions in a sea of competitive offerings and claims. Strong positioning can help new offerings find traction more quickly and mature offerings fend off competition and attract new buyers. In this session, you will learn how to create positioning for scenarios including the launch of an innovative offering, expanding into a new market, or overcoming your toughest competitor.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
John Buten, Principal Analyst, Forrester

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Product Management
Leveraging Product Management Technology For Digital Product Success

Building digital products requires product managers to coordinate across roles and functions, including marketing, sales, customer success, engineering, and design. Emerging purpose-built tools and technologies help product teams collaborate across the product lifecycle, driving customer focus and innovation. This session will help attendees understand the emerging product management technology stack, learn how these tools aim to solve digital product management challenges, and identify technologies that can be used to develop and manage more successful products.

Speakers:
Nigel Fenwick, VP, Principal Analyst, Forrester

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Revenue Operations
Revenue Operations: Driving Business Benefits Along The Demand Spectrum

The Demand Spectrum outlines four approaches available to B2B marketers to support their organization’s sales strategy. The move to an aligned revenue operations function has significant benefits for each of these marketing approaches. This session will examine the organizational implications of a move to a revenue operations structure, provide an in-depth review of the operational challenges of each approach, and share a roadmap for the development of a revenue operations capability.

Speakers:
Julian Archer, VP, Principal Analyst, Forrester Research
Bob Peterson, www.forrester.com/bob-peterson, Forrester

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Sales Enablement
Pedal To The Metal: Kicking Your Sales Content Solution Into High Gear

B2B buyers expect engaging, personalized purchasing experiences. Modern sales content solutions have the power to enable sellers to deliver just that — but in many organizations, sales content solutions putter along, merely organizing product-centric content so sellers can find it. You’ll leave this session understanding how to gain momentum for sustained transformation with motivated stakeholders, and gear up your sales content solutions to equip sellers with relevant, dynamic content every time.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester
Laura Ramos, VP, Principal Analyst, Forrester

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Sales Operations
The Future Of Sales Compensation Is Insight-Driven

Rapid advances in sales technology and analytics are providing new insight into the true drivers of sales performance. In the next three to five years, those insights will facilitate the evolution of compensation programs to better motivate and reward revenue teams. During this session, we’ll describe how quota assignment and success measures will evolve, how more roles will be included in compensation programs, and how to shift from viewing compensation as an expense to an investment.

Speakers:
Seth Marrs, Principal Analyst, Forrester

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1:00 pm – 1:30 pm ET

Programs of the Year Awards

Channel Marketing
CSO and Channel Sales
Customer Engagement
Demand and ABM
Programs Of The Year: Demand And Account-Based Marketing

Speakers:
Alisa Groocock, VP, Principal Analyst, Demand and Account-Based Marketing, Forrester

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Emerging Growth
Marketing Operations
Portfolio Marketing
Product Management
Sales Enablement
Sales Operations
1:30 pm – 1:40 pm ET

Marketplace Break

1:40 pm – 2:00 pm ET

Breakout Sessions

Campaign
Align Launches With Campaigns To Create A Crescendo In The Market

Product launches come in all shapes and sizes. From incremental feature enhancements to new solutions for a new market, choosing the right strategy is critical. Successful launches result in market buzz, rapidly filling pipelines, and a boost over competitors, while failures can be catastrophic. This session will provide best practices for injecting excitement into campaigns with product launches, examples of how campaigns can create a bigger market impact for products, and a framework for determining how to align launches with campaigns.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Malachi Threadgill, Principal Analyst, Forrester

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Channel Marketing
Lost Opportunity: The Unrealized Value Of Customer Demand In The Channel

The overwhelming majority of B2B channel demand programs target new buyers rather than existing customers. This approach is misaligned with the intrinsic value of the channel and ignores partners’ existing, loyal customer base — including customers that are new buyers for supplier’s offerings. This is a major lost opportunity that must become a priority for channel marketers in 2021. This session will focus on how channel leaders can establish best-in-class indirect customer demand strategies, programs, and processes.

Speakers:
Kathy Freeman Contreras, VP, Principal Analyst, Forrester

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CMO
Marketing Strategy And Planning: It’s All About The “And”

Marketing strategy sets the three-to-five-year vision while the annual marketing plan focuses on in-year delivery. Long-term strategy without an effective plan simply gathers dust on a shelf; a plan without a strategy leads to tactical execution, not sustainable growth. This session will provide prescriptive guidance to ensure alignment and continuity between marketing strategy and marketing plans. Attendees will acquire practical tools and a structure for driving effective operationalization of marketing strategy and planning.

Speakers:
Adele Sweetwood, Principal Analyst, Marketing Executive Strategies, Forrester

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CMO
Worshipping The Right Hero: Effective B2B Brand Storytelling

B2B content is often myopic and generic, focused on product and buzzwords rather than authentic meaning and value. Content that focuses on audience-centric storytelling is more memorable and engaging. This session will provide an approach to creating compelling B2B stories with consideration for brand journalism that places the audience at the center of the narrative.

Speakers:
Ian Bruce, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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CSO and Channel Sales
Boosting Channel Revenue By Ditching Traditional Channel Sales Incentive Approaches

Channel leaders believe in the power of incentives. Most partner programs use some sort of initiative (rebates, spiffs, or discounts) intended to motivate partners’ performance. Yet, in a recent Forrester survey, only 5% of respondents reported that their channel incentive programs were fully achieving their objectives. In this session, we dispel current thinking about when and how to use channel sales incentives and provide actionable intelligence on using those same dollars to deliver better sales results and higher ROI.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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Customer Engagement
The Balanced Growth Engine: From Pendulum To Fulcrum

Leading B2B organizations are doubling down to engage existing customers. But this long-overdue effort should not steal from Peter to pay Paul. Demand and customer marketing are both critical to growth and profitability, so they must work in harmony. You need a best-in-class approach to planning, budgeting, and resource allocation that drives alignment and results. In this session, you will learn about current trends best practices for balancing demand and customer marketing, learn tips for avoiding common pitfalls, and see how alignment drives efficiency.

Speakers:
Lisa Nakano, VP, Research Director, Forrester
Terry Flaherty, VP, Principal Analyst, Forrester

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Demand and ABM
Growing Existing Customers: Marketing’s Role In Cross-Sell And Upsell

Market disruptions have required B2B companies to play defense, focusing on retaining and expanding relationships with existing customers to protect and grow revenue. Uncovering opportunities with current accounts through planned marketing programs requires alignment, agility, and an effective strategy. This session will provide an understanding of marketing’s role in cross-sell and upsell programs and explain how to structure successful programs for expanding customer relationships.

Speakers:
Renee Irion, Principal Analyst, Forrester
Rani Salehi, Principal Analyst, Forrester

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Demand and ABM
Focus On Buying Groups To Unify Demand And ABM Team Roles And Responsibilities

Marketers who expect technology alone to unify teams will struggle without the right organizational strategy. As a unifying construct, the buying group can align multiple demand and sales functions in ways that have never been possible before, uniting them with a common goal of enabling buying groups along their journeys. In this session, we will examine the necessary changes to existing workflows, roles, and responsibilities to maximize the impact of adopting buying groups.

Speakers:
Carrie Rediker, VP, Principal Analyst, Forrester
John Arnold, Principal Analyst, Forrester

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Emerging Growth
So Much To Do: What Emerging Company CEOs Demand From Their Revenue Engine Leaders

Do you know what your CEO expects from you? Marketing and sales executives at emerging companies (those with less than $100 million in revenue and double-digit growth) need to align with corporate objectives but often lack insight into them. In this session, we will share what we have learned through extensive interviews about how CEOs view the revenue engine and what you need to do about it.

Speakers:
Matt Papertsian, VP, Research Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

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Future Fit Technology
Designing An Aligned Revenue Tech Stack

Companies consistently have an overly complex, unstructured, underutilized, and overinvested marketing and sales technology stack. ​Leveraging a process-focused approach for technology selection ensures the optimal tools are in place to support marketing and sales processes. This session will provide easy-to-implement guidance on how to leverage business requirements to identify the best technology investment​ — answering the question “What should be in my tech stack?”

Speakers:
Katie Linford, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

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Insights & Data
The Essentials Of Machine Learning For B2B Marketing Executives

Machine learning won’t replace you — but B2B marketing teams that leverage it effectively will outcompete those that don’t. You must become literate in machine learning to guide your organization toward use cases and solutions that are successful and away from those that are doomed to fail. In this whirlwind session, we’ll cover the essentials of what machine learning is, what it’s good for, where you can get it, and key success factors for any machine learning project.

Speakers:
Kjell Carlsson, Ph.D., Principal Analyst, Forrester

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Marketing Operations
Adapting ROI Concepts To Tactic Evaluation

Marketers pursue ROI calculations to maximize the efficiency of their investment. But can you really determine the return from one specific tactic in a multitouch campaign? This session will explain the pitfalls you should avoid when attempting to measure ROI at the tactic level, discuss how to adapt efficiency concepts to tactic attribution models, and demonstrate how to consider investment efficiency to optimize a campaign.

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

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Portfolio Marketing
Gathering And Applying Insights Throughout The Customer Lifecycle

A portfolio marketer’s role is to focus on buyers, and that is often construed as new buyers. However, many organizations rely on existing customers for growth, so understanding how the buying group changes throughout the relationship — from buyer to customer to buyer again — is essential. In this session, you gain insights needed to design a pre- and post-sale experience, an understanding of buying group dynamics throughout the relationship, and tools to optimize engagement and campaign effectiveness.

Speakers:
Amy Hayes, VP, Research Director, Forrester
Barbara Winters, Principal Analyst, Forrester

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Product Management
Success Through Product Portfolio Management: Strategically Defining And Managing An Offering Portfolio

Portfolio management is a major responsibility for product management leaders that is often approached in a disjointed, ad hoc manner that can confuse teams, customers, and buyers. In this session, attendees will learn how to apply a customer-centric approach to product portfolio design and management, align portfolio objectives to organizational business strategy and customer needs, and balance investments across the portfolio.

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Revenue Operations
Customer Obsession: Understanding And Measuring Value For B2B Buyers

B2B organizations obsessed with revenue performance risk losing sight of what’s required to deliver exceptional growth. Customer obsession is the key to producing superior results. It requires that companies manage the value delivered across the customer lifecycle AND the buyer’s journey. In this session, we will share the four dimensions of buyer value, show a proven, journey-based approach for defining buyer value metrics, and reveal how to incorporate those metrics to drive sales and marketing performance.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Maxie Schmidt, Principal Analyst, Forrester

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Sales Enablement
Is Your Sales Methodology Locked In? It Shouldn’t Be

B2B organizations often deploy sales methodologies with a “set and forget” mindset, failing to monitor and evolve them to ensure they continue to meet the needs of sellers and buyers. During this session, we will explore the types of sales methodologies available today and what problems they address. We’ll also discuss strategies for evaluating a sales methodology to determine its fit in your selling scenarios and important questions to ask your sellers to ensure that the organization’s current methodology is meeting their needs as buyer dynamics evolve.

Speakers:
Eric Zines, Principal Analyst, Forrester
Jennifer Bullock, Principal Analyst, Forrester

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Sales Operations
Targeting Better Together: From Target Markets To Territories To Opportunities

Sales operations leaders must design equitable territories that prioritize the highest-potential in-market accounts. To address constant market changes, sales and marketing must align and regularly adjust sales coverage to pursue the best markets, companies, and opportunities throughout the year. During this session, we will describe data-driven targeting approaches for ideal customer profiles and territory design, and show how better targeting can power account-based marketing and dynamic territory management.

Speakers:
Robert Muñoz, Principal Analyst, Forrester
Alisa Groocock, VP, Principal Analyst, Demand and Account-Based Marketing, Forrester

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2:05 pm – 2:35 pm ET

Future-Fit Employee Experience: Everyone Wins

Many hope that by investing in technology, their organizations will magically transform. They will not. It’s up to the workforce to choose to use the technology to move your organization into the future. Learn how to build the future-fit employee experience that motivates them to do so.

Speakers:
James L. McQuivey, PhD, VP, Principal Analyst, Forrester

2:40 pm – 3:10 pm ET

Guest Appearance

3:10 pm – 3:15 pm ET

Closing Remarks

* Times are subject to change.

B2B Summit North America · May 3 – 6 · Live Virtual Experience

Use discount code 5FORR4EB to take advantage of our team discount!