B2B Summit
North America

May 2 – 4  |  Austin & Digital Experience

Learn more about the leadership roles here. Be sure to stay tuned for more details regarding our content and experiences. All times below are subject to change.

Super Sunday

May 1
  • 2:00 pm – 3:30 pm CDTCore Model Deep Dives
  • 3:45 pm – 5:30 pm CDTWomen's Leadership Forum
  • 5:30 pm – 7:00 pm CDTPoolside Cocktail Reception

Monday

May 2
  • 10:30 am – 11:45 am CDTKeynote Sessions
  • 11:50 am – 12:50 pm CDTLunch
  • 1:00 pm – 1:30 pm CDTBreakout Sessions
  • 1:40 pm – 2:10 pm CDTCase Study Sessions
  • 2:15 pm – 3:00 pm CDTMarketplace Break
  • 3:05 pm – 3:35 pm CDTBreakout Sessions
  • 3:45 pm – 4:15 pm CDTCase Study Sessions
  • 4:30 pm – 5:00 pm CDTMarketplace Break
  • 5:05 pm – 5:35 pm CDTReturn on Integration Honors
  • 5:35 pm – 6:05 pm CDTGuest Speaker
  • 7:00 pm – 9:00 pm CDTReception

Tuesday

May 3
  • 9:00 am – 9:30 am CDTGuest Speaker
  • 9:30 am – 10:00 am CDTReturn on Integration Honors
  • 10:05 am – 10:35 am CDTMarketplace Break
  • 10:40 am – 11:10 am CDTBreakout Sessions
  • 11:20 am – 11:50 am CDTCase Study Sessions
  • 12:00 pm – 12:30 pm CDTPrograms of the Year
  • 12:35 pm – 1:35 pm CDTLunch
  • 1:40 pm – 2:10 pm CDTKeynote Sessions
  • 2:25 pm – 2:55 pm CDTCase Study Sessions
  • 3:00 pm – 3:30 pm CDTMarketplace Break
  • 3:35 pm – 4:05 pm CDTBreakout Sessions
  • 4:15 pm – 5:00 pm CDTFacilitated Engagement
  • 7:00 pm – 8:00 pm CDTReception
  • 8:00 pm – 10:00 pm CDTFeatured Performer

Wednesday

May 4
  • 9:00 am – 9:30 am CDTKeynote Session
  • 9:30 am – 10:00 am CDTReturn on Integration Honors
  • 10:05 am – 10:50 am CDTMarketplace Break
  • 10:55 am – 11:25 am CDTBreakout Sessions
  • 11:35 am – 12:05 pm CDTCase Study Sessions
  • 12:10 pm – 1:10 pm CDTLunch
  • 1:15 pm – 1:45 pm CDTCase Study Sessions
  • 1:55 pm – 2:25 pm CDTBreakout Sessions
  • 2:40 pm – 3:10 pm CDTKeynote Session
  • 3:10 pm – 3:15 pm CDTClosing Remarks

Super Sunday May 1

2:00 pm – 3:30 pm CDT

Core Model Deep Dives

Dive into the key frameworks and models for B2B marketing, sales, and product leaders that will be referenced throughout the event. Attendees have the option to choose from four deep dive rooms. Each session will examine three core models.

Attend one session:

Align

Strategy Compass for Revenue Engine
Speaker: Susan Macke, Principal Analyst, Forrester

Aligned Planning Framework
Speaker: Marcia Trask, Principal Analyst, Forrester

B2B Revenue Waterfall
Speaker: Vicki Brown, VP, Principal Analyst, Forrester

Advance

Metrics Spectrum
Speaker: Ross Graber, VP, Principal Analyst, Forrester

Sales – Relative Productivity Framework
Speaker: Phil Harrell, VP, Sr Research Director, Forrester

PMM
Speaker: Katie Fabiszak, Principal Analyst, Forrester

Impact

Campaign Framework
Speaker: Rani Salehi, Principal Analyst, Forrester

Messaging Nautilus
Speaker: Barry Vasudevan, VP, Principal Analyst, Forrester

Demand Program Framework
Speaker: Carrie Rediker, VP, Principal Analyst, Forrester

Accelerate

Marketing Plan on a Page
Speaker: Craig Moore, VP, Principal Analyst, Forrester

Technology Alignment
Speaker: Katie Linford, Principal Analyst, Forrester

Scope of Content Strategy and Operations 
Speaker: Lisa Gately, Principal Analyst, Forrester

3:45 pm – 5:30 pm CDT

Women’s Leadership Forum

Are you craving more in your career? More recognition, more money, and more impact with what you do? Whether you are looking to make a shift into a different role, enter the C-suite, or become a better leader and inspire your team to success, the key to realizing your dreams is not about what you do, it’s about how you think. Join us for this inspiring program that will help you master success in your career. Stay tuned for the announcement of our Women’s Leadership Forum speakers.

Speakers:
Nancy Maluso, VP, Principal Analyst, Forrester

5:30 pm – 7:00 pm CDT

Poolside Cocktail Reception

Monday May 2

10:30 am – 10:45 am CDT

Opening Remarks

Speakers:
Monica Behncke, VP, Group Research Director, Forrester

10:45 am – 11:15 am CDT

Keynote Session

Time Travel And Transformation: The Future Of B2B Content

What does the future of content look like, and what can B2B organizations do to travel to that future? Travel with us there and back to learn how your organization can transform its content engine and optimize customer experience. We’ll discuss how emerging content realities like content engineering, AI-driven content, automation, and more will disrupt and fundamentally change the way we work.
This session will provide the following benefits:
• Find out why organizations must align and elevate the role of content for all revenue engine functions.
• Learn how to deliver intelligent, hyperpersonalized content experiences across the entire customer lifecycle.

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

11:15 am – 11:45 am CDT

Keynote Session

Loosening The Status Quo And Overcoming Inertia: Four Hacks Leadership Training Missed

The last two years have reinforced the value of change, and most of us have found ourselves adopting new thinking, new ideas, and even new values. As B2B professionals, we’re taught to drive positive change. However, this requires momentum and socialization. We must foster curiosity, motivate support, and build movements that evolve into widespread adoption of the new vision.
This session will provide the following benefits:
• Learn how to challenge the corporate status quo, break through institutional inertia, and ignite positive change.
• Get strategic and tactical guidance for inspiring bold, visionary thinking within your organization.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Peter Ostrow, VP, Research Director, Forrester

11:50 am – 12:50 pm CDT

Lunch

1:00 pm – 1:30 pm CDT

Breakout Sessions

Channel Marketing
Programs Of The Year: Channel Marketing

Programs Of The Year Awards in channel marketing recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve channel marketing performance.

Speakers:
Jay McBain, Principal Analyst, Forrester

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Demand & ABM
The X Factor: Digital Is The Accelerator Of The Brand Experience

Over the next two years, senior marketing decision-makers’ number one focus to support the organization’s business strategy is improving the experience of customers. In today’s environment, B2B marketing leaders will fail if they do not understand the synergetic relationship among digital experience, customer experience, and brand experience.
This session will provide the following benefits:
• Learn how to leverage the digital experience to activate the brand experience effectively.
• Find out how to identify the moments that matter to buyers and customers to focus digital experience initiatives.

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

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Demand & ABM
Goodbye MQLs, Hello Opportunities: A Crawl-Walk-Run Approach To Transformation

Moving from a lead-centric to an opportunity-centric revenue process is often perceived as a major challenge. Many organizations already are doing much of the foundational work needed to make this transition. Moving from leads to opportunities is something that organizations can start today.
This session will provide the following benefits:
• Learn about an incremental “crawl-walk-run” migration path that leverages existing work to support the migration to buying groups and opportunities.
• Obtain guidance on actions needed to get started, as well as a roadmap to expand support for opportunities throughout the entire revenue process.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Terry Flaherty, VP, Principal Analyst, Forrester

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Demand & ABM
Post-Pandemic B2B Events: Building An Event Mix To Drive Audience Engagement And Maximize Impact

The pandemic has seen a transformation of B2B events. Virtual events are now a permanent element within the marketing mix, and leading organizations are planning a hybrid future. How can leaders navigate the new world of B2B events and determine the right mix of in-person, virtual, and hybrid for their post-pandemic event strategy?
This session will provide the following benefits:
• Learn what event types work best in different scenarios and some of the key considerations around event technology selection and integration.
• Acquire the tools to help select the right event mix strategy to maximize audience engagement and deliver successful events.

Speakers:
Conrad Mills, Principal Analyst, Forrester
Daryl Wright, Principal Analyst, Forrester

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Marketing Operations
Who Moved My Swim Lane? Clarifying The Customer Marketing Dashboard

Increased focus on keeping and growing existing customers is bringing attention to the customer marketing function in B2B organizations. An optimized customer marketing function has a clear point of view on how to measure contribution to growth, retention, and customer advocacy while complementing (but not overlapping) demand marketing, account management, customer success, and other adjacent functions. This session will provide the following benefits:
• Plan, build, and activate a marketing dashboard.
• Create the ideal customer marketing dashboard to ensure customer marketing is clear and consistent in measuring its contribution to the business.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

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Marketing Operations
The Secret To Building A Revenue Tech Stack Based On Intelligent Growth Pillars

There are five potential growth sources for B2B companies, and each impacts the revenue tech stack differently. The difficult decision that sales, product, and marketing leaders must make is choosing a primary growth pillar. The secret is to build a revenue tech stack that is based on a foundation of six essential technologies and integrations.
This session will provide the following benefits:
• Understand the implications of how each growth pillar impacts the tech stack.
• See an example of a post-acquisition revenue tech stack.

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

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Portfolio Marketing
The Forrester B2B CX Index: Score How Customer Experience Quality Impacts Loyalty

Since 2015, Forrester’s CX Index has measured how successfully more than 500 consumer brands use customer experience to create and sustain loyalty. This session will introduce the first B2B CX Index. Based on analysis of both power users and decision-makers of HCM and CRM technologies, this session will reveal which aspects of CX matter most and how to apply these learnings to benchmark an organization’s customer experience progress and success.
This session will provide the following benefits:
• Learn which aspects of CX quality impact B2B customer loyalty most.
• Identify the top drivers to focus on to improve customer experience.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Michelle Yaiser, VP, CX Analytics, Forrester

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Portfolio Marketing
Regional Differences In Buying Behaviors Can Dramatically Impact B2B Go-To-Market Strategies

Global providers often treat every region the same, using similar go-to-market approaches around the world. Yet B2B buyers in North America, Europe, and Asia Pacific exhibit different buying behaviors based on their unique business practices and cultures.
This session will provide the following benefits:
• Discover results from our global B2B buying study, showcasing distinct buyer preferences in each region.
• Learn how to adjust messaging, sales, and marketing efforts to meet market-specific buyer expectations for stronger regional and global results.

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

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Sales Enablement
Programs Of The Year: Sales Enablement

Programs Of The Year Awards in sales enablement recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve sales enablement performance.

Speakers:
Eric Zines, Principal Analyst, Forrester

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Sales Operations
Expect The Unexpected: How To Handle Opportunities That Fall Off The Waterfall

B2B organizations plan for opportunities to follow the perfect path straight down the B2B Revenue Waterfall — from a targeted account to closed/won. But what happens when opportunities fall off the Waterfall?
This session will provide the following benefits:
• Gain insight into how to identify opportunities that fall off the B2B Revenue Waterfall.
• Obtain practical advice on how to handle these detour opportunities.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Vicki Brown, VP, Principal Analyst, Forrester

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Sales Operations
The Insight-Driven Business: Using B2B Analytics To Strategic Advantage

B2B leaders are beginning to grasp the link between becoming insight-driven and delivering superior performance. Revenue operations teams must drive an insight-led transformation but need to understand how and where to start. In this session, we’ll introduce the Forrester B2B Insight-Led Analytics Ecosystem, a new model that specifies the analytics processes and foundational capabilities that underpin analytical excellence across the revenue engine.
This session will provide the following benefits:
• Learn about the four primary analytics process areas and the capabilities required for insight-led decision-making.
• Hear about how insight-driven B2B organizations are delivering stakeholder value and elevating their functions.

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Forrester

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1:40 pm – 2:10 pm CDT

Case Study Sessions

2:15 pm – 3:00 pm CDT

Marketplace Break & Facilitated Engagement

3:05 pm – 3:35 pm CDT

Breakout Sessions

B2B Marketing Executives
Programs Of The Year: Marketing Executive

Programs Of The Year Awards in marketing recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve marketing performance.

Speakers:
Sheryl Pattek, VP, Executive Partner, Forrester

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B2B Sales Executives
Delivering Predictable Growth With The Insights-Driven Sales System Toolkit

Best-in-class sales processes help the sales organization run like a well-oiled machine. The insights-driven sales system is a step-by-step guide that enables sales executives to efficiently manage their processes, infrastructure, insights, and talent. The toolkit helps organizations prioritize investments, using a crawl, walk, run approach to evolve from guessing with instincts to growing with insights.
This session will provide the following benefits:
• Understand how an efficient sales system founded on insights can deliver predictable growth for your organization.
• Obtain an actionable guide to implementing the insights-driven sales system.

Speakers:
Mike Pregler, VP, Research Director, Forrester

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Channel Marketing
Establishing Aligned Demand Strategies Across The Partner Ecosystem

As the formation of partner ecosystems continues to rise, channel marketing strategies must evolve in kind. To achieve this, channel marketing must implement a marketing and demand strategy that aligns to partners’ intrinsic business values, offering portfolios, go-to-market strategies, and buyer/customer proclivities. An ecosystem marketing strategy is required to support the prosperous growth anticipated with the emergence of the ecosystem economy.
This session will provide the following benefits:
• Discover how to evolve your channel marketing and demand strategy.
• Get the keys to establishing an aligned demand strategy across your partner ecosystem.

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

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Demand & ABM
Schrodinger’s Cat And B2B Content: The Quantum Mechanics Of Contextualization

In Schrodinger’s paradox, the cat’s fate is linked to the quantum state of an atom and is unknowable until observed. In B2B, the “right” content — what’s most meaningful to the buyer — is not absolute but rather changes with each interaction when new context is introduced. To get to that context, marketers and machines must create relevant content.
This session will provide the following benefits:
– Learn the physics behind the three dynamic phases of B2B contextualization.
– Walk away understanding how to link interactions with buyers to create contextual experiences.

Speakers:
Jessie Johnson, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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Demand & ABM
Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

The distance between demand and ABM has narrowed significantly due to the disruptive impact of the pandemic and the need to connect more buyers in more accounts across multiple touchpoints. This intersection is intensifying as companies seek to rationalize demand and ABM strategies to improve efficiencies and achieve scale. Convergence will lead marketing organizations to reconsider the need for distinct functional teams and move to a consolidated organizational concept focused on opportunity marketing.
This session will provide the following benefits:
• Learn how resources, planning, and capabilities must be positioned to embrace this unified future of demand and ABM marketing.
• Gain an understanding of how this converged organizational concept will support future growth.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Bob Peterson, VP, Principal Analyst, Forrester

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Demand & ABM
Stop Guessing! Predict The Impact Of Changes On Your Revenue Waterfall

Optimizing the cross-functional revenue process requires many decisions across of the B2B Revenue Waterfall. Leaders need to understand how to predict and optimize the revenue impact of changes in key areas such as their scoring and prioritization model, nurture messaging, and customer advocacy programs.
This session will provide the following benefits:
• Preview a new tool and methodology for simulating the revenue and cost impact of changes in the waterfall.
• Understand how to perform “what if” analysis of scenarios to optimize your waterfall performance.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Terry Flaherty, VP, Principal Analyst, Forrester

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Marketing Operations
Delivering Data Confidence Across The Revenue Engine: Standing Up A Data Center of Excellence

The effectiveness of the revenue engine relies on the timely provision and use of quality data. However, companies often struggle with the impact of poor governance and siloed operational control of data elements such as contacts, buying group members, and account hierarchies. The creation of a data center of excellence offers the opportunity to appropriately staff and manage data to support the revenue engine.
This session will provide the following benefits:
• Examine the pros and cons for the creation of a data center of excellence.
• Receive a prioritized roadmap to help turn the concept into a reality.

Speakers:
Brett Kahnke, Principal Analyst, Forrester
Julian Archer, VP, Principal Analyst, Forrester

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Portfolio Marketing
The Strategic Portfolio Marketer: Guiding Alignment, Focus, And Growth In Organizations

Portfolio marketing teams that lack a strategic approach can prevent organizations from reaching their growth potential. Leveraging survey data results, this session will highlight how strategic portfolio marketers outperform their peers by driving focus, audience-centricity, and alignment to achieve higher revenue growth. In this session, we’ll share today’s biggest challenges and provide approaches to help portfolio marketers conquer them.
This session will provide the following benefits:
• Learn how to overcome obstacles to become more forward-thinking and strategic.
• Get recommendations on how to create focused and aligned go-to-market efforts across sales and marketing.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

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Portfolio Marketing
Flipping The Script On Enablement: Command Attention Instead Of Demanding Time

Organizations understand that to be successful they need to enable the entire revenue engine, not just sales, but adding functions to support an expanding array of customer-facing roles doesn’t scale. To enable the revenue engine at the pace and scale today’s fast-paced, distributed business environment requires, organizations need to drive motivation, culture, and habits to foster empowered, customer-centric, self-learning communities internally and throughout their partner ecosystem.
This session will provide the following benefits:
• Explore how to build a learning culture to drive the revenue engine better at scale.
• Gain a cross-functional understanding of the role and importance of revenue enablement.

Speakers:
John Buten, Principal Analyst, Forrester
Maria Chien, VP, Research Director, Forrester

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Product Management
Programs Of The Year: Product Management

Programs Of The Year Awards in product management recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve product management performance.

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Sales Enablement
Coaching, Culture, And Compensation: How High-Performing Sales Organizations Motivate 21st Century Sellers

If the COVID-19 pandemic has taught business leaders anything, it’s the value their people bring to the brand, customer loyalty, and bottom line. However, many B2B organizations still treat quota-bearing sellers as second-class citizens, ignoring the growing body of evidence that supports how vital factors such as seller wellness, work/life balance, and cultural inclusion are to ensuring their productivity.

This session will provide the following benefits:
• Hear about new research confirming the value of holistic sales management.
• Gain insight into best practices that can drive stronger seller retention, performance, and results.

READ MORE +READ LESS -
Sales Operations
Programs Of The Year: Sales Operations

Programs Of The Year Awards in sales operations recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve sales operations performance.

Speakers:
Anne Slough, Principal Analyst, Forrester

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3:45 pm – 4:15 pm CDT

Case Study Sessions

4:30 pm – 5:00 pm CDT

Marketplace Break

5:05 pm – 5:35 pm CDT

Return On Integration Honors

B2B Summit 2022 Return on Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment. Stay tuned for the announcement of our award winners.

5:35 pm – 6:05 pm CDT

Keynote Session

Stay tuned for the announcement of our guest speaker.

7:00 pm – 9:00 pm CDT

Reception

Tuesday May 3

9:00 am – 9:30 am CDT

Guest Speaker

Stay tuned for the announcement of our guest speaker.

9:30 am – 10:00 am CDT

Return On Integration Honors

B2B Summit 2022 Return on Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment. Stay tuned for the announcement of our award winners.

10:05 am – 10:35 am CDT

Marketplace Break

10:40 am – 11:10 am CDT

Breakout Sessions

B2B Marketing Executives
Professor Plum's Dilemma: Solving The Marketing Planning Mystery

To build an effective marketing plan that supports company strategy, CMOs and the marketing leaders who support them must play detective to find essential strategy, product, and revenue information. This can be challenging as such information is often elusive and disguised.
This session provides the following benefits:
• Understand the breadth of information required for effective planning.
• Learn the questions to ask and where to find critical data to build your marketing plan.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

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B2B Marketing Executives
Connecting The Dots: Tying Portfolio Marketing’s Insights To Campaign Execution

Campaign teams that execute reputation, demand, engagement, and enablement programs should use insights developed by a best-in-class portfolio marketing team. How should these teams guide the use of buyer group identification, needs, messaging, and the ideal buyer’s journey into campaign tactics? During this session, we will connect the dots between portfolio marketing’s outputs and campaign execution.
This session will provide the following benefits:
• Learn how to leverage and apply your portfolio marketing investment to improve campaign engagement and success.
• Gain clear insight into how to improve the interlock between portfolio and campaign teams.

Speakers:
David Parry, Principal Analyst, Forrester
Paul Ferron, Principal Analyst, Forrester

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B2B Marketing Executives
Seize The Strategic High Ground: A CMO’s Guide

Companies often overlook the opportunity for marketing executives to play a role in the strategic planning. This is partly due to the perception of the CMO’s role as a service provider instead of an orchestrator. This session will provide guidance for CMOs to gain a greater presence and be recognized as a strategic partner and growth driver for the business.
This session will provide the following benefits:
• Learn tactics for building trust and credibility with the CEO and board of directors.
• Get guidance on how to gain a seat at the strategic planning table in a variety of organizational cultures.

Speakers:
Susan Macke, Principal Analyst, Forrester
Mavis Liew, Principal Analyst, Forrester

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B2B Sales Executives
Programs Of The Year: Sales Executive

Programs Of The Year Awards in sales recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve sales performance.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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Channel Marketing
The Surge In Marketplaces: Opportunity Or Risk For The Channel?

Companies are undergoing a major transformation in how they go to market. For example, 82% of companies are investing more in partnerships. Marketplaces grew more in the first three months of the pandemic than the previous 10 years combined — a huge opportunity for channel partners.
This session will provide the following benefits:
• Explore how to expand beyond the transaction to drive intraorganizational value creation, network effects, and partner co-innovation.
• Learn about how, through structural changes in our economy, new buying journeys, subscription/consumption models, and new services ecosystems, companies are considering marketplaces the key to survival and success.

Speakers:
Jay McBain, Principal Analyst, Forrester

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Demand & ABM
Programs Of The Year: Demand & ABM

Programs Of The Year Awards in sales recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve sales performance.

Speakers:
Bob Peterson, VP, Principal Analyst, Forrester

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Marketing Operations
Structuring The Marketing Operations Function: Criteria For Growth 

For many companies, marketing operations has developed into an invaluable resource that provides measurement, technology, data process discipline, and critical insights to enable the organization to execute against its revenue development objectives. However, the precise structure and scope of the team will vary according to available budget, resource skills, and company maturity.
This session will provide the following benefits:
• Learn about the important function scoping criteria for each stage of company maturity.
• Explore a methodology using proven organizational models to enable companies with differing levels of resources and maturity to design a best-in-class marketing operations team.

Speakers:
Julian Archer, VP, Principal Analyst, Forrester
Matt Papertsian, VP, Research Director, Forrester

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Portfolio Marketing
Buyer Experience: Creating Value For Buyers Is The New B2B Mandate

Although frequently overlooked as a driver of business growth, B2B vendors must embrace the critical need to create value for their buyers throughout the buying experience. To create value for buyers and deliver satisfying experiences consistently, B2B organizations must navigate and overcome a series of internal issues related to ownership, skills, prioritization, resourcing, and alignment.
This session will provide the following benefits:
• Identify the responsibilities that must be addressed to deliver superior buyer experiences across the revenue engine.
• Obtain strategies that will help portfolio marketers embrace the buyer value mandate and lead organizational change.

Speakers:
Barbara Winters, Principal Analyst, Forrester
Ross Graber, VP, Principal Analyst, Forrester

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Product Management
Using The Product Strategy Compass To Align Portfolio And Business Strategy

It’s easy to mistake new products, enhancements, and services for a product portfolio strategy. Many products miss goals because product leaders fail to define a product portfolio strategy. There may also be ambiguity on what the company strategy entails or weak executive alignment. This session will also teach attendees how to use the Forrester Product Strategy Compass to foster alignment within their organization.
This session will provide the following benefits:
• Understand how to define and align product strategy with the organizational business strategy.
• Hear about best practices for defining team priorities that are aligned with an overall portfolio and company strategy.

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Sales Enablement
Anatomy Of A Customer-Obsessed Sales Playbook

To ensure they focus on what’s most important to the buyer, sales reps must align the various dimensions of each opportunity, such as multiple buying personas and endless combinations of deal-specific issues and needs. However, most sales playbooks don’t reflect this complexity. Sales playbook format and structure are misaligned with modern sales motions, the design is inside-out, and the emphasis on process over methodology is too rigid. Isn’t it time to take a fresh look at how we guide B2B sellers based on the buyer’s journey?
This session will provide the following benefits:
• Explore why buyer-centric sales playbooks help sellers better engage their buyers in winning interactions.
• Obtain clear guidance on how to build more effective sales playbooks that sellers will want to use and buyers will appreciate.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Jennifer Bullock, Principal Analyst, Forrester

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Sales Operations
Activating A Buyer-Aligned Sales Process Through Portfolio Marketing And Sales Operations Partnership

Buyers are scrutinizing purchases more than ever before. From 2019 to 2021, the number of interactions during the purchase process increased from 17 to 27. Designing an optimal sales process requires an intimate knowledge of your organization’s buyers and customers. To satisfy today’s informed buyers, sales operations and portfolio marketing teams must collaborate to shape a buyer-aligned sales process based on shared data and insights.
This session will provide the following benefits:
• Discover the key drivers that affect the complexity of the buying process.
• Gain a deeper understanding of a buyer-aligned sales process according to buyer data and insights.

Speakers:
Anne Slough, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

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11:20 am – 11:50 am CDT

Case Study Sessions

12:00 pm – 12:30 pm CDT

Breakout Sessions

B2B Marketing Executives
Making Sense Of The Digital Capabilities Conundrum

When CMOs consider what it takes to have a digital marketing function, they often start with the wrong question: “Where does digital sit within the organization?” Rather, they should be thinking about the digital capabilities required to support marketing efforts across the organization.
This session will provide the following benefits:
• Learn how to increase digital readiness and building digital capabilities to reach desired business outcomes.
• Understand how to identify the competencies needed and enable marketers to accelerate digital transformation.

Speakers:
Christina Schmitt, Principal Analyst, Forrester
Rani Salehi, Principal Analyst, Forrester

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B2B Marketing Executives
The CMO’s Handbook For Nurturing Innovation

B2B marketing leaders must transform their organizations from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill their new purpose: the creator of organizational success. This transformation will require innovation in strategy, process, programs, and practices. While innovation does happen organically, it can also be catalyzed and cultivated. Innovation leaders should adopt several mindset shifts and execute with specific practices and processes.
This session will provide the following benefits:
• Learn how to set, manage, and measure innovation objectives.
• Acquire a handbook of best practices to build and advance your innovation engine.

Speakers:
Lori Wizdo, VP, Principal Analyst, Forrester
Susan Macke, Principal Analyst, Forrester

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B2B Sales Executives
Transform Your Sales Leadership Team Through The Insights-Driven Sales Leadership Model

Building and installing an insights-driven sales system requires transforming the skill sets of the sales leadership team. Organizations need to understand the competencies sales leaders must possess to enable them to shift from a talent-focused sales model to one that emphasizes the insights, processes, and infrastructure that can lead the sales function to consistent, predictable growth and success.
This session will provide the following benefits:
• Explore the skills and competencies sales leaders and managers require to succeed in an insights-driven sales system.
• Learn about a step-by-step model for planning and executing the sales leadership transformation.

Speakers:
Mike Pregler, VP, Research Director, Forrester

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Channel Marketing
Through, To, With, And For: Optimizing B2B Content For Every Channel Scenario

By 2025, the number of partners in a typical ecosystem will be 10 times what it is today. To reap the benefits, B2B organizations must equip their channel partners with timely, relevant content supporting the business relationship, buyer engagement, and sales enablement. Unfortunately, B2B content for the channel often doesn’t get the necessary emphasis and attention.
This session will provide the following benefits:
• Learn about how to manage and scale the content engine to deliver results in the channel, from planning and production to management and measurement.
• Gain knowledge in adapting content to support sell-to, sell-through, and sell-with channel scenarios.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

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Demand & ABM
ABM On Steroids: Addressing Complex Buying Group Needs for Large Must-Win Opportunities

Selling and marketing to buying groups, not individuals, is part of what makes B2B unique, but also what makes it hard. When there are very large must-win opportunities at stake, buying groups can get sizable. With significant revenue to play for, it often makes sense for marketers to apply ABM techniques to influence the outcome of the opportunity.
This session will provide the following benefits:
• Learn how to identify which opportunities should receive differentiated marketing support, how to map out and engage those large buying groups, and how to measure success.
• Obtain a clear framework for pursuing large opportunities in strategic accounts.

Speakers:
Bob Peterson, VP, Principal Analyst, Forrester
Nicky Briggs, VP, Principal Analyst, Forrester

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Demand & ABM
Navigate These Onramps To Customer Value

Barriers to switching are lowering and the desire to innovate is rising, so don’t assume customers will remain engaged and loyal. When the average B2B organization gets over 75% of its revenue from existing customers, but customer health scores show up on only 9% of CMOs’ dashboards, a redesign is overdue. This session will help shape and expand current post-sale programs or get one started.
This session will provide the following benefits:
• Learn the best-practice approach to optimizing alignment between customer marketing, success, and experience.
• Hear a compelling case for post-sale investment and how to confront common pitfalls to success.

Speakers:
Caroline Robertson, Vice President, B2B Marketing and Sales Research Director, Forrester
Lisa Nakano, VP, Research Director, Forrester

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Demand & ABM
Go Live: Build Programs Using Marketing Automation And Sales Engagement Platforms

In an era of automation disruption, many companies are using both marketing automation and sales engagement platforms to achieve the same demand objectives. This often proves challenging and requires careful planning with consideration of who should be involved, what should be measured, what data should be used, and which technology platform is best for execution. Go live with the presenters and watch as they build two of the most requested programs: acquisition and engagement.
This session will provide the following benefits:
• Learn how to consider program objective, design, and build approach.
• See examples of completed templates for each program type.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

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Marketing Operations
Why You Need A CDP: Persistent, Unified Customer Data

Using B2B customer data platforms (CDPs) as a packaged application approach to address data quality and insights challenges has been a boon for organizations unable to maintain a custom solution. B2B marketers are using CDPs to integrate data silos, improve data quality, connect and analyze user behavior, and provide a more comprehensive view of buyer journeys.
This session will provide the following benefits:
• Learn about the capabilities this fast-growing technology can provide and how it fits into your infrastructure.
• Gain an understanding of the evolving CDP market and what type of CDP is right for each organization.

Speakers:
Katie Linford, Principal Analyst, Forrester
Steven Casey, VP, Research Director, Forrester

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Portfolio Marketing
Programs Of The Year: Portfolio Marketing

Programs Of The Year Awards in portfolio marketing recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve portfolio marketing performance.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

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Product Management
Productize Your Digital Offerings To Drive Growth And Customer Obsession

The digital transformation movement has enhanced the type of offerings launched and the ways in which they are delivered to users. However, many companies don’t understand the need for digital product management, let alone how to manage digital offerings as products. This session will demonstrate how organizations can strategically define and manage digital products to drive growth and customer obsession.
This session will provide the following benefits:
• Discover the key focus areas to prioritize when defining and managing digital products.
• Gain insight into best practices on developing digital product managers.

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Sales Enablement
Buyers And Sellers And Assets, Oh My! How To Navigate Your Very Own B2B Content Yellow Brick Road

Imagine a world in which your marketing, product, and sales functions were so well aligned, you knew exactly which assets, content objects, and training deliverables had the most impact on the outcomes of your selling motions. Now that world is not only visible, but within your reach! Tap into Forrester’s newest research to understand the sales content that drives the most desired buyer behavior — through every stage of the buyer’s purchasing journey.
This session will provide the following benefits:
• Explore how to leverage the existing or new tech stack to apply insights-driven lessons to your organization.
• Learn a validated process so you no longer need to guess which content effort is working… and which is not.

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester
Peter Ostrow, VP, Research Director, Forrester

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Sales Operations
The Era Of Tech-Enhanced Selling: How Vital Signs Improve Buyer Outcomes

Sales technology is entering a new era as focus shifts from managing sales reps to delivering insights that improve outcomes for buyers, customers, and sellers. Capturing, analyzing, and acting on vital signs throughout the buyer’s journey is critical to improving revenue engine performance. Choosing and deploying the right technology can be difficult given the rapid addition of features and functions by providers.
This session will provide the following benefits:
• Understand the vital signs within the buying journey and how to capture them
• Apply these insights to optimize key sales processes

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester

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12:35 pm – 1:35 pm CDT

Lunch

1:40 pm – 2:10 pm CDT

Keynote Sessions

Attend one session:

Unlocking Growth And Creativity: Marketing In An Insights World

Technology advancements and constant access to information have changed the world. Data-driven capabilities are transforming marketing’s capabilities for innovating and demonstrating impact. This session will explore how this transformation is providing marketers with new ways of working. We will discuss how creativity and growth are enhanced by automation and insights.
This session will provide the following benefits:
• Reimagine how marketing must adapt to thrive in the future tech-driven world.
• Become inspired to revolutionize the role and value of the marketer.

Speakers:
Cristina De Martini, VP, Research Director, Forrester
Renee Irion, Principal Analyst, Forrester

Unlocking Growth And Creativity: Sales In A World Of Insights

Sales organizations have long operated under a set of principles passed down for years and eventually codified as truths required to run the business. An insight-driven sales system disproves these principles, provides a new set of truths, and opens a path to optimizing productivity and increasing sales efficiency. Modern sellers depend on data-backed insights that optimize their creativity and problem-solving and enable them to advise customers on solving business problems.
This session will provide the following benefits:
• Learn how an insight-driven sales system optimizes productivity and unleashes creativity.
• Understand how to use a data-backed approach to enable modern sellers.

Speakers:
Phil Harrell, VP, Sr Research Director, Forrester
Seth Marrs, Principal Analyst, Forrester

Empowering Product To Deliver Value And Growth: Introducing The Product Management Ecosystem

Product management leaders do more than assemble and manage a team of product managers to ensure an effective function. With the goals of creating products that customers love and driving business growth, product leaders must ensure responsibilities are clear, encourage strong cross-functional alignment, and promote customer obsession. This must be accomplished while fostering a culture of innovation and experimentation.
This session will provide the following benefits:
• Explore the elements product management leaders must manage to ensure offerings meet customer needs and deliver business value.
• Identify factors for product management leaders to consider when structuring the organization and setting goals.

Speakers:
Jeff Lash, VP, Group Director, Forrester
Lisa Singer, VP, Research Director, Forrester

2:25 pm – 2:55 pm CDT

Case Study Sessions

3:00 pm – 3:30 pm CDT

Marketplace Break

3:35 pm – 4:05 pm CDT

Breakout Sessions

B2B Marketing Executives
The Marketing Workflow: Where The Magic Happens

To optimize performance, marketing leaders cannot simply put in place the right marketing capabilities and team structures. They also must define how different elements work together to deliver seamless execution throughout the marketing value chain. In this session, we will outline considerations for successful marketing orchestration and introduce common models for aligning capabilities to maximize impact.
This session will provide the following benefits:
• Gain insight into the most common models used to drive effective orchestration.
• Learn why process is the glue that holds any orchestration model together.

Speakers:
Bob McKinnon, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester

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B2B Marketing Executives
Forging Tighter Bonds: The CMO And CIO

Successful marketing organizations go beyond technical competence to master technology-led innovation, and thus make ever-increasing demands on their company’s technology strategy and budgets. That means that today’s CMO must forge a close strategic partnership with their CIO counterpart. To do so, they must learn the CIO’s language, appreciate their challenges, set common goals, and work together to deliver value.
This session will provide the following benefits:
• Learn how to present aspects of the CMO’s world and challenges through a CIO lens.
• Gain tools to harness the expertise of the IT organization to drive innovation.

Speakers:
Fiona Mark, Principal Analyst, Forrester
Lori Wizdo, VP, Principal Analyst, Forrester

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B2B Sales Executives
A Strategic Blueprint For Accelerating And Future-Proofing Channel Revenue Growth

Few channel leaders are confident about their team’s ability to meet or exceed revenue goals. Trends such as the growth of digital commerce point to a daunting challenge ahead. The problem, however, doesn’t lie in the trends, but in generic, ill-defined channel sales strategies that waste effort and resources. Channel leaders must take strategic steps to future-proof revenues derived from channel partners.
This session will provide the following benefits:
• See how the average organization currently approaches channel sales and why and how this needs to change.
• Discover a step-by-step process for creating the optimal indirect channel strategy.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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B2B Sales Executives
What’s Next For Customer Success? From Shepherding Success To Proactively Delivering Value

Forrester’s research shows that well-built customer success functions can yield a 91% ROI over three years. Is this sustainable? Can even more value be gained if these teams engage customers more systematically? This session will share new research exploring common areas of misalignment limiting the effectiveness of customer success functions, as well as the best practices these functions need to better align to the new reality of B2B buying.
This session will provide the following benefits:
• Learn about the practices that define mature customer success teams and how those teams excel.
• Discover what areas to address as you evolve your customer success team.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Mike Pregler, VP, Research Director, Forrester

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Channel Marketing
From Mythology To Science: The Evolutionary Importance Of Partner Experience

As B2B organizations mobilize a buyer-aligned route-to-customer strategy, ecosystems that deliver an exceptional partner experience will ignite and accelerate growth. A successful partner experience depends on far more than the use of channel technology and tools. Moving beyond a rigid, traditional linear value chain requires suppliers to redesign the pillars of partner experience to support the shifting competitive landscape.
This session will provide the following benefits:
• Discover the new foundations of partner experience correlating with improved retention, loyalty, advocacy, and growth in the decade of the ecosystem.
• Understand the strategic importance of partner experience and why it must be elevated within the organization.

Speakers:
Maria Chien, VP, Research Director, Forrester

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Demand & ABM
The Role Of Revenue Development Reps In Today’s Revenue Engines

Revenue development organizations play a mission-critical role in today’s revenue engines. The most successful revenue development reps (RDRs), business development reps (BDRs), and sales development reps (SDRs) have clearly defined roles and responsibilities and are enabled with actionable data and optimized technology. They are measured to drive meaningful outcomes and managed by leaders who interlock with other teams while providing coaching and ongoing development.
This session will provide the following benefits:
• Learn how inbound vs. outbound is handled in a buying group world.
• Get answers to frequently asked questions such as how RDRs should be compensated and managed and how to use outsourcing.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Malachi Threadgill, Principal Analyst, Forrester

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Demand & ABM
ABM Evolution: Are You Leading Edge Or Getting Left Behind?

This session will share insights from Forrester’s latest State of ABM study. We will analyze a variety of approaches to elements such as account selection, content personalization, and technology usage, explore similarities and differences, and consider implications for the future. Whether you’re a digital ABM leader targeting thousands of accounts or a field marketer creating customized experiences to support the largest opportunities — or anything in between — this session will help orient you within this complex landscape.
This session will provide the following benefits:
• Learn about the range of ABM approaches B2B organizations are using.
• Understand how your organization’s approach fits into the overall ABM landscape, and the implications for your program’s success.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Steven Casey, VP, Research Director, Forrester

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Marketing Operations
Programs of the Year: Marketing Operations

Programs Of The Year Awards in marketing operations recognize outstanding achievements due to the successful implementation of Forrester’s research, frameworks, and best practices to improve marketing operations performance.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

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Portfolio Marketing
Creating Competitive Intelligence With Organizational Impact

Many disparate competitive intelligence activities take place, with different pockets of an organization creating material without any understanding of how the various aspects must fit together to create a competitive view. In this session, we’ll provide a process to find and analyze the competition, strategize how to respond appropriately, and build the best competitive assets to activate across buyer- and customer-facing roles within an organization.
This session will provide the following benefits:
• Learn why companies are not executing competitive intelligence to support their go-to-market strategy.
• Understand how to build competitive intelligence that sales, product, and marketing will want to use.

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

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Product Management
Creating Customer Value From The Full Product Experience

Last year, Forrester introduced our vision of product management having an expanding remit beyond the offering to the entire product experience. This includes elements like onboarding and training and value-add products that don’t generate revenue but improve the product experience. B2B organizations that broaden opportunities to address customers’ spoken, unspoken, and evolving needs through the full experience will win by delivering greater customer value.
This session will provide the following benefits:
• Find out the actions that product leaders can take to advance “full experience” ownership.
• Obtain a roadmap for developing a habit of identifying new sources of value from the offering.

Speakers:
Lisa Singer, VP, Research Director, Forrester

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Sales Enablement
First-Line Sales Managers: Your Secret Agents Of Change

The way top-performing B2B organizations win is through their first-line sales managers and best practices in change management. It’s also the best method to effectively “listen” to the critical insights that can cascade up from the individual contributor level. This session will introduce the new Forrester Sales Manager Empowerment Model and show how sales managers can drive peak performance throughout the sales hierarchy.
This session will provide the following benefits:
• Explore a scalable approach for enabling sales managers to manage and drive change.
• Understand how first-line sales managers can drive needed change for peak performance.

Speakers:
Jennifer Bullock, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

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Sales Operations
Unlocking Growth With Insights-Driven Sales Planning

Actionable insights aren’t just for sales execution — they drive precision in planning that unlocks sales productivity. Sales and revenue operations can leverage insights throughout the planning process to inform account prioritization, targeting, route-to-market models, production planning, coverage and territory design, and quota allocation. Sales operations must combine historical trends with third-party data sources to deliver the needed analysis.
This session will provide the following benefits:
• Discover how insights can be derived and applied to drive more effective sales planning.
• See a framework for deploying insights-driven sales planning.

Speakers:
Robert Munoz, VP, Principal Analyst, Forrester
Steve Silver, VP, Research Director, Forrester

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4:15 pm – 5:00 pm CDT

Facilitated Engagement & Workshops

7:00 pm – 10:00 pm CDT

Reception & Guest Performance

Wednesday May 4

9:00 am – 9:30 am CDT

Keynote Session

Invest Shrewdly In Customer Obsession

Companies that authentically and consistently put the customer at the center of leadership, strategy, and operations outperform their peers in all impact metrics that matter. But commitment to being customer obsessed is not an all-or-nothing proposition. B2B organizations must identify the optimal intersection of investment and return.
This session will provide the following benefits:
• Learn how customer obsession is defined and what it means for B2B organizations.
• Discover a strategy for determining which customers to obsess over and where to dial back.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester

9:30 am – 10:00 am CDT

Return On Integration Honors

B2B Summit 2022 Return on Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment. Stay tuned for the announcement of our award winners.

10:05 am – 10:50 am CDT

Marketplace Break

10:55 am – 11:25 am CDT

Breakout Sessions

B2B Marketing Executives
Realizing The Impact Of Marketing Enablement

Marketing leaders must ensure marketers are well equipped to perform their roles. Although all marketing leaders understand and appreciate the importance of upskilling their teams, they often struggle to demonstrate the impact of marketing enablement and to secure buy-in and investment. Marketing leaders require a holistic view of the impact of enablement and relevant success stories.
This session will provide the following benefits:
• Learn about the value of enablement to the individual and to the business.
• Gain insight into the impact other organizations have seen from their enablement efforts.

Speakers:
David Parry, Principal Analyst, Forrester
Matt Papertsian, VP, Research Director, Forrester

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B2B Marketing Executives
Are You Global Enough? It’s Time to Revisit Your Localization Investment Strategy

In a global, digital world, buyers and customers increasingly expect personalized, localized, and regionally appropriate content. However, many B2B organizations still approach localization as a cost center instead of a strategic lever. Companies that treat localization as an afterthought are at a disadvantage compared to companies that approach it as an integral part of their go-to-market strategy, along with their customer experience, employee experience, and diversity and inclusion initiatives.
This session will provide the following benefits:
• Gain insight into the future of localization and what best-in-class companies are doing.
• Explore a framework for prioritizing the right localization initiatives at your organization.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

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B2B Sales Executives
E-Commerce, Sales Reps, And Channel Partners: Right Triangle Or Bermuda Triangle?

Prospects’ online purchasing habits show they want to choose where and how they buy. Today, 33% of B2B buying is done digitally through e-commerce, marketplaces, and e-procurement. That number continues to rise as buyers seek frictionless, self-guided purchase experiences. E-commerce, direct sales reps, and channel partners must work together to enable such an experience — don’t let the fear of investment, change, channel conflict, or cannibalization sink the ship before it sails.
This session will provide the following benefits:
• Explore how to use e-commerce successfully for B2B sales, from demo to trial to purchase.
• Get actionable tips for overcoming internal objections and common implementation pitfalls.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

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Channel Marketing
Balancing Ownership Between Global Channel Marketing And Regional Partner Marketing

Global B2B organizations with indirect routes to market often struggle to find the best channel marketing resource model to support the nuanced needs of regions and theaters. Any polarization between centralized and decentralized roles is detrimental.
This session will provide the following benefits:
• Explore best practices for defining the optimal spectrum of ownership for channel/partner marketing roles.
• Learn about a four-step approach to establishing balanced ownership between global and regional marketing teams to achieve success in the channel.

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

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Demand & ABM
Working In Harmony: A Thoughtful Approach To Designing Programs

B2B marketers often lack effective processes and tools to manage program planning and execution. If marketing program origination fails to align with go-to-market strategy or to account for process friction points or skill gaps, it can result in inconsistent performance and limited insight on how to improve. The Forrester Marketing Program Planning Framework can be used on its own or adapted to guide planning within integrated campaigns for program families.
This session will provide the following benefits:
• Learn how a repeatable approach to program planning begins with a quantifiable program strategy.
• Identify an essential set of actions to operationalize marketing strategy.

Speakers:
Carrie Rediker, VP, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

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Demand & ABM
Moving From Data-Driven to Insight-Driven Demand And Account-Based Marketing

Demand and account-based marketers have access to more data than ever before, but data is not the same as insights and not all insights are actionable. In this session, we will discuss the most valuable insights demand and account-based marketers need to grow pipeline, and how to assemble and act on these insights when your people, processes, or technologies are at beginning, intermediate, and advanced levels of maturity.
This session will provide the following benefits:
• Learn to approach data and insights as a marketing strategy.
• Understand the building blocks of insights-driven marketing maturity.

Speakers:
John Arnold, Principal Analyst, Forrester
Malachi Threadgill, Principal Analyst, Forrester

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Demand & ABM
Brave New World: From Dystopia To Delight In Automated Conversations

Increasing utilization of conversation automation across the B2B revenue engine reflects a new normal of consumer expectation and customer obsession. The language buyers use to find information and talk about their business problems provides critical insights for driving momentum throughout the complex narrative of a modern buying group journey.
This session will provide the following benefits:
• Learn about the current state of conversation automation in B2B and how marketers are using AI to create and refine conversations across delivery mechanisms.
• Understand best practices for the design and orchestration of conversational interactions that engage and enable B2B buyers.

Speakers:
Jessie Johnson, Principal Analyst, Forrester
Steven Casey, VP, Research Director, Forrester

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Marketing Operations
How To Build A More Intelligent Content Stack With AI And Automation

AI and automation are no longer cool party tricks and bright shiny objects. They are now must-haves for smart organizations to scale and optimize their content engines. But their adoption, ease of use, effectiveness, and sophistication widely vary across vendors and use cases.
This session will provide the following benefits:
• Hear about the current state of content AI and automation across key content technology categories.
• Learn what you can start doing with content AI and automation today at your organization.

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester
Nick Barber, Senior Analyst, Forrester

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Portfolio Marketing
Standing Out From The Crowd: How To Differentiate Your Content From Your Competitors’

Assessing competitors’ messaging and content is an essential move when launching a new offering, revamping a website, planning for a campaign, or preparing for a sales kickoff. Understanding how an audience views alternatives, including staying the course, lets organizations create messaging that stands out from the crowd. In this session, we’ll cover a structured method for analyzing competitors’ content.
This session will provide the following benefits:
• Learn how to guide content efforts with more precision and persuade audiences by contrasting a chosen approach with the alternatives.
• Gain practical tips for getting started and inspiration for addressing competitive findings.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester

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Product Management
What Could We Have Done Better? Identifying Causes Of Missed Product Goals 

Was the price too high? Were features missing? There are many reasons for why a product doesn’t meet its goals. This session will share key issues so product management and portfolio marketing teams can identify where improvements are needed to get an offering back on track.
This session will provide the following benefits:
• Understand internal and external assumptions and decisions that product management and portfolio marketing teams should revisit.
• Explore a step-by-step approach for evaluating the accuracy of the offering business case and the effectiveness of the go-to-market plan and steps to take for improvements in the future.

Speakers:
Amy Hayes, VP, Research Director, Forrester
Lisa Singer, VP, Research Director, Forrester

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Sales Enablement
In It To Win It: What Do Your Best Sellers Say And Do To Win?

Sales enablement leaders are expected to help sellers maximize every buyer and seller interaction — but how do they learn what great looks like? Learn strategies and questions for uncovering high-performing behaviors and understand how to replicate them within your organization’s sales team. Explore how insights from the sales tech stack platforms you’re already using can be better leveraged to inform this knowledge.
This session will provide the following benefits:
• Discover how your high-performing peers and competitors are optimizing their B2B sellers.
• Gain insight into tangible tools that identify the “great” in your sales organization.

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

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Sales Operations
Operationalizing The B2B Revenue Waterfall: Managing Opportunities From Top To Bottom

When an organization makes the bold decision to embrace buying groups and move from leads to opportunities, it must make people, process, and technology changes across sales, marketing, and customer success. Organizations need a clear plan to launch an opportunity-based waterfall to manage, monitor, and measure revenue. The B2B Revenue Waterfall helps organizations operationalize the use of opportunities from targeted to closed.
This session will provide the following benefits:
• Understand how to evolve processes when moving to an opportunity-centric waterfall.
• Get a sample launch plan for rolling out the B2B Revenue Waterfall.

Speakers:
Robert Munoz, VP, Principal Analyst, Forrester
Vicki Brown, VP, Principal Analyst, Forrester

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11:35 am – 12:05 pm CDT

Case Study Sessions

12:10 pm – 1:10 pm CDT

Lunch

1:15 pm – 1:45 pm CDT

Case Study Sessions

1:55 pm – 2:25 pm CDT

Breakout Sessions

B2B Marketing Executives
Six Steps To Analyst Relations ROI

Many B2B technology companies see their analyst relations (AR) programs fail to deliver business value because of ineffective and misaligned planning. Consequently, these companies rely on faulty metrics and pure luck to create any business value from these programs. The six-step Forrester Industry Analyst Relations process helps AR professionals deliver provable, quantifiable business value aligned with their companies’ specific business needs.
This session will provide the following benefits:
• Learn about AR planning best practices that determine the success of the entire AR program.
• Find out how to align AR program activities with AR value generation.

Speakers:
Kevin Lucas, Principal Analyst, Forrester

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B2B Marketing Executives
Most Thought Leadership Content Isn’t Thoughtful Or Leading: We Need To Fix That!

The vast majority of thought leadership content is derivative of a thinly veiled product pitch. Yet the opportunity for creating effective thought leadership has never been greater. Buyers crave insights and ideas that have material value to them and their business. In this session, we will deconstruct why most thought leadership fails and show how successful thought leadership aligns brand and buyer messaging.
This session will provide the following benefits:
• See how current thought leadership efforts stack up and identify areas for improvement.
• Discover a method for choosing themes that resonate and build brand and buyer engagement.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester

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Channel Marketing
Technology Tools Are No Longer Optional: Ecosystems Don't Run On Spreadsheets!

Channel leaders and B2B marketers can no longer rely on manual, human-centric processes or spreadsheets to manage their partner programs. With the trifurcation of partners into influencer, transactional, and retention categories, as well as the broader ecosystem of technology partners and alliances, managing a plethora of concurrent programs and activities without sufficient automation is no longer possible.
This session will provide the following benefits:
• Understand the channel software tech stack.
• Learn about how the application of technology is driving the future of partnerships.

Speakers:
Jay McBain, Principal Analyst, Forrester

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Demand & ABM
The “Opportunity” For Marketing And Sales To Collaborate In Strategic Account Sales

Strategic account sales efforts are focused on a specific set of high value accounts aligned to the sales rep and supported by highly targeted marketing and sales efforts. To be successful, organizations should define, create, and share the specific opportunities in systems driving this target revenue at the planning stage of the process.
This session will provide the following benefits:
• Learn how sharing these target opportunities with marketing and tele-qualification greatly accelerates collaboration and improved insight.
• Explore a powerful methodology that looks at roles, responsibilities, and tactics for marketing, tele-services, and sales to optimize this collaborative and critical process.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Terry Flaherty, VP, Principal Analyst, Forrester

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Demand & ABM
Marketer Vs. Machine: What’s At The Core Of Tech-Savvy Demand Marketing?

Marketing technology and marketer proficiency have reached an inflection point as more marketing leaders decide whether to entrust marketing performance to people, technology, or both. All marketers must become and remain tech savvy to compete and thrive.
This session will provide the following benefits:
• Learn which technology capabilities are outpacing marketers.
• Understand how to optimize the mix of technology and people in a world of advancing automation.

Speakers:
Conrad Mills, Principal Analyst, Forrester
John Arnold, Principal Analyst, Forrester

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Demand & ABM
Shining A Light On Shadow Marketing: Don’t Make Field Marketing Go Rogue!

“Field marketing needs to come out of the shadows and be valued for its customer insights and allegiance with sales. A lack of alignment on revenue priorities can push field marketers toward alternative programs to balance the disjointed objectives of field sales and global marketing, which can negatively impact revenues and the buyer experience.
This session will provide the following benefits:
• Learn why expanding field marketing’s role in the planning process to a point of proactive influence ensures that local program requirements and revenue targets can positively impact global planning.
• Understand how to establish trust between global and regional teams with shared success metrics and collaborative workflow. “

Speakers:
Carrie Rediker, VP, Principal Analyst, Forrester
Daryl Wright, Principal Analyst, Forrester

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Marketing Operations
Beyond Sourcing: Making The Case For New Marketing Performance Indicators

Marketing leaders remain under constant pressure to demonstrate marketing’s value to the business. Although marketing sourcing metrics have been central to B2B marketing’s performance story, the evolution of buying has made a sourcing focus far less relevant, driving the need for a new set of performance indicators.
This session will provide the following benefits:
• Explore the key factors driving the need to evolve beyond sourcing and the urgency behind making a change.
• Learn how to champion the adoption of a new collection of demand-related performance indicators within an organization to produce an enhanced marketing contribution.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Ross Graber, VP, Principal Analyst, Forrester

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Portfolio Marketing
Finding The White Space: Targeting And Segmentation Approaches For Market Leadership

Organizations often struggle to gain market presence, in part because they have difficulty prioritizing where to focus go-to-market efforts. The key to market leadership is identifying white space where the need is strong, the competition is low, and the product fit is high. In this session, we’ll provide a clear process for identifying the best target markets by assessing market drivers, buyer needs, and competitive presence, as well as your ability to execute and win.
This session will provide the following benefits:
• Learn tips and tricks for sizing market segments when data is unavailable.
• Obtain a blueprint for prioritizing markets to get on the fastest path to growth.

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

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Sales Enablement
Must-Have Or Luxury Item? Breaking Down The Science Of Sales Certifications

Would you hire an unlicensed plumber to install a sink? Could you allow an attorney who hadn’t passed the bar to represent you in court? In B2B organizations, the qualifications of front-line sellers are often far less formalized — or not done so at all. In this session, you’ll be introduced to the Forrester Sales Certification course and learn how high-performing sales teams prioritize the formal certification of sales competencies for new and tenured sellers, resulting in improved personal, company, and customer outcomes.
This session will provide the following benefits:
• Understand what your peers and competitors are doing to ensure effective sales certifications.
• Obtain a clear roadmap for improving your organization’s sales effectiveness through certification best practices.

Speakers:
Eric Zines, Principal Analyst, Forrester
Katy Tynan, Principal Analyst, Forrester

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Sales Operations
The New Digital Sales Experience: A Manifesto For Sales Technology Users

Forrester’s New Digital Sales Experience is a manifesto designed to put the needs of digital sellers first across all sales tech categories. Customer-centricity has rightly been a mantra for B2B, but to drive performance, those who build and deploy sales tech must take a seller-centric approach. This is a complementary session to “The Evolution Of Sales Technology” and will take a bottom-up view of sales tech.
This session will provide the following benefits:
• Explore a role-based approach to selecting and deploying sales technology.
• Gain a set of practical guidelines for delivering value from investments in sales technology.

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

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Sales Operations
Achieving Apogee: Designing The Optimal B2B Revenue Mix

Aligned revenue planning requires growths pillars and revenue goals that are established by the C-suite. Although these goals may be achievable, are the mix of assumptions optimized for maximum growth and profitability within a set budget? Revenue operations leaders must model the revenue plan to guide and optimize strategic planning decisions with predictive views based on target opportunity mix, product mix, route-to-market mix, optimal path, and opportunity costs.
This session will provide the following benefits:
• Explore how to model the optimal opportunity mix that maximizes growth and profitability.
• Obtain a framework to predictably model business performance during planning.

Speakers:
Amy Hayes, VP, Research Director, Forrester
Robert Munoz, VP, Principal Analyst, Forrester

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2:40 pm – 3:10 pm CDT

Keynote Session

The Power Of Purpose

Buyers and employees expect companies to provide value beyond profit. Employees want to connect their work with personal value, and buyers trust companies that demonstrate their commitment to values including diversity, equity, and inclusion; environmental, social, and governance; and security and privacy. To meet these expectations, B2B companies must define, activate, and measure their purpose beyond profit.
This session will provide the following benefits:
• Learn how purpose is defined and what it means for B2B organizations.
• Receive guidance on activating purpose and how to begin making an impact.

Speakers:
Jennifer Ross, VP, Research Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

3:10 pm – 3:15 pm CDT

Closing Remarks

B2B Summit North America · May 2 – 4 · Austin & Digital Experience

Austin Convention Center
500 E Cesar Chavez St
Austin, TX 78701
Book your hotel today.