B2B Summit
North America

To achieve its demand gen goals, IBM has focused on improving the quality of each lead, ensuring every prospect meets a higher standard for engagement and audience alignment than ever before. This threshold has to be met to pass leads as part of the SLA between IBM’s marketing and sales teams. Discover how IBM’s global demand marketing team is delivering on the promise of capturing high-quality leads that yield engaging conversations – and more sales.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
John L. Johansen, Manager, Global Go-to-Market & Demand Generation, IBM
Imran Suleman, VP of Marketing Strategy, Activate

Did you know that $50B of digital marketing spend is wasted every year? Successful teams can confidently connect the dots between digital and offline media for true ROI, and quickly pivot underperforming digital programs to avoid wasting budget. In this session you’ll learn how to: Measure which conversion touchpoints are the most successful, create closed loop reporting to bridge digital and non-digital programs for true ROI, and make financial data the backbone of your marketing analytics.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Monish Munshi, Senior Director Global Marketing Strategy & Operations, Freshworks

When Fidelity Information Services (FIS) found their events program completely disrupted at the start of the pandemic, they knew it would directly impact their sales pipeline. With up to five major hosted conferences each year, as well as industry trade shows, the team needed to find a creative solution to keep the sales funnel active. Learn how FIS, leveraged virtual event technology to propel forward, delivering increased reach and proving influence over opportunities created.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Bryan Gallant, Principle Account Manager, Enterprise Solutions, Cvent

How can you help your entire sales team to be both efficient and effective? A comprehensive approach to enablement that equips, trains, and coaches reps on having the most compelling customer conversations, and then analyzes what’s working and what’s not to reinforce the right behavior. Learn how to build this system for yourself from Icertis, a tech “unicorn” and leader in contract management, that is saving reps 8 hours a week through a seamless approach to content, training, and engagement.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Carl Saxon, Director, Enterprise Sales , Icertis
JP Mantey, Sr. Director, Sales Enablement , Icertis
Marissa Gbenro, Sr. Manager, Content Marketing , Highspot

In a digital first age, the key drivers for revenue are automation, the right technology stack and an account based strategy. All these require a good foundation of B2B data and continuous data management. Join this session to learn more about the strategy, process and the new data steward program in Hitachi’s lead-to-revenue journey.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Michael Strand, SVP Global Sales and Marketing, Hitachi Solutions
Adam Perry, VP of Customer Experience, InsideView

Dialpad earned Unicorn status in the middle of a global pandemic, in part, because of their efficient and effective growth strategies. Follow along as their COO shares their next big demand gen advancements —- Identify your Demand Gen Last Mile Problem(s) —- How to use Calendar 1st™ to operationalize demand gen pipeline growth —- Unlock account expansion and reduce churn for a better Customer Journey.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Scott Logan, VP of Marketing, Kronologic
Jason Yang, Chief Operating Officer, Dialpad

The complexities of acquiring and integrating multiple brands while maintaining marketing execution and reporting is a big undertaking. Infinite Electronics found themselves “data rich” but “information poor”. They were challenged with normalizing data across brands, under-penetrating existing accounts, and delivering real metrics across marketing activities. See how we laid the groundwork of an integrated marketing and analytics machine that led to a clearer understanding of ROI, as well as how to optimize marketing spend across channels.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Shaun M. Gameroz, Director of Marketing, Infinite Electronics, Inc.
Chris Blohm, SVP, Performance Marketing, MeritB2B
Kevin Hope, VP of Analytics, MeritB2B

Campari Group had a fragmented data landscape that made it difficult to get a 360-degree customer view, personalize communications and experiences for maximum effect. Campari Group built a customer data platform using Microsoft Dynamics 365 Customer Insights to unify its data, gain AI-driven insights, and facilitate personalized communications and customer journeys across multiple channels with Dynamics 365 Marketing. Learn how Campari Group can now support end-to-end customer journeys across marketing, sales, and customer service.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Shelley Bransten, Corporate Vice President, Global Retail and Consumer Goods, Microsoft
Chad Niemuth, Global IT – Marketing & Sales, Campari Group

Micro Focus’ online brand journalism site, TechBeacon.com, built a loyal audience of IT pros, but needed to step up its efforts to influence revenue. Learn how owned media property TechBeacon used PathFactory to turn its top-of-funnel content flagship into a high-value marketing asset that influences millions of dollars in revenue for Micro Focus in less than a year – without alienating its technical audience.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Susan Salgy, Principal, WebWise Solutions

As the pressure to deliver consistent, predictable results grows with each passing quarter, businesses look towards their operations teams to identify what’s not working and how to solve it. With limited visibility into how reps are spending their time paired with lagging indicators such as sales forecasts to guide them, businesses face an uphill battle. In this session, learn how Mitchell partners with People.ai to unlock the secrets behind rep productivity and revenue growth.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Mitch Beck, Head of Digital Sales, Pluralsight
Ian Rice, Senior Manager of Customer Success, People.ai

Over 75% of business buyers believe recent crises should be harnessed as a catalyst for change. But have they actually seized the moment? How can they adapt their growth strategies for our new digital economy? And as a leader, how can you take these insights and use them to stay relevant in 2021 and beyond? Join us alongside Tina Katic-Michalos, Lead Generation Manager at Sika. We’ll discuss the five ways you can deliver exceptional customer experiences that will grow your business, and your career at large.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Tina Katic-Michalos, Lead Generation Manager, Sika Corporation
Kyra Johanson, Sr. Product Marketing Manager, Salesforce Pardot

In the ever-changing world of B2B Email Marketing, how are modern brands capitalizing on emerging technologies and tactics to set themselves apart from the competition?

Hear how MeritB2B, leading provider of B2B data and performance marketing solutions, has partnered with Validity to build a cutting-edge email program that leverages clean, compliant data and best-in-class email analytics tools to rise to the top of their customers’ and prospects’ inboxes and maximize engagement.

In this session, Guy Hanson (VP, Customer Engagement at Validity), Karie Burt (SVP/Chief Privacy Officer at MeritB2B) and Courtney Cope (Director, Data Operations at MeritB2B) share their experiences diagnosing, correcting (and reversing!) declines in email program performance, addressing the “knowledge and infrastructure” gaps that hold so many B2B marketing teams back, and establishing a data quality management process that not only protects their brand, but actually opens the door to net-new, competitive wins in a world where email is a fundamental piece of the “multi-touch”, omnichannel digital customer experience.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Guy Hanson, VP, Customer Engagement, Validity
Karie Burt, SVP/Chief Privacy Officer, MeritB2B
Courtney Cope, Director, Data Operations, MeritB2B

With sellers continuing to work remotely, effective sales coaching is tougher than ever. Are you adapting your coaching efforts to ensure reps can close deals virtually? Join this session to learn how HUB International has utilized sales enablement tools like Allego to double the number of reps they can coach while still providing personalized, point-in-time feedback on sales conversations. Plus, find out how to use asynchronous video to improve your sales coaching and training.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Chris Condon, Vice President, Corporate Sales Training, HUB International

As sales enablement becomes a more common (and integral) part of sales strategies, the question becomes, how can the program scale? Small enablement and training teams confront this challenge constantly, as they are often responsible for ensuring large sales teams are ready for every selling situation. This session will cover using technology to set readiness program metrics before reps falls behind, how to use data to manage sales enablement programs, especially at enterprise scale, and why Readiness Scorecards are the best approach to align sales enablement and sales management to achieve sales productivity goals. Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Amanda Bohr, Engagement Product Owner, Digital Client Experience, Bernstein Private Wealth Management
Darcy Reinwald, Vice President, Senior Training Manager, Bernstein Private Wealth Management

Every ABM journey has its challenges, but it can be difficult to get unstuck. In this session, Agilent will show you how you can use data to avoid the common roadblocks of ABM. You’ll learn how to: create buy-in from key stakeholders, set expectations around what ABM looks like for your company, increase adoption of your ABM tactics, and make your learnings actionable to improve along the way.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Rich Rodgers, Global Digital Marketing Manager, Agilent

B2B companies are challenged to meaningfully target and reach their buyers across digital channels or even on their own websites. And that leads to burning dollars on digital marketing for nothing. Hearhow Sierra Wirelessis using modern RevTech, intent, and deep insights to significantly improve account engagement across digital channels, build more pipeline, and optimize marketing spend (>30% increase in ROI).

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Ashley Nagel, Senior Director of Marketing, Sierra Wireless

Social is rarely the top demand generation channel for B2B and an oft-neglected part of B2B marketing strategy. This session makes the case for social in the demand generation waterfall and provides a blueprint for how to boost results for email, events, ABM, retention, and growth.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Bryan Rusche, Director, Americas Enterprise Marketing, Hootsuite

Today, 82% of B2B marketers use intent data. Of those, 88% are leveraging multiple intent sources. Yet, because most intent sources remain disconnected from key use-case activation points, marketing and sales teams struggle to benefit from intent data’s full potential value. In this session, we’ll discuss how Oracle used Intentsify’s Intent Activation™ solutions to scale pipeline 35% by ingesting and layering multiple intent sources and activating the resulting insights via turnkey demand generation programs

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Shelby Aprile, Senior Manager, Marketing, Oracle
David Crane, VP, Marketing, Intentsify

You’re a RevOps leader looking for a prioritized, cross-functional growth plan to become the next $1B unicorn. Hear Mike Sitter and Stas Daszkiewicz, operations trailblazers at AI analytics leader Sisense (valued at $1B+ in their Series F round,) share their most impactful takeaways about the transformative power that an Operational Excellence Roadmap had on their teams, enabling them to strengthen their GTM strategy, thoughtfully consolidate tech stacks from acquisitions, and improve their customer experience.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Mike Sitter, VP, Business Operations, Sisense
Stas Daszkiewicz, Director of Enterprise Systems and Architecture, Sisense
Jarin Chu, VP Marketing, OpFocus

2020 wasn’t an aberration, it was an acceleration. Buyers aren’t engaging with sellers the way they used to, and have overwhelmingly embraced many of the benefits of digital, and remote engagement. Forward-thinking Sellers and Marketers have already been re-writing their playbooks, adopting a more digital-first mindset. In this session, Intel talks about how AI is playing a large role in simplifying the tasks that have traditionally made selling, and storytelling hard. With sellers and buyers engaging over an increasing number of digital channels and faced with more content and complexity than ever before, there has never been a better time to start to realize the promise of AI-enabled guided selling to create a more productive sales force.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Jam Khan, VP, Product Marketing, Seismic
Jake Tatel, Global Director, Sales Enablement & Productivity, Intel

In this presentation, you’ll see how Frost RadarTM award winner AT&T Cybersecurity, is transforming marketing and sales as it evolves from velocity demand gen to Hybrid ABM at scale. It’s a multi-channel, integrated approach – fueled by real purchase intent data at the person and buying team levels. Get insight into specific data-driven strategies, tactics and partnerships that help keep the demand pipeline full while growing engagement impact with key target accounts.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Susan Stogner, Director of Lead Nurture Programs, AT&T Cybersecurity
John Steinert, Chief Marketing Officer, TechTarget

With the goal of exceeding the needs of global enterprises worldwide, Broadcom expanded their solution portfolio through M&A while keeping customer experience and business continuity as top priorities. The right strategic partner who understood their business and could act as an extension of their team was the key to customer, partner, and Broadcom success. Join us to learn how partnering across the sales ecosystem with Televerde as the bridge, powers results, and an enhanced experience.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Ross Acord, Marketing Operations Leader for Symantec Division, Broadcom Software
Laura McGregor Falko, Leader, Global Partner Programs, Enablement & Adoption Marketing, Broadcom
Deanna Ransom, Head of Marketing and Marketing Services, Televerde

Learn how Live Earth partnered with True Influence to transform their digital programmatic campaigns into revenue-generating machines utilizing DisplayBase.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Join enterprise automation platform Workato to hear how businesses like Slack, SalesLoft, and Hubspot automated key marketing & sales workflows to accelerate growth during the pandemic. Find out how these companies adapted quickly–and discover how you can use their best practices to achieve frictionless inbound, to operationalize intent data, and to drive behavioral marketing using product usage data.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Stephen Farnsworth, Head of RevOps Product Marketing, Workato

ZoomInfo and Ringlead come together to discuss how data is the foundation layer of the go-to-market tech stack and how it helps companies scale their business. You’ll learn how RingLead uses ZoomInfo to target their ideal customers, when to target and clean up their data. Zoominfo and Ringlead have come together with a joint go-to-market partnership to help companies route leads automatically and successfully.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Tim Strickland, Vice President, Account Management & Channel Sales, ZoomInfo
Scott Sutton, Vice President, Revenue Operations, ZoomInfo
Jaime Muirhead, SVP, Sales, RingLead

OneSource Virtual is a trusted Workday partner for deployment and maintenance services. By prioritizing their customer experience with an account-based approach, the OneSource Virtual team is executing on their mission to drive revenue and retain customers. From marketing, to sales, to customer success, the revenue team is aligned on an end-to-end account engagement platform, using data and key account insights to uncover new opportunities, personalize outreach and engage demand at scale.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Mitch Katseanes, Director of Global Demand Generation , OneSource Virtual

The interactions you have with prospects and customers don’t always match your CRM records. Imagine having the full relationship context including all calls, emails, and conversations integrated directly where you work. In this session, Mavenlink will share how they’ve leveraged Conversation Intelligence to coach their sales team based on the voice of the customer and being able to pinpoint actionable opportunities to close deals faster.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Jeramee Waldum, Vice President of Sales, Mavenlink
Thiago Sa Freire, CRO, Chorus.ai

Many companies face bottlenecks and silos across their revenue process. It can seem daunting to start a digital transformation process. In this session we will discuss how to connect the pieces in your revenue operations process by breaking down internal silos, maximizing revenue yield, and connecting the customer experience so you can bring your teams, systems, and processes together to accelerate your business forward.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Aishling Finnegan, Sr. Director of Product Marketing, Conga

Learn how Box, a leader in cloud content management, developed a Conversational AI strategy to capture more revenue from Sales and Customer Success without increasing headcount. By leveraging Conversica AI Assistants, Box confronted a common challenge facing many B2B sellers—too many leads and too few hands to work them fully. Thanks to Conversica, Box maximized its Sales team capacity, fixed a leaky Marketing and Sales funnel, and even helped increase customer renewals and retention.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Andrew Cronin, Group Marketing Operations Manager, Box
Sonny Dasgupta, Head of Product Marketing, Conversica

With their typical events program disrupted due to the pandemic, Gerber Technology needed to maintain momentum within their sales pipeline by pivoting their annual marquee event to virtual. Learn how they used integrated event technology to expand their global reach, producing significant increases in attendance and lead generation while reducing key costs.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Brittany Estes, Team Lead, Marketing, Cvent

Learn the keys to sales enablement excellence from the experts! We all know the sales landscape has fundamentally changed. Now, sales and marketing must align on new, scalable strategies for customer acquisition and retention – with sales enablement being the primary driver of the rep behavior change necessary to achieve revenue goals. Join this session to hear actionable advice on effective content management, sales communication, sales and marketing collaboration, and buyer engagement.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Libby Buttenweiser, Product Marketing Manager , Headspace
Scott Schwartz, Senior Enablement Manager, Execution and Internal Communications , Glassdoor
Lucas Welch, VP of Corporate Marketing , Highspot

UNICEF Netherlands looks to grow its donor ranks to help make the future better for children. This requires new methods to increase the number of donors as well as improving the donor experience to deepen their commitment. Dynamics 365 innovation helps UNICEF use data to meet those goals. Guus van Dijk, Digital Transformation Manager, details how Dynamics 365 apps power the organization’s digital transformation.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Erik Arnold, Global CTO, Tech for Social Impact, Microsoft Philanthropies
Guus Van Dijk, Digital Transformation Manager, UNICEF Netherlands

As ABM strategies gain steam and marketers seek to adopt them globally, enterprise marketers struggle to use North American-centric tools in international environments. One marketing thought leader has solved these issues and now scales a precision strategy across Latin America and drives measurable pipeline and adoption across sales, account management, and marketing. Targeting 5,800 accounts on behalf of 5 product groups, into 10 countries, using 3 languages, Nicolás Borrelli of Lumen Technologies shares his journey. Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Nicolás Borrelli, Senior Marketing & Communications Manager, Clúster Sur - Latinoamérica, Lumen

When more than 80% of Cisco’s revenue comes from partners, there’s a lot of new information to share with them from stakeholders throughout the organization all the time. Unfortunately, pushing all that content to over 60,000 partners via email created a frustrating and overwhelming experience for everyone. Learn how Cisco used PathFactory’s Intelligent Content Platform to adopt a “pull” marketing strategy that encourages partners to consume information on their terms. Now, Cisco sends fewer emails, provides a more personalized experience for partners, transforms how marketers deliver content to partners, and collects real-time engagement data that becomes actionable insights.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Jeanne Quinn, Senior Manager, Partner Digital & Omnichannel Marketing, Cisco Systems
JoAnn Tillman, Partner Omnichannel Strategy Lead, Cisco Systems

Hilary Headlee has changed the game for sales operations. The Zoom team has spearheaded the practice of using leading indicators to monitor sales performance, anticipate risks in the pipeline, and introduce more proactive coaching practices for sales managers to affect immediate change.

In this session, learn how Hilary and her team partner with People.ai to capitalize on their hyper-growth by using leading indicators to accelerate pipeline build, conversion, and ultimately revenue growth.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Hilary Headlee, Head of Global Sales Ops and Enablement, Zoom

In this session, Russell Wurth, VP of Sales Enablement at Showpad, is joined by Amanda Gaube, Sales Enablement Manager at Zscaler, in a Q+A conversation on how they’ve taken advantage of Showpad’s features to enhance training, keep content organized and up-to-date as well as the sales enablement strategies they’ve put into practice to help scale their teams. You’ll discover Zscaler’s story from beginning to end and how sales enablement drives impact for the company.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Amanda Gaube, Sales Enablement Manager, Zscaler
Russell Wurth, VP of Sales Enablement, Showpad

Even prior to COVID-19, more financial institutions were taking their services online. To stay competitive, today’s banks need to provide both customer experience and technological solutions along with their typical services, which always must keep the consumer at the center. In this session, we’ll dive into the secret behind successful, digitally-led banking, marketing, and advertising strategy that delivers results.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Alex Cernatescu, CEO, Co-Founder & Global Head of Strategy, Stefanini Infinit
Tiberiu Mercurian, Marketing Director, Alpha Bank

Global Campaigns – Getting The Right Balance Between Adoption And Adaptation

Join a discussion with your peers about the challenges of coordinating campaigns among global marketing teams and regional and country teams, and how to achieve the benefits of standardization while supporting regional and country-level adaptation.  Here are some of the topics we will explore:

1. Partnering with region and country teams on goal setting, determining the target audience, and campaign architecture design.
2. Considerations to evaluate and prioritize countries for inclusion in global campaigns.
3. Gathering country input as part of program planning to optimize adaptation.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

How To Prepare For Ecosystem Orchestration

During this session, you will learn how your peers are planning to transform channel marketing to facilitate partner ecosystem orchestration at an unprecedented scope and scale. Below are the topics we’ll explore during our conversation.

1. Incubating partner co-innovation
2. Marketplaces as the digital, connective tissue of the ecosystem
3. New channel technology requirements for ecosystem management

Speakers:
Jay McBain, Principal Analyst, Forrester
Dara Schulenberg, Principal Analyst, Forrester

Finding Your Content Strategy “True North”

How do organizations adopt and maintain an audience-centric approach to content? During this session you’ll learn from analysts and peers how to keep everyone focused on the True North of content strategy. Below are the topics we’ll explore during our conversation.

1. Understanding and sticking to audience needs
2. Aligning on roles and responsibilities
3. Operationalizing messaging into content
4. Streamlining review and approval cycles
5. Maintaining content plan integrity while fulfilling global and local needs

Speakers:
Phyllis Davidson, VP, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester
Pippa Jollie, Director, Principal Consultant, Forrester

Customer Advocacy: Evolving And Empowering

During this session, we will highlight some of the ways customer advocacy is evolving and share some new data points from the 2021 Forrester Customer Advocacy In B2B Survey. A peer discussion will make room for customer marketing practitioners to discuss their successes and roadblocks. Below are the topics we’ll explore during our conversation.

1. 1. Motivating customers to engage in advocacy
2. Demonstrating the impact of customer advocacy on the business
3. Exploring purpose-built technology to scale customer advocacy

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Amy Bills, Principal Analyst, Forrester

Demand And ABM Convergence: Is It The Future?

During this session, you will learn how your peers are approaching demand and account-based marketing convergence, a topic covered in the presentation “The Future Of ABM Is Closer Than You Think.” Below are the topics we’ll explore during our conversation.

1. The impact of convergence on practitioners
2. The impact of convergence on the ability to measure
3. The impact of convergence on processes
4. The impact of convergence on investment in technology and tools

Speakers:
Laura Cross, VP, Principal Analyst, Forrester Research
Nicky Briggs, VP, Principal Analyst, Forrester

Emerging Company: Audience Planning For Emerging Companies

During this session, you will learn how analysts and your peers are approaching audience planning. Below are the topics we’ll explore during our conversation.

1. Audience selection
2. Personas and buying cycles
3. Messaging and content

Speakers:
Jennifer Rouse, Principal Analyst, Forrester
Barbie Mattie, VP, Principal Analyst, Forrester

Cracking The Organizational Code For Marketing And Brand Leaders

From what work gets done, to who does it, to how teams work together, getting the best from your marketing team can be a complex puzzle. Find out how others are refining their marketing and brand organizations for maximum impact. Below are the topics we’ll explore during our conversation.

1. Factors that are driving marketing organizational decisions
2. New capabilities marketing leaders are developing
3. The impact on team structure
4. How innovative working models are helping to drive high performance

Speakers:
Ian Bruce, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester

The State of Agile Marketing

2020 was the year that upended how we work. Did the pandemic accelerate adoption of agile marketing? Knock marketers back to traditional methods? Something in between? Bring your agile questions. Below are the topics we’ll explore during our conversation.

1. Insights from our 2021 State Of Agile Marketing Study
2. Where agile adoption is thriving in marketing functions
3. How marketers are making agile marketing adoption stick

Speakers:
Marcia Trask, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester
Thomas Zimmerman, Senior Consultant, Forrester

How Is Your Portfolio Marketing Team Organized And How Well Does It Work?

Portfolio marketing’s range of responsibilities can be broad — from launching products and enabling sellers to identifying the best market opportunities to pursue. Join analysts and your peers for an interactive discussion about the activities you are responsible for, how your team is organized, and what is and isn’t working. Below are the topics we’ll explore during our conversation.

1. Top responsibilities of portfolio marketers
2. How portfolio marketing teams are organized
3. Specialist vs. generalist roles

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

Subscription Packaging And Pricing

During this session, you will learn how your peers are approaching pricing and packaging for subscription offerings and services. Below are the topics we’ll explore during our conversation.

1. Biggest challenges with subscription pricing and packaging
2. Deciding on the best packaging approach
3. Getting started with services as a subscription

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester
Sam Somashekar, Principal Analyst, Forrester

Revenue Operations: Journey To The Land Of Opportunities — Not Leads And Accounts

Near together on mountains far apart — that’s what the relationship between marketing and sales can feel like. But there’s a fertile, green valley between these two mountains where sales and marketing can meet and thrive — the land of opportunities. Below are the topics we’ll explore during our conversation.

1. Why leads and accounts will always keep us apart
2. How opportunities bring us together in the land of opportunities
3. What revenue operations leaders can do to lead their organizations to this better place

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

Compensation In An Interconnected Channel And Direct Environment

Companies are expanding their use of channel partners and in many cases asking them to sell into same companies as their internal reps. This can lead to direct and channel sales competing for the same business using different offerings. We will use this time to discuss why this is happening and offer compensation best practices for this fast-changing environment.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester

Evolving Your Sales Methodology

During this session, you will learn how your peers are monitoring and evolving their sales methodologies to ensure they continue to meet their organizations’ needs as buyer dynamics evolve. Below are the topics we’ll explore during our conversation:

1. Indications that a methodology needs attention
2. Types of methodologies and problems they address
3. Evaluating methodologies to fit selling scenarios
4. Considerations for total replacement

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

Insights-Driven Sales

During this session, you will learn how your peers are increasing sales effectiveness with data-driven insights in a time when sales skills alone are not enough. Below are the topics we’ll explore during our conversation.

1. Sales and marketing are becoming better aligned to target key prospects with insights
2. Sellers are getting better conversion rates with insights
3. Insights are allowing sales operations to design better aligned sales plans
4. Insights are improving the buyer experience

Speakers:
Robert Muñoz, Principal Analyst, Forrester
Anne Slough, Principal Analyst, Forrester

Participate in a Demand Spectrum Assessment and receive a report of your results to bring to the session.  In the session the Forrester consulting team will review the aggregate results of the assessment participants, inject best practice considerations, and facilitate a discussion across delegates to uncover ideas related to how to get started or accelerate progress across the Demand Spectrum.

Speakers:
Dawn Ferrara, VP, Principal Consultant, Forrester
Amanda Alberts, Consultant, Forrester

We know that Sales can only progress its opportunities as quickly as their buyer is willing to go through their buying decision process.  This implies that no matter how well-structured, if the sales process does not align with the buyer’s journey it will disappoint the buyer, leading to lost opportunities and the company may miss important growth targets.  Marketing and Sales must develop this aligned approach and work together with respect to its implementation and support.

We invite Marketing and Sales professionals to join Forrester Principal Consultants Alexa McCloughan and John Thorsen for an interactive discussion on how to create a Buyer-Aligned Sales Process.  Participants will have the opportunity to learn how to apply best practices and frameworks to build an approach that will accelerate revenue growth within your organization.

Speakers:
John Thorsen, Principal Consultant, Forrester
Alexa McCloughan, Principal Consultant, Forrester

The shift in how B2B buyers engage and interact with brands is here to stay. As empowered buyers increasingly self-drive much of their buyer journey anonymously, brands must meet them on their own terms by focusing messaging on the customer—not the product. Connecting with today’s B2B Consumer requires empathy: the ability to humanize the customer throughout your messaging and strategy.

Join John Grozier and Christine Brozek for an interactive presentation and conversation about how to create empathetic content that works. In this 45-minute session, we’ll discuss:

1. The key tenets of empathetic content
2. How to use empathetic content to gain mindshare with your audience
3. Ways to assess your current state of the key building blocks of buyer empathic content
4. Approaches and methods for researching your target audience and building content that resonates

Speakers:
Christine Brozek, VP, Principal Consultant, Forrester
John Grozier, VP, Principal Consultant, Forrester
Benjamin Brown, Senior TEI Consultant, Forrester

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Dealing With Disruption
2. Deciding How Many To Plan
3. Campaign Theme Development
4. Future Of Events In Campaign

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Rani Salehi, Principal Analyst, Forrester

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Buyer-Aligned Strategy
2. Demand Beyond Lead Gen
3. Partner Revenue Enablement
4. Partner Experience

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Maria Chien, VP, Research Director, Forrester

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. The Future Of B2B Content
2. Content Technology Trends
3. Content Intelligence
4. Content Transformation

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester
Kathleen Pierce, Principal Analyst, Forrester
John Grozier, VP, Principal Consultant, Forrester

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Improving Retention
2. Upsell/Cross-Sell
3. Scaling Customer Success
4. Product Adoption

Speakers:
Amy Bills, Principal Analyst, Forrester
Lisa Nakano, Service Director, Customer Engagement Strategies, Forrester
Caroline Robertson, VP, Research Director , Forrester

Learn about the latest trending topics in the B2B demand function. Using polling technology, choose what hot topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Digital Audiences And Demand
2. Enable Buyers With Chatbots
3. Use Paid Media For Demand
4. Optimize Tactics/Programs

Speakers:
Renee Irion, Principal Analyst, Forrester
John Arnold, Principal Analyst, Forrester
Thomas Zimmerman, Senior Consultant, Forrester

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Aligning Strategy
2. Convert Strategy To Plan
3. Business Measurement
4. CEO Expectations

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

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Strategy Vs. Planning
2. Adapting Campaigns
3. Organizational Design
4. Marketing Diagnostics

Speakers:
Susan Macke, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester
Dawn Ferrara, VP, Principal Consultant, Forrester

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Marketing Sourcing
2. Marketing Attribution/Mix
3. Marketing Data Landscape
4. Marketing Ops Drives Change

Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Maximizing Personas
2. Buyer’s Journey Map
3. Building Great Messaging
4. Becoming Buyer-centric

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Barbara Winters, Principal Analyst, Forrester
Alexa McCloughan, Principal Consultant, Forrester

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Agile Product Management
2. MVPs And Product Experiments
3. Business Growth Strategies
4. Portfolio Foundations

Speakers:
Jeff Lash, VP, Group Director, Product Management, Forrester
Lisa Singer, VP, Principal Analyst, Forrester

The annual planning process continues to challenge sales, marketing, and customer teams on the best path to alignment across the revenue engine. How are organizations achieving alignment from the C-suite to the functional teams that must operationalize goals. We want to hear from you! Hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Executive Goals And Inputs
2. Align Top Down Or Bottom Up
3. Functional Goal Alignment
4. Execution Readiness

Speakers:
Robert Muñoz, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

For sales and channel sales leaders, adding quota-carrying headcount every year is the primary driver to achieving growth objectives. Yet too often, only a small percentage of reps make their number, and new hires simply reduce overall productivity. How can sales and channel sales leaders balance investments in personnel, enablement, and technology to enable all customer-facing reps to succeed? Don’t forget to cast your vote and join us as we discuss one of the following topics.

1. Infrastructure Investments
2. Critical Processes
3. Insights Sales Needs
4. Rep Competencies

Speakers:
Mike Pregler, VP, Research Director, Forrester
Phil Harrell, VP, Group Director, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester
John Thorsen, Principal Consultant, Forrester

Sales enablement is a rapidly growing discipline, yet it is still defined very differently across B2B organizations, industries, and geographies. Ultimately, sales enablement leaders need to prioritize the focus areas that contribute the most to sales productivity. What key components will help optimize your sales enablement function? Don’t forget to cast your vote and join us as we discuss one of the following topics.

1. Advisory Councils
2. Measuring Sales Enablement
3. Enabling First-Line Managers
4. Sales Certification

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

We want to hear from you! Using polling technology, you will have a chance to choose what hot, trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Don’t forget to cast your vote on Monday and join us as we discuss one of the following topics.

1. Revenue Ops Acceleration
2. Moving To Recurring Revenue
3. Dynamic Guided Selling
4. Impact Of Sales Tech

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

MindTickle, sales enablement and readiness platform, is all about a data-driven approach to set revenue teams up for success. This same concept applies when it came to setting up their ABM strategy — leveraging data and key account insights to successfully uncover new opportunities and engage the right accounts at scale. Learn how the MindTickle revenue team is aligned on a single source of truth, and is seeing amazing results within 60 days after going all in on an account-based approach.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Lisa Sharapata, Chief Market Officer, MindTickle

Marketers care deeply about splitting their TAM into core segments in order to provide more personalization for a better experience. In this session, Splunk will walk through how their industry focus (Public Sector, Financial Services, etc.) began with measuring if accounts from those industries were coming to Splunk’s website. You’ll learn best practices in how to create account-based go-to-market plans once baselines across key segments are identified to optimize engagement from the right industries with the right website content.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Steve Komlos, Senior Manager, Web Analytics & Optimization, Splunk

Given the current business landscape, companies and departments must look for new ways to identify and maximize opportunities. The sales team probably feels this urgency more than any other department. Join NI and Dun & Bradstreet as they share how data and insights have helped NI gain a deeper understanding of their prospects and customers, resulting in increased opportunities and smarter sales plays. Learn how NI connected data silos across the organization and increased conversion rates by 268% using Dun & Bradstreet data and solutions.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Mark Walters, Principal Marketing Manager, NI

Where is social going in 2021 and beyond? As a B2B organization, how do you ride the lightning bolt of social? This session will arm you with key considerations for the right long-term social strategy for your brand. We’ll touch on: relevant digital trends; values-led marketing on social; the importance of thinking of new audiences such as your employees; and the importance of partnering outside marketing to develop your social strategy.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Tom Keiser, CEO, Hootsuite

Leslie Alore and her team at Ivanti are in the throes of deploying a Global Demand Center of Excellence and shifting away from Field Marketing to Growth Marketing. This means new data models, evolved organizational structure, a revitalized tech stack and lots of change management discussions. Join us to learn about Ivanti’s journey and hear how Ivanti is assessing their best path forward. Compare your strategies for achieving precision demand marketing at scale.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Scott Vaughan, Chief Growth Officer, Integrate
Leslie Alore, VP, Global Growth Marketing, Ivanti

You’re a RevOps leader with a mandate to scale your company into the next SaaS unicorn. You’ve strengthened your people, process, systems, data, and governance to support growth, but you still feel like you’re playing catch up. Learn how Toby Carrington, SVP of Revenue Operations at sales enablement leader Seismic (valued at $1.6B,) brought excellence to their internal operations by improving marketing ops, streamlining orders & renewals, and integrating tech stacks from acquisitions.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Toby Carrington, SVP of Revenue Operations, Seismic
David Carnes, Chairman & Chief Digital Evangelist, OpFocus

Do you get tired just thinking about the process of sharing webinar program data with your sales team? In this session, Sarah shares how she and her team at Optum have fully integrated ON24 with their MAP and CRM systems to save time, provide more insight into the customer journey, and improve hand-offs to sales. Learn all about integrating webinars into your martech stack, including general best practices for webinar programs using an integrated tech stack, and how integration improves the user experience and boosts the sales funnel.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Sarah Jernigan Tompkins, Senior Director, Digital Marketing Operations, Optum

Find out how Pitcher simplified the lives of Financial advisors for a leading national firm with 1000+ advisors by reducing the complexity of their daily lives with our evolutionary SuperApp solution for Sales Enablement.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Marc Schnabolk, Director of North American Sales, Pitcher

Dynatrace, a global leader in observability, AIOps, and software intelligence, turned to Selling Simplified (SSG) in June 2020, seeking an innovative approach to generating qualified, engaged leads. Dynatrace leveraged SSG’s content platform, Visionayr, to target a niche audience and stay ahead of the digital curve. In less than 9 months, Dynatrace met internal growth demands through Visionayr’s digital-first approach and increased MQLs by 30% during a pandemic year.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Rachael Ferranti, Vice President of Marketing, Selling Simplified
Amy Horgan, Director, Global Campaigns, Dynatrace

Buying behavior has evolved so that marketing must support sales at every stage and extend into the channel ecosystem to power growth. This must happen seamlessly from the customers’ lens, adding increased complexity. You can interlock these teams and deliver on both experience and growth. Join us as our customer SAP shares how they’ve masterfully aligned internal and external teams, marketing, sales, channel, and technology, powering the interlocked channel experience driving alignment, scalability, and growth.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.

Speakers:
Jaana Linsenmayer, VP of Cloud Solutions Marketing, SAP North America
Deanna Ransom, Head of Marketing and Marketing Services, Televerde

Learn how SAP partnered with True Influence to implement a robust display advertising campaign strategy that better-targeted prospects and ultimately resulted in stronger engagement, more qualified leads, and a healthy pipeline for sales.

Please note, by viewing this sponsor’s session you will be included in the sponsor’s session lead report.”

Campaign Impact: Making Rain Or Just Weathering The Storm

Learn how campaign and content leaders deal with changes in their environment. Hear from your peers about their wins, lessons learned, and ways to keep campaigns and content protected from the elements. Below are the topics we’ll explore during our conversation.

1. Adapting campaigns in the face of disruption
2. Enabling an organization to effectively pivot to a new approach
3. Aspects of campaign content that are difficult to fulfill
4. Addressing cross-functional content roles and responsibilities

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

Establishing Channel Lead Management Best Practices

With Partners B2B organizations struggle to establish lead and opportunity management best practices with partners, many of whom have an incomplete understanding of lead types. Join us to learn and share channel lead management best practices. Below are topics we’ll explore during our conversation.

1. Identifying multiple channel lead types
2. Visibility of channel opportunities in the Demand Waterfall
3. Use of channel service-level agreements with partners

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Dara Schulenberg, Principal Analyst, Forrester

Building A Customer-Obsessed Content Culture

Content fuels the customer experience, yet so many organizations need to connect their efforts across the B2B revenue engine. During this session, you’ll learn how content leaders are building alignment across the content lifecycle to deliver engaging content at scale. Below are the topics we’ll explore during our conversation.

1. Best practices for building alignment across B2B revenue engine functions
2. How to be an ongoing advocate for the customer
3. Trends in content roles and competencies for content strategy, creation, and operations

Speakers:
Lisa Gately, Principal Analyst, Forrester
Caroline Robertson, VP, Research Director , Forrester

Retention During Disruption: What Did You Learn?

During this session, we will share how disruption, whether pandemic-related or driven by other market forces, focuses more attention and resources on B2B retention. Below are the topics we’ll explore during our conversation.

1. How the tone and cadence of customer communications has evolved
2. Creative approaches to engaging with customers as their professional lives change
3. Taking advantage of increased resources to make focus on retention a “new normal”

Speakers:
Lisa Nakano, VP, Research Director, Forrester
Amy Bills, Principal Analyst, Forrester

Making The Change From MQLs To Opportunities And Buying Groups

Moving from a lead-centric process and marketing qualified leads to an approach focused on opportunities and buying groups represents one of the most important changes marketing and sales can make today. It aligns marketing and sales to the same goals and delivers exponential improvements in process performance. Below are the topics we’ll explore during our conversation.

1. Why this change delivers great value
2. How to make this change using a pragmatic crawl-walk-run approach
3. How to determine readiness and business need

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

Emerging Company Marketing: Selecting, Tracking, And Communicating Metrics

During this session, you will learn how analysts and your emerging company marketing peers are approaching measuring and communicating marketing’s impact. Below are the topics we’ll explore during our conversation.

1. Metric selection
2. Tracking contribution
3. Communicating impact

Speakers:
Matt Papertsian, VP, Research Director, Forrester
Katie Linford, Principal Analyst, Forrester

Defining And Communicating Marketing’s Value

During this session, you will learn how your peers are approaching expanding the view of marketing’s value and communicating that value to internal stakeholders. Below are the topics we’ll explore during our conversation.

1. The biggest challenges in identifying and communicating marketing value
2. Dimensions of measurement that support an effective demonstration of marketing value
3. Structuring a marketing value message that resonates with internal stakeholders

Speakers:
Robert McKinnon, Principal Analyst, Forrester
Sheryl Pattek, VP, Executive Partner, Forrester

Marketing Ops: From Technology Overlap To Overnight Success

The capabilities of adjacent applications — whether they are part of marketing automation platforms (MAPs), sales engagement tools, account-based marketing platforms, or sales force automation systems — are being continually expanded. It’s getting harder for marketing ops pros to figure out where one solution ends and another begins. During this session, you will learn how your peers are approaching this growing problem and turning their technology overlaps into “overnight” successes. Below are the topics we’ll explore during our conversation.

1. Defining MAP technology overlaps
2. The biggest challenges with technology overlaps
3. The impact of technology overlaps on data, resources, and processes

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Steven Casey, VP, Research Director, Forrester

Do You Have The Skills To Be A Great Portfolio Marketer?

Portfolio marketers act as change agents who can help their organizations become more customer obsessed. They sit between product management, marketing, and sales and are supposed to understand each of these areas. That is a lot to ask of anyone! Join this interactive session to learn what other portfolio marketers are doing to meet these expectations. Below are the topics we’ll explore during our conversation.

1. What makes someone a great portfolio marketer
2. How portfolio marketers gain the skills they need
3. How to find great portfolio marketers

Speakers:
John Buten, Principal Analyst, Forrester
Paul Ferron, Principal Analyst, Forrester

The Evolving Product Management Function

During this session, you will learn how your peers are planning for future changes in the product management function. Below are the topics we’ll explore during our conversation.

1. Product management for internal offerings
2. The new role of product operations
3. New metrics for tracking product management success

Speakers:
Jeff Lash, VP, Group Director, Product Management, Forrester
Sam Somashekar, Principal Analyst, Forrester

Revenue Operations: Driving Business Benefits Along The Demand Spectrum

A fully aligned revenue operations function promises the increased efficiencies that accompany operational, strategic, and organizational alignment. We have highlighted the benefits for marketing approaches within the range of the Demand Spectrum model. Join analysts and your peers to discuss receiving or delivering operations support while driving revenue engine growth. Below are the topics we’ll explore during our conversation.

1. Enhancing marketing support by adopting a revenue operations approach
2. Tackling the challenges that arise when functional (silo-based) operations teams support colleagues across the full revenue engine
3. Identifying concrete business improvements from the move to a revenue operations model

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

The Evolving World Of Sales (Direct And Indirect)

During this session, we will discuss the ways in which channel and direct sales organizations and activities are changing. We anticipate a lively discussion, so come prepared to talk about your views. Below are the topics we’ll explore during our conversation.

1. How relationships between direct and indirect channels are evolving
2. How to ensure sellers (direct and indirect) add value to buyers in the digital world
3. Technology’s role in enabling organizations to know their partners and customers

Speakers:
Nancy Maluso, VP, Principal Analyst, Forrester
Mike Pregler, VP, Research Director, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester

Confidence Through Competence: Enabling Sellers To Succeed

During this session, you will learn how your peers are approaching competency-based sales talent management. Find out how they see their role in sales enablement as supporting the entire talent lifecycle — from attracting sales talent to elevating competency standards to developing sales reps and managers into high-performing employees. Below are the topics we’ll explore during our conversation.

1. Supporting recruitment efforts
2. Approaches to onboarding and ramp time

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

Getting Value From Dynamic Guided Selling

While sales technology provides increasing levels of insight into buying and selling activity, dynamic guided selling (DGS) is finally bringing these insights to sellers, helping them prioritize next best actions and ultimately maximize performance and productivity. This session will work through a new assessment designed to help you understand the business value of DGS and how to apply it to drive improvement. Below are the topics we’ll explore during our conversation.

1. Understanding current capabilities
2. Determining the value of each opportunity area
3. Choosing a starting point to deliver short- and long-term value.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester Research

Participate in a Demand Spectrum Assessment and receive a report of your results to bring to the session.  In the session the Forrester consulting team will review the aggregate results of the assessment participants, inject best practice considerations, and facilitate a discussion across delegates to uncover ideas related to how to get started or accelerate progress across the Demand Spectrum.

Speakers:
Dawn Ferrara, VP, Principal Consultant, Forrester
Amanda Alberts, Consultant, Forrester

We know that Sales can only progress its opportunities as quickly as their buyer is willing to go through their buying decision process.  This implies that no matter how well-structured, if the sales process does not align with the buyer’s journey it will disappoint the buyer, leading to lost opportunities and the company may miss important growth targets.  Marketing and Sales must develop this aligned approach and work together with respect to its implementation and support.

We invite Marketing and Sales professionals to join Forrester Principal Consultants Alexa McCloughan and John Thorsen for an interactive discussion on how to create a Buyer-Aligned Sales Process.  Participants will have the opportunity to learn how to apply best practices and frameworks to build an approach that will accelerate revenue growth within your organization.

Speakers:
Alexa McCloughan, Principal Consultant, Forrester
John Thorsen, Principal Consultant, Forrester

The shift in how B2B buyers engage and interact with brands is here to stay. As empowered buyers increasingly self-drive much of their buyer journey anonymously, brands must meet them on their own terms by focusing messaging on the customer—not the product. Connecting with today’s B2B Consumer requires empathy: the ability to humanize the customer throughout your messaging and strategy.

Join John Grozier and Christine Brozek for an interactive presentation and conversation about how to create empathetic content that works. In this 45-minute session, we’ll discuss:

1. The key tenets of empathetic content
2. How to use empathetic content to gain mindshare with your audience
3. Ways to assess your current state of the key building blocks of buyer empathic content
4. Approaches and methods for researching your target audience and building content that resonates

Speakers:
John Grozier, VP, Principal Consultant, Forrester
Christine Brozek, VP, Principal Consultant, Forrester
Benjamin Brown, Senior TEI Consultant, Forrester

Preparing For The Future With An Inclusive Workforce

During this session, you will learn how your peers are increasing their readiness for the future by recognizing the value of each individual and acknowledging that for an organization to succeed, no one can be left behind. Below are the topics we’ll explore during our conversation.

1.  How organizations help individuals identify their future fit attributes, how that influences their attitude toward work, and how individuals are encouraged to contribute
2. Diversity and inclusion initiatives and how they encourage individuals to grow and the organization to thrive
3. Evolving an organization’s training, skills development, and approach to wellbeing

Speakers:
Katy Tynan, Principal Analyst, Forrester
James McQuivey, VP, Principal Analyst, Forrester