B2B Summit North America

From Supporting Sales To Growth Driver: How To Uplevel Marketing's Purpose

As buyers become more empowered, B2B marketing executives must expand marketing’s remit. But how is that possible in a sales-, product-, or finance-driven organization? It’s all about taking a stance on marketing’s purpose. In this session, you’ll learn:

• Why marketing leaders must define a modern purpose for B2B marketing.

• How to reframe marketing’s purpose to executive stakeholders.

• How to communicate marketing’s purpose with a purpose-on-a-page.

Speakers:
John Arnold, Principal Analyst, Forrester

Transform Chaos Into Success By Revolutionizing Your B2B Operations

Join a dynamic panel of experts to uncover how process optimization can scale your business. Discover why process matters and get actionable tips to build an investment plan leveraging processes, data, technology, and talent for unparalleled growth and efficiency.

Discover data supporting ongoing operations investment.
Learn tips and tricks for operational success from peers.
Leave with a solid plan for operations investment.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Neel Shah, Division Vice President, Worldwide Commercial Operations, ADP
Amanda Shelley, Global Marketing Operations Leader, Rockwell Automation

The Solution Blueprint: A Guide For Success With Revenue Process Transformation

This session will introduce a framework for implementing revenue process transformation, providing a high-level roadmap for the steps involved.  Attendees will learn how this solution blueprint:

Specifies the five key phases required for a revenue process transformation project to be successful.
Evaluates current state to pinpoint required changes in people, process, and technology to support this transformation.
Spotlights the major changes in roles/responsibilities that front-line teams need to make to support this initiative.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

The Future Of B2B Messaging: GenAI-Driven Relevance And Efficiency

GenAI revolutionizes B2B interactions with buyers by delivering personalized content, relevant messages, and tailored communications more efficiently. This session covers actionable strategies to leverage genAI for better buyer experiences, increased engagement, and higher revenue. Ideal for marketers, sales professionals, and business leaders eager to uncover AI’s potential. Attendees will learn:

Ways to improve messaging and content with generative AI.
Strategies to reduce organizational risk and build buyer trust.
How to merge AI with human creativity.

Speakers:
Paul Ferron, VP, Research Director, Forrester

Leading Through Transition: Effective Communication In Reorganizations

Clear communication is vital during organizational design to mitigate employee uncertainty and mistrust. This presentation will highlight leaders’ roles in guiding teams through transitions and share how to deliver timely messages that foster trust and engagement, transforming challenges into growth opportunities.

Key Takeaways:

Understand the importance of strategic communication in maintaining morale and productivity during reorganization.
Learn to craft messages that address employee concerns and align with organizational goals throughout the restructuring process.

Speakers:
Karen Tran, Principal Analyst, Forrester
James McQuivey, VP, Research Director, Forrester
Rani Salehi, Principal Analyst, Forrester

State Of B2B Buying: Implications And Actions For The Growth Engine

B2B leaders are faced with a new generation of buyers with heightened expectations, technological advancements, and changing market dynamics. This panel will illuminate the needs and frustrations of buyers and how providers must upend outdated go-to-market (GTM) strategies. Attendees will learn:

How to improve the buyer’s experience and bridge the gap between evolving buyer expectations and current GTM practices.
How to better serve buyers by leveraging generative AI and enabling self-service to empower buyers throughout their journey.

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

Your AI Product Strategy: Driving Growth and Customer Outcomes in a Fast-Changing World

The rapid advance of generative AI has made it essential in many sectors, but product teams must remember that genAI is a powerful tool, not a product or benefit, that is used to meet customer needs and drive toward business goals’ needs in new ways. This session will cover:

How to act on the core focus areas when developing AI capabilities: needs, value, and trust.
Getting the most from customer co-innovation when creating AI-powered offerings.
What to expect as genAI continues to develop and mature.

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester

The Rise And Future Of Revenue Marketing Platforms

The proliferation of data and the shift towards buying groups set MAPs and ABM platforms on a collision course. Their convergence paved the way for what we now call revenue marketing platforms, an innovation that merges the best of both into a single, comprehensive engagement hub. Attendees of this session will:

Explore the emergence and impact of revenue marketing platforms.
Understand critical features and benefits of revenue marketing platforms.
Discover emerging trends that will shape the future of revenue marketing programs.

Speakers:
Kelvin Gee, Principal Analyst, Forrester

11:30 am – 12:15 pm

Analyst-Led Roundtables (Pre-Registration Required)

Attend one session:

Allocating And Orchestrating Marketing Budgets Is No Easy Task

Traditionally, marketing budgets are set by adjusting the previous year’s budget based on growth and expense targets. Best practices suggest starting with a clean slate, calibrating budgets to achieve business objectives, and adjusting both budgets and targets in parallel. Marketing funds are divided among go-to-market initiatives and out-of-campaign categories, then allocated across programs based on their expected contribution. In this session, we will:

Discuss how to start budget planning with a clean slate
Share methods for aligning budgets to business objectives
Learn strategies for allocating program spend across integrated campaigns

Speakers:
Craig Moore, VP, Principal Analyst, Forrester

From Boredom To Stardom: Why Should Executives Care About Content?

Content is part of every customer journey, and every internal workflow–but it rarely appears on executive dashboards. Leaders in marketing, digital, content, and enablement who want to transform and scale their impact must master data-driven storytelling to get a seat at the table. Join your peers to share best practices for:

Engaging executive sponsors and influencers.
Building a credible narrative that goes beyond “what” to “so what.”
Showing impact, even with imperfect data.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

Closing The AI Literacy Gap: Strategies For Advancing GenAI Expertise

Every leader wants to break through the barriers to adopting generative AI. While B2B professionals are eager to learn, most companies lack a structured approach to ongoing AI education and skill development. Join your peers to explore how to provide team members with training and resources they need. We’ll discuss:

How to build the right support structures.
Recognize achievements.
Empower teams to thrive with generative AI.

Speakers:
Lisa Gately, Principal Analyst, Forrester

The Revenue Tug-Of-War: Why Go-to-Market Teams Struggle To Align Their Plans

Maximizing revenue production requires integrating annual plans, aligning go-to-market goals, and synchronizing execution actions across teams. In this session, we will:

Understand how to gather insights required to quantify market opportunities and build integrated annual plans
Identify necessary resources to appropriately staff and budget the plan
Learn how to create tools and governance to share plan goals and progress across functions

Speakers:
Robert Muñoz, VP, Principal Analyst, Forrester

Compensation As A Lever For Growth Across The Opportunity Lifecycle

ales compensation programs are one of the biggest investments companies make to grow revenue. While the goals of these programs are unchanged, how buyers engage has evolved as they gravitate to digital channels for research and purchasing. This session will provide the following benefits:

Explain why changing buyer engagement requires compensation to expand beyond sales.
Discuss how to use compensation across the opportunity life cycle.
Conduct a Q&A discussing specific challenges of attendees.

Speakers:
Seth Marrs, Principal Analyst, Forrester

12:15 pm – 12:45 pm

Case Studies

Attend one session:

Clozd: Learn how three innovative companies use win-loss insights

In this session, we’ll share how three innovative companies—Hello Heart, AuditBoard, and Xactly—use win-loss analysis to identify valuable win-back opportunities, guide org-wide strategic initiatives, increase their win rate, and develop custom plans to boost customer loyalty and retention.

Speakers:
Spencer Dent, Co-founder & Co-CEO, Clozd

Cvent Case Study

Lead2Pipeline Case Study

Leadspace Case Study

LeanData: The MQL is dead, long live the MQL!

MQLs can still matter—but only when paired with holistic account relationship data. Hear how NVIDIA aligned its lead gen and buying group ops tactics through integration of diversified intent signals into a broad account propensity model. Gain real world, practical steps to evolve your MQL process beyond siloed data, teams, and customer segments, into a more aligned, effective strategy giving sellers the insights they need to close more deals. The MQL is dead… kind of.

Speakers:
Aristomenis Capogeannis, Senior Director, Enterprise Revenue Marketing, NVIDIA
Evan Liang, Co-Founder & CEO, LeanData

Ledger Bennett: Achieving ABM success for GE Vernova’s GridOS® campaign

Utilities are facing some immense challenges, from the impacts of climate change to navigating the energy transition. To help tackle these challenges, GE Vernova launched GridOS® — and we developed an ABM campaign to create awareness and drive demand for this portfolio. Hear Lisa Skinner and Lewis Tierney share the secrets behind the campaign’s success, including insights on competitor and audience research, media activation strategies, and the work that helped achieve a 63% YoY pipeline increase.

Speakers:
Lisa Skinner, Senior Director, Product Marketing, GridOS® Applications
Lewis Tierney, Chief Client Officer, Ledger Bennett, a Havas company

Optimizely Case Study

Salesforce Case Study

12:45 pm – 2:15 pm

Lunch & Marketplace Break

1:05pm - 1:15pm - Salesforce Spotlight Session

12:45 pm – 2:15 pm

Forrester Women’s Leadership Program: Networking Lunch (Pre-Registration Encouraged)

Join us for a Q&A lunch session and discussion hosted by VP, Principal Analyst Maria Chien, VP, Principal Analyst Lisa Singer and VP, Principal Analyst Phyllis Davidson.

Speakers:
Maria Chien, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

12:45 pm – 2:15 pm

Executive Leadership Exchange (Invite-Only): Networking Lunch

Join us for a Q&A lunch session and discussion hosted by VP, Principal Analyst & Executive Partner Nick Buck and Research Director, Matt Selheimer.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Matthew Selheimer, VP, Research Director, Forrester

2:15 pm – 3:00 pm

Breakout Sessions + Ask The Expert

This is a breakout session followed by a 15-minute Q&A session.

Confronting The New Threats To Brand Safety

Brand safety has traditionally been defined as ad adjacency, but it’s time for businesses to broaden their lens with a more strategic approach. Businesses need to think about brand safety not only in advertising, but also in partnerships, supply chains, and the company they keep. In this session, you’ll understand the threats to brand trust and:

Explore strategies for safeguarding your brand.
Learn essential approaches and pitfalls.
Identify ways to mitigate risks and enhance reputation despite threats.

Speakers:
Karen Tran, Principal Analyst, Forrester

Confusion To Clarity: An Approach To Align B2B Strategy, Planning, And Execution

Misalignment in B2B planning disrupts sustainable growth and customer experience. Informed by the customer-obsessed growth strategy, this session guides the audience through an approach to integrate, sequence, and synchronize planning processes across go-to-market functions. Key takeaways include:

The layers of B2B planning across teams, ensuring efforts are synchronized
The sequence of annual planning processes to foster collaboration and commit resources and priorities
The outputs needed to inform each downstream planning process to avoid siloed execution

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Robert Muñoz, VP, Principal Analyst, Forrester

Two Global Innovators Share Their Keys to Success with RPT

Two revenue process transformation champions describe who they worked with internally, how they overcame resistance to working in new ways, and the results they’re seeing from their belief that putting the customer first is a winning strategy. In this session, you’ll hear how they:

Partnered with leaders across the organization to drive change.
“Kept the faith” when they hit the inevitable bumps in the road.
Delivered transformational business results.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

Align Your Promise Makers And Your Promise Keepers

Customer success and sales are not aligned. As a result, there are missed customer expectations and unfulfilled promises, eroding trust and damaging retention. This session provides the following benefits:

* Understand why organizations should care about aligning CS and Sales
* Learn how to build a foundation for alignment
* Guidance on how to transform these teams into a high-performing revenue function that drives company and customer success

Speakers:
Shari Srebnick, Principal Analyst, Forrester
Ejieme Eromosele, VP of Customer Growth, Quiq

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

Forrester defines organizational effectiveness as the extent to which an entity– your team, your function, your organization as a whole – achieves its purpose and objectives. Determining that based on lagging indicators is relatively simple, but understanding the pernicious drivers of ineffectiveness is harder. In this hands-on skills session with Forrester’s Organizational Effectiveness expert, come prepared to:

Work together on identifying organizational barriers to effectiveness
Aim for radical alignment between the macro and the micro levels
Incorporate a bottom-up, experience-centric model

Speakers:
Betsy Summers, Principal Analyst, Forrester

Adapt Your Content Marketing Strategy For Shifting Search Behaviors

As B2B buyers increasingly use genAI as a valued information source, marketers must rethink their content marketing strategy. This session will show you how to adapt to shifting search behaviors and create a strategy that builds authority and relevance by:

Building authority through buyer intent, expertise, and content freshness.
Engaging buyers through conversational search and across channels.
Collaborating with in-house experts to stand out in a crowded market.

Speakers:
Lisa Gately, Principal Analyst, Forrester

GenAI, Cobots, And Your GTM Team: Where Do Humans Still Fit In?

Every B2B buyer and seller is now — or should be — using advanced technology tools to scale and automate their interactions. At a time when human autonomy is on the wane, which skills and talents will supplement AI to deliver optimal buyer value? In this practitioner panel, you’ll learn:

How sales, marketing, and product leaders are balancing human and automated resources.
How technology tools are designed to augment, not replace, GTM interactions.
How to measure the long-term ROI of your human/machine balance.

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester

Adapt Your Data Strategy For Increasingly Anonymous Buyers

Data deprecation has eroded how much data is available for companies to use to shape interactions and drive prospects and customers through the buyer journey. And while half of B2B marketers think AI will help, the reality is most organizations aren’t prepared. Join this session to learn:

What forces are driving data deprecation
How data deprecation impacts selling and engagement
How to ask buyers for data and use it in ways that deliver value

Speakers:
Stephanie Liu, Senior Analyst, Forrester

2:15 pm – 3:00 pm

Analyst-Led Roundtables (Pre-Registration Required)

Attend one session:

Speaking CMO" To Convey The Value Of Customer Marketing

Forrester research shows B2B revenue from existing customers substantially outweighs that from new buyers. Yet customer marketers struggle to convey the impact of their role. In this session, we’ll share successful tactics for framing the value of postsale engagement in language that resonates with C-level executives.

You’ll leave with:

A list of metrics to consider (and a few to downplay)
Communications tactics that work
Practical tips to set the stage for your C-level conversations

Speakers:
Amy Bills, Principal Analyst, Forrester

You’re Spending Too Much On Campaign Content And Still Not Engaging Audiences

Are you investing heavily in one-off campaign content but still struggling to engage your audience? Join our roundtable discussion to discover how you can reduce costs and better connect with your buyers through strategic derivative content asset development. In this session, we will:

Understand the pitfalls of single-use content
Learn strategies for content adaptation
Discuss the economics of long-term content use

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

Partner Demand Generation Isn’t A Field Of Dreams

Many B2B organizations mistakenly believe establishing a large ecosystem of partners will automatically translate to revenue and growth, but the partner ecosystem is not a field of dreams. To fast-track partner demand across the ecosystem, organizations must establish, operationalize, and optimize demand programs that drive partner engagement and demand-to-revenue performance. In this session, we will:

Discuss common partner demand challenges
Share techniques that are working for you
Exchange strategies for fast-tracking demand across your partner ecosystem

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

Is Your Demand Gen Strategy Stuck In The Past? Make The Move From Traditional Demand Gen To Adaptive Programs

Join this roundtable discussion to explore why traditional demand generation strategies are no longer effective in today’s fast-evolving B2B landscape. Learn how to transition to adaptive programs that leverage data, automation, and AI to stay ahead of shifting buyer behaviors.

Key Takeaways:

Understand the limitations of traditional demand gen and why they fail
Learn how adaptive programs can dynamically respond to real-time buyer signals
Discover practical steps to modernize your demand gen strategy with AI and automation

Speakers:
Kelvin Gee, Principal Analyst, Forrester

Considering A Reorganization To Solve Your Marketing And Sales Problems?

B2B business leaders often fall back on reorganizing their teams to attempt to solve their marketing and sales problems. Our problems aren’t org structure-related but, rather, are the result of siloed campaign and program planning. And the downstream impact affects buyers and customers the most. Before you reorganize your teams, join this analyst-led roundtable discussion and:

Discuss when it does or doesn’t make sense to reorganize
Review problems you can expect to solve
Learn best practices for resolving the most egregious issues with marketing and sales alignment

Speakers:
Naomi Marr, Principal Analyst, Forrester

Marketing Value: Can You Measure It? And How Can You Prove It?

B2B Marketing leaders across B2B are perpetually challenged to understand performance, demonstrate their contribution, and secure their budgets. Generating buy-in and support from non-marketing stakeholders can be even tougher, as leaders attempt to balance short-term targets with creating lasting foundations for growth. In this roundtable, we will:

Discuss common challenges in demonstrating marketing value
Share techniques that are working for you
Exchange strategies for winning over tough audiences

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

3:15 pm – 3:45 pm

Case Studies

Attend one session:

Bombora Case Study

Corporate Visions: Acquisition vs. Expansion: Different Buyers, Different Playbooks

What works for winning new business can destroy existing relationships. Discover how Clio boosted their revenue growth by developing distinct messaging for new and existing customers. Corporate Visions Chief Strategy Officer Tim Riesterer reveals the psychology behind their approach and shares research-backed techniques for acquisition, retention, and expansion that drive sustainable growth.

Speakers:
Jessica Ryker, Director of Revenue Enablement, Clio
Tim Riesterer, Chief Strategy Officer, Corporate Visions

Demandbase: Fueling Account-Based Growth: How Equifax Achieved Operational Efficiency with Demandbase

Join Equifax for a deep dive into how they transformed their account-based strategies from manual and time-consuming to automated and efficient. Discover how Equifax leveraged Demandbase One, Demandbase Orchestration, and Pardot to achieve always-on, multi-channel campaigns, resulting in significant time savings and revenue growth.

Speakers:
Kyle Gehrig, Senior Marketing Operations Specialist, Equifax

Intentsify: How NVIDIA Uses Data to Accelerate Deal Velocity

Sales teams don’t want another platform. They want account and buying group data in one place: CRM systems. NVIDIA’s revenue marketing team understands this challenge and leverages a data solution that allows their sales team access to a holistic view of buying patterns. In this session, you’ll learn why and how NVIDIA champions an intent data solution empowering the GTM team to launch smarter campaigns, approach prospects with a pinpointed message, and increase deal velocity.

Speakers:
Aristomenis Capogeannis, Senior Director, Enterprise Revenue Marketing, NVIDIA
Allie Kelly, CMO, Intentsify

Outreach: Rethinking Prospecting with Agentic AI from Outreach

We all know that account research and prospecting fall to the bottom of every seller’s list, even though it’s a fundamental part of the job that every seller needs to execute to build pipeline. That’s because prospecting is a time-consuming, mundane, and mentally taxing process filled with uncertainty, rejection, and failure. Join Andrea Youmans, Director of Product Marketing, for a look at the Outreach AI Prospecting Agent, an autonomous AI sales agent built with Outreach’s deep knowledge of prospecting workflows. Walk through how AI Prospecting agent performs deep account research, crafts relevant messages that convert, and autonomously executes prospecting tasks.

Speakers:
Andrea Youmans, Director of Product Marketing, Outreach

PathFactory Case Study

Salesforce Case Study

Webflow: Successful Brand Building and Demand Performance CAN Co-Exist: How Vanta is Doing it At Scale

B2B marketing executives share the universal struggle of balancing brand growth and demand generation. We must ensure we’re building awareness and correctly positioning to our target audiences while experimenting to deliver pipeline. Many of us have felt caught between competing investment choices in what is ultimately a false opposition. Join Michael Harrington, Director of Web Marketing at Vanta, who will share their journey to unlocking radically accelerated brand building and demand generation on vanta.com.

Speakers:
Michael Harrington, Director of Web Marketing, Vanta

3:45 pm – 4:30 pm

Marketplace Break & Networking

Attend one session:

3:50pm - 4:00pm - 6sense: The Next Generation of Intelligent Automation

AI is reshaping B2B sales and marketing, requiring teams to evolve beyond outdated automation. Just as email automation transformed GTM – Generative AI, AI Agents, and Copilots will redefine how teams engage with their audiences. Join us to explore how 6sense is revolutionizing how teams will discover, prioritize, and engage audiences through the next generation of intelligent automation.

Speakers:
Jason Telmos, VP, Product Marketing Management, 6sense

4:05pm - 4:15pm - Jasper: Mobilizing Change Leaders to Scale AI in Marketing

Understanding where your marketing organization stands on the AI adoption curve is critical to scaling impact. This session introduces a proven framework for identifying and mobilizing change leaders across your team—helping you turn AI hesitation into momentum. Learn how to engage early adopters, overcome resistance, and drive adoption at scale with real-world case studies from marketing leaders who’ve done it successfully. Walk away with a playbook to accelerate AI transformation now.

Speakers:
Jessica Hreha, Head of Marketing AI Strategy & Transformation, Jasper

4:05pm - 4:15pm - Plauti: Your Revenue, CX, and AI Strategies Are Only as Good as Your Data

Is your organization investing in AI, automation, and customer experience, only to be held back by bad data? Too often, incomplete, duplicate, or misrouted data derails/affects these initiatives before they can deliver real impact. Discover how marketing, sales, and CX leaders at companies like Xerox and Honeywell are driving revenue and improving customer interactions by starting with data that’s accurate, complete, and ready for business.

Speakers:
Steve Thornhill, Senior Enterprise Account Executive, Plauti

4:30 pm – 5:00 pm

Keynote: How Marketing, Sales, And Product Leaders Can Activate A Perpetual Growth Strategy

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

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

Speakers:
John Arnold, Principal Analyst, Forrester

5:05 pm – 6:15 pm

Marketplace Reception

Join us in the Marketplace for an opening night reception full of networking, fun, food and refreshments.

7:00 pm – 9:00 pm

Executive Leadership Exchange: Exclusive Private Dinner at The Compass (Invite-Only)

Join us at The Compass for an evening of exceptional dining, engaging conversation, and valuable networking opportunities.

Wednesday Apr 2

7:45 am – 9:00 am

General Breakfast

8:00 am – 9:15 am

Workshops (Pre-Registration Required)

Limited seats are available.

Take A Strategic Approach To Launching New Offerings

Launching new offerings is an essential part of any B2B organization, yet most suffer from a lack of proper launch planning that can lead to missed business goals. Alignment between sales, marketing, product, and customer success functions is a critical component to launch success. In this certification overview, attendees will leave with:

An understanding of roles and responsibilities across the revenue engine.
Hands-on experience with the Forrester Product Marketing And Management Model.
A complete launch plan on a page.

Speakers:
Amy Hayes, VP, Research Director, Forrester
Paul Ferron, VP, Research Director, Forrester

Search For Audience Signals In The Content Intelligence Scavenger Hunt

Join a hunt to uncover how well buyer audiences are engaged, when, where, and under what conditions. Evaluate program scenarios for content engagement signal data to inform audience insights, improve activation, and deliver more meaningful performance measurement. In this session, you’ll:

Exercise sleuthing skills to identify content intelligence signals key to audience engagement.
Gain knowledge about where to seek signals indicating content consumption.
Learn what content intelligence levers to pull to affect change in audience engagement.

Speakers:
Phyllis Davidson, VP, Principal Analyst, Forrester
John Grozier, VP, Principal Consultant, Forrester

8:15 am – 9:00 am

Breakfast Boardroom

This event is in-person only.

Adobe Breakfast Boardroom

8:15 am – 9:00 am

Analyst-Led Roundtables (Pre-Registration Required)

Attend one session:

Is Event ROI A Pipe Dream?

Many organizations rely on “vanity” metrics ( visits) to justify event spend. However, in an environment where budgets are flat or down for the majority, demonstrating event ROI is now the top priority for leaders. In this session, we will:

Understand the key event trends impacting on event measurement
Learn how to use the Forrester Aligned Measurement Process for event goal setting and measurement
Hear about new ways to better showcase event value

Speakers:
Conrad Mills, Principal Analyst, Forrester

REPEAT: Allocating And Orchestrating Marketing Budgets Is No Easy Task

In this analyst-facilitated peer discussion, we will discuss:

How to start budget planning with a clean slate
Methods for aligning budgets to business objectives
Strategies for allocating program spend across integrated campaigns

Speakers:
Craig Moore, VP, Principal Analyst, Forrester

Sales and Marketing: How Do We Move From Dysfunctional To Cross-Functional?

Executives say alignment is high, but those in the trenches tell a different story. With pressure from every angle, sales and marketing teams struggle with external disruption and internal dysfunction. Realistically, things are likely to get worse before they get better. Roundtable participants will:

Explore the factors contributing to friction and misalignment
Discuss strategies to jointly improve partnership and performance
Share their successes and lessons learned

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

REPEAT: Closing The AI Literacy Gap: Strategies For Advancing GenAI Expertise

How to build the right support structures
Recognize achievements
Empower teams to thrive with generative AI

Speakers:
Lisa Gately, Principal Analyst, Forrester

REPEAT: Is ABM Winning In Your Organization?

This session will provide the following benefits:

Hear from your peers about what they have learned in their ABM efforts
Gather ideas on testing, optimization, and expansion
Discuss your ABM questions with the community and our analyst

Speakers:
Nora Conklin, Principal Analyst, Forrester

REPEAT: How Are Others Moving From MQLs To Buying Groups?

Hear first-hand examples of the business impacts this transformation is having.
Form your own network of peers that you can turn to when you have questions.

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

9:15 am – 9:45 am

Keynote: Make Process Systems Your Growth Catalyst

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

• Explore why process systems are vital for organizational health and customer experience.

• Introduce a framework to structure interconnected process improvement initiatives.

• Offer strategies to maintain a healthy organizational body through coordinated systems.

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

9:45 am – 10:15 am

Return On Integration Honors

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

Speakers:
Sharyn Leaver, Chief Research Officer, Forrester
Matthew Selheimer, VP, Research Director, Forrester

10:15 am – 11:00 am

Get The Most From Forrester (Pre- Registration Required)

Did you know that Forrester clients have access to a wealth of insights, tools, and experts to help them succeed in a rapidly changing environment? Join this session to learn how you can make the most of your current Forrester access, or if you’re interested in becoming a Forrester client.

You’ll walk away with actionable steps for how to leverage Forrester to:

Apply proven approaches with confidence and accelerate progress on your most pressing priorities.
Understand and interpret market dynamics and develop a deeper understanding of your customers and competitors.
Develop skills and a shared toolset across your function and team so they can deliver on your vision.

Speakers:
Jenna Wohead, Director, Product Management, Forrester
Jeff Lash, SVP, Global Product Management, Forrester

10:15 am – 11:00 am

Marketplace Break & Networking

Attend one session:

10:20am - 10:30am - Orum: Where AI Does (and Doesn’t) Matter to Sellers

While AI is in every SaaS commercial and product release, the truth is it’s not replacing sales professionals, but rather empowering them. While 80% of sales leaders have implemented AI-powered tools in the past 2 months, 70% still expect to add more SDR headcount in 2025 (Data from Orum’s 2024 State of Sales Development). Frontline sellers currently spend a minimum of 11 hours per week on pre-outreach tasks and only 1/4th of their time actively selling (Salesforce). AI can reduce the first number and maximize the time spent for the second, but you have to understand here to implement it and how.

Speakers:
Jason Dorfman, CEO, Orum

10:35am - 10:45am - Gong: Leading Revenue Teams with Gong’s AI

Join Craig Hanson to learn how Gong’s Revenue AI platform gives teams the ability to track complex concepts, reinforce sales methodologies, and target coaching efforts. In this marketplace spotlight session, you’ll see Gong’s Smart Trackers, AI playbooks, and AI coaching scorecards in action and learn how they transform the way revenue leaders measure the adoption and impact of their big bets like implementing new strategies, rolling out new sales methodologies, or refocusing coaching efforts.

Speakers:
Craig Hanson, Senior Director, Market Strategy, Gong

11:00 am – 11:30 am

Case Studies

Attend one session:

B2B IQ: How CyberArk Rapidly Refreshed Audience Definitions and Targets, Discovery, Awareness, and Personalized Engagement to Keep Pace With Their Growth

In October 2024, CyberArk, the leader in identity security acquired Venafi, a leader in Venafi’s machine identity management. While there was a cross-over in customer base with Venafi in some areas, this acquisition significantly expanded CyberArk’s total addressable marketplace. CyberArk was keen to communicate that this is a rapidly growing market. In this session you will see how to apply account-level intelligence and data to expand, define and build B2B audiences and how account-level engagement in awareness messaging can be harnessed to identify demand and further drive revenue.

Speakers:
Liam Blackwell, Founder and CEO, B2B IQ
Adeline Martin, Paid Media Director, CyberArk

Corporate Visions: Using Buyer Feedback to Improve GTM Performance

Today’s B2B buyers make their vendor shortlist before ever talking to sales and involve 10+ stakeholders before making decisions. Yet most revenue teams still operate from yesterday’s playbook. In this session, Tim Riesterer, Chief Strategy Officer at Corporate Visions, will share how to leverage insights directly from buyers to align your go-to-market teams with modern buying behavior.

Speakers:
Tim Riesterer, Chief Strategy Officer, Corporate Visions

Demandbase: Full Funnel Account-Based Marketing: How Paycor Uses Demandbase to Execute a Full End-to-End Account-Based Go-to-Market Strategy

Discover strategies to elevate your account-based marketing efforts in this in-depth session with Paycor. Explore how they implement a full-funnel go-to-market approach, covering key areas such as account prioritization, insights, targeted advertising, segmentation, email campaigns, and measurement. Learn how Paycor leverages Demandbase to align sales and marketing teams and gain actionable insights to optimize your own marketing initiatives and drive impactful results.

Speakers:
Brett Beilfuss, Manager, Field and Account-Based Marketing, Paycor

Informa TechTarget Case Study

Leadspace Case Study

NetLine: The Playbook to Smarter Targeting, Faster Testing, and More Sales-Ready Leads

Your buyers are everywhere. Are you? This session reveals how leading marketers use NetLine’s programmatic lead generation to expand their reach, generate net-new leads, and accelerate sales at scale. Discover how top brands leverage data for smarter engagement, test new strategies at speed, and maximize pipeline impact with higher-quality leads through NetLine. Walk away with proven demand gen insights—plus, the first 50 attendees will receive a physical copy of NetLine’s Marketing Mastery Workbook!

Speakers:
Ashley Ferguson, Digital Marketing Strategist, Paycor
Josh Baez, Sr. Manager of Demand Generation, NetLine

11:45 am – 12:15 pm

Breakout Sessions

Charting New Paths To Growth: The Strategic Imperative For Multiple Routes To Market

With B2B buyers increasingly demanding outstanding purchase experiences, including convenience and digital options, supporting a variety of routes to market is now a business necessity. Depending on just one route to market is no longer sufficient to meet B2B buyer expectations, ensure sustainable business growth, and remain competitive. In this session, we will explore:

Why adopting multiple routes to market is paramount.
Practical methods for selecting the most effective routes to market.
Inherent challenges in multichannel selling and how to overcome them.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

Campaign Excellence: Proof Points That Integrated Campaign Planning Accelerates Growth

Discover how the Forrester Campaign Framework helped Workday (Nate O’Neal, senior director of campaigns, and Brianna Ross, vice president of North America marketing) advance its operating model and accelerate time to market. Learn how Workday:

Implemented best practices for streamlining workflows, improving efficiency, and orchestrating cross-functional collaboration.
Overcame organizational inertia by progressing strategies to align teams, optimize talent, and drive organizational transformation.
Accelerated time to market by exploring techniques to leverage strong marketing-sales alignment to maximize ROI.

Speakers:
Rani Salehi, Principal Analyst, Forrester
Brianna Ross, VP, North America Marketing, Workday
Nate O’Neal, Senior Director, Campaign Center of Excellence, Workday

The Scientific Method To Piloting Transformation With Adoption Playbooks

Choosing how and where to pilot revenue process transformation is like testing a hypothesis. The results of your experiments will determine which current processes still work and what needs to be adjusted or added. In this session you will learn:

Which key theories you will need to test
Why it’s important to start with becoming buying group capable
How following Forrester’s six adoption playbooks will minimize your risk

Speakers:
Amy Hawthorne, Principal Analyst, Forrester

Sellers Don’t Trust Marketing and Buyers Can Tell

Many marketers think sellers don’t make the most of the opportunities they generate. Sellers become skeptical about marketing when they’re bombarded with poor quality MQLs. Buyers engage with both sales and marketing and expect an aligned message. Sellers and marketers must trust each other.

This session will provide the following benefits:
* Describe the key factors that drive seller trust.
* Explain the barriers to seller trust.
* Provide a path to overcome barriers and build trust.

Speakers:
Seth Marrs, Principal Analyst, Forrester

Managers As Coaches: Can You Wear Both Hats Successfully?

It seems like every B2B leader’s job description includes the expectation to coach their team members to higher skill, better performance, and a more fulfilling career. Yet the skill sets and outcomes for management, leading, and coaching are incredibly different, and often in direct conflict with each other. That leaves many managers and leaders to learn, often informally and blindly, how to coach their team members. In this session, you’ll learn:

How to successfully build a multi-tiered relationship with your staff
How to distinguish between managing, leading, and coaching
How to infuse coaching skills to become a better leader and manager

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester
Betsy Summers, Principal Analyst, Forrester

Who Decides When Tech And LOB Leaders Join The Same Buying Group?

A new tension has emerged between technology and line of business leaders when making a purchase decision. The flood of solutions with generative AI features is wreaking havoc on providers’ understanding of how buying decisions are made. In this fireside chat, attendees will learn:

How to navigate the latest trends in buying group dynamics;
Techniques to identify the role each member of the buying group plays;
Why B2B companies must invest in buying group insights.

Speakers:
Amy Hayes, VP, Research Director, Forrester

Ingenuity Catalyzes A Growth Mindset

Firms that embrace creative ingenuity as a way of thinking and that work to supercharge their individual and collective
problem-solving can develop potent products, services, processes, and experiences and ultimately drive growth.
In this session, we’ll explore:
·      Some of the different ways that companies grow.
·      How to think outside of the box in these different scenarios.
·      Real-world examples of companies that used ingenuity to grow.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

The Single Source Of Truth Is Dead — Long Live Data Unification

Understanding buyers and customers is a non-negotiable for organization to provide value to their audiences. Most organizations are unprepared to deliver. Solving this with a single source of truth is longer a practical and effective approach. Go-to-market teams must instead shift their focus to data unification. This session will provide the following benefits:

Why the single source of truth concept is outdated
Benefits of a distributed but unified data approach
Strategies for effective data governance

Speakers:
Katie Linford, Principal Analyst, Forrester

12:15 pm – 1:30 pm

General Lunch

12:15 pm – 1:15 pm

Lunch & Learn

Salesforce Lunch & Learn

12:15 pm – 1:30 pm

Analyst Relations (AR) Luncheon

Come together with fellow practitioners in Analyst Relations for a meet-and-greet luncheon dedicated to your role. Take a break from the crowd to meet your peers, exchange ideas, and share AR best practices. Forrester will briefly highlight some of the ways we serve AR professionals and take questions from you.

1:30 pm – 2:00 pm

Case Studies

Attend one session:

Activate: How Cloudflare Empowered BDRs to Unlock High-value Opportunities Faster

Cloudflare sought to increase the volume of highly qualified leads that their BDRs could seamlessly convert into opportunities. By partnering with Activate, they designed a survey-based demand generation strategy that saved valuable prospecting time and clearly uncovered buyer pain points. Join Leah Woomer, Head of Marketing Programs, Americas at Cloudflare and Activate CEO Chris Rooke as they share actionable insights, proven tactics, and the blueprint for replicating this demand generation success in your own organization.

Speakers:
Leah Woomer, Director of Marketing Programs, Americas, Cloudflare
Chris Rooke, CEO, Activate

Enlyft: The future of AI for sales is now with Microsoft and Enlyft

Discover how Microsoft transformed a multi billion dollar tele vendor sales motion by harnessing advanced AI to target SMBs and engage strategic partners. Over years of CloudAscent innovation—evolving from data driven insights and ML to LLMs and Generative AI—Microsoft and Enlyft dramatically boosted efficiency and overcame partner activation hurdles. See current results and what’s next, including agent based selling and innovations that will redefine the future of AI powered sales.

LeanData: The Recipe for Buying Groups Success at Veeam

Veeam’s success in adopting an opportunity-based selling model was no accident—it was a carefully crafted recipe. This session reveals the key ingredients for a Buying Groups motion: cross-functional alignment, trusted partners, and proven strategies for overcoming challenges. Attendees will leave with a step-by-step framework to apply in their own organizations, including specific milestones and measurable outcomes that brought Veeam’s vision to life in less than 18 months.

Speakers:
Courtnie Luetke, Sr. Director, Marketing Automation, Veeam
Jim Bell, CMO, LeanData

Ledger Bennett Case Study

Optimizely Case Study

Outreach Case Study

Webflow: Accelerating Go to Market, Creativity, and Optimization: How Walker & Dunlop Relaunched the Brand and Personalized Content at Scale using Webflow and AI

Is your company like many B2Bs with a growth by acquisition strategy? Are you now wrangling multiple brands and assessing the best way to consolidate? Learn how Walker & Dunlop brought multiple acquired brands and web properties together to create one visually stunning experience and then hyper personalized the buyer journey experience using AI. Join Guy Yalif, Webflow’s Chief Evangelist and 20+ year martech veteran, to learn more about their transformation and how you can do the same. With deep expertise in marketing AI, he’ll cover strategy, team and financial resourcing, proving value, and more.

Speakers:
Guy Yalif, Senior Director of Product Management, Webflow

2:15 pm – 3:00 pm

Breakout Sessions

This is a 30-minute breakout session followed by a 15-minute Q&A

How To Make Growth Strategy Development A Team Sport

Growth strategy development often lacks comprehensive insights as input to decision-making, leading to “pie-in-the-sky” and financially driven strategies that lack customer focus. Engaging multiple leadership levels to provide market, buyer, customer, and offering insights increases growth strategy success. In this analyst-led best practices panel, you will learn:

Essential insights for effective growth strategy development
How to optimize growth strategy decisions with greater customer focus
How to align on and cascade necessary changes and resource requirements

Speakers:
Matthew Selheimer, VP, Research Director, Forrester
John Arnold, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

No Plan Is An Island: Program Planning For Improved Campaign Impact

You’ve built powerful reputation, demand, engagement, and enablement programs in your integrated campaigns. Now, create a rising tide to lift all boats. This session explores program strengths and how a multi-program approach optimizes the buyer’s journey and postsale experience, expanding your campaign’s effectiveness.

Key Takeaways:

Purpose of each program family
Weighing programs throughout the customer lifecycle
Aligning programs to boost growth, retention, and reputation.

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

Want Sales To Embrace Revenue Process Transformation? Here’s How.

Sales is as bought into revenue process transformation (RPT) as marketing, but they talk about it differently. This session will explain the language of RPT for sales through an updated buyer-aligned sales process that emphasizes sales’ role in revenue process transformation. This session will provide the following benefits:

Seeing RPT from the seller’s perspective.
Underlining how the buyer-aligned sales process works within RPT.
Recommending actions to align using RPT.

Speakers:
Seth Marrs, Principal Analyst, Forrester

Beyond The Hype: Balancing AI Advantages With Human Connection And Trust

Balancing AI Advantages with Human Connection and Trust

AI promises to revolutionize the way we do business, but at what cost? As AI becomes a bigger part of B2B go-to-market strategies, businesses must understand and balance AI’s benefits with the challenges it introduces that can erode buyer trust. This session will provide the following benefits:

Understanding of the unintended consequences of an AI-first approach
Approaches to integrate AI without compromising the human connection
Leveraging AI to enhance trust, rather than diminish it

Speakers:
Katie Linford, Principal Analyst, Forrester

Team Culture: Build Or Rebuild Your Team Culture For Success

Teams are the lifeblood of successful work environments. They inform, support, and develop individual contributors as they grow. Team culture either accelerates or inhibits that team success. Learn from this session:

Why team culture matters
How to measure your culture energy at the team vs organizational level
What leadership tools and skills help you shape your team culture.

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

Stop Fooling Yourselves: Truly Monitor And Measure Value For Customers

Most B2B organizations dabble in metrics that pay lip-service to customer-obsession yet fail to refocus their efforts on ensuring their customers realize value. Until B2B organizations apply truer measures of value for customers, their performance will not improve. In this session you will learn:

Why current approaches to measuring customer value fail
How to redefine value, as seen by the customer
How to truly measure, summarize and communicate customer value.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

Eliminating Scattershot Product Launches: A New Model For Commercializing Platforms And Portfolios

With the proliferation of SaaS models, platforms, and portfolios, the approach to launches must change, bringing new capabilities to market in a more cohesive manner. This session will introduce a go-to-market approach that aligns product management and portfolio marketing teams to deliver a more unified and powerful story. In this session, you’ll learn:

The changing nature of products and portfolios.
The benefits of these broader solutions.
An aligned approach for bringing platforms or portfolios to market.

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

Meet Your New Coworkers: What AI Agents Mean For B2B Go-To-Market Teams

AI agents will profoundly disrupt how go-to-market teams work and how prospects and customers engage. B2B companies must unlock the Promethean potential of AI agents to address changing buying behaviors and influences. This session explores how AI agents help B2B companies deliver differentiated experiences, outperform competitors, and accelerate growth. You’ll leave with:

An understanding of AI agents and their impact.
Use-case inspiration based on AI agent archetypes.
Guidance for activating and onboarding B2B GTM agents.

Speakers:
Jessie Johnson, Principal Analyst, Forrester
Malachi Threadgill, Malachi Threadgill, Broadvoice

2:15 pm – 3:00 pm

Analyst-Led Roundtables (Pre-Registration Required)

Attend one session:

Are Business Process Improvement Initiatives Worth the Investment?

Process optimization stands as a critical component of business operating models. In this roundtable, we’ll delve into the significance of business process improvement, challenging its value and prevalence. Join us to:

Weigh process optimization initiatives against other improvement strategies
Explore key success metrics that determine the value of investing in process enhancements
Share best practices and real-world success stories that illustrate the transformative power of effective process optimization compared to other time investments

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

Brand Measurement That Proves Value To Marketing Leadership, Sales, and the CFO

Business leaders know that brand is a prime driver of purchase intent, but marketing leaders struggle to measure this value and sustain brand investments. In this session we’ll explore:

Practical approaches to brand measurement
How to demonstrate the business value brand brings, and
Ways of communicating this value to the CMO, Sales, and the CFO.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

REPEAT: How Will You Reach Buyers In A Zero-Click World?

What changes they are seeing in their demand waterfall?
How they are planning to monitor and influence conversational search
What changes they are making to prepare for smarter, AI-enabled buyers?

Speakers:
John Buten, Principal Analyst, Forrester

From Likes to Loyalty—Making An Impact With Organic Social Media

Effective social media marketing is essential for driving engagement and building brand. Join this roundtable to learn social media trends among B2B marketers, tips and pitfalls for measuring social media, what content works, tips on employee advocacy, and how to maximize your brand’s reach and influence. Join us to:

Discover the latest social media trends among B2B marketers
Explore what content works best for engagement
Learn strategies for amplifying your brand

Speakers:
Karen Tran, Principal Analyst, Forrester

The Future Of Customer Success: Function Or Philosophy?

Many claim every employee should be responsible for customer success, while others claim establishing a dedicated function is essential to help customers attain value. But can it be both? Join us to:

Explore the pros/cons of fostering a culture that prioritizes customer success versus chartering a specialized team.
Discuss how to strike a balance between the two options.
Conduct Q&A about the specific challenges attendees face today.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Shari Srebnick, Principal Analyst, Forrester

REPEAT: The Revenue Tug-of-War: Why Go-to-Market Teams Struggle to Align Their Plans

Maximizing revenue production requires integrating annual plans, aligning go-to-market goals, and synchronizing execution actions across teams. In this session, we will:

Understand how to gather insights required to quantify market opportunities and build integrated annual plans
Identify necessary resources to appropriately staff and budget the plan
Learn how to create tools and governance to share plan goals and progress across functions

Speakers:
Robert Muñoz, VP, Principal Analyst, Forrester

3:00 pm – 3:30 pm

Marketplace Break

3:30 pm – 4:00 pm

B2B Award Winners: Programs Of The Year

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

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

4:15 pm – 4:45 pm

Case Studies

Attend one session:

1mind Case Study

Adobe Case Study

Copy.ai: How to Unify Your Go-To-Market with AI

The channels are not dead. But the old playbooks are. It’s time for GTM teams to rewrite their playbooks to find efficient, effective, repeatable ways to drive revenue. In this session, we’ll focus on how you can implement AI to author these new playbooks, unify your GTM org, and drive persisting business value.

Speakers:
Kyle Coleman, CMO, Copy.ai

DemandScience: How Forcura Crushed Goals All Along Their Marketing Funnel

Since Megan Murray joined Forcura’s marketing team, the group crushed pipeline goals. In 2023, the Forcura team met their pipeline quota by the end of Q3, and in 2024, they overshot their SQL targets by 141%.

Megan’s secret? Strategic use of data, agile campaign adjustments, and a collaborative approach between functional areas. Most of all – picking the BEST vendors to support goals. DemandScience is at the top of that list.

This session will dive into how the team pushed to meet their ambitious 2024 $14 million pipeline goal. With DemandScience, Forcura continuously refined their targeted advertising strategies and executed precision-focused campaigns that not only closed the gap but helped them exceed expectations and give them the best January in company history. And they didn’t stop there, they continuously refined their targeting throughout the entire sales cycle—from initial touchpoints to nurturing existing relationships.

Key Takeaways:

How to leverage data to identify opportunities to fine-tune already successful marketing strategies, including lead gen and ABM.
An example of how marketing helped open up pipeline in an account that sales had been trying to break into for years.
How to make marketing a magnet that sales and customer success colleagues want to work with.

Speakers:
Megan Murray, VP of Marketing, Forcua

monday.com: Atlas Healthcare Partners drives efficiency with monday.com

Atlas Healthcare Partners is an ambulatory surgery center (ASC) management and development company that partners with not-for-profit health systems and physicians to provide exceptional care and customer service. Delivering better outcomes for these partners depends on clear communication and seamless internal processes. In this session, Jennifer will share how she transformed the organization’s approach to project management, using monday.com to increase visibility, optimize resource management, and speed up implementation timelines by two-thirds.

Speakers:
Jennifer Stewart, Director of Project Management, Atlas Healthcare Partners

Salesforce Case Study

ZoomInfo Case Study

5:00 pm – 5:30 pm

Keynote: Lead And Master Change

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

• The three phases of Forrester’s change model and how you can use them.

• Why most change managers focus on operations to the exclusion of people and how you can avoid that.

• How to envision, manage, and sustain your new “business as usual.”

Speakers:
Katy Tynan, VP, Principal Analyst, Forrester

5:35 pm – 6:20 pm

Marketplace Reception & Networking

Join us on the show floor for an evening of festivities

7:30 pm – 9:30 pm

Reception and Concert (Off-site)

Join us for an evening of festivities.

Thursday Apr 3

7:45 am – 9:00 am

General Breakfast

8:00 am – 9:00 am

Certification Wrap-up Breakfast

8:00 am – 9:15 am

Workshops (Pre-Registration Required)

Limited seats are available.

Attend one session:

Pave The Way For Better CX by Linking Buyer and Customer Insights

Many B2B organizations treat pre- and post-sale lifecycles as silos and the buying and retention groups as if they are the same. In this workshop, you’ll learn how to use data from the buying journey to inform the customer experience. You will walk away with:

A catalog of your current sources of firmographic and behavioral data.
A short list of pain points throughout the lifecycle.
A set of opportunities for improved sharing, reconciliation, integration, or augmentation.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Barbara Winters, VP, Principal Analyst, Forrester

Blend Responsibilities Across The Opportunity Lifecycle To Boost Value

Many B2B frontline teams operate under the false assumption that they own different moments in the opportunity lifecycle. Instead of reinforcing their internal silos, all sides must recognize their blended influence on buyers at every moment in the buyers’ journey.

This session will provide the following benefits:

Explain why buyers want alignment.
Discuss a new approach for revenue teams to work together.
Detail approaches to implement this new approach.

Speakers:
Seth Marrs, Principal Analyst, Forrester
Nora Conklin, Principal Analyst, Forrester

8:15 am – 9:00 am

Breakfast Boardroom

This event is in-person only.

8:15 am – 9:00 am

Forrester Women’s Leadership Program: Networking Breakfast (Pre-Registration Encouraged)

Join us for breakfast and Roundtable discussion hosted by VP, Principal Analyst Maria Chien, VP, Principal Analyst Lisa Singer and VP, Principal Analyst Phyllis Davidson.

Speakers:
Maria Chien, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

8:15 am – 9:00 am

Analyst-Led Roundtables (Pre-Registration Required)

Attend one session:

Career Ladders or Lattices? How to help your team chart their path to success

A session for managers and leaders who want to develop their teams while also providing them with opportunities to learn and grow. Sometimes HR can’t provide career paths and development support for every individual, so join this session to hear how your peers design and execute on growth opportunities for their teams. Attendees will:

Hear career growth ideas from their peers
Learn tactics to encourage and co-create career development opportunities
Learn more about what other organizations are doing to work through challenges about career pathing.

Speakers:
Betsy Summers, Principal Analyst, Forrester

Leading Change: How to get people to want to do what you want them to do

Each year the pace of change seems to accelerate. Let’s talk about your challenges with change, and what you’ve learned! In this roundtable, we’ll discuss:

How to get people to be excited and enthusiastic about change initiatives
How to overcome resistance
Share and learn from others to improve your change leadership skills

Speakers:
Katy Tynan, VP, Principal Analyst, Forrester

Why We Are Failing At Revenue Lifecycle Management

Enterprises need to scale and pivot their digital omni-channel go-to-market strategy for competitive advantage, but many are failing. The rise of composable, extensible CPQ and ecommerce capabilities are delivering AI-guided buyer and seller personalized, automated, and value-rich experiences across revenue lifecycle management (RLM). In this roundtable we will:

Discover the vision, potential, and path to RLM
Discuss with peers challenges and learnings across RLM
Learn practices to help accelerate and realize the value of RLM

Speakers:
Robert Muñoz, VP, Principal Analyst, Forrester

Overlook Brand and Reputation Programs At Your Own Risk

Organizations often overlook the critical role of brand and reputation programs, relegating them to top-level messaging. This discussion will explore how brand, demand, and campaign leaders can integrate reputation programs into their strategies to enhance brand awareness and influence buyer behavior. Join us to:

Understand the importance of reputation programs
Discuss how to integrate reputation strategies into campaigns
Learn from real-world examples and best practices

Speakers:
Karen Tran, Principal Analyst, Forrester

How Do You Make B2B E-commerce "Work"?

To keep pace with buyers’ preferences for self-service, B2B companies are expanding their routes-to-market beyond direct sales teams to digital sales channels – and experience growing pains as they enable buying through e-commerce or their products. Whether your company is nascent or an expert in e-commerce, join this session to:

Learn how to drive growth, efficiency, and buyer value through ecommerce.
Discuss your related e-commerce challenges.
Share your success and best practices to help peers.

Speakers:
Renee Irion, Principal Analyst, Forrester
Stephanie Sissler, VP, Principal Analyst, Forrester

REPEAT: Marketing Value: Can You Measure It? And How Can You Prove It?

Discuss common challenges in demonstrating marketing value
Share techniques that are working for you
Exchange strategies for winning over tough audiences

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

9:15 am – 9:45 am

Keynote: Turn GenAI Possibilities Into Reality

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

• Concrete steps you can embrace today to prepare your organization for success.

• Practical approaches to drive clarity and align executive support, resolve workflows that hinder scaling efforts, and redefine roles and structures around new capabilities.

• Specific ideas to fortify a foundation that grows stronger with each new generative AI milestone.

Speakers:
Lisa Gately, Principal Analyst, Forrester

10:00 am – 10:30 am

Case Studies

10:30 am – 11:15 am

Marketplace Break & Networking

11:15 am – 11:45 am

Breakout Sessions

Case Study: Transforming To Lifecycle Revenue Marketing

When this company set a high bar for growth, they didn’t just settle for the status quo — they embraced lifecycle revenue marketing. This session will share the steps to propose, define, launch, and measure the growth potential of an outside-in, full-lifecycle pilot. You will learn:

How to garner support for piloting a new marketing approach.
How to construct a lifecycle revenue marketing pilot.
How to measure success, from pilot to further expansion.

Speakers:
John Arnold, Principal Analyst, Forrester
Tom Rostaing, Demand Gen and Lifecycle Marketing Teams Director, Autodesk Construction Cloud

Unifying Product And Go-To-Market Strategies For Exponential Growth

Many organizations have ambitious goals but struggle to attain significant growth. Typically, the product team enhances current offerings while marketing engages traditional audiences. The discovery of new growth paths is multiplied when product and marketing collaborate. In this session, you’ll learn:

An approach centered on identifying opportunities that aligns portfolio marketing and product teams.
The ability to visualize growth opportunities beyond current customers.
Insights on how product and marketing together create bolder and achievable growth strategies.

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

Making The Move To Adaptive Programs: A Strategic Roadmap

This session provides a roadmap for transitioning from traditional demand generation programs to fully adaptive models. Attendees will learn how to enhance traditional programs, move toward hybrid approaches, and ultimately adopt adaptive strategies that respond to real-time buyer signals and buying group dynamics. Key takeaways:

Understand the three-phase journey from traditional to adaptive demand generation.
Discover foundational improvements that prepare traditional programs for adaptive capabilities.
Explore the five dimensions essential for a successful transition to adaptive programs.

Speakers:
Kelvin Gee, Principal Analyst, Forrester

Trust Across Borders: Maximizing ROI with Precision Localization

Buyers who trust you are almost twice as likely to pay more and recommend you — but the trust premium varies regionally, and so do content preferences. We need a smart, cost-effective strategy to boost trust and ROI in multilingual markets. In this session, attendees will learn how to:
– Deploy AI localization wisely to get the lift without the risk.
– Streamline go-to-market plans with regionalized content catalogs.
– Get results fast with data-driven experiments.

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

Command Their Attention: Communicating Performance For Leadership And Teams

B2B leaders are routinely required to present results, but too often feel they’re not getting their desired message across. In this session you will learn to:

Ensure relevance and purpose as you communicate performance
Align and customize the story to the needs of your audiences
Use data and numbers to inspire action.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

Mine Partner Ecosystem Insights For Hidden Gems And Priceless Insights

With over 60% of B2B revenue flowing indirectly through partners and 65% of B2B organizations forecasting a rise in indirect and partner-influenced revenue, it has become imperative to tap into your partner ecosystem to source priceless market, buyer, and competitive insights. In this session, we will explore:

Why the partner ecosystem is a rich source of untapped insights
A multifaceted approach to partner insights mining
How to prioritize and produce precious value from the outset

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

Harness Mental Models To Create Strategic Alignment

The best strategies fail if they don’t address one of the most important drivers of behavioral change: mental models.

Mental models determine what we believe will occur and create expectations, predictions, and decisions — for customers and for employees. Harness mental models to create strategic alignment to drive customer obsession.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

Sales Content + Sales Readiness: Can 1+1=3?

For years the enablement platforms industry has treated sales asset management and sales learning as two separate functional capabilities. With all of the relevant vendors now offering both capabilities, providers are finding creative ways to prove the value of implementing them together, and with interesting synergistic effects.

What you will learn:

Learn about the upside benefits of combining content management with sales learning
Discover creative use cases that demonstrate the upside to managing enablement programs
Understand the value of combining dashboards, metrics, and insights on combined initiatives

Speakers:
Eric Zines, Principal Analyst, Forrester

12:00 pm – 12:30 pm

Breakout Sessions

Get Ahead Of Buyer Preferences By Prioritizing Marketplaces As A Route To Market

It’s time to evolve from partner directories and narrow e-commerce experiences. Unlock more expansive opportunities through B2B marketplaces — a digital route to market that delivers more holistic, solution-oriented customer value with first- and third-party products and services. This session will navigate the dynamics of both company-owned and third-party marketplaces:

Gain insight into the rapid rise of marketplaces
Understand the role that marketplaces can play in business growth strategies
Investigate the key levers to success.

Speakers:
Matthew Selheimer, VP, Research Director, Forrester

Take Command Of Your Marketing Budgets With Connected Go-To-Market Knowledge

Better information means better decisions and better performance. Hear how a leading B2B company reimagined its approach to marketing planning and budgeting to drive new levels of alignment, transparency and agility. Learn how they elevated cross-team sharing and gleaned previously unavailable insights. Hear

Key factors that make (or break) an effective planning process
Important steps you should take to connect plans and budgets
The benefits and opportunities of achieving a higher level of connected planning

Speakers:
Nick Buck, VP, Principal Analyst, Forrester

Do You Deliver The Value Your Customers Want?

Ensuring that customers get the value they were promised requires understanding how they succeed and defining the right metrics and perspectives to track progress. It also requires dedicated postsale resources focused on confirming that value was attained. Attend this session to learn how leading customer success teams:

Analyze how their most successful customers realize value.
Determine the right spectrum of metrics to monitor what customers achieve.
Create postsale experiences that lead to measurable value.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester

Who Do B2B Buyers Trust?

B2B buyers have distinct preferences for the information sources they trust, and these more influential sources often significantly impact the purchase decision-making process. In this session, we will review data from Forrester’s Business Trust Survey that shows which sources have the greatest trust with B2B buyers and how this should drive influencer relations programs, content marketing, and sales.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

Change Leadership: Tools For You To Manage Change Now

Join VP, Principal analyst Katy Tynan from the prior day’s keynote to learn more tools and frameworks to help you apply Forrester’s Change Management model in your role as a leader or manager. Come with your specific questions and issues to discuss in the Q&A period. In this session you’ll get more detail about:

How to use the Forrester Change Canvas
Measuring change performance
Leadership communication tools throughout change

Speakers:
Katy Tynan, VP, Principal Analyst, Forrester

OK, Boomers And Digital Natives. Let’s Talk B2B Buyers.

Marketing and sales have been slow to adjust to shifted B2B buying behaviors, creating an inability to meet buyer needs, leaving businesses off of vendor shortlists, and preventing durable revenue growth. But you possess the solution. Your own Boomers and digital natives have answers but lack partnership. This session will:

Outline buyers’ behavior changes that create a missed opportunity for marketing and sales.
Expose the superpower that generationally diverse marketers and sellers possess.
Deliver strategies for better aligning to buyers’ needs.

Speakers:
Naomi Marr, Principal Analyst, Forrester
Eric Zines, Principal Analyst, Forrester

Transform Your Event Vision To Maximize Value

Event budgets are under pressure, and leaders need to do more with less. A different perspective on showcasing event

value is needed. This session will look at the importance of personalization, event data, and ongoing attendee engagement.

Speakers:
Conrad Mills, Principal Analyst, Forrester