B2B Summit
North America

May 3 – 6  |  Live Virtual Experience

Agenda

Monday

May 3
  • 12:00 pm – 12:15 pm ETWelcome & Opening Remarks
  • 12:15 pm – 12:45 pm ETKeynote Session
  • 12:50 pm – 1:10 pm ETBreakout Sessions
  • 1:10 pm – 1:20 pm ETMarketplace Break
  • 1:20 pm – 1:40 pm ETCase Study Sessions
  • 1:45 pm – 2:15 pm ETReturn on Integration Honors
  • 2:20 pm – 2:35 pm ETSpecial Session
  • 2:40 pm – 3:25 pm ETA Conversation With Trevor Noah
  • 3:30 pm – 4:00 pm ETMarketplace Villages & Networking Orientation

Tuesday

May 4
  • 12:00 pm – 12:30 pm ETKeynote Session
  • 12:35 pm – 12:55 pm ETCase Study Sessions
  • 1:00 pm – 1:20 pm ETBreakout Sessions
  • 1:20 pm – 1:30 pm ETMarketplace Break
  • 1:30 pm – 1:50 pm ETCase Study Sessions
  • 1:55 pm – 2:25 pm ETGuest Keynote Speaker: Kara Swisher
  • 2:30 pm – 3:45 pm ETWomen's Networking Forum
  • 2:30 pm – 3:50 pm ETMarketplace Villages & Networking Sessions

Wednesday

May 5
  • 12:00 pm – 12:30 pm ETKeynote Session
  • 12:35 pm – 12:55 pm ETBreakout Sessions
  • 1:00 pm – 1:20 pm ETCase Study Sessions
  • 1:20 pm – 1:30 pm ETMarketplace Break
  • 1:30 pm – 2:00 pm ETKeynote Session
  • 2:05 pm – 2:35 pm ETReturn on Integration Honors
  • 2:40 pm – 3:10 pm ETFeatured Performer: Jennifer Hudson
  • 3:15 pm – 4:00 pm ETMarketplace Villages & Networking Sessions

Thursday

May 6
  • 12:00 pm – 12:25 pm ETCase Study Sessions
  • 12:25 pm – 12:35 pm ETMarketplace Break
  • 12:35 pm – 12:55 pm ETBreakout Sessions
  • 1:00 pm – 1:30 pm ETPrograms of the Year Awards
  • 1:35 pm – 2:00 pm ETReturn on Integration Honors
  • 1:50 pm – 2:00 pm ETMarketplace Break
  • 2:00 pm – 2:20 pm ETBreakout Sessions
  • 2:25 pm – 2:55 pm ETKeynote Session
  • 2:55 pm – 3:00 pm ETClosing Remarks

Monday May 3

9:00 am – 12:00 pm ET

Foundations Sessions – Available On Demand

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

Campaign
Foundations: Campaigns

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

Speakers:
Craig Moore, VP, Principal Analyst, Forrester

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Channel Marketing
Foundations: Channel Marketing

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

Speakers:
Maria Chien, VP, Research Director, Forrester

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CMO
Foundations: Marketing Executive

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

Speakers:
Robert McKinnon, Principal Analyst, Forrester

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CSO and Channel Sales
Foundations: Sales Executive

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

Speakers:
Mike Pregler, VP, Research Director, Forrester

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Customer Engagement
Foundations: Customer Engagement

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

Speakers:
Amy Bills, Principal Analyst, Forrester

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Demand and ABM
Foundations: Demand And Account-Based Marketing

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

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

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Emerging Growth
Foundations: Emerging Growth

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

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester

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Future Fit Technology
The Future-Fit Technology Model

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

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

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Insights & Data
Foundations: Insights And Data

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

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

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Marketing Operations
Foundations: Marketing Operations

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

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

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Portfolio Marketing
Foundations: Portfolio Marketing

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

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

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Product Management
Foundations: Product Management

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

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Revenue Operations
Foundations: Revenue Operations

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

Speakers:
Anthony McPartlin, Principal Analyst, Forrester Research

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Sales Enablement
Foundations: Sales Enablement

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

Speakers:
Eric Zines, Principal Analyst, Forrester

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Sales Operations
Foundations: Sales Operations

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

Speakers:
Steve Silver, VP, Research Director, Forrester

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Content Strategy And Operations
Foundations: Content Strategy And Operations

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

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester

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Spotlight Sessions – Available On Demand

See the full list of available Spotlight Sessions here.

B2B Certification Live: Uncovering The Nuances Of The Buyer’s Journey – Available On Demand

Think you know your buyer’s journey? Think again. B2B buyers choose their own sequence of activities and interactions, which are outside your control. In this session, we’ll discuss how B2B organizations can facilitate buying decisions using buyer insights to inform their campaign strategies. You’ll view video lessons from our B2B Marketing certification course, then go on to explore more insights on B2B buyer journeys in our online learning platform.

Speakers:
Jenna Wohead, Director, Certification, Forrester
Isabel Montesdeoca, VP, Group Director, Forrester

Attendee Orientation – Available On Demand

Join us for the B2B Summit Virtual Experience attendee orientation. We’ll take you on a tour of the platform while we share planning and engagement tips to help you get the most out of the event!

Speakers:
Hannah Mower, Associate Program Manager, Global Events, Forrester

12:00 pm – 12:15 pm ET

Welcome & Opening Remarks

Speakers:
George Colony, CEO, Forrester

12:15 pm – 12:45 pm ET

Keynote Session

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

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

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

12:50 pm – 1:10 pm ET

Breakout Sessions

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

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

Speakers:
Lisa Gately, Principal Analyst, Forrester

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

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

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

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

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

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Jennifer Ross, VP, Senior Research Director, Forrester

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

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

Speakers:
Mavis Liew, Principal Analyst, Forrester

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CSO and Channel Sales
Simplifying The Complex Sales Organization

Buyers are demanding more from sellers. Sales leaders must respond by ensuring that their teams are structured to sell the way buyers want to buy. Whether large or small, organizations that have complex product portfolios and target multiple vertical markets and segment types must balance their ability to effectively meet buyers’ expectations, ensure coverage across all business dimensions, and meet cost-of-sales targets. This session will share a proven approach and best-practice examples for simplifying the design of the complex sales organization.

Speakers:
Mike Pregler, VP, Research Director, Forrester

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

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

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

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Demand and ABM
Three Steps To Follow When Designing Demand Programs

The shift to focusing on buying groups requires marketers to organize their programs differently. In this session, we will outline a three-step approach to organizing demand programs based on defined rules, which streamlines the systematic progression of buying groups through their journey. We will also discuss new approaches for establishing entry, treatment, and exit rules.

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

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

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

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

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

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

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

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

A playmaker is an offensive player who executes plays designed to put their team in a position to score. Today’s revenue development playmakers are engaging prospects, connecting plays, and passing validated opportunities. Sales engagement platforms are enabling these teams to orchestrate, manage, and measure these plays in a coordinated, scalable way. In this session, we will outline the playmaker’s role, supporting teammates, types of plays, and how sales engagement platforms are helping revenue development execute for the WIN!

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

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

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

Speakers:
Cinny Little, Principal Analyst, Forrester

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

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

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

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

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

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

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

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

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester

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Revenue Operations
Rethinking Revenue Operations: Finding Your Balance

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

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

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

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

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

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Sales Operations
Axe Throwing And The Future Of Forecasting

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

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

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1:10 pm – 1:20 pm ET

Marketplace Break

Take a quick break from the content and explore all that B2B Summit has to offer. Join your peers for a round of speed networking, visit our sponsors in the Marketplace Villages, or head over to the Lifestyle tab to unwind.

1:20 pm – 1:40 pm ET

Case Studies

Activate Marketing Services: IBM Builds Pipeline Through High-Quality Lead Survey Program

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

Allocadia: Are You Calculating Digital ROI Like it's 2001 Not 2021?

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

Cvent: Powering Sales Pipeline Through Virtual Event Technology

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

Highspot: How Icertis Drives Sales Productivity Through Enablement

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

InsideView: How Hitachi Solutions aligns their revenue teams on a data driven strategy

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

Kronologic: How Dialpad Creates Predictable Pipeline Using Calendar 1st™

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

MeritB2B: Data-Driven Marketing & Analytics Engagement Drives 8100% ROI for Infinite Electronics

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

Microsoft: Campari Group Raises the Bar for Customer Experiences with Microsoft Dynamics 365

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

PathFactory: How Micro Focus Transformed its Thought-Leadership Site into a High-value Marketing Asset in Record Time

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

People.ai: How Pluralsight Unlocked the Secret Behind Increasing Rep Productivity

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

Salesforce: B2B Marketing Insights that Help Sika Drive Growth in 2021

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

Validity: Establishing Competitive Advantage for MeritB2B By Creating a High-Performing Email Channel

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

1:45 pm – 2:15 pm ET

Return on Integration Honors: Code42 Software, Inc.

Join this keynote session to learn about how Code42 Software, Inc. won the Return On Integration Honor for sales, marketing, and product alignment for the development and launch of its Incydr product. Alex Gobbi and Mark Wojtasiak will explain how Code42’s sales, marketing, and product teams took six big steps to not only bring a new offering to market, but also to create a new industry category along the way.

 

Speakers:
John Donlon, VP, Product Management, Forrester
Alexandra Gobbi, Chief Marketing Officer, Code42 Software, Inc.
Mark Wojtasiak, Vice President of Portfolio Strategy and Product Marketing, Code42 Software, Inc.

AfterWords: Monday Keynote Session

Have you ever wanted the chance to go backstage and be a part of the conversations that go on in the Green Room? Well now is your time! In this session, you will have the opportunity to engage with our Forrester keynoters and delve deeper into the frameworks and thought-leadership just revealed in their presentations. Come with your questions or join as a listener, either way you won’t want to miss it!

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

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

2:20 pm – 2:35 pm ET

Introducing Forrester’s Bold New Research Offerings

Gain insights into current and future markets. Make decisions with confidence. Accelerate progress on your most pressing priorities. Join us for a deep dive session on Forrester’s new research offerings — to be unveiled at B2B Summit — that help you do all of these things and more.

2:40 pm – 3:25 pm ET

A Conversation With Trevor Noah

Speakers:
Trevor Noah, Comedian and host of “The Daily Show”, Guest Keynote Speaker
John Donlon, VP, Product Management, Forrester

3:30 pm – 4:00 pm ET

Marketplace Villages & Networking Orientation

Wrap up the day connecting with your peers and diving deeper into the upcoming agenda. During this Networking Orientation we will help you navigate the various networking opportunities and Marketplace Villages. As a bonus, you will have the chance to vote on the networking topics for our People’s Choice Roundtables. Once the orientation wraps up, you will be guided to our speed networking platform where you can connect with like-minded peers.

Tuesday May 4

12:00 pm – 12:30 pm ET

Keynote Sessions

Choose from two keynote sessions as we uncover the key considerations for the future of marketing and sales.

Attend one session:

Step Up To B2B Marketing’s New Destiny

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

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

The Five Ps Of Sales That Will Power Success In The Future

The selling profession is at a critical crossroads: B2B buyers demand hyper-personalized interactions; sellers can work from anywhere; and global, social, and business dynamics are in flux. This session will provide B2B sales leaders with an understanding of the key buying trends that will impact sales organizations in the future and the five Ps of sales they must utilize to drive the predictable and scalable revenue growth all stakeholders will require.

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

12:35 pm – 12:55 pm ET

Case Studies

Allego: How HUB International Used Allego to Optimize Sales Coaching Efficiency and Effectiveness

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

Brainshark: Sales Enablement: How Bernstein improved operational efficiencies through readiness data

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

Demandbase: Agilent shares How to Avoid the Pitfalls of ABM

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

Dun & Bradstreet: Sierra Wireless Scales Digital Engagement While Improving ROI

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

Hootsuite: Social Demand Generation for B2B

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

Intentsify: How Oracle Activated Multiple Intent Sources, Scaling Demand

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

OpFocus: An Operational Roadmap to $1B+ Valuation with Sisense

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

Seismic: How Intel Enables Sales Productivity Through AI

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

TechTarget: AT&T Cybersecurity: Delivering Hybrid ABM in an Exploding Category

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

Televerde: Broadcom and Televerde Partner to Power Enhanced Customer Experience

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

True Influence: How Live Earth Optimized their Integrated Marketing Strategy

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.

Workato: How Slack, SalesLoft, and Hubspot Use Automation to Accelerate Growth

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: Beyond the CRM: ZoomInfo and RingLead Discuss The Modern Data Driven GTM Tech Stack

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

1:00 pm – 1:20 pm ET

Breakout Sessions

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

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

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

READ MORE +READ LESS -
Channel Marketing
Amplifying The Channel Multiplier

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

Speakers:
Maria Chien, VP, Research Director, Forrester

READ MORE +READ LESS -
CMO
B2B Marketing In Motion

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

Speakers:
Jennifer Ross, VP, Senior Research Director, Forrester

READ MORE +READ LESS -
CSO and Channel Sales
Talent Is No Longer Enough: The Insights-Driven Sales System

COVID-19 accelerated trends in B2B buying with profound implications for sales organizations. To succeed, sales leaders must throw out the old playbook that relies solely on a small set of superstar reps to land large end of-the-quarter deals to achieve quota. Instead, adopt a systematic approach that prioritizes buyer-centric processes and investments in infrastructure and insights to enable a broad set of customer-facing reps to earn, retain, and grow customers. In this session, you’ll learn how an insights-driven sales system can deliver the new customer experience buyers are demanding and enable the predictable and scalable revenue growth that all stakeholders want.

Speakers:
Phil Harrell, VP, Group Director, Forrester

READ MORE +READ LESS -
Demand and ABM
Achieving Pipeline Momentum In Demand And ABM

B2B buyers are now more digitally savvy, more empowered, and less trusting. For them, experience is everything. To achieve pipeline momentum, marketers must deliver digital experiences that meet buyers’ expectations, reflect their reality, and earn their trust. This session will explore the experience accelerators demand and account-based-marketing leaders can use to accelerate growth and transform the buying experience for prospects and customers.

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

READ MORE +READ LESS -
Future Fit Technology
Lighting Up Your Tech Stack To Drive Market, Buyer, And Customer Insights

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

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

READ MORE +READ LESS -
Insights & Data
The Optimal Path To Revenue: Enabling Your Next Best Opportunity

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

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

READ MORE +READ LESS -
Marketing Operations
Marketing Operations: Unearthing Unseen Possibilities

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

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

READ MORE +READ LESS -
Portfolio Marketing
It’s Time To Encode Buyer Needs Into Your Organization’s DNA

Buyer needs comprise the DNA of a business and contain the instructions for innovation and go-to-market efforts. But B2B organizations too often ignore or misunderstand their buyers’ needs. Portfolio marketing’s buyer insights are an untapped resource that can provide a true, cross-functional understanding of buyers to maximize profitable revenue growth. This session will provide guidelines for encoding buyer needs into your organization’s capabilities.

Speakers:
Amy Hayes, VP, Research Director, Forrester

READ MORE +READ LESS -
Product Management
Product Management’s Future: Embracing The Entire Product Experience

The purpose of a product is to address a need. However, it’s no longer enough to say that product managers create products that meet customer needs. Product management needs to adapt by expanding its focus on how to address unspoken needs across the entire product experience. This session will explain why this shift is so important and what product management must do differently to deliver on this mission.

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

READ MORE +READ LESS -
Revenue Operations
Driving Aligned Revenue Planning

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

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

READ MORE +READ LESS -
Sales Enablement
Is Your Sales Enablement Ready To Level Up?

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

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Sales Operations
Unleashing The Future Of Sales Operations With Technology Enhanced Insights

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

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

READ MORE +READ LESS -
Diversity, Equity, and Inclusion
A New Society Has Arrived. Is Your Company Ready To Embrace It?

Conversations about race and gender and the imperative for fairness and equality have reached a crescendo. It is urgent that companies address these social vectors head-on. Getting it right means moving beyond knee-jerk action to tackle systemic change. In this session, we will explore the challenges ahead and outline a framework to rethink relationships with stakeholders — employees, partners, customers, and the community — in light of a new social reality.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

READ MORE +READ LESS -
1:20 pm – 1:30 pm ET

Marketplace Break

Take a quick break from the content and explore all that B2B Summit has to offer. Join your peers for a round of speed networking, visit our sponsors in the Marketplace Villages, or head over to the Lifestyle tab to unwind.

1:30 pm – 1:50 pm ET

Case Studies

6sense: OneSource Virtual takes control of the customer journey

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

Chorus.ai: How Mavenlink Puts the “R” Back in CRM

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

Conga: Accelerating Your Revenue Operations Process

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

Conversica: How Box Boosts Business With Conversica AI Assistants

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

Cvent: Expanding Your Marketing Reach Through Virtual Events

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

Highspot: Sales Enablement Lessons from Glassdoor and Headspace

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

Microsoft: How UNICEF Netherlands Uses Data-Driven Solutions

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

MRP: International Account-Based Marketing with Lumen Technologies

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

PathFactory: Cisco's Transformation From "Push" To "Pull" Marketing

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

People.ai: Using Leading Indicators to Understand “What Good Looks Like” at Zoom

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

Showpad: How Sales Enablement Drives Results for Zscaler

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

Stefanini: Achieving Measurable Digital Marketing Success for Alpha Bank

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

1:55 pm – 2:25 pm ET

Guest Keynote Speaker: Kara Swisher

Speakers:
Kara Swisher, Journalist, Guest Keynote Speaker
Bob Safian, Advisor and Podcast Host, The Flux Group

2:30 pm – 3:45 pm ET

Women’s Networking Forum

Equality in the workplace has long been strived for but has yet to be truly achieved. Join our Women’s Networking Program to hear how to go from simple words to actual progress in transforming women’s equality in the workplace.

Opening Remarks
Speakers:
Debra Boulanger, CEO, The Great Do-Over

Panel Discussion: Responsibility Beyond Human Resources – Diversity in Action
Diversity, Equity and Inclusion. What do these three words boil down to? Opportunity to learn and progress. Whether you’re in a senior position or just starting out your career, you have a role in your company’s diversity, equity and inclusion strategy. Join our esteemed panelists to discuss the do’s, the don’ts and the must-haves in order to discover and implement these programs in your workplace.
Speakers:
Debra Boulanger, CEO, The Great Do-Over
Dr. Anino EmuwaFounder and Managing Director, Avandis Consulting
Chelsea C. Williams, Founder & CEO, College Code
Kristy WallaceCEO, Ellevate Network
Dr. Sofia B. Pertuz, PhD, SHRM-SCP, Chief Diversity and Inclusion Officer, Jed Foundation

Breakout Discussions
Join our panelists for inspiring and interactive networking sessions that will dive deeper into topics discussed during our panel conversation. Topics include:

Closing Remarks

Analyst-Led Peer Roundtables

Join interactive, analyst-led group discussions focusing on specific topics that are top of mind.

Campaign Leaders

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

Channel Marketing Leaders

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

Content Leaders

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 Engagement Leaders

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 Leaders

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 Growth Leaders

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

Marketing and Brand Executives

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

Marketing Operations Leaders

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

Portfolio Marketing Leaders

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

Product Management Leaders

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 Leaders

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

Sales and Channel Executives

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

Sales Enablement Leaders

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

Sales Operations Leaders

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

Demand Spectrum Assessment Overview

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

How to Build and Deploy a Buyer-Aligned Sales Process

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

Creating Empathetic Content That Works

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

AfterWords: Tuesday Keynote Sessions

Have you ever wanted the chance to go backstage and be a part of the conversations that go on in the Green Room? Well now is your time! In this session, you will have the opportunity to engage with our Forrester keynoters and delve deeper into the frameworks and thought-leadership just revealed in their presentations. Come with your questions or join as a listener, either way you won’t want to miss it!

Step Up To B2B Marketing’s New Destiny

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

OR

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

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

3:20 pm – 3:50 pm ET

People’s Choice Roundtables

We want to hear from you! Using polling tech, you will have a chance to cast your vote and choose what hot, news trending topic you’d like to hear our expert analysts weigh in on (and maybe even debate). Join your fellow peers for what’s sure to be a lively session.

Campaign Leaders

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

Channel Marketing Leaders

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

Content Leaders

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

Customer Engagement Leaders

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

Demand and ABM Leaders

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

Emerging Growth Leaders

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

Marketing and Brand Executives

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

Marketing Operations Leaders

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

Portfolio Marketing Leaders

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

Product Management Leaders

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

Revenue Operations Leaders

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

Sales and Channel Executives

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 Leaders

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

Sales Operations Leaders

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

Wednesday May 5

12:00 pm – 12:30 pm ET

Keynote Session

Building Trust: The B2B Imperative

Trusted organizations build enduring bonds with customers and create experiences that people embrace. They do not instill fear. Yet, in a world in which trust in all institutions is eroding, B2B companies struggle to build and preserve trust in their brands and offerings. This presentation will explain why the trust imperative is critical for B2B organizations, and provide a framework for understanding and activating trust.

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

12:35 pm – 12:55 pm ET

Breakout Sessions

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

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

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

READ MORE +READ LESS -
Channel Marketing
Lean In: Supporting Partners Building A Customer Success Practice

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

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

READ MORE +READ LESS -
CMO
The Ties That Bind: Marketing Measurement And Value

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

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

READ MORE +READ LESS -
CMO
Under The Hood Of The B2B Brand: Diagnosing Performance

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

Speakers:
Ian Bruce, Principal Analyst, Forrester

READ MORE +READ LESS -
CSO and Channel Sales
Building A Thriving Partner Ecosystem: Finding And Selecting The Right Partners

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

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Customer Engagement
Conquer The Chaos Of Your Case Study Content

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

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

READ MORE +READ LESS -
Demand and ABM
Skip The Scavenger Hunt: Why You Need Better Buyer Enablement Content

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

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

READ MORE +READ LESS -
Demand and ABM
Goodbye MQLs, Hello Opportunities! Why Sales Needs Marketing To Make This Change

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

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

READ MORE +READ LESS -
Emerging Growth
Step By Step: How To Multiply A Single Content Asset Into Dozens

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

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

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

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

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

READ MORE +READ LESS -
Insights & Data
Data Operations: A Guide For Effective Data Team Enablement

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

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

READ MORE +READ LESS -
Marketing Operations
Transporting Marketing: Driving Adaptability Through Process

Has your journey to marketing excellence hit traffic? Are hidden issues causing outages and gridlock in your B2B marketing process transit system? In this session we will introduce the B2B Marketing Value Chain and a process diagnostic approach that allows you to easily identify, diagram, analyze, and optimize marketing process for maximum flow and business adaptability.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

READ MORE +READ LESS -
Portfolio Marketing
Cultivating Knowledge Across The Revenue Engine To Win Buyers

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

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

READ MORE +READ LESS -
Product Management
Using Value-Add Products To Drive Growth And Customer Obsession

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

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

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

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

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

READ MORE +READ LESS -
Sales Enablement
Stop Drinking From The Fire Hose: Your Sales Communications CAN Be Better

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

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

READ MORE +READ LESS -
Sales Operations
Inside Sales: Defining Optimum Coverage

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

Speakers:
Robert Muñoz, Principal Analyst, Forrester

READ MORE +READ LESS -
Special Session
Inclusion and the Math of Equity

What does inclusion mean and what are the implications if we truly want to be an equitable organization?  Schindler’s Inclusion Scale explains how inclusion relates to tolerance, equality, empathy and equity. The session reveals the surprisingly radical implications of equity based on a mathematical model.

Speakers:
Eric Way, Global Head of Inclusion, Diversity and CSR, Schindler Group

READ MORE +READ LESS -
1:00 pm – 1:20 pm ET

Case Studies

6sense: MindTickle goes all in and wins with an account-based strategy

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

Demandbase: Splunk Shares How To Operationalize Industry Initiatives in B2B

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

Dun & Bradstreet: NI Harnesses Data to Prioritize Sales Outreach

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

Hootsuite: The New Rules for Social Media

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

Integrate: Creating Global Demand at Scale – Ivanti & Integrate

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

OpFocus: Accelerate your growth with lessons from Seismic’s path to $1.6B

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

ON24: How Optum’s Integrated Engagement Drives Value & Scale

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

Pitcher: Improve the Customer Journey with the Pitcher Super App

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

Selling Simplified: How Dynatrace Scaled Digitally & Helped Businesses Transform in a Pandemic Year

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

Televerde: Uniting Marketing, Sales, and the Channel for Growth

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

True Influence: How SAP Empowered Sales with Actionable Intent Data

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.”

1:20 pm – 1:30 pm ET

Marketplace Break

Take a quick break from the content and explore all that B2B Summit has to offer. Join your peers for a round of speed networking, visit our sponsors in the Marketplace Villages, or head over to the Lifestyle tab to unwind.

1:30 pm – 2:00 pm ET

Keynote Session

Routes To Market: A Means To Strategic Advantage

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

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

2:05 pm – 2:35 pm ET

Return on Integration Honors: Dell Technologies

Join this keynote session to learn about how Dell Technologies won the Return On Integration Honor for demand management for the transformation of its global campaign development and execution process. Susanna Gresswell will explain how Dell made three key shifts in its approach to pivot from product- to audience-centricity and rationalize campaigns with a focus on buyer needs.

Speakers:
John Donlon, VP, Product Management, Forrester
Susanna Gresswell, VP, Global B2B Campaigns, Dell Technologies

AfterWords: Wednesday Keynote Sessions

Have you ever wanted the chance to go backstage and be a part of the conversations that go on in the Green Room? Well now is your time! In this session, you will have the opportunity to engage with our Forrester keynoters and delve deeper into the frameworks and thought-leadership just revealed in their presentations. Come with your questions or join as a listener, either way you won’t want to miss it!

 

Building Trust: The New B2B Imperative

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

OR

Routes To Market: A Means To Strategic Advantage

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

2:40 pm – 3:10 pm ET

Featured Performer: Jennifer Hudson

Grammy and Academy Award-winning Artist

A two-time GRAMMY® Award-winning recording artist, Academy Award-winning actress and best-selling author, Jennifer Hudson is an extraordinary talent. From humble beginnings, Hudson began singing in a small Chicago church where, week after week, she brought the congregation to its feet. From there, she’s gone on to worldwide acclaim. She can currently be seen in Tom Hooper’s film adaptation of “Cats,” and is currently in production for the Aretha Franklin biopic, “Respect,” directed by Leisl Tommy. Last year, she returned for her second time to NBC’s “The Voice” alongside Adam Levine, Blake Shelton, and Kelly Clarkson and for her third time and winning coach to season 8 of “The Voice UK” alongside coaches Tom Jones, will.i.am, and Olly Murs. Hudson’s song, “I’ll Fight,” written by Grammy-winning songwriter Diane Warren for the critically acclaimed documentary, “RBG,” was nominated for a 2019 Academy Award. In 2007, Hudson won an Academy Award for her role as Effie in the smash hit Dreamgirls, an adaptation of the Broadway musical. Her breakout film performance also garnered a Golden Globe Award, a Screen Actors Guild Award, a BAFTA and an NAACP Image Award.

3:15 pm – 4:00 pm ET

Analyst-Led Peer Roundtables

Join interactive, analyst-led group discussions focusing on specific topics that are top of mind.

Campaign Leaders

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

Channel Marketing Leaders

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

Content Leaders

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

Customer Engagement Leaders

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

Demand and ABM Leaders

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
Melissa Coleman, Consultant, Forrester

Emerging Growth Leaders

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

Marketing and Brand Executives

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 Operations Leaders

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

Portfolio Marketing Leaders

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

Product Management Leaders

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 Leaders

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

Sales and Channel Executives

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

Sales Enablement Leaders

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

Sales Operations Leaders

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

Demand Spectrum Assessment Overview

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

How to Build and Deploy a Buyer-Aligned Sales Process

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

Creating Empathetic Content That Works

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

Diversity, Equity, and Inclusion

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

Thursday May 6

12:35 pm – 12:55 pm ET

Breakout Sessions

Campaign
Adapting Campaigns In A Changing Environment

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

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Rani Salehi, Principal Analyst, Forrester

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Channel Marketing
Proof Of MDF ROI: What You Can Do To Credibly Measure Impact

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

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

READ MORE +READ LESS -
CMO
Don’t Let Your Marketing Strategy Become A Labyrinth

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

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

READ MORE +READ LESS -
CMO
All Together Now: Maximizing The Effectiveness Of Executive And Employee Voices

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

Speakers:
Adele Sweetwood, Principal Analyst, Forrester

READ MORE +READ LESS -
CSO and Channel Sales
Everyone Sells Everything…Until They Can’t!

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

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

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

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

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

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

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

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

READ MORE +READ LESS -
Demand and ABM
Buying Group Bingo — Advance Your Scoring And SLAs For Buying Groups

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

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Vicki Brown, VP, Principal Analyst, Forrester

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

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

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

READ MORE +READ LESS -
Future Fit Technology
Where In Digital Commerce B2B Businesses Must Invest

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

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

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

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

Speakers:
Tina Moffett, Principal Analyst, Forrester

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

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

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

READ MORE +READ LESS -
Portfolio Marketing
Stake Your Claim: How To Position Offerings To Gain Market Advantage

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

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

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Product Management
Leveraging Product Management Technology For Digital Product Success

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

Speakers:
Nigel Fenwick, VP, Principal Analyst, Forrester

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

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

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

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

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

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

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Sales Operations
The Future Of Sales Compensation Is Insight-Driven

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

Speakers:
Seth Marrs, Principal Analyst, Forrester

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1:00 pm – 1:30 pm ET

Programs of the Year Awards

Channel Marketing
Programs Of The Year: Channel Marketing

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winners Ping Identity Corporation and Veeam Software will share how they demonstrated exceptional execution and results by establishing new channel marketing programs in the areas of partner program design and channel demand, achieving channel growth and a focus on supporting and recognizing partner value.

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Linda Hartman, Partner Marketing Manager, Ping Identity
Rachel Tuller, Director, Global Channel Marketing, Veeam Software
Chloe Gibel, Sr. Manager, Global Channel Marketing Programs, Veeam Software

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CMO
Programs Of The Year: Marketing Executive

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winners Jens Klingemann, Juan Gutierrez, and Jason Jermark from Siemens Energy Global, will share how they demonstrated exceptional execution and results in formulating a marketing strategy that connects the overall business objectives through all levels of the marketing resources and across sales and product.

Speakers:
Susan Macke, Principal Analyst, Forrester
Jens Klingemann, Head of Marketing Strategy & Customer Insights, Siemens Energy Global
Juan Gutierrez, CEO, Global Service Business Unit, Siemens Gamesa Renewable Energy
Jason Jermark, Vice President, Generation Service Marketing and Sales Operations, Siemens Energy Global

READ MORE +READ LESS -
CSO and Channel Sales
Programs Of The Year: Sales Executive

Driven by Forrester analysts’ conversations with hundreds of organizations, this year’s Programs Of The Year winners represent the best in class across marketing, sales, and product disciplines. Our sales leadership winners have created transformational growth and will share, in their own words, how they made this happen. Program Of The Year Award Winner Al duPont, group president, US sales at R.R. Donnelley will share the company’s strategic sales transformation journey. Winner Harish Panchal, senior VP of sales at TigerConnect will discuss optimizing the end-to-end revenue engine for scale and efficiency.

Speakers:
Mike Pregler, VP, Research Director, Forrester
Al duPont, Group President, National Sales, Healthcare, ISG and RevTeam, RRD
Nancy Maluso, VP, Principal Analyst, Forrester
Harish Panchal, SVP of Sales, TigerConnect

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Customer Engagement
Programs Of The Year: Customer Engagement

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winners Naomi Milnes from SAP Concur and Christelle van de Merwe from Mimecast will share how they leveraged best practices to enable their businesses to rally around the post-sale customer experience with their work in cross-functional alignment and customer persona activation.

Speakers:
Lisa Nakano, VP, Research Director, Forrester
Naomi Milnes, Sr. Customer Lifecycle Marketing Manager, SAP Concur
Sarah Collier, Director Global Customer Programs, Mimecast
Christelle Van De Merwe, Global Director of Customer Operations, Mimecast

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Demand and ABM
Programs Of The Year: Demand And Account-Based Marketing

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winners Kerri Vogel and Chelsea Gaspard from Ellucian will share how they used a structured program design framework to transform a reactive and nascent demand function into a results-oriented powerhouse in less than a year. Award winner Joanna Litsas from Pegasystems will describe how she built momentum for a global ABM program, scaled it by securing executive sponsorship early on, and used a highly intuitive and sales-centric playbook.

Speakers:
Alisa Groocock, VP, Principal Analyst, Forrester
Chelsea Gaspard, Director of Global Campaigns and Account-Based Marketing (ABM), Ellucian
Kerri Vogel, Vice President, Global Campaigns, Ellucian
Joanna Litsas, Senior Director, Marketing, Pegasystems

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Emerging Growth
Programs Of The Year: Emerging Growth

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winners Jeff Hampton from Availity, will share how they demonstrated exceptional execution and results.

Speakers:
Jennifer Rouse, Principal Analyst, Forrester
Jeff Hampton, Director of Product Marketing and Inside Sales, Availity

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Marketing Operations
Programs of the Year: Marketing Operations

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Marketing Operations Program Of The Year Award Winners Karen Lorentson and Anoop Muraleedharan from Autodesk, and Helen Bertolucci and Kelli Espinosa from Grainger will share how they unearthed unseen possibilities for their businesses with their work in measurement and change management.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Helen Bertolucci, Director, Marketing Design, Planning & Operations, Grainger
Kelli Ransone, Marketing Enablement Manager , Grainger
Karen Lorentson, Director, Marketing Enablement , Autodesk
Anoop Muraleedharan, Director, Marketing Analytics, Insights and Measurement, Autodesk

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Portfolio Marketing
Programs Of The Year: Portfolio Marketing

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. Join Programs Of The Year winners Keir Breitenfeld of Experian and Rouven Lippe of Philips as they share how portfolio marketing helped transform their organizations, aligning teams around a more efficient go-to-market approach and defining frameworks and processes that enabled marketing to more effectively contribute to growth.

Speakers:
John Buten, Principal Analyst, Forrester
Rouven M. Lippe, Head of Portfolio Marketing Health Systems, Philips
Keir Breitenfeld, Vice President of Portfolio Marketing, Experian Decision Analytics North America

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Product Management
Programs Of The Year: Product Management

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winner Stephen Bindl from ManpowerGroup, and Jeff Kosiorek from Advanced Technology Services will share how they drove business growth and created more efficiencies through improved product management governance and customer-focused product strategies.

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester
Steve Bindl, VP, Global Product Management, Manpower Group, Talent Solutions
Jeff Kosiorek, Vice President of Marketing, Advanced Technology Services, Inc.

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Sales Enablement
Programs Of The Year: Sales Enablement

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winners Naomi Newport and Alicia Babich of Pure Storage, will share how they demonstrated exceptional execution and results.

Speakers:
Jennifer Bullock, Principal Analyst, Forrester
Naomi Newport, VP Global Enablement, Pure Storage
Alicia Babich, Senior Manager, Seller Curriculum & Learning Paths, Pure Storage

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Sales Operations
Programs Of The Year: Sales Operations

Driven by Forrester analysts’ conversations with hundreds of organizations, our Programs Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award Winners Courtney Vigil from Ceridian and Kim Miller from Office Depot, will share how they demonstrated exceptional execution and results.

Speakers:
Anne Slough, Principal Analyst, Forrester
Courtney Vigil, Global Sales Effectiveness Partner, Ceridian
Kim Miller, VP Operations, Office Depot

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1:35 pm – 1:50 pm ET

Guest Performance: North Coast

Sit back, relax, and get ready to laugh. “Rap” up B2B Summit with North Coast, NYC’s Premier hip hop improv team, as they freestyle rap on all the great things we have learned and experienced this week. This performance will be made up on the spot exclusively for B2B Summit attendees!

Return on Integration Honors: SUEZ – Water Technologies & Solutions

Join this keynote session to learn about how SUEZ – Water Technologies won the Return On Integration Honor for sales, marketing, and product alignment for the optimization of their revenue engine. Susan Roberts and Chris Jeffery will explain how they navigated a complex global engineering organization to put the spotlight on the buyer experience, achieving a cultural revolution for everyone involved in revenue generation activities.

Speakers:
John Donlon, VP, Product Management, Forrester
Susan Roberts, Global Revenue Marketing Leader, SUEZ - Water Technologies & Solutions
Chris Jeffery, EMEA Senior Vice President, SUEZ - Water Technologies & Solutions

1:50 pm – 2:00 pm ET

Marketplace Break

Take a quick break from the content and explore all that B2B Summit has to offer. Join your peers for a round of speed networking, visit our sponsors in the Marketplace Villages, or head over to the Lifestyle tab to unwind.

2:00 pm – 2:20 pm ET

Breakout Sessions

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

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

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

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

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

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester

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

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

Speakers:
Adele Sweetwood, Principal Analyst, Forrester

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CMO
Worshipping The Right Hero: Effective B2B Brand Storytelling

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

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

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

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

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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Customer Engagement
The Balanced Growth Engine: From Pendulum To Fulcrum

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

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

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

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

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

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Demand and ABM
The Buying Group Mind Shift — Changing Your Team’s Perspective

Demand and account-based marketers who spend as much on technology as they spend on people are bound to struggle without the right organizational process. One approach is to align multiple demand and account-based marketing functions with a common goal of enabling buying groups. In this session, we will examine the competencies necessary to maximize the impact of adopting buying groups as an organizing construct.

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

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

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

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

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Future Fit Technology
Designing An Aligned Revenue Tech Stack

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

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

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

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

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

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Marketing Operations
Beyond Attribution: Tactic Mix Planning Using Tactic Efficiency

Marketers seeking to optimize their demand programs commonly use attribution models to assign return to individual tactics in order to improve their tactic mix, report revenue performance, and even calculate ROI. But can you really prove the precise return from a single tactic in a B2B buying cycle? This session will offer a better way to leverage multitouch attribution to drive tactic mix planning while avoiding the false precision common in tactic attribution.

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

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Portfolio Marketing
Spot The Difference: When Customers Become Buyers Again

A portfolio marketing’s role is to focus on buyers; this is often construed to mean new buyers. However, many organizations rely on existing customers for growth, so understanding how the buying group changes throughout the relationship — from buyer to customer to buyer again — is essential. In this session, you will gain an understanding of how buying groups change as the relationship grows, how to turn buyer insights into action, and which tools are available to optimize campaign and program effectiveness based on buyer changes.

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

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

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

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Revenue Operations
Boost Revenue Engine Performance: Understand And Measure Value For Buyers

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

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

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

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

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

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Sales Operations
Targeting Better Together: Leveraging Insights To Identify And Convert High-Potential Accounts

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

Speakers:
Robert Muñoz, Principal Analyst, Forrester
Alisa Groocock, VP, Principal Analyst, Forrester

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2:25 pm – 2:55 pm ET

Keynote Session

Future Fit Employee Experience: Everyone Wins

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

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

2:55 pm – 3:00 pm ET

Closing Remarks

Download Agenda

* Times are subject to change.

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

Use discount code 5FORR4 to take advantage of our team discount!