Agenda

Monday

Oct 5
  • 12:00 pm – 5:00 pm BSTSuper Monday

Tuesday

Oct 6
  • 10:30 am – 10:45 am BSTWelcome Address
  • 10:50 am – 11:20 am BSTKeynote Session
  • 11:25 am – 11:45 am BSTThree Actions Sessions
  • 11:45 am – 12:05 pm BSTMarketplace Energizer
  • 12:05 pm – 12:35 pm BSTReturn on Integration Honours
  • 12:40 pm – 1:50 pm BSTTrack Sessions & Case Studies
  • 1:50 pm – 2:10 pm BSTMarketplace Energizer
  • 2:10 pm – 2:55 pm BSTTrack Sessions & Case Studies
  • 3:00 pm – 3:30 pm BSTKeynote Session
  • 3:35 pm – 4:00 pm BSTB2B Marketing Certification

Wednesday

Oct 7
  • 9:45 am – 10:15 am BSTB2B Marketing Certification
  • 10:30 am – 11:00 am BSTKeynote Session
  • 11:05 am – 11:25 am BSTTrack Sessions
  • 11:25 am – 11:45 am BSTMarketplace Energizer
  • 11:45 am – 12:30 pm BSTTrack Sessions & Case Studies
  • 12:35 pm – 1:05 pm BSTKeynote Session
  • 1:05 pm – 1:25 pm BSTMarketplace Energizer
  • 1:25 pm – 1:45 pm BSTProgrammes of the Year Awards
  • 1:50 pm – 2:20 pm BSTKeynote Session
  • 2:25 pm – 2:55 pm BSTGuest Performance & Closing Remarks

Monday Oct 5

12:00 pm – 5:00 pm BST

Super Monday

The Summit EMEA virtual experience will open on Monday, 5 October at 12:00 – 5:00 p.m. BST to login, update your profile,  build your agenda, watch pre-event content and demos, and more.

Featuring Leadership Development Sessions:

An effective organization starts with effective leaders. Our Leadership Development track will provide tools to help deliver the best version of yourself, for your team and organization. Equip yourself with the skills needed to lead in the face of change, while building a cohesive culture, strategy, and team. Learn to be bold at work and discover how to transition from managing to leading.

12:45 pm – 1:00 pm BST

Attendee Orientation – Welcome to the Summit EMEA Virtual Experience

Join us for the Summit EMEA Virtual Experience attendee orientation. Our event program manager will take you on a tour of the platform as well as share planning and engagement tips to help you get the most out of the event!

Speakers:
Hannah Mower, Program Management, Global Events, Forrester

1:05 pm – 1:25 pm BST

Foundations Sessions

Foundations: Demand and Account-Based Marketing

Are you a new SiriusDecisions client or are you a tenured client well versed in SiriusDecisions concepts and methodologies? SiriusFoundations sessions will help new and experienced Summit delegates alike by presenting a fresh take on established SiriusDecisions concepts, frameworks and terminology. SiriusFoundations present the cornerstones of our research, proven to help B2B organizations achieve high performance and intelligent growth.

  • Understand how brand performance is connected to demand performance
  • Review an approach for diagnosing demand issues that have a potential brand root-cause
  • Describe an approach for breaking down the silos between brand and demand teams to drive improved revenue performance

Speakers:
John Arnold, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester Research

Foundations: Portfolio Marketing

Are you a new SiriusDecisions client or are you a tenured client well versed in SiriusDecisions concepts and methodologies? SiriusFoundations sessions will help new and experienced Summit delegates alike by presenting a fresh take on established SiriusDecisions concepts, frameworks and terminology. SiriusFoundations present the cornerstones of our research, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Paul Ferron, Principal Analyst, Forrester

Foundations: Marketing Operations

Are you a new SiriusDecisions client or are you a tenured client well versed in SiriusDecisions concepts and methodologies? SiriusFoundations sessions will help new and experienced Summit delegates alike by presenting a fresh take on established SiriusDecisions concepts, frameworks and terminology. SiriusFoundations present the cornerstones of our research, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Katie Linford, Principal Analyst, Forrester

Foundations: Sales Operations

Are you a new SiriusDecisions client or are you a tenured client well versed in SiriusDecisions concepts and methodologies? SiriusFoundations sessions will help new and experienced Summit delegates alike by presenting a fresh take on established SiriusDecisions concepts, frameworks and terminology. SiriusFoundations present the cornerstones of our research, proven to help B2B organizations achieve high performance and intelligent growth.

Speakers:
Robert Muñoz, Principal Analyst, Forrester

1:30 pm – 1:50 pm BST

The Essential Secrets of Talking to Executives (and Getting What You Want)

At some point everyone finds themself in front of a senior executive. Unfortunately, talking to executives is a critical skill that is rarely taught. Many professionals struggle to effectively communicate with executives or present a case to secure resources, drive change, or achieve some other desired outcome. These individuals fall into common traps like failing to take the executive’s persona into account, overcomplicating the message, or taking a defensive posture when things are not going well.
This presentation will provide the following benefits:
• Learn how to talk to any executive effectively
• Receive guidance on how to avoid common traps
• Receive tips on how to navigate common executive communication scenarios (e.g., asking for resources, sharing bad news)

Speakers:
Monica Behncke, VP, Group Director, Forrester

1:55 pm – 2:25 pm BST

It’s Time For Female Sales Leaders To Break Glass

Women make up nearly half of the global population, yet only 6% hold CEO positions at Fortune 500 companies. Female entrepreneurs are more likely than their male counterparts to make their companies cashflow positive, but 85% of venture investment goes to all-male-led companies. B2B sales is no different. Only a third of B2B sellers are women and female senior sales leaders are dramatically underrepresented. In this session, Forrester principal analyst Mary Shea will preview research conducted for the special “Women in Sales” edition of the Journal of Selling and will lead a panel discussion with three senior female sales leaders featured in the study. Topics will include mentorship, pay equity, work-life balance, authentic leadership, and how the top sales role is an ideal one for an individual with her eyes on the CEO position.

Speakers:
Mary Shea, Principal Analyst, Forrester
Alyssa Merwin, VP, Sales, LinkedIn
Manisha Bhargava, Global Head of Sales & Country Manager Americas, Innoveo
Tanya Jansen, CMO, beqom

2:30 pm – 3:00 pm BST

The Equity Equation: Drive Innovation With Inclusive Culture

Every organisation has a culture, and if you don’t create it intentionally, you can be sure that it will evolve organically. We know that diverse teams create more innovation and drive better customer experience. Companies that lack an inclusive culture fail to unlock those opportunities. Great culture powers performance, enables engagement, and inspires innovation. Join us in this session to learn how to unleash the potential of your talent through inclusive culture.

Speakers:
Katy Tynan, Principal Analyst, Forrester

3:05 pm – 3:35 pm BST

Coaching For More Than Performance: Prioritizing Development As an Inclusive Practice

In this session, we will share a snapshot of Forrester’s internal leadership development program focused on performance. We will also explore coaching as an inclusive practice built on trust and listening. In addition, we will review easy steps for busy leaders to identify, prioritise, plan, and facilitate meaningful coaching conversations.

Speakers:
Jason Silver, Director, Learning and Development, Forrester
Frank Conway, Senior Consultant, Employee Engagement, Forrester

3:40 pm – 4:10 pm BST

The Way Forward: Unexpected Innovations That Will Outlive COVID-19

In the early days of COVID-19, marketing, sales, and product leaders scrambled to keep the most fundamental parts of their operations running. As they overcame this initial risk and crisis mitigation stage, they moved into a new world that exposed silver linings and innovations that were hidden or just not feasible in the business-as-usual world they knew. This panel will explore the most important new lessons revenue leaders have learned and how to apply them.

Speakers:
John Donlon, VP, Product Management, Forrester
Anthony McPartlin, Principal Analyst, Forrester
Meta Karagianni, VP, Research Director, Forrester
Matt Papertsian, VP, Research Director, Forrester
Laura Koetzle, VP, Group Director, Forrester

Tuesday Oct 6

10:30 am – 10:45 am BST

Summit EMEA 2020 Welcome Address

Speakers:
George Colony, CEO, Forrester
Dane Anderson, SVP, International Research & Product, Forrester

10:50 am – 11:20 am BST

The Future of Buying: How to Anticipate and Plan for Your Buyers’ Evolving Expectations

The history of business is littered with successful organisations that ultimately failed because they could not or would not adapt to meet the changing needs of their buyers. Organisations that will navigate today’s changing B2B buying behaviours successfully will adapt on the basis of a strategic understanding of the evolving relationship between their specific offerings and buyer motions. This presentation will provide the following benefits:
• Gain insight into the environmental factors driving fundamental changes in B2B buyer expectations today
• Understand how the pace, timing, and impact of these changes will ultimately affect all industries and markets
• Learn how to optimise your organisation’s planning according to the unique characteristics of offerings and buyers

Speakers:
Amy Hayes, VP, Research Director, Forrester
Steve Casey, Principal Analyst, Forrester

11:25 am – 11:45 am BST

Three Actions Sessions

Organisations that will navigate today’s changing B2B buying behaviours successfully will adapt on the basis of a strategic understanding of the evolving relationship between their specific offerings and buyer motions. While our Future of Buying keynote will offer insights into the key factors driving changes in buyer expectations, our Three Actions sessions will explain how these changes will affect your specific discipline. Learn how the evolution of B2B buying will affect your strategy and the actions you can take to meet and exceed your buyers’ expectations.

Channel
Demand and Account-Based Marketing
Three Actions: Demand and ABM

Speakers:
Isabel Montesdeoca, VP, Group Director, Forrester
Laura Cross, VP, Principal Analyst, Forrester Research

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Emerging Growth
Three Actions: Emerging-Growth Companies

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

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Marketing Executive
Three Actions: Marketing Executive

Speakers:
Robert McKinnon, Principal Analyst, Forrester
Susan Macke, Principal Analyst, Forrester

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Marketing Operations
Three Actions: Marketing and Sales Operations

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

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Product and Portfolio
Three Actions: Portfolio Marketing

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester

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11:45 am – 12:05 pm BST

Marketplace Energizer

12:05 pm – 12:35 pm BST

Return on Integration Honours Presentation: Sage

Summit EMEA 2020 Return on Integration (ROI) Honours recognise an organisation that has achieved strong sales, marketing and/or product alignment, and as a result has improved company performance.

Speakers:
Isabel Montesdeoca, VP, Group Director, Forrester
Miguel Gernaey, VP Digital Marketing, Sage

12:40 pm – 1:00 pm BST

Case Studies

MRP: ABM Nail It, Scale It (SAP client story)

SAP is rooted in the world of data, both as a company and as marketers. Join Jorge Granada as he walks through his learning and success applying data-driven insights to identify audience needs and timing, and how he uses that to supercharge his account-based marketing program for SAP Intelligent Enterprise Solutions.

Speakers:
Jorge Granada, Global Lead, Programs Center of Expertise , SAP Global Marketing

NewsCred: Digital Transformation Amidst Digital Disruption (BNP Paribas Asset Management's Story)

BNP Paribas Asset Management has long been known as “the asset manager for a changing world.” But that phrase took on new meaning this year, when their marketing team set out on a quest to transform their marketing and content operation during a time when everyone’s world changed. Join this session to learn how BNPPAM embraced an integrated approach to marketing planning, elevated the impact of content campaigns, and accelerated digital transformation.

Speakers:
Shafqat Islam, Co-Founder & CEO, NewsCred
Hilda Tingle, Global Head of Digital Marketing, BNP Paribas Asset Management

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.

Speakers:
Susan Salgy, Principal, WebWise Solutions

Seismic: Storytelling ReImagined: How Adobe Creates Engaging Content Experiences

Whether it is social media, television, online video, or email, we are living during a time when we are bombarded by a constant barrage of messages. Breaking through the content noise has never been easy, and this new remote environment has made it more challenging than ever before. Customers expect engaging experiences, not linear and static messages. Recognizing this dynamic Adobe has focused on one of the most challenging customers: internal audiences. In this session we will explore how Interactive Content combined with powerful analytics can engage the audience, and provide marketing teams with powerful, and unique insights into stories that resonate. Join this session to learn how to create immersive experiences that allow you to tell your unique story in a manner that attracts and engages your customer.

Speakers:
Jam Khan, VP, Product Marketing, Seismic
Jessica Holmes, Sr. Manager, Adobe Sales Academy & Sales Development, Adobe

Showpad: Driving Digital Transformation to Modernize Your Sales Team (LANXESS client story)

Operating in a more conservative industry, leading chemicals manufacturer LANXESS has lost tribal knowledge due to retiring sellers, while facing an increasing need for technical expertise to support their expanding, complex product portfolio. Ifra Sall, Manager Digital Technology Solutions, will explain how LANXESS moved away from traditional selling to more modern buyer engagement by investing in digital transformation. Ifra will explain some of the challenges they’ve overcome while rolling out a sales enablement strategy, and how multiple business units have experienced significant efficiency gains.

Speakers:
Ifra Sall, Manager Digital Technology Solutions, Lanxess

1:05 pm – 1:25 pm BST

Track Sessions

Channel
Channel Incentives: Using Data to Drive Behavior and Growth

B2B organisations must continually review the profitability and effectiveness of their partner incentive programmes as market conditions and partner ecosystems evolve. Yet manual processes and lack of channel process automation continue to hinder data-driven channel incentive investment strategy. In this session, we will reveal findings from a recent global channel incentives survey and discuss how channel marketers can select appropriate channel incentives to drive desired business outcomes with partners. This presentation will provide the following benefits:
• Provide insight on the evolution of channel incentive strategies
• Identify an opportunity for channel marketers to own the holistic performance of channel incentive programmes
• Understand how to ensure incentive programmes remain competitive and drive desired partner behaviour

Speakers:
Dara Schulenberg, Principal Analyst, Forrester

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Demand and Account-Based Marketing
Next-Generation Demand Waterfall® Diagnostics: Understanding the Impact of All Marketing Functions on Revenue

The SiriusDecisions Demand Waterfall provides a system of truth for organisations that aligns all marketing, teleservices, sales, and product actions with demand and revenue. Every action these groups take (or do not take) has an impact on the organisation’s ability to produce revenue. The next generation of Demand Waterfall diagnostics expands the view of how to optimise this process beyond the classic demand functions and considers the impact of additional marketing and sales efforts on the ability to optimise demand. Updated hypothesis maps provide insight into all marketing and sales functions, ranging from demand to brand and customer experience, offering a complete view of their relationship to revenue. This presentation will provide the following benefits:
• Understand how the Demand Waterfall and its diagnostics methodology connect the performance of the entire marketing, sales, and product functions to revenue
• Gain insight to identify core reasons why demand generation is not performing as expected using hypotheses that span the whole organisation
• Learn how to identify and resolve demand issues to drive process and revenue improvement

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Kerry Cunningham, VP, Principal Analyst, Forrester

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Emerging Growth
Alignment From the Outset: The Emerging-Growth Integrated Workflow

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

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Marketing Executive
Reshaping Stakeholder Perception of Marketing Value

As B2B CMOs and marketing leaders continue to transform their organisations, they must articulate where and how the marketing organisation creates value for the business in a succinct and holistic way. This notion of accountability is not new — marketing leaders have always been accountable for the size of the marketing database, the performance of marketing campaigns, the number of event attendees, and, ultimately, for pipeline contribution. What is changing is the level of accountability, and potentially the number of things marketing is accountable for, as well as to whom marketing is accountable. While a plethora of performance data is now available, the struggle to communicate marketing’s value has persisted and may never go away. Furthermore, the current pandemic and economic uncertainty have intensified focus and pressure in this area. This presentation will provide the following benefits:
• Understand typical scenarios of how marketing’s value is perceived in B2B organisations
• Learn a best-practice approach to capturing and communicating the full value of marketing
• Learn the five simple steps organisations should follow to operationalise this approach

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Mavis Liew, Principal Analyst, Forrester

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Marketing Operations
The Data Confidence Meter: Are You Prepared to Be Data-Driven?

The importance of being data-driven is frequently talked about, but few organisations have a clear understanding of what this concept really means. A data-driven organisation identifies the processes it needs its data to drive. It effectively manages that data and empowers its team to use it. The entire marketing function must embrace a data-driven mindset, and data consumers must be armed with the skills needed to access the data, draw inferences from it, and apply what they learn. In this session, we will clearly define what it takes to be data-driven, showcase a comprehensive assessment model, and deliver guidance on the required steps for improving an organisation’s ability to be truly data-driven. This presentation will provide the following benefits:
• Understand what it means for an organisation to be data-driven
• Learn why referencing the data confidence metre and setting quantifiable goals for individual and team improvement is so important
• Get an evaluation of required skills and competencies — not just for data teams but for all data consumers

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

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Product and Portfolio
Rocketing Into Orbit: How Portfolio Marketers Help Organisations Discover New Growth Opportunities

Portfolio marketers have always been upstream from other marketing teams, providing insights about markets and buyers, developing messaging, and leading launches. Portfolio marketers also must identify market opportunities and vectors for growth for the organisation’s offerings to contribute to high-level business objectives. This is a critical aspect of their role, especially during annual planning, in which revenue targets need to be backed by viable growth strategies. In this session, we will introduce a new model for portfolio marketers to use to identify the optimal growth opportunities for their business areas. This presentation will provide the following benefits:
• Learn how to identify and assess new market opportunities
• Discover a repeatable process that can be used annually or as business triggers occur
• Learn a prescribed method for presenting top market opportunities to executives

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester
Amy Hayes, VP, Research Director, Forrester

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Sales
Sales Reorgs Done Right: How to Restructure Your Sales Team Without Losing Customers and Sales Reps

Sales and sales operations leaders struggle to roll out new organisational structures in a manner that minimises the loss of customers and top sales reps. In this session, we will teach sales leaders the right steps to take in the face of a sales reorganisation to win the hearts and minds of the sales team and cause as little disruption as possible. This presentation will provide the following benefits:
• Learn how to reorganise the sales team in a way that minimises the loss of customers and top sales reps
• Grasp the importance of gaining buy-in from the sales team before rolling out changes in sales structure
• Understand how to use workshops to get buy-in from the sales team before rolling out a sales reorganisation

Speakers:
Mike Pregler, VP, Research Director, Forrester

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1:30 pm – 1:50 pm BST

Track Sessions

Channel
Beyond the Demand Waterfall®: Expand Your Focus for Greater Channel Pipeline Visibility

B2B organisations often struggle to establish lead management best practices with their partners, as many have an incomplete view of the channel demand universe and the types of leads that exist within the channel environment. The result is that channel leaders have only partial insight into partner demand efforts, lead progression, and performance. In this session, we will reveal how channel marketing leaders can strengthen their focus beyond the Demand Waterfall and apply best practices to improve channel lead visibility, partner lead performance, and ROI. This presentation will provide the following benefits:
• Learn a taxonomy to define the universe of channel lead types
• Understand how to operationalise the SiriusDecisions Demand Waterfall for the channel
• Get lead management recommendations to achieve channel success

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

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Demand and Account-Based Marketing
Matching Sales Strategy With Marketing Approach

The technologies and approaches used in account-based marketing and broad-based marketing are converging and becoming the foundation for all demand activities. However, this does not mean all accounts will be treated in the same way. In fact, rather than reducing the number of segments, organisations are using a more granular approach to segmentation. But how can sales and marketing work together to align on the type and level of buyer engagement to support for each segment? In this session, we will share an updated view of the Demand Spectrum and demonstrate how sales and marketing can use it to align on the type of engagement to be delivered as well as people, process, and system requirements. This presentation will provide the following benefits:
• Understand how different marketing approaches align best to known sales needs
• Discover how insight availability, sales and marketing collaboration, and the ability to customise deliverables inform selection of marketing approaches
• See how the Demand Spectrum Assessment Tool can help marketers understand their capability to support desired sales strategies

Speakers:
Isabel Montesdeoca, VP, Group Director, Forrester
Bob Peterson, VP, Principal Analyst, Forrester

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Emerging Growth
Aligning Corporate Strategies and Annual Marketing Plans in High-Growth Companies

Is marketing really being strategic if it hasn’t aligned the marketing plan to long-term and short-term corporate goals? In this session, we will show marketing leaders and their teams how to use a structured approach to create a multi-year strategy and annual marketing plan that align to corporate goals. Empowered with the strategy and plan, marketing can showcase how it supports efficient and effective execution and measurement to drive achievement of near-term business objectives and scale for long-term growth. This presentation will provide the following benefits:
• Learn how to formulate an actionable multi-year marketing strategy
• Understand how to use the marketing strategy to build actionable, achievable plans aligned to business goals
• Prove marketing’s contribution by communicating metrics aligned to corporate strategy and business goals

Speakers:
Matt Papertsian, VP, Research Director, Forrester

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Marketing Executive
Brand and Communications: What Role Does the Region Play?

Effective brand and communications in a region is often challenging. The internal challenge is to define and agree on how to split responsibilities between corporate communications and field marketing. The external challenge is to prevent customers from receiving mixed or confusing brand communication messages — corporate communications promotes a standard message in the market while field marketing promotes a message aligned to local buyer and customer nuances. We provide a framework that aligns corporate communications and field marketing, ensuring that global brand and communications delivers on global expectations while meeting market-specific needs. This presentation will provide the following benefits: ● Provide guidance on an integrated approach that enables corporate, region, and country to support brand and communications execution ● Introduce a framework to evaluate and implement responsibilities, capabilities, and process to ensure brand and communications is globally consistent and locally relevant ● Discuss a monitoring process that allows local marketing teams to provide feedback on brand and communications’ impact in their markets so changes can be made to facilitate the desired impact

Speakers:
Mavis Liew, Principal Analyst, Forrester
Ian Bruce, Principal Analyst, Forrester

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Marketing Operations
Blowing Up Marketing: How Buying Groups Change Everything

B2B marketers have been perfecting the craft of lead creation and management for more than a decade, but managing individual leads doesn’t address the fact that B2B buyers are groups rather than individuals. Although buyers may appear to be independent as they research solutions, in reality they are following unique paths to a shared destination. In this session we will outline what marketing organisations must do to beat their competition by identifying and capitalising on the presence of buying groups. This presentation will provide the following benefits:
• Understand the components that are affected by a focus on buying groups
• See examples of why these components are critical to an organisation’s ability to shift to buying group enablement
• Learn about concrete steps marketers can take to audit for current gaps and create a plan to address them

Speakers:
Kerry Cunningham, VP, Principal Analyst, Forrester
Vicki Brown, VP, Principal Analyst, Forrester

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Product and Portfolio
Productising Services: Successfully Developing and Delivering SaaP (Service as a Product)

Many organisations provide business services as part of their portfolio of offerings, but few manage them with the same rigour as products. They often miss out on opportunities to better monetise their service offerings due to ad hoc definitions and one-off projects that are not repeatable or widely available to many customers. In this session, we will provide recommendations on why and when to productise services and how to successfully develop a SaaP. This presentation will provide the following benefits:
• Understand the benefits of productising services
• Learn the steps to take to develop a SaaP and key pitfalls to avoid
• Understand how to manage a SaaP throughout its lifecycle

Speakers:
Sam Somashekar, Principal Analyst, Forrester

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Sales
Dynamic Guided Selling: The Future of Sales Tech Is Here Now

As the amount of time that sales reps spend directly interacting with buyers decreases, reps struggle to deliver more value in less time, making the interactions that do occur more important than ever. Leveraging technology is critical to sales productivity and providing value to the buyer. In this session, we will delineate seven areas where dynamic guided selling provides insight and guidance. This presentation will provide the following benefits:
• Understand the buyer’s journey and the seven critical interaction points where dynamic guided selling can have the most impact
• Gain insight into sales operations’ role in supporting dynamic guided selling and sales success
• Learn about technologies with the potential to change how sales teams will sell in the future

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

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Special Session
Build A Resilient Content Marketing Strategy

The global pandemic shifted how brands engage and interact with buyers – and some changes may be permanent. Content marketers must reevaluate their strategies in the face of reduced resources, lower engagement rates, and increased competition – especially via digital channels. Join Chris Parr and Varun Sedov as they walk through building a successful content marketing strategy based on the following three principles:

[1] Empathy: Humanize your content on customers’ rapidly evolving challenges
[2] Scrutiny: Demonstrate the business value of your solution during the heightened scrutiny in current market conditions, and
[3] Unity: Anchor content to constant themes and stories in order to do more with less.

Speakers:
Varun Sedov, Director, Content Marketing Consulting, Forrester
Chris Parr, VP, Principal Consultant, Forrester

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1:50 pm – 2:10 pm BST

Marketplace Energizer

2:10 pm – 2:30 pm BST

Case Studies

Bigtincan: Eaton - Rapid Deployment of a Learning Platform Across EMEA During the COVID-19 crisis

The EMEA Sales Operations and Enablement Team at Eaton worked with Bigtincan to build and rapidly deploy a training and coaching program for their sales teams across the region using the Bigtincan Learning platform. In a rapidly changing market environment Eaton wanted to ensure that their sales professionals had access to local language micro-learning content to help them build digital and data literacy skills as well as onboard changing portfolio and industry knowledge to reflect the dynamic market conditions.

Speakers:
Andy McDonald, Sales Operations EMEA, Eaton

Demandbase: High-Performing ABM: Lessons Learned Implementing a Global Strategy (Fenergo client story)

ABM is hot. But it’s time to move beyond the hype to discover how the most innovative marketers are practicing ABM. In this session, you’ll hear from an award-winning marketing team about how they successfully rolled out a high-performing ABM program. And, they’ll share tips for uncovering buyer pains you can solve immediately, how to measure ABM strategy and success, and key takeaways they learned along the way.

Speakers:
Conor Coughlan, Chief Marketing Officer, Fenergo
Geraldine Flynn, Global ABX Director, Fenergo
Paul Gibson, VP EMEA, Demandbase

Highspot: Sale Enablement at a Global Scale with DocuSign

Enabling a global sales team can be a huge success with a little planning and forethought. Come listen to Jeff Leslie share the DocuSign story on how they implemented Highspot as a critical part of a new selling system. This system, based on globally consistent sales process and data, allows DocuSign to deliver prescriptive content to the right sellers at the right time, in context of their Salesforce Accounts and Opportunities.

Speakers:
Jeff Leslie, Sr. Director of Field & Partner Enablement, DocuSign

MarketOne: Schneider Electric's Always-on engagement strategy: scale globally in a decentralized organization

Creating an always-on engagement strategy for your customers based on a data-driven approach starts by segmenting your database and creating a communication blueprint. How to then build successful always-on programs that keeps your audience engaged during the various stages of the buyer journey? And how do you roll that out on a global scale in a decentralized organisation? What obstacles do you face from an organizational perspective? How to drive change management and manage multiple stakeholders in the organization?

Speakers:
Mandy Wallace, Head of Global Digital Demand Generation, Schneider Electric
Kalja Moolenaar, Marketing Strategist, MarketOne International

Salesforce: How Capita Drives Connected Customer Engagement in Times of Change

Marketers have become increasingly responsible for optimising and delivering customer experience. In times of change, it’s more important than ever for marketers to break down organisational silos, and truly understand their customers. Learn how Salesforce helps marketers at Capita align around a single source of truth to drive growth and nurture customer relationships at scale. In this webinar, you will learn how to: Engage Buyers, Close Deals and Grow Relationships.

 

Speakers:
Antonia Wade, Chief Marketing Officer, Capita

2:35 pm – 2:55 pm BST

Track Sessions

Channel
Moving the Channel Sales Needle: Rebuilding Your Channel Sales Team to Meet the Needs of Today’s Partners

Not so long ago, holding lunch-and-learns and playing golf with the owner or sales manager were the most common ways to gain channel partner trust and business. Well, those days are gone. In response to changes in the buyer’s journey and increasing solution complexity, today’s partners are demanding to work with channel sales reps who can not only help their sales team sell more, but also understand their business and be counted on as trusted advisers. In this session, we will define what it takes for a channel sales team to succeed in today’s marketplace, including core roles and priorities, skills, and tools for effectively and efficiently exceeding quota and partner expectations, and best practices for measurement and motivation. This presentation will provide the following benefits:
• Understand how changes in the marketplace are driving changes in channel sales team roles and responsibilities
• Learn about new roles, skills, and capabilities that meet the needs of today’s channel partners
• Review a step-by-step process for building a channel sales team that addresses partner requirements as well as company goals

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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Demand and Account-Based Marketing
Understanding and Interpreting Buying Group Signals

As they research and evaluate business solutions, B2B buying groups emit a variety of signals. The most effective revenue engines are equipped to receive, interpret, and act on buying group signals to enable effective actions. In this presentation, we will describe the breadth of signals that organisations must be equipped to receive and discuss how they should be combined to enable effective marketing and sales responses. This presentation will provide the following benefits:
• Understand how and why disparate signals should be combined to create truly powerful buying group signals
• Learn the major classes of buying group signals
• Hear examples of how organisations are executing this today and driving next-level results

Speakers:
Kerry Cunningham, VP, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

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Emerging Growth
Presenting to the Board: Four Keys to Success

Presenting to the board does not need to feel like an ambush. Four keys to success can help marketers tell the right story in the right way while avoiding common pitfalls that can derail the presentation. This presentation will provide the following benefits:
• Make board presentations less intimidating by understanding the audience
• Understand how to convey marketing’s true value
• Learn how to tell the right story with the right metrics

Speakers:
Jennifer Rouse, Principal Analyst, Forrester

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Marketing Executive
Engagement Programmes: The Golden Ticket to Customer Value

Long-term customer relationships are built on a customer experience that delivers value. Building trust is difficult when the interactions between company and customer are built solely on the company’s need to renew, cross-sell, and ask for references. Customers don’t grow with an organisation if they don’t want to stick around. Engagement campaigns managed by customer marketing strengthen the relationship and build loyalty, which leads to improved retention, growth, and customers’ willingness to advocate. In this session, we will define engagement campaigns and recommend how customer marketing can work with other functions to implement them and measure their impact. This presentation will provide the following benefits:
• Learn how B2B customer engagement programs complement demand and reputation programmes
• Discover a structure for planning engagement programmes to meet objectives in the areas of voice of the customer, loyalty, retention, and advocacy
• Understand how to interlock customer marketing, demand marketing, account-based marketing, sales, and customer success for best-in-class engagement

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

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Marketing Operations
Business Requirements and Technology Capabilities for Buying Group Awareness

Virtually everyone thinks the Demand Unit Waterfall™ is the best way to measure demand, but many find the technical complexities of implementing demand units to be overwhelming. However, setting up demand units is easier than you may think, and you probably already have the systems you need. In this session, we will define what you need for Demand Unit Waterfall implementation and how to assess your tech stack capabilities for success. This presentation will provide the following benefits:
• Understand the business requirements for each stage of the Demand Unit Waterfall
• Assess your current tech stack capabilities to support buying groups
• Identify and remediate tech stack gaps to set up buying groups for the Demand Unit Waterfall

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Terry Flaherty, VP, Principal Analyst, Forrester

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Product and Portfolio
The New PMM Model: Advancing Agility and Alignment for Increased Growth

The SiriusDecisions Product Marketing and Management (PMM) Model has been adopted by hundreds of B2B organisations, revolutionising the way they innovate and bring offerings to market. The PMM Model has enabled these organisations to create more customer-centric offerings and get them to market on time through an efficient workflow that stresses product readiness and organisational alignment. After nine years of helping clients operationalise the PMM Model, we are now introducing a new version that supports greater customer- and market-centricity, more agility and iteration, and broader alignment. In this session, we will unveil the new version of the PMM Model, along with the key trends and lessons that have driven its creation. This presentation will provide the following benefits:
• See how agile approaches and activities integrate with a consistent go-to-market and innovation process for new products as well as product updates and enhancements
• Understand how the updated model drives improved alignment across product, marketing, and sales — and now customer success — for better business decision-making and, ultimately, greater product success
• Learn how the customer success function drives improved customer-centricity, retention, and business growth

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

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Sales
Sales Methodologies: What to Consider Before Making a Change

Defining a formal sales methodology helps the sales organisation realise repeatable and scalable results by replicating the behaviours and activities of high performers. However, companies often adopt a new sales methodology with little understanding of what they are getting and how to ensure a successful implementation and ongoing engagement. This session will explore the various types of sales methodologies, the business needs that a methodology addresses, and a process for internal discovery, methodology definition, and alignment to sales outcomes. This presentation will provide the following benefits:
• Understand the difference between sales methodology, sales process, messaging, and skills
• Build a roadmap for defining and implementing sales methodologies that reps will actually use
• Identify commercial methodologies and what to look for in an external provider

Speakers:
Eric Zines, Principal Analyst, Forrester

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3:00 pm – 3:30 pm BST

Building Resilient Plans Across the Revenue Engine

The increasing pace of change with markets, buyers and technology puts pressure on B2B organisations to become more agile and dynamic in the way they plan and execute their go-to-market efforts. In addition, macro-economic events such as the current pandemic and associated economic uncertainty mean the plans of many organisations can quickly become obsolete. However, the functions that comprise the Revenue Engine (Sales, Product and Marketing) often treat annual planning as a once-a-year exercise that results in a static plan. Only 14% of organisations report they have an aligned planning process that includes sales, product and marketing, and according to SiriusDecisions annual CMO study, APAC CMOs indicate that the annual planning process is their number one priority for improvement. Revenue leaders must develop annual plans that are resilient, drive focus, and enable agility within their organisations to rapidly adapt to changing market conditions. This presentation will provide the following benefits:

• Gain a clear understanding of the characteristics of resilient revenue plans
• Learn how building resilient plans can drive alignment and interlock across the revenue engine
• Understand how to maintain interlock and alignment across sales, product and marketing as you move from planning to execution

Speakers:
Pascal Matzke, VP, Research Director, Forrester
Meta Karagianni, VP, Research Director, Forrester
Steve Silver, VP, Research Director, Forrester

3:35 pm – 4:00 pm BST

B2B Marketing Certification Live – Session 1! Targeting Personas to Develop a Winning Go-To-Market Strategy

Engage in facilitated video lessons sampled from our Core B2B Marketing Certification: B2B Marketing Foundations. Watch as VP, Group Director, Phil Harrell discusses the buyer persona framework, discusses why understanding customer obsession is vital for buyer roles, and reviews the importance of identifying the total addressable market. Continue on to Forrester’s dynamic learning experience platform for hands-on exercises that make it easy to apply these lessons in your own context.

Speakers:
Vikram Sehgal, VP, Research Director, Forrester
Phil Harrell, VP, Group Director, Forrester

Wednesday Oct 7

9:00 am – 10:30 am BST

Executive Leadership Exchange

The Executive Leadership Exchange is an invitation-only programme. Click here to learn more. 

9:45 am – 10:15 am BST

B2B Marketing Certification Live – Session 2! Targeting Personas to Develop a Winning Go-To-Market Strategy

Learn the four steps to effectively size a market, how to interpret relative targeting, and how to leverage the SiriusDecisions Demand Creation Spectrum as a way to classify and socialize the type of demand you are trying to create with video lessons from B2B Marketing Certification analyst-instructor Phil Harrell. Continue on to Forrester’s learning experience platform for access to exclusive case studies, a hands-on exercise, and the opportunity to exchange lessons learned with your peers.

Speakers:
Vikram Sehgal, VP, Research Director, Forrester
Phil Harrell, VP, Group Director, Forrester

10:30 am – 11:00 am BST

Driving More Efficient Revenue Generation in an Uncertain World

Sales, marketing, and product leaders have an incredible opportunity to increase revenue efficiency by streamlining the overall buying experience to match buyer expectations. If completed correctly, this transformation effort enables organisations to lower the cost of customer acquisition and support while turning the buying experience into a competitive advantage. This presentation will provide the following benefits:
• Understand why today’s go-to-market approaches are neither efficient nor buyer-centric
• Learn how to use a simple playbook to transform your organisation’s go-to-market approach, delighting buyers and growing revenue more efficiently
• Learn about the metrics organisations should use to drive operational efficiency

Speakers:
Phil Harrell, VP, Group Director, Forrester

11:05 am – 11:25 am BST

Track Sessions

Channel
Revenue Enablement: How Will It Make Us More Competitive?

SiriusDecisions has identified revenue enablement as a best practice that allows B2B organisations to produce a win-win-win outcome — for their customers, their customer-facing team members, and themselves, in that order. Our recent research and customer case studies have guided and highlighted specific ways in which organisations are breaking down internal barriers to deliver consistent, competent customer experiences that optimise business outcomes while operationalising revenue enablement. In this session, we will define internal competencies, assets, and communications best practices that support optimised customer experiences and address how to measure revenue enablement success. This presentation will provide the following benefits:
• Learn how to customise revenue enablement to your organisation’s specific needs
• Understand which customer interactions will benefit from a revenue enablement approach
• Identify which customer-facing personas should be included in overall enablement efforts

Speakers:
Maria Chien, VP, Research Director, Forrester
Peter Ostrow, VP, Principal Analyst, Forrester

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Demand and Account-Based Marketing
The Operational Convergence of ABM and Demand in EMEA

When competing for limited resources, account-based marketers and demand marketers often experience tension in their relationships. Demand marketers are increasingly harnessing platforms that grant them greater levels of insight and customisation than they have in the past, allowing them to market to accounts with greater precision. Account-based marketing (ABM) leaders, meanwhile, are under pressure to scale ABM to larger numbers of accounts. They must often harness the demand marketers’ infrastructure to create the desired scale, resulting in tension between the two functions to preserve the integrity of their respective domains while also considering how best to partner when their respective programmes touch the same accounts. In this session we’ll talk about the state of convergence between demand and ABM in EMEA, and how to remove the friction and manage channel convergence to best effect. Attendees will learn how to optimise people, processes, and tools so their organisations can take an appropriate approach to convergence given their goals and circumstances. This presentation will provide the following benefits:
• Understand the state of convergence between demand and ABM in EMEA
• Determine when it makes sense to converge demand and ABM
• Learn a practical method for managing convergence

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

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Emerging Growth
Revenue Engine Measurement for Emerging Companies

Traditionally, marketing and sales teams have reported metrics separately, and if both teams are hitting their numbers, everything appears to be on track. But what if marketing is hitting its lead number and sales is missing its revenue number? Ultimately, marketing and sales should be partnering to drive revenue, not just hit functional KPIs. Shifting measurement to a revenue engine model helps sales and marketing work together for overall revenue success by reviewing each stage of the revenue engine and aligning individual and joint metrics for organisational success. This presentation will provide the following benefits:
• Understand why a revenue engine measurement model is critical to success
• Learn key actions to creating and executing the model
• Identify common pitfalls to avoid

Speakers:
Jennifer Rouse, Principal Analyst, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

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Marketing Executive
Breaking Down the Barriers to Operational Effectiveness

While striving to drive greater marketing efficiency and effectiveness, marketing leaders often default to examining the organisational structure. But sometimes what is perceived to be an issue with the marketing organisation is not a structural issue at all. In this session, we will look at various symptoms that may be holding the organisation back and identify corrective actions and innovative approaches marketing leaders can use to improve operational effectiveness and drive continuous improvement. This presentation will provide the following benefits:
• Get recommendations for driving lasting organisational improvements without restructuring
• Understand what leads to marketing organisational effectiveness
• Learn a proven approach to diagnosing symptoms of inefficiency and evaluating options to address them

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Robin MacKenzie, Principal Analyst, Forrester

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Marketing Operations
Marketing Sourcing Has Become a Path to Irrelevance: It's Time to Move On

Most B2B marketers understand that the days when marketing’s primary job was to pump out leads for sales to work are long gone. However, the systems we use to understand marketing’s impact haven’t quite gotten the message. In this session, we will examine why marketing-sourced metrics never adequately captured the value marketing creates. We will also look at what really matters and how to sell this new vision within an organisation. This presentation will provide the following benefits:
• Learn how marketing-sourced metrics understate marketing’s contribution to the business
• Discover how new techniques have exposed the limitations of lead-centric processes
• Explore what needs to be measured to understand, manage, and communicate marketing’s contribution

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

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Product and Portfolio
Value-Based Pricing for Software-as-a-Service and Subscriptions

Increasingly, B2B organisations are striving to develop a value-based approach to pricing. However, organisations often leave money on the table by failing to understand customer value drivers and how to differentiate customers according to their needs and the value they gain from the offering. In this session, product and marketing managers will learn how to better align packaging and pricing with their value messages for customers. This presentation will provide the following benefits:
• Learn why value-based pricing is vital for growing and monetising subscription offerings
• Understand key steps for packaging offerings into core products and optional add-ons to maximise business wins, renewal, and upsell
• Get answers to common pricing questions such as, “Do customers prefer to pre-buy a specific quantity at a known cost, or pay as they go for actual usage?

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester
Duncan Jones, Vice President, Principal Analyst, Forrester

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Sales
Understanding Commissionable Impact: A New Approach to Designing Sales Compensation

The history of business is littered with successful organisations that ultimately failed because they could not or would not adapt to meet the changing needs of their buyers. Organisations that will navigate today’s changing B2B buying behaviours successfully will adapt on the basis of a strategic understanding of the evolving relationship between their specific offerings and buyer motions. This presentation will provide the following benefits:
• Gain insight into the environmental factors driving fundamental changes in B2B buyer expectations today
• Understand how the pace, timing, and impact of these changes will ultimately affect all industries and markets
• Learn how to optimise your organisation’s planning according to the unique characteristics of offerings and buyers

Speakers:
Steve Silver, VP, Research Director, Forrester
Seth Marrs, Principal Analyst, Forrester

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11:25 am – 11:45 am BST

Marketplace Energizer

11:45 am – 12:05 pm BST

Track Sessions

Channel
The B2B Buyer Has Changed — But Have Your Partners? The Next-Generation Partner Ecosystem

B2B buying has undergone a dramatic shift, and the complexity of what is being sold has experienced large-scale changes. Because of these emerging trends and changing buying dynamics, we are seeing the rise of next-generation channels (e.g., influence/affiliate) and new partner types (e.g., marketing/digital agencies, accounting firms, private equity companies, HR firms). However, many suppliers are still focusing on traditional partner types, supported by the same old programmes. Suppliers must evolve their partner ecosystem and how they support it — or risk being left behind. This presentation will provide the following benefits:
• Understand the nuances in the marketplace that are introducing change into the partner ecosystem
• Learn about emerging partner types and their motivation drivers
• Gain insight into how to prepare for and leverage these new partner types

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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Demand and Account-Based Marketing
AI for Personalisation in Europe: Accelerating Adoption

The hype around AI for personalisation has reached fever pitch, but there is lack of clarity on what exactly it is, what the challenges and opportunities are, and how to accelerate adoption. Firms that use AI-driven personalisation at scale are few in number, but they gain significant differentiation from these approaches. This presentation will provide the following benefits: • Know what AI for personalisation is and why it is important
• Understand where disruption is occurring and what can go wrong
• Learn what European companies should do about AI for personalisation

Speakers:
James McCormick, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

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Emerging Growth
How Emerging Companies Can Effectively Pilot ABM

As companies embrace the concept of using account-based marketing (ABM) as a strategy to focus sales and marketing attention on the accounts that matter most, they must decide how to begin the process of pivoting to ABM. For emerging companies, resources are already limited and time to revenue is critical, so ABM should begin with a well-structured pilot. This approach ensures that the changes required to support ABM can be implemented in a manageable way and any course corrections can be made before ABM is deployed on a broad scale. In this session, we will outline the steps emerging companies must consider when structuring an ABM pilot including setting the ABM strategy, selecting the accounts, conducting the pilot, and ultimately evaluating the impact to set the stage for full programme rollout. This presentation will provide the following benefits:
• Understand the components emerging companies must consider when structuring an ABM pilot
• Receive guidance on timing, duration, and evaluation of a typical ABM pilot at an emerging company
• See examples of how emerging companies have successfully structured ABM pilots

Speakers:
Jennifer Rouse, Principal Analyst, Forrester
Bob Peterson, VP, Principal Analyst, Forrester

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Marketing Executive
Twist and Shout: Turning Campaign Strategy Into Effectively Orchestrated Execution Programmes

You have identified your target market segments, unearthed sharp insights about buying groups, crafted needs-based themes, and secured approval of your campaign architecture. Now comes the hard part: How do you pivot from strategy to execution? How do you determine the most effective balance of programmes and tactic mix that truly reflect the buyer’s journey? How do you become more creative in tactic selection? This presentation will provide the following benefits: “• Discover how to design programmes that will support your campaign strategy effectively
• Learn techniques to ensure all the right players and stakeholders participate in programme design
• Understand how the right methodology can simultaneously unleash creativity and produce a disciplined execution roadmap”

Speakers:
Monica Behncke, VP, Group Director, Forrester
Carrie Rediker, VP, Principal Analyst, Forrester

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Marketing Operations
The Essential Role of Content Operations in a Future-Ready B2B Revenue Engine

Global content operations is a critical success factor for every aspect of revenue engine growth and customer experience optimisation. Virtually every aspect of marketing, sales, product, customer success, and support involves content in some form. Yet fewer than 15% of organisations cite advanced content operations maturity today. The cost of poor content operations competencies is significant content waste, process, and measurement challenges that handicap business goals and the customer experience. In this session, we will share the best practices, processes, and technology that B2B leaders must establish to improve content operations in sales, marketing, and product functions. This presentation will provide the following benefits:
• Understand the emerging trends driving the need to focus on content engine transformation
• Learn the content operations best practices that should be adopted in every B2B organisation
• Learn how to align and evolve global content operations across teams and functions

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester

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Product and Portfolio
Messaging Hierarchies: Creating a Messaging Ladder From Product to Portfolio to Corporate

Portfolio marketers must create and organize messaging for individual offerings, solutions, and portfolios of offerings through the lens of specific personas, buying groups, industries, and geographies. They also must ensure the messaging fits under the umbrella of the corporate brand’s identity. We provide a framework and process for creating value propositions and messaging for target buyer audiences that connects individual offerings, offering portfolios, and corporate-level messaging in a unified hierarchy. This presentation will provide the following benefits:

• Ladder individual product or solution messages to higher-level buyer needs
• Ensure consistent and cohesive messaging from the brand level down to individual offering
• Understand regional nuances in buyer messaging to support thought leadership and campaign themes

Speakers:
Barbara Winters, Principal Analyst, Forrester
Barry Vasudevan, VP, Principal Analyst, Forrester

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Sales
Measuring the B2B Revenue Engine: An Aligned Approach for Managing Revenue Operations

It’s true that B2B alignment requires C-suite leaders to focus on the end-to-end performance of the revenue engine. Yet this task can seem hopelessly daunting with the wide array of available measurement choices and performance data sprinkled throughout business systems across marketing, sales, and customer success. How can revenue operations leaders present measurement that will drive aligned business performance without undermining functional optimisation? In this session, we will provide clear guidance on how to drive accountability and collaboration across the revenue engine — regardless of an organisation’s revenue operations structure. This presentation will provide the following benefits:
• Learn to build a management cadence that drives accountability, alignment, and collaboration
• See a balanced and structured performance framework tied to C-suite priorities
• Elevate analytics output to drive insights, influence, and persuasion

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

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12:10 pm – 12:30 pm BST

Case Studies

Bigtincan: It's not about microlearning, it's about LEARNING with BPM Works

You spent months creating the perfect “microlearning” course only to have it roundly rejected by your sales team. Why the backlash? Why the refusal to participate? Join the team from BPM Works to learn how to create learning that makes sellers want to come back for more.

Speakers:
Philip Chew, Learning and Sales Enablement, BPM Works
Robin Griffiths, CEO and Founder, BPM Works Limited

Highspot: Unlocking the Secrets to Driving Global Sales Enablement Success: a Fireside Chat with Survey Monkey

Listen in as Lisa Duncan, Director of Sales Enablement at Survey Monkey shares her expertise and best practices for developing a successful global sales enablement team.

Key Takeaways:

• Discover key criteria for consideration when developing a global sales enablement program

• Learn best practices for scaling your enablement program to serve a global organization

• Explore areas of opportunity for advancing your sales enablement strategy with advanced technologies.

Speakers:
Lisa Duncan, Director of Sales Enablement, Survey Monkey

MRP: ABM For The Sophisticated Marketing Organization (Juniper Networks client story)

While data flows through Juniper Networks hardware and software products every day, this session will focus on how they apply data to execute and measure account-based marketing in one of the most demanding environments you’ve ever seen… selling multiple product lines through hundreds of partner organizations to thousands of target accounts globally. Oh, and their objective is to drive post-funnel revenue through renewals, cross-sell, and upsell strategies.

Speakers:
Tina O’Dell, Global Channel Marketing, Juniper Networks

Seismic: Driving Sales through Compelling Brand Experiences with Vodafone Business

Enabling your team to orchestrate content creation and activation to tell the most impactful stories and deliver truly differentiated customer experiences in a highly competitive market. The experience your buyer is looking for is dependent on the story your teams are able to tell consistently across channels at all times. Equipped with intelligence of content performance, you will be able to allocate resource effectively and enable truly collaborative global-to-local partnership, focusing on creating the right content that drive business performance.

Speakers:
Ebru Ozguc, Head of Brand & Digital Marketing, Vodafone Business
Randy Wootton, CSO and President, Percolate by Seismic

12:35 pm – 1:05 pm BST

In the Age of the Customer, Why Is B2B Measurement All About Us? Recalibrating How We Understand Business Impact

Despite ever-increasing customer expectations and evolving approaches to delivering growth, B2B organisations continue to rely on well-worn performance goals and corresponding metrics. However, measurement centred around customer acquisition and internal operations fails to live up to the task and stands in the way of customer-centricity. In this session, we will highlight a balanced approach to managing B2B metrics and performance through the adoption of a revenue operations mindset. This presentation will provide the following benefits:
• Learn how to create a simple playbook for transforming how you measure your go-to-market approach
• Help identify blind spots in your performance management
• Turn the buying experience into a competitive advantage and accelerate revenue

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

1:05 pm – 1:25 pm BST

Marketplace Energizer

1:25 pm – 1:45 pm BST

Track Sessions

Channel
Programmes of the Year: Channel Marketing - SAP Concur
Driven by the conversations of Forrester SiriusDecisions analysts with hundreds of organizations, our Programmes 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, Channel Marketing Programme of the Year Award Winner Brian Gilbert of SAP Concur will share how his organization used multiple strategies to drive change and success in the channel.

Speakers:
Dara Schulenberg, Principal Analyst, Forrester
Brian Gilbert, Sr. Director, Global Partner Ecosystem Marketing, SAP Concur

READ MORE +READ LESS -
Demand and Account-Based Marketing
Programmes of the Year: Demand and ABM - Orange Business Services
During this session, Natasha Pearson – Chief Marketing and Communications Officer at Orange Business Services will describe the 7-year journey that her organization has been on to launch, scale and innovate their ABM program, taking in more advanced concepts such as big-deal marketing, center of excellence design, and evolving their tech stack.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester
Natasha Pearson, Chief Marketing and Communications Officer, Orange Business Services

READ MORE +READ LESS -
Emerging Growth
Client Panel: Best Practices for Marketing and Sales

Emerging companies can pivot faster and respond to disruption more effectively when marketing and sales ingrain B2B best practices into their organisational culture from the start. In this session, you will hear from your peers at European-based emerging companies on which best practices to apply during complex market changes. This session will provide the following benefits:
• Get insights on real-world application of sales and marketing best practices during disruption
• Understand which levers to pull to drive tighter alignment for immediate results
• Learn how customer obsession drives higher revenue growth

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester
Kristin W. Naragon, VP Strategy & Growth , Akeneo
Brendan Walsh, Chief Commercial Officer , Origina LTD
Nigel Williams, Chief Marketing Officer , Quadrotech Solutions AG

READ MORE +READ LESS -
Marketing Executive
Programmes of the Year: Marketing Executive - SAS

Programme of the Year (POY) award recognises outstanding achievements in a particular area in sales, marketing and product functions based on the successful implementation of SiriusDecisions’ research, frameworks and best practices to improve functional performance.

Speakers:
Robin MacKenzie, Principal Analyst, Forrester
Patrick Xhonneau, Vice President, Marketing EMEA, SAS

READ MORE +READ LESS -
Marketing Operations
Programmes of the Year: Marketing Operations - Eaton

Programme of the Year (POY) award recognises outstanding achievements in a particular area in sales, marketing and product functions based on the successful implementation of SiriusDecisions’ research, frameworks and best practices to improve functional performance.

Speakers:
Julian Archer, VP, Principal Analyst, Forrester Research
Nina Bennett, Director, Commercial Operations and Technology, Eaton

READ MORE +READ LESS -
Product and Portfolio
Programmes of the Year: Portfolio Marketing and Content Strategies - RICOH Europe

Riding The Shockwave

How RICOH pivoted in the pandemic and accelerated its transformation through the ‘Work Together Anywhere’ campaign.

Speakers:
Paul Ferron, Principal Analyst, Forrester
Olivier Vriesendorp, Vice President, EMEA Portfolio Marketing & Product Management, RICOH Europe

READ MORE +READ LESS -
Sales
Programmes of the Year: Channel Sales - Malvern Panalytical
One of the most common questions Forrester SiriusDecisions analysts get from clients is, “Can you show me an example of someone who’s doing ‘X’ the best?” Driven by conversations with hundreds of organizations, our Programmes of the Year sessions showcase programs that our analysts have chosen as best-in-class across marketing, sales and product disciplines — in the client’s own words. This Programme of the Year Session will feature Dr. Jim Fatkin, director of business development for Malvern Panalytical, who will explain how his organization used best practices to achieve award-winning results in the channel.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester
Dr. Jim Fatkin, Director of Business Development - Sectors, Malvern Panalytical

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1:50 pm – 2:20 pm BST

Profiles in Courage: The Journey to Success

The SiriusDecisions Return on Integration Honours recognise clients for their outstanding achievements in sales, marketing, and product alignment, and showcase how they have successfully implemented SiriusDecisions’ research, frameworks, and best practices to improve company performance and growth. Behind these client success stories are people — individuals within B2B organisations who lend expertise and experience; drive decision-making; fail and try again; and engage, motivate, and inspire others. In this session, we will explore the human aspect of the Return on Integration Honours — the people running the B2B revenue engine. This presentation will provide the following benefits:
• Learn about career decisions and inflection points that led to revenue engine leaders’ success
• Understand the most difficult challenges revenue engine leaders faced and how they overcame them
• Gain insights into how to navigate the phases of your organisation’s journey to success

Speakers:
Jennifer Ross, VP, Research Director, Forrester
Robin MacKenzie, Principal Analyst, Forrester
Dominic Tavassoli, Vice President of Products , HID Global

2:25 pm – 2:55 pm BST

Guest Performer- Ellie Goulding & Closing Remarks

Multiplatinum-selling singer/songwriter Ellie Goulding’s career to date has seen her receive two GRAMMY Award nominations, a Golden Globe nomination, two BRIT Awards, sales of 18 million albums and over 140 million singles, and 23 billion streams worldwide. With over 50 million followers combined on her social platforms, she also earned YouTube’s Diamond Award with 10 million subscribers on her YouTube channel and over 5 billion views globally. Ellie holds Billboard’s Hot 100 record for the most entries on the chart this century by a British female vocalist. All three of her albums have been certified platinum, with 18 of her singles now RIAA certified.

Ellie’s fourth and highly anticipated new album Brightest Blue has been applauded by critics across the globe with Variety raving the album is her “best and most complete work, a lovelorn mess of emotions atop a mass of vibrant soundscapes,” while The Guardian stated it’s “a triumph of heart and ambition” and “her best yet.” The album is presented in two parts, the first 13 tracks are the thoughtful contemplations that make up “Brightest Blue” (executively produced by Ellie Goulding & Joe Kearns) and the second part, “EG.0” consists of huge pop bangers with collaborators including Lauv, Swae Lee/Diplo, blackbear and the late JUICE WRLD. Across the two halves Ellie enlisted a number of writers and producers to help create the finished product, including the likes of Tobias Jesso Jr., Starsmith, ILYA, serpentwithfeet, Patrick Wimberly (of Chairlift) and Jim Eliot among others.

Speaking about the two-sided album Ellie explains “the first half reflects my vulnerability… it acknowledges a complex world where relationships still dictate our happiness and heartbreak and can still be the most painful thing in the world, no matter how enlightened you are. The tracks also symbolise growing up and becoming a woman.” About the second half she says it “encapsulates my confident, brave and fearless side and features all my recent collaborations.” Ellie adds, “I often find myself writing about my thoughts and emotions in a way that I know will be catchy and memorable. I will always seek to use my voice in ways that no one would ever expect and look to collaborate with the least likely, exciting and eclectic group of other artists.”

On August 26th, Ellie gave fans around the world a spellbinding performance from the iconic V&A (Victoria & Albert Museum) in London during her one-off exclusive pay-per-view live streamed gig, presented by LIVENow, for “The Brightest Blue Experience.” She performed a number of tracks from her new album as well as other fan favorites, and was joined by friends and collaborators Diplo, Lauv and blackbear via video link. The stream was also broadcast via three additional time zones to cater to audiences across the globe from North, South and America as well as Asia, Australia and New Zealand.

Outside of music, Ellie is a long-standing activist and philanthropist and has long used her platform to engage young people with global issues. In November 2017 she was awarded the United Nation’s New Voices Award by the UN Foundation in recognition of her activism and became a Goodwill Ambassador for UN Environment. Goulding now works with the UN as a Global Environmental Ambassador and uses her platform to drive a number of other philanthropic ventures including being a patron of women’s shelter The Marylebone Project. At this critical time in society, Ellie campaigns at the highest level, working year-round to amplify the voices of young people in particular. She is passionate that political discussions on climate must match the ambitions of young people across the world.

During 2018 Ellie addressed 85 heads of state in London at the Illegal Wildlife Trade Conference, spoke to the fashion industry on the necessity of climate goals at the UN’s Fashion for Development showcase in Paris and delivered a speech at the UK’s home of science, The Royal Institution, in the final round of Talanoa talks on the eve of COP24. In April 2019 she teamed up with Netflix and Oscar winning composer Steven Price to perform an original song for Sir David Attenborough’s latest series ‘Our Planet’. In October 2019, Ellie took part in One Young World – the global forum for 2,000 young leaders from 190 countries – which aims to accelerate social impact and address urgent global issues such as climate change, gender equality, refugees, and many more.