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 Presentation
  • 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
  • 3:30 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 BSTProgram of the Year Awards
  • 1:50 pm – 2:55 pm BSTKeynote Session
  • 2:55 pm – 3:00 pm BSTClosing Remarks

Monday Oct 5

12:00 pm – 5:00 pm BST

Super Monday

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, Vice President, Forrester
Meta Karagianni, VP, Research Director, Forrester
Anthony McPartlin, Principal Analyst, Forrester Research
Matt Papertsian, VP, Research Director, Forrester
Laura Koetzle, VP, Group Director, Forrester

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

Tuesday Oct 6

9:00 am – 10:30 am BST

Executive Leadership Exchange

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

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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Sales
Three Actions: Aligning Sales and Marketing Operations

Speakers:
Phil Harrell, VP, Group Director, Sales Research, 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

Stay tuned for more information.

12:40 pm – 1:00 pm BST

Sponsor Case Studies

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
Robert McKinnon, 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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1:50 pm – 2:10 pm BST

Marketplace Energizer

2:10 pm – 2:30 pm BST

Sponsor Case Studies

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 Programs: 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:
Heather Cole, VP, Research Director, 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
Mike Pregler, VP, Research Director, Forrester

3:10 pm – 3:40 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, Sales Research, Forrester

Wednesday Oct 7

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, Sales Research, 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, Sales Research, 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
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Sales
The Future of Sales Compensation: Adapting to New Buyer Behaviors

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

Sponsor Case Studies

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

Demand and Account-Based Marketing
POY (Past and Present): Demand and ABM

Stay tuned for more information.

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

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Marketing Operations
POY (Past and Present): Marketing Operations

Stay tuned for more information.

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

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Product and Portfolio
POY (Past and Present): Portfolio Marketing and Content Strategies

Stay tuned for more information.

Speakers:
Paul Ferron, Principal Analyst, Forrester

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Sales
POY (Past and Present): Channel Sales

Stay tuned for more information.

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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Client Panel
Client Panel/Client Fireside Chat

Stay tuned for more information.

Speakers:
Robin MacKenzie, Principal Analyst, Forrester

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Client Panel
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

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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

2:25 pm – 2:55 pm BST

Guest Appearance

Stay tuned for more information.

2:55 pm – 3:00 pm BST

Closing Remarks

Summit EMEA · October 6 – 7 · Live Virtual Experience