Forrester's Forum For Sales Enablement Professionals

Accelerating Revenue In A Changed Economy

Monday, March 4, 2013 - Tuesday, March 5, 2013Scottsdale, AZ

Track Description

These sessions are designed to map out your new approach to designing and delivering the content needed to execute the oldest growth strategy in the book: Sell more of your stuff to the clients you already know. This cohesive track will give you the inspiration and practical guidance you need to use your customers’ business pain patterns as the starting point for content that will help you achieve your cross-selling goals.

Track Description

These sessions will help you apply the frameworks and new process disciplines you need to break down and rebuild your lead-to-revenue (L2R) system. To drive revenues from new logos and buyers, that system must map to your buyers’ needs and journeys and be built with cross-functional process mapping at the core. Engaging with early-stage buyers means that marketing must take responsibility for rethinking and redesigning a much bigger piece of the L2R cycle.

Track Description

These sessions will help you adapt to the changing partner landscape while implementing the program elements necessary to win your due share of channel revenues. With business models morphing to accommodate the cloud, it’s now time for new thinking and systematic practices in the channel partnership world. This track will help you and your team get there.

Track Description

In these sessions, fellow Forrester analysts in the customer intelligence role, and a panel of buyers will shine a light on the dramatic change in the landscape of B2B buyers. Use insights from this track to inform your revenue acceleration system -- from market research and customer intelligence through to the messages you create and sales conversations you enable.

Track Description

These sessions will focus on the new standards for effective value communication. Using foundational design principles that reflect what knowledge buyers’ need and how sales people communicate, this track will give you the tools to redesign your collateral from the outside in.

Track Description

These sessions will share the new approaches to sales force development that map to the different patterns of who your sales people sell to and what they sell. Learn what is common and what should vary in preparing inside sales people versus specialists versus account-based teams and account executives.
  • Monday March 04

    • 07:30 AM - 08:30 AM

      Networking Breakfast In The Revenue Acceleration Lab
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With Cynergy: Enabling Superior Customer Service

      How can you disrupt a conventional distribution model with an iPad? Can technology enable a superior customer experience that actually results in higher revenues and margins? You will learn about the journey that the Trane HVAC division of Ingersoll Rand has been on to transform an outdated sales process via the introduction of a mobile app to its preferred dealer community. You'll hear about:

      • The value of spending a day in the life of a customer.
      • The necessity of a marquee feature.
      • Why user-centric design is the competitive difference.
    • 08:30 AM - 08:45 AM

      Accelerating Revenue In A Changed Economy: Opening Remarks

    • 08:45 AM - 09:15 AM

      CEO's Perspective On Accelerating Revenue In A Changed Economy

      Forrester Chairman of the Board and CEO George F. Colony will open our Forum by sharing the CEO’s perspective on the all-too-common gap between corporate strategy and revenue results and how the executive suite thinks about what it takes to improve execution. George will draw from his research conversations over the past year with his fellow CEOs.

    • 09:15 AM - 09:45 AM

      Bending The Productivity Curve To Accelerate Revenue

      Forrester Principal Analyst and Research Director Scott Santucci will lay out a path to transform how you communicate value to your customers to successfully bend the productivity growth curve for your company. Why lead the charge to modernizing your go-to-market practices now? The businesses and people you want to engage have made a massive shift in how they operate in this “do more with less” economy.

    • 09:45 AM - 10:15 AM

      Creating Holistic Content Approach In A Matrixed Organization
    • 10:15 AM - 11:00 AM

      Morning Networking Break In The Revenue Acceleration Lab
    • 11:00 AM - 11:30 AM

      Breaking Down Challenges And Driving Change One Step At A Time

      Tamara Schenk will share the series of initiatives she led at T-Systems that resulted in the creation of different sales force segments and a systematic road map to develop the right sales model to achieve the company’s business strategy.

    • 11:30 AM - 12:00 PM

      Platinum Sponsor Keynote With SAVO: Building A Smarter Commercial Enterprise

      Mark O'Connell, President and CEO of SAVO, and SAVO customer Kevin Strange, Vice President of Sales Enablement at Verint, will discuss smarter selling strategies that companies are implementing to fill the void between lead generation and revenue attainment. This keynote highlights how integrating a sales enablement solution with your CRM and marketing automation systems allows best in class enterprise organizations to satisfy their strategic growth initiatives. Presenters will share experiences with systemizing investments to transform good salespeople into great ones and perspectives on closing the sales execution gap between revenue initiatives and buyer decisions.

    • 12:00 PM - 12:05 PM

      Intermission
    • 12:05 PM - 12:50 PM

      Track A

      Sales Content For Cross-Selling Success

      Plan: The Cross-Selling Content Success Formula

      Repeating the same event-based approaches to cross-selling and expecting different results is, well, insane. In this session, you will learn the new formula for successfully cracking this challenge. Start by working back from a model of your buyers and then designing your content approaches to match the knowledge that your customers need from your company to achieve a business result.

    • 12:05 PM - 12:50 PM

      Track B

      Modernizing Demand Management For New Business And Markets

      Plan: Rebuild Your Lead-To-Revenue Process Around Buyer Journeys

      Sales has never had a place to hide from revenue shortfalls; now, neither does marketing. But the playing field has changed forever. Thanks to digital and social media, your potential new buyers are substantially into their discovery process before their first sales conversation. This session will give you the insight to optimize buyer conversion by building your lead-to-revenue process around buyer journeys.

    • 12:05 PM - 12:50 PM

      Track C

      Strengthening Your Channel Partnerships

      Plan: Plotting Your Go-To-Channel Strategy In The Cloud Era

      Adapting your channel partner strategy to account for the impact of the cloud on your partners and their business is critical to keeping pace with the competition. When it comes to cloud computing, channel partners fall into two camps: 1) the “born in the cloud” camp, and 2) the “help me” hybrid (transition) camp. Each calls for very different go-to-channel strategy and program thinking. In this session, we will explore the needs and drivers of both camps by hearing directly from leaders in the channel business.

    • 12:50 PM - 01:50 PM

      Lunch And Dessert In The Revenue Acceleration Lab
    • 01:50 PM - 02:20 PM

      Guest Executive Forum With Qvidian: Adding Science To The Art Of Selling – Sales Enablement Success At Splunk

      Splunk, a trailblazer in the "big data" space, recently completed a smashingly successful IPO. This success — like the sales enablement strategy that supported it — was by methodical design. In this session, you'll get insight into the design, implementation, and evolution of the sophisticated sales enablement strategies that drove successful selling execution and record-breaking business growth at Splunk. You'll also learn how Splunk leverages sales playbooks to systematically refine, replicate, and deliver their best sales tactics, alleviate gaps between company strategy and sales execution — and accelerate revenue growth.

    • 01:50 PM - 02:20 PM

      Guest Executive Forum With Mandel: Is Your Sales Team Communicating Value Or Just Talking?

      A sales person's ability to communicate value is the single biggest hurdle to more fruitful business conversations and presentations, say analysts. Research shows that salespeople who can overcome that hurdle achieve an average deal size at least four times larger than those who don't. During this session, Mandel will share with you what they have discovered working with world class sales organizations relative to the three key mindsets and six skills that are critical to communicating the value of your products and services in any setting to any prospect, stakeholder or executive. We will help you conduct a rapid assessment of your own sales team and share with you what our clients have done to create trusted business value advisors.

    • 01:50 PM - 02:20 PM

      Guest Executive Forum With Corporate Visions: Whiteboarding On Purpose: The Key To A Successful Sales Conversation

      Some 87% of companies still use traditional presentation technologies or no visuals at all. Yet, recent research has indicated a correlation between the use of whiteboarding for visual storytelling and improved sales performance. How can your company integrate whiteboarding as a purposeful part of your sales enablement approach? This presentation will show you how to prebuild whiteboards that equip your salespeople to answer the two big questions in every sales cycle: Why change? And why you?

    • 02:20 PM - 02:25 PM

      Intermission
    • 02:25 PM - 03:10 PM

      Track A

      Sales Content For Cross-Selling Success

      Act: Define Your Go To Customer Strategy
    • 02:25 PM - 03:10 PM

      Track B

      Modernizing Demand Management For New Business And Markets

      Optimize: Create and Deliver Engaging Marketing Content Aligned To Buyer Journeys

      The journeys your new business prospects follow to solve their business challenges are marked by their use of new sources of insight and content — some of which are out of your direct control. This session will lay out an approach to aligning and creating your marketing content for these new journeys so that you can deliver the knowledge that prospects need to appreciate the solutions you offer for their problems. 

    • 02:25 PM - 03:10 PM

      Track C

      Strengthening Your Channel Partnerships

      Act: The 10 Keys To Partner Marketing Excellence

      In this session, we will reveal the 10 keys to partner marketing excellence: how to enable your partners (for cloud), how to get more from your partners, and how to sustain your favored position on an ongoing basis. This session will include the insights of your peer practitioners in a practical “what works” format.

    • 03:10 PM - 03:55 PM

      Afternoon Networking Break In The Revenue Acceleration Lab
    • 03:55 PM - 04:40 PM

      Track A

      Sales Content For Cross-Selling Success

      Optimize: An Expert Sales Model In Action

      In this combined demonstration and discussion, you’ll experience a live sale in process. J.Hilburn combines the power of specialist knowledge with a sales tool and value story that will give you a compelling model to consider for your own sales force.

    • 03:55 PM - 04:40 PM

      Track B

      Modernizing Demand Management For New Business And Markets

      Act: Putting It All Together And Pulling It Off

      Learn first-hand how a fellow marketer architected and implemented a transformation of the lead-to-revenue process at her company. It’s one thing to come up with a new process and plan and quite another to work with all the teams and fellow leaders to put that plan into action. We’ll hear about the vision, the journey, and the results.

    • 03:55 PM - 04:40 PM

      Track C

      Strengthening Your Channel Partnerships

      Optimize: Incentive Innovations That Drive Partners’ Capability Development

      Innovations in incentives form a big part of getting the full value to and from your partners. Tech vendors and customers today both have very different (and higher) expectations of solution providers (channel partners) than just a few years ago — and channel partners have responded by acquiring and developing new expertise. But most vendors’ partner incentive models lag those changes. Learn how leading thinkers are innovating their models to drive and reward new channel capabilities in marketing management, professional services, customer value delivery, customer support, and loyalty. In this session, we will also tap into our “voice of the partners” surveys and in-person input.

    • 04:40 PM - 04:45 PM

      Intermission
    • 04:45 PM - 05:15 PM

      Navigating The Revenue Acceleration Lab

      Reconvene with your peers to re-energize before you launch into the networking reception in the Revenue Acceleration Lab. Discover how to navigate through the Lab sponsors, what to look for, and how to evaluate the resources and ideas ready for incorporation into your plan.

    • 05:15 PM - 06:30 PM

      Networking Reception In The Revenue Acceleration Lab
  • Tuesday March 05

    • 07:30 AM - 08:30 AM

      Networking Breakfast In The Revenue Acceleration Lab
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With The Brookeside Group: Interpreting The "F Word" In Client Relationships

      When a client says everything is fine, nothing could be further from the truth. This dirty four-letter word signals problems with your relationship. Join this session to learn how to identify and save your most at risk accounts.

    • 08:30 AM - 08:40 AM

      Day 2 Opening Remarks
    • 08:40 AM - 09:10 AM

      The Metrics That Matter Most To Your CFO

      Knowing what to measure, how to capture that data, and how to communicate your results to your stakeholders — from the C-suite to your operating peers — is critical to sustaining your revenue acceleration success. Forrester CFO Mike Doyle will discuss the CFO’s perspectives on sales and marketing productivity and the metrics that matter most to the people who dole out the budget with an eye toward seeing a fruitful return on that investment. Mike’s talk will cover all the costs of sales that go into a full analysis of a return on those massive investments at B2B companies.

    • 09:10 AM - 09:40 AM

      Laying The Groundwork And Making The Economic Case For A New Sales Model

      Robert Racine will share how he inventoried and illustrated sales-execution challenges based on resource misalignment to make a case for implementing a new sales force development model.

    • 09:40 AM - 10:10 AM

      Morning Networking Break In The Revenue Acceleration Lab
    • 10:10 AM - 10:40 AM

      What Your Buyers Want Versus What They Get

      In this keynote, Dave Frankland, vice president and research director for Forrester’s customer intelligence role, will deliver unvarnished insights into B2B buyers’ mindset and approach to problem-solving and their experience with the B2B companies that seek to help them. In this entertaining session, Dave will expose attendees to the reality that executives face in their role, what they want from you, and what that means for how you can better communicate your capabilities to win the right to their business.

    • 10:40 AM - 11:10 AM

      Platinum Sponsor Keynote With CallidusCloud: Treasure Hunt Or Treasure Trove?

      Is your enablement portal a treasure trove of well-organized content and tools or is finding that key resource a lengthy treasure hunt?

      Keeping ahead of the competition is tough. The average sales rep spends more than a quarter of his time preparing for sales calls. Eighty-two percent of reps agree that there is too much information to wade through and marketing doesn't have the insight to know how the content is being used.

      CDW reveals the secrets of aligning sales, marketing, and enablement efforts to increase sales productivity, maximize seller effectiveness, and accelerate sales cycles in today's complex economy. Joe Levin, Head of Sales Enablement at CDW, and Giles House, VP of Marketing at CallidusCloud, discuss lessons learned from the project and how to cope with the death of the salesman and the birth of the sales advisor!

    • 11:10 AM - 11:15 AM

      Intermission
    • 11:15 AM - 12:00 PM

      Track D

      Satisfying Your Changed Buyer

      Plan: Key Takeaways From Forrester's 2013 Executive Buyer Insight Study

      In this informative and provocative session, we will peel back the layers of Forrester’s third annual Executive Buyer Insight Study to reveal the business’ and IT executives’ expectations of the B2B organizations and sales people with whom they interact. Are those expectations being met, and what do executives tell Forrester works best to engage them in a sales conversation?  

    • 11:15 AM - 12:00 PM

      Track E

      New Collateral Standards To Communicate Value

      Act: Build Sales Tools That Help Sales Reps Sell

      The work of every product manager and marketing leader includes creating content, tools, or collateral for sales teams, most of which are not boosting sales performance. Why? In this session, Forrester will show how sales enablement standards provide a way to build empathy for sales, build cross-functional cooperation, and measure change across the organization.

    • 11:15 AM - 12:00 PM

      Track F

      Developing Your Sales Force Strategy

      Act: Using Sales Objectives To Drive Alignment

      In this interactive discussion with Sales Enablement Ambassador Carol Sustala of Symantec, Forrester Senior Analyst Mark Lindwall will explore how Carol used the fundamental objectives common to all sales motions (i.e., gain access, successful meeting, shared vision, business case) to drive cross-functional alignment on the support sales people need to drive revenues.

    • 12:00 PM - 01:00 PM

      Lunch And Dessert In The Revenue Accleration Lab
    • 01:00 PM - 01:45 PM

      Track D

      Satisfying Your Changed Buyer

      Plan: How Customer Intelligence Drives Business Success

      Forrester expects a new kind of intelligence organization to emerge, combining the old roles of market research and database marketing into a consolidated customer strategy function. In this session, we will set out the basic requirements for building the intelligence platform behind an effective sales engine.

    • 01:00 PM - 01:45 PM

      Track E

      New Collateral Standards To Communicate Value

      Act: Business Case Tools That Make The Buyers’ Case

      The ultimate task for all business buyers is to add value to their own organization when choosing with whom they do business. The business case studies and tools that you create to drive interest and make the ultimate financial case must all reflect the buyers’ value equation. This session will lay out the standards for communicating value on the buyer’s terms.

    • 01:00 PM - 01:45 PM

      Track F

      Developing Your Sales Force Strategy

      Act: Partnering With Labor And HR For Development Success

      Learn how keynote speaker and Sales Enablement Ambassador Tamara Schenk used the four “sales types” with her counterparts in labor and HR to gain alignment around a targeted approach to sales team development. Forrester Senior Analyst Mark Lindwall will engage Tamara and attendees in an open discussion on the details of T-Systems’ unique approach to development.

    • 01:45 PM - 01:50 PM

      Intermission
    • 01:50 PM - 02:35 PM

      Track D

      Satisfying Your Changed Buyer

      Act: Go-To-Customer — Your Peers' Experience

      In this interactive session, we will invite attendees to engage a panel of industry practitioners in a discussion about their journey from go-to-market to go-to-customer and their quest to improve how they prepare their salespeople for conversations with different buyers. What prompted the business decision to change? Who has been involved? How will customers be affected? What are the lessons learned so far? 

    • 01:50 PM - 02:35 PM

      Track E

      New Collateral Standards To Communicate Value

      Act 3: Leading Cross-Functional Playbook Standardization

      Learn from the experience of a peer on how to lead the change toward standardizing the sales content and tools essential to enabling valuable seller conversations with the customer. Move beyond merely talking about change to successfully implementing “playbook” standards that ensure the delivery and usability of sales assets.

    • 01:50 PM - 02:35 PM

      Track F

      Developing Your Sales Force Strategy

      Plan: The Development Impact Of Four Distinct Sales Approaches

      This session will define the clear patterns of readiness requirements that are based on who you sell to and what problems you are solving, as well as give you structure for thinking differently about your sales development efforts. To engage in successful sales conversations, reps must have the right content, skills, and tools, which will vary in line with four basic patterns. This session will show you how.

    • 02:35 PM - 02:40 PM

      Intermission
    • 02:40 PM - 03:20 PM

      A Strategy For What To Do When You Return To Work

      Principal Analyst and Research Director Scott Santucci will lead the final session of our Forum. With our ambassadors, he will synthesize what attendees gleaned from the Forum and what they plan to do as a result — and then put this into a structure that you can take back to your company. This interactive session, combined with a binder of Forrester frameworks and tools, will give you and your fellow attendees the knowledge and insight you need to make immediate progress when you return to your work.

      Forrester Sales Enablement Ambassadors: Ambassadors are Forrester clients who volunteer their time to enhance the Forum. Their role is to drive collaboration, create content, and enhance the attendees’ experience by engaging with attendees in conversations about what they’re learning and what they intend to do next after the Forum. Ambassadors are all about creating an atmosphere of can-do energy and helping us distill and play back what they hear in the closing keynote session. 

  • Wednesday March 06

    • 08:00 AM - 05:00 PM

      Post-Forum Workshop: Drive B2B Revenue Growth By Quantifying Solution Benefits For Your Buyers

      In this interactive full-day Workshop, Forrester will teach you how to apply Forrester’s Total Economic Impact (TEI) methodology to quantify the total value of your technology capabilities and how to communicate that value to your prospects and customers to enable your sales force to sell more effectively. View more... 

      Key Takeaways:

      • Crystallize and communicate the sources of value you deliver to your customers.
      • Apply quantification to your solutions.
      • Help your customers through the business case process.