Forrester's Forum For Sales Enablement Professionals

Drive Growth With A 21st-Century Selling System

Monday, March 3, 2014 - Tuesday, March 4, 2014Scottsdale, AZ

Track Description

Customer modeling is the key to making your content and salespeople more valuable. In this sequence of sessions, you will learn a new approach to understanding and documenting your buyers’ needs, see how your peers have applied similar approaches, and practice what you learn.

Track Description

Only your customer can call your messaging valuable. In this sequence of sessions, you will learn how to craft content and messages to match what different buyers find valuable, see how your peers have created differentiated messaging, and practice what you learn.

Track Description

The right messenger makes or breaks the communication of your message. In this sequence of sessions, you will learn which characteristics different buyers require in an effective salesperson, see how your peers have hired and developed winning sales teams, and practice what you learn.
  • Monday March 03

    • 08:00 AM - 09:00 AM

      Networking Breakfast In The Solutions Showcase
    • 08:00 AM - 08:50 AM

      Breakfast Presentation with Cynergy: Burn Your Conference Room Table

      The biggest disruptive factor in business isn't digital at all: It’s people. They're your customers, your employees, and your partners. They're irrational, emotional, and incredibly demanding. So why are you creating your most powerful connections to them at a conference room table? The only way you'll survive and thrive in the age of the customer is by trashing your whiteboards, burning your conference room table, rolling up your sleeves, and getting your hands dirty. Learn how real-world, people-focused problem-solving can transform your business and drive growth through remarkable digital experiences. Expectations have never been higher because:

      • People matter.
      • Good enough . . . isn't.
    • 09:00 AM - 09:15 AM

      Drive Growth With A 21st-Century Selling System: Opening Remarks
    • 09:15 AM - 09:45 AM

      Executing Your Growth Strategy in the Age of the Customer

      Faced with heightened competition, a changing buying landscape, and increased commoditization, many B2B executives have promised investors they will engage more senior-level buyers in order to differentiate their organizations. Sounds so simple, but why then have so few organizations been able to execute and produce organic growth?  In this keynote, Forrester will share important research around a 21st-Century approach to sales and marketing that radically simplifies execution in the field including:

      • How to illuminate and bridge the massive gap between the business planning process and sales execution.
      • How to free up resources so they can be used to support growth activities without disrupting current revenue generating operations.
      • How to covert random acts of sales support into simple, integrated and measurable enabling programs.
    • 09:45 AM - 10:30 AM

      Executive Panel: Understanding Buyers’ Needs in the Age of the Customer

      Right now, executives have access to more information about your products and services than ever before. In this lively session, Scott Santucci will share findings from Forrester's extensive and ongoing executive buyer research and facilitate a discussion with real world buying executives.  Be prepared to have your understanding of the purpose of your sales force and the role of supporting functions like marketing, product groups, or human resources fundamentally changed as we reveal:

      • What executives believe truly differentiates suppliers from each other. 
      • How they really make decisions and what you need to do to add more value to them.  
      • Where the funding come from to pay for all of the things you want them to buy. 
      • What being a trusted advisor really means and how often that happens
    • 10:30 AM - 11:15 AM

      Morning Networking Break
    • 11:15 AM - 11:45 AM

      Platinum Sponsor Keynote With SAVO: Sales First: A Customer-Focused Solution To The Sales Enablement Problem

      What is a sales-first company?

      A sales-first company is not a company that dictates that sales reps should be carried around the office on the shoulders of colleagues. Being sales-first does not mean that a company is putting customers second. There is no more important conversation in any sales cycle than the first, human-to-human conversation a prospect has with your sales rep. Being sales-first means that you’ve invested in the crucial training, people, processes, and technology to bring the full value of your company to bear on that conversation — and every subsequent one. Being sales-first means that your customers go beyond hierarchy and become the wholly integrated focus of every individual in the company, focused through your team of sales professionals.

      If you’re not a sales-first company, you’re certainly not a customer-first company. This keynote presentation will explore this concept and demonstrate how an organization can move to become a sales-first organization.

    • 11:45 AM - 12:15 PM

      Aligning Sales Engagement With A Model Of Your Customer

      There are many challenges to overcome in defining and implementing a selling approach that aligns with a model of your buyers — not the least of which involves bringing product, marketing, and sales together, using tools that effectively illustrate the varied but related needs of the range of buyers involved and the roles they play in the decision process. This session will address: 

      • How to develop a joint marketing and sales team to understand your buyers’ needs and roles.
      • How to position and communicate your capabilities to align with customers’ reasons to buy.
      • How to structure and position the right sales engagement tools for use in the trenches.
    • 12:15 PM - 12:45 PM

      Forward Transformation: Our Shared Drive Towards Solution Selling

      How can marketers prove that their company can help customers solve their toughest challenges? From new platforms to new solutions to enhanced use of sales enablement tools, a new outlook on how marketing and IT can collaborate with sales can transform the organization. In this session, you will learn:

      • How marketing, along with IT, can transition a company from being a provider of products to being a solver of problems.
      • How messaging that links marketing and sales addresses customers’ business challenges.
      • How new tools, when jointly created with sales, lead to better conversations with customers and improved selling strategies.
    • 12:45 PM - 01:45 PM

      Networking Lunch And Dessert In The Solutions Showcase
    • 01:45 PM - 02:15 PM

      What Changes When You Put The Customer First?

      The ubiquity of information in the market about you and your competition means we must all change how we sell. Reaching the modern buyer requires aligning your communications with how that buyer sorts and consumes the information from all the sources she can tap. We will explore these changes and the resulting actions needed to help you maximize your results amid this radical shift. In this keynote, you will learn:

      • How to align your sales and support teams with your customers’ buying processes.  
      • How to modify your hiring and onboarding strategy to increase customer intimacy.
      • How to create and deliver programs that help sales managers enable their teams.
    • 02:15 PM - 02:25 PM

      Intermission
    • 02:25 PM - 02:55 PM

      Guest Executive Forum With Qvidian: Building A Balanced Sales System

      Today’s sellers are multigenerational with different skills, preferences, and abilities. How do you build an adaptable selling system that answers the question “What’s in it for me?” for each stakeholder? This session will review how Ellison Technologies addresses the challenges involved in creating a closed-loop system to build an environment for continuous improvement so that incremental changes can make a big impact.

    • 02:25 PM - 02:55 PM

      Guest Executive Forum With Corporate Visions: Delivering Winning Customer Conversations

      The No. 1 reason salespeople don’t hit quota is because of their inability to articulate value. At this session, learn how to:

      • Create value that convinces your prospects/customers to leave their status quo and that differentiates you from your competitors.
      • Elevate value to connect your solutions with issues that justify the purchase decision to senior-level decision-makers.
      • Capture value by knowing how to manage tension, exchange value, and avoid commodity traps that cause excessive and unnecessary discounting.
    • 02:25 PM - 02:55 PM

      Guest Executive Forum With Brainshark: Aligning Sales Onboarding And Training For Increased Efficiencies

      Effectively providing sales with the training and information they need, when they need it, is an extreme challenge for today’s organizations. This session will review how Allscripts' sales enablement team was able to re-engineer the way it creates and delivers sales training and communications, resulting in improved efficiencies and effectiveness. You’ll hear directly from Allscripts' sales enablement leaders about how they:

      • Aligned sales onboarding, training, and communications with the way their sales team works.
      • Involved more than 100 subject matter experts in the creation of training and communications.
      • Multiplied training reach and compliance.
      • Increased not only sales efficiency but also company efficiency.
    • 02:55 PM - 03:00 PM

      Intermission
    • 03:00 PM - 03:45 PM

      Track A

      Customer Modeling

      Introduction To Customer Modeling

      The starting point for more valuable sales conversations with B2B buyers is a systematic, documented, actionable understanding of the roles of the people involved in solving the problem for which your capability is a fit. In this session, you will learn the elements of a customer model so that you can:

      • Apply the model to the buyers aligned to your growth strategy.
      • Create outputs that sales and marketing can use to center their work.
      • Deliver sales support services based on the different requirements of your buyers.
    • 03:00 PM - 03:45 PM

      Track B

      Message Development

      Introduction To Valuable Message Development

      The starting point for creating valuable content is a framework of your buyers’ varying information needs across their journey — from recognizing that they have a problem to settling on how to solve it. In this session, Forrester will share the fundamentals of a messaging model so that you can:

      • Review the content you have already created to choose what to keep or update.
      • Plan the development of new content that maps to the customer model and problem-solving process.
      • Manage and deliver content in a way that sellers can readily apply at the right time with the right audience.
    • 03:00 PM - 03:45 PM

      Track C

      Sales Force Development

      Introduction To Productive Sales Force Development

      The starting point for deciding who to hire and how to onboard and ramp them to success is the needs of the buyers with whom they will engage. In this session, Forrester will share the characteristics of different sales archetypes so that you can:

      • Assess your current salespeople with a simple evaluation tool.
      • Develop hiring profiles to match your growth plan and target buyer needs.
      • Create onboarding programs designed to achieve higher buyer empathy.
    • 03:45 PM - 04:15 PM

      Afternoon Networking Break
    • 04:15 PM - 04:45 PM

      Track A

      Customer Modeling

      Customer Modeling Application

      In this session, you will hear how Hewlett Packard was successful and learn:

      • How to gain the buy-in needed to develop a customer model.
      • How to choose which customers to  models first and why.
      • Which elements of the model you can best use to help with content and sales readiness.
    • 04:15 PM - 04:45 PM

      Track B

      Message Development

      Valuable Message Development Application

      In this session, you will hear how Motorola Solutions was successful and learn:

      • How to revise and update the content used to support sales.
      • How to overcome internal pushback and begin to collaborate.
      • How to deliver the new content across the customer journey.
    • 04:15 PM - 04:45 PM

      Track C

      Sales Force Development

      Productive Sales Force Development Application

      In this session, you will hear how SAP was successful and learn:

      • How to gain the buy-in needed to apply messenger criteria to your current salespeople.
      • How to overcome pushback.
      • How to use the messenger criteria in hiring, onboarding, and training.
    • 04:45 PM - 04:50 PM

      Intermission
    • 04:50 PM - 05:20 PM

      Trends In The Gap Between Buyers And Sellers

      The perception gap between buyers and sellers is so wide you would think they weren’t in the same conversations. This keynote will present trends from Forrester’s freshly update annual survey of executive-levelbusiness and IT buyers and give you visual tools so you can share you:

      • How buyers  are feeling today about your messages and reps.
      • What is changing and what not, in how buyers interact with sellers.
      • What gaps a ripe for closing that you can address in your role.
    • 05:20 PM - 05:30 AM

      Closing Remarks
    • 05:30 PM - 07:00 PM

      Evening Networking Reception In The Solutions Showcase
  • Tuesday March 04

    • 08:00 AM - 09:00 AM

      Networking Breakfast In The Solutions Showcase
    • 08:00 AM - 08:50 AM

      Breakfast Presentation With InsideSales.com: Sales Acceleration: It’s Math, Not Magic

      Sales acceleration technology enables marketers to surgically target the best leads and empowers salespeople to communicate with those leads immediately and persistently. A sales acceleration platform begins with big data and predictive analytics, but it must also incorporate an intelligent communications layer, gamification for sales motivation, and, lastly, data visualization that makes sales data visible and actionable in real time. This session will explore the opportunities and challenges associated with sales acceleration as well as best practices for implementation.

    • 09:00 AM - 09:15 AM

      Day Two Opening Remarks
    • 09:15 AM - 09:45 AM

      Platinum Sponsor Keynote With Callidus Cloud: Enabling Your Sales Teams To Close The Deal

      Rushed, manually generated proposals aren't just a nightmare for sales reps — they can stop buyers from signing on the dotted line and hurt margins. In this session, we'll hear how one company implemented CallidusCloud to enable its sales teams to execute quickly and efficiently. By implementing CallidusCloud CPQ, it was able to give productivity time back to its sales reps and reduce the time it took to configure complex products and create professional proposals from months down to minutes.  

    • 09:45 AM - 09:50 AM

      Intermission
    • 09:50 AM - 10:35 AM

      Track A

      Customer Modeling

      Customer Modeling Case Study

      Looking across altitudes of buyer roles, what are the different ways the value equation can be applied to help sellers have better conversations with the variety of stakeholders in the customers’ agreement network? In this session, you will learn:

      • How buyers in different altitudes perceive value.
      • How to tune your messaging to be relevant to different altitude levels.
      • How to build the right business cases to express the value of your capabilities.
    • 09:50 AM - 10:35 AM

      Track B

      Message Development

      Valuable Messaging Case Study Panel

      This session will feature a panel discussion including several client case studies on content creation and delivery, with a focus on the key elements that go into a successful example of this critical change initiative for many companies. You will learn:

      • How the initiative got started.
      • Who had to be involved to ensure success.
      • How the resulting content has been implemented in the company’s selling system.
    • 09:50 AM - 10:35 AM

      Track C

      Sales Force Development

      Productive Sales Force Case Study

      This session will feature a client case study on sales force development with a focus on the key elements that go into a successful example of this critical change initiative for many companies. You will learn:

      • How the initiative got started.
      • Who had to be involved to ensure success.
      • How the new or retrained and realigned salespeople have fared in the company’s selling system.
    • 10:35 AM - 11:20 AM

      Morning Networking Break
    • 11:20 AM - 12:05 PM

      Track A

      Customer Modeling

      Customer Modeling Exercise

      In this interactive session, you will use what you have learned in the earlier sessions to begin to model for a target set of buyers for your company. Through group discussions, you will walk away with:

      • An understanding of how to use the tools and frameworks introduced.
      • Knowledge of which frameworks will work best for you.
      • A starter working model applied to one of your target buyers
    • 11:20 AM - 12:05 PM

      Track B

      Message Development

      Valuable Message Exercise

      In this session, Peter and Sheryl will zero in on a key component of valuable messaging and engage the audience to use what they have learned in the earlier sessions in this workshop track to begin reviewing and revising their content to match their target buyers’ needs. Through group discussions, you will walk away with:

      • An understanding of how to use the tools and frameworks introduced.
      • Knowledge of which frameworks will work best for you.
      • Starter content applied to one of your target buyers.
    • 11:20 AM - 12:05 PM

      Track C

      Sales Force Development

      Productive Sales Force Exercise

      In this interactive session, you will use what you have learned in the earlier sessions to begin to match your hiring, onboarding, and training to your target buyers’ needs. Through group discussions, you will walk away with:

      • An understanding of how to use the tools and frameworks introduced.
      • Knowledge of which frameworks will work best for you.
      • A starter development plan for sellers mapped to one of your target buyers.
    • 12:05 PM - 12:10 PM

      Intermission
    • 12:10 PM - 12:40 PM

      Insights And Implications From All Three Selling System Tracks

      In this closing keynote, the leaders of the three selling system tracks will share the key insightsand takeaways from the sessions they facilitated. We will highlight the best stories, new ideas, and common challenges  across the three tracks  to are  you with:

      • The key success factors for getting started in marketing, sales, or customer insights .
      • What information and activity needs to be  shared across functions to achieve success.
      • How to  make progress tomorrow using the  strengths  of our current people to implement a new  selling systems.
    • 12:40 PM - 01:40 PM

      Networking Lunch And Dessert In The Solutions Showcase