Forrester's Forum For Sales Enablement Professionals

Win In B2B By Optimizing All Your Sales Channels

Monday, March 2, 2015 - Tuesday, March 3, 2015Scottsdale, AZ

Track Description

The perennial B2B challenge of sales and marketing alignment is no longer a matter of internal political squabbles. Your buyers demand a seamless experience from your company as they progress through their buying process — consuming content and knowledge from digital channels, your website, and your salespeople. That means it’s no longer enough just to agree on the definition of an SQL and SLAs for lead follow-up. Marketing and sales alignment manifests in synchronized execution that is calibrated to the buyer journey. This track will provide frameworks, tips, and examples you can use to build a customer engagement process — for both marketing and sales — that gives your company the edge with today’s digitally empowered buyer.

Track Description

The B2B channel strategy used to be straightforward: find and recruit as many reseller/agent channel partners as possible. But not only have those channel partners evolved into a complex mix of service providers, remarketers, outsourcers, and business services OEMs, now B2B eCommerce channels, too, are growing as a medium for vendors/manufacturers to engage with customers. Moreover, “traditional” channels are beginning to adopt and deploy their own eCommerce capabilities. This track will provide you with trends, techniques, and tools you can employ to better equip and manage an increasingly valuable hybrid channel model.

Track Description

To win, serve, and retain customers, your organization must change the way it hires and develops salespeople. Top-line growth is impeded today by salespeople who do not meet the expectations of business decision-makers whose decision processes are influenced by their role, their business, and the outcomes they desire. It’s no longer good enough to hire good salespeople; train them on the features, functions, and intrinsic benefits of your products and services; and send them out to compete. This track will provide professionals in sales management, talent acquisition, and sales training with new and more effective ways to hire the salespeople that your buyers require and develop them along a continuum that leads to high performance and retention.
  • Monday March 02

    • 07:30 AM - 08:30 AM

      Networking Breakfast In The Solutions Showcase
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With Yesware: Getting Started With Social Selling: What You Need To Know

      Between LinkedIn, Facebook, and Twitter, customers and potential new clients are everywhere online — and salespeople should be, too. Today’s prospects don’t want a traditional “discovery call”; they want their sales representatives to have an understanding of who they are personally and what they need, and social media can help with this. This session will explain:

      •  The strengths and weaknesses of the main social networks.
      •  The right balance between too much and not enough information.
      •  What your social profile says about you.
    • 08:30 AM - 08:40 AM

      Opening Remarks: Win In B2B By Optimizing All Your Sales Channels
    • 08:40 AM - 09:10 AM

      Marketing And Sales Go Digital

      As the world gets more and more digitally savvy and connected, marketing and sales must align, collaborate, optimize, and digitize customer touchpoints to win in this digital economy. Session takeaways:

      • Customized, snackable content is key to engagement.
      • Every touchpoint matters; speed and an optimized customer journey are key to adding value.
      • Metrics and measurements are essential to guiding your interactions.
    • 09:10 AM - 09:50 AM

      The Changing Role Of B2B Salespeople In A Digital-First Environment

      Ongoing research tells us that B2B buyers depend less and less on meetings with direct salespeople. Across the whole of B2B, sales meetings now occur as late as possible in the buyer journey because buyers feel more confident collecting information from their peers and other neutral, digital sources first. This session will address how new B2B buyer behavior is changing the role of direct sales and discuss:

      • What channels business buyers now prefer to use for researching, engaging, and transacting with their vendors.
      • How to connect sales conversations with eBusiness interactions.
      • What the new role is for field salespeople in B2B.
    • 09:50 AM - 10:10 AM

      B2B Marketing Maximization

      Joanne Moretti shares her strategic practices for delivering exponential value to customers through purpose-driven marketing. In this session, Joanne will explain the following methodologies:

      • Everything needed, nothing else.
      • One-stop shop.
      • Showcase for acceleration.
    • 10:10 AM - 10:40 AM

      Platinum Sponsor Keynote With InsideSales.com: The $12.8 Billion Secret

      Companies like Groupon, LogMeIn, and ADP are aggressively pursuing “professional sales done remotely.”  $12.8B are spent each year on technology to support more and more remote selling.  Dave Boyce, VP of Product Strategy for InsideSales.com, and Todd Johnston, Director of Join.Me Sales for LogMeIn, will outline the simple math that makes this make sense.

    • 10:40 AM - 11:30 AM

      Morning Networking Break In The Solutions Showcase
    • 11:30 AM - 12:10 PM

      Track A

      Customers

      Finally, The Key To Sales And Marketing Alignment: The Customer

      B2B marketers get it. They know they must go beyond campaigns to engage customers with very specific, contextually relevant messages to connect with buyers in the early and middle stages of the buyer journey. Sales gets it. They know they must create a shared vision of buyer success with key goals and outcomes. Why do both fail so often? Buyer diversity makes it hard to pivot to buyer obsession at scale. In this session, Lori Wizdo, Principal Analyst, will discuss:

      • Why buyer journey mapping fails in practice for most B2B marketers.
      • How buyer journey pattern mapping helps you achieve buyer-centric engagement at scale.
      • A B2B go-to-market strategy framework that helps you calibrate marketing and sales effort to the buyer’s journey.
    • 11:30 AM - 12:10 PM

      Track B

      Channel Partners

      Connecting The Channel Dots Into An Ecosystem Network

      B2B vendors/manufacturers typically develop value channels (resellers, agents, service providers) and eChannels (eCommerce, online marketplace) as strategic routes to market in isolation from one another. Digital engagement strategies and techniques, when applied comprehensively to connecting you with both customers and partners, as well as connecting your partners with customers, result in a hybrid channel whose individual components benefit from the network effect. Learn:

      • How technology is spawning new hybrid channel models and channel opportunities.
      • Why it’s critical to boost your value channels’ value in a hybrid channel world.
    • 11:30 AM - 12:10 PM

      Track C

      Salespeople

      Hire And Develop The Salespeople Your Buyers Are Begging To Work With

      Sales enablement leaders have the opportunity to increase revenue by hiring the right salespeople for their buyers. This will enable sales teams to be more effective in gaining access to the right types of buyers, starting valuable conversations with them, creating a shared vision, and presenting the right business cases. Key takeaways include:

      • Why you are hiring the wrong salespeople, according to your buyers.
      • How nonintegrated hiring and training events are holding back sales performance.
      • What you can do to optimize hiring and training for sustained top-line growth.
    • 12:10 PM - 12:20 PM

      Intermission
    • 12:20 PM - 12:50 PM

      Guest Executive Forum With Corporate Visions: Crossing The Conversion Gap

      Measuring demand generation performance no longer depends on the quantity of leads but on hard dollar impact on sales metrics, such as pipeline and revenue. This session will help marketers and sales leaders execute a seamless handoff between demand generation and sales enablement by:

      • Equipping salespeople for the conversations that matter most for turning leads into real opportunities.
      • Demonstrating what content is most effective at telling a consistent story that connects the dots between demand generation and sales enablement.
      • Exploring why whiteboard-style visuals, not static presentations, are the most effective means of telling a compelling and memorable story.
    • 12:20 PM - 12:50 PM

      Guest Executive Forum With Oracle: Modern Training For Modern Selling

      Modern sales organizations don’t have time for training strategies that rely on guesswork. Training needs to be metrics and capability driven to target specific skill and knowledge gaps, both at an organizational and individual level. Key to this strategy is role-based training that shifts focus from a “tell” strategy to a focus on anticipating needs and providing the right answers at the right time in the right context.


      In this session, Dan Braunm, Vice President of the Oracle Sales Academy, will share the Oracle Sales Academy vision and demonstrate how to transition to a modern sales training model.

    • 12:20 PM - 12:50 PM

      Guest Executive Forum With Revegy: Why in B2B Sales – One Size Doesn’t EVER Fit All

      The last thing we need for B2B sales is to make the selling process more complex. A myriad of sales tools, methodologies, and processes have emerged to navigate these uncertain waters — but have they simplified the sales process for your sales teams? We think not! And worse yet — do they recognize the vast differences in selling across your strategic account, territory, channel, and inside sales groups? These are the demons we’ll tackle in this session — how to simplify your selling challenges so that all your teams are more effective in 2015. Topics covered in this session include:

      • Best practices in account planning and territory business planning.
      • Tools that help manage deal/opportunity execution.
      • Providing dynamic, online coaching that fits the needs of your different sales teams.
      • Aligning your sales process with the buyer’s journey for your different channels.
      • Real-world examples and results from JDA Software— one of the leading supply chain and retail solution providers.
    • 12:50 PM - 01:50 PM

      Networking Lunch In The Solutions Showcase
    • 01:20 PM - 01:30 PM

      Theater Presentation With BuzzBoard
    • 01:50 PM - 02:30 PM

      Track A

      Customers

      Message Management In Action: Customer Alignment From Design To Support
      The marketing messaging used in websites and blogs
      to drive inbound marketing leads must also be used to
      drive sales conversations with the gamut of prospects
      and customers — without salespeople having to
      translate. Key takeaways include:
      • Why a laser focus on buyer outcomes is
      mandatory for effective marketing messages.
      • How a strategic messaging framework helps
      manage messages at different altitude levels.
      • How to empower the sales force to use messaging
      The marketing messaging used in websites and blogs
      to drive inbound marketing leads must also be used to
      drive sales conversations with the gamut of prospects
      and customers — without salespeople having to
      translate. Key takeaways include:
      • Why a laser focus on buyer outcomes is
      mandatory for effective marketing messages.
      • How a strategic messaging framework helps
      manage messages at different altitude levels.
      • How to empower the sales force to use messaging
      The marketing messaging used in websites and blogs
      to drive inbound marketing leads must also be used to
      drive sales conversations with the gamut of prospects
      and customers — without salespeople having to
      translate. Key takeaways include:
      • Why a laser focus on buyer outcomes is
      mandatory for effective marketing messages.
      • How a strategic messaging framework helps
      manage messages at different altitude levels.
      • How to empower the sales force to use messaging

      The marketing messaging used in websites and blogs to drive inbound marketing leads must also be used to drive sales conversations with the gamut of prospects and customers—without salespeople having to translate. In this session, we will explore:

      • Why a laser focus on buyer outcomes is mandatory for effective marketing messages.
      • How a strategic messaging framework helps manage messages at different altitude levels.
      • How to empower the sales force to use messaging to further the sales conversation.
    • 01:50 PM - 02:30 PM

      Track B

      Channel Partners

      The Evolution Of A Channel Sales Enablement Program

      When NetApp’s GetSuccessful Enablement Program was launched, channel sales at NetApp accounted for less than 50 percent of total revenue. The Program helped drive that channel revenue number up over 75 percent today.  Learn how a channel sales guide transformed into a robust channel sales enablement program.  In this session, Steve will explain the key elements that are needed to build a successful program.

    • 01:50 PM - 02:30 PM

      Track C

      Salespeople

      Sales Transformation Through Sales Enablement

      Today’s B2B technology sellers can’t just make incremental changes to their sales enablement strategy—they must embrace true sales transformation. This includes pivoting from a “sales process” to a “buyer-enabling process” that aligns with how different customers want to buy. This transformation also rests in great part on frontline sales management. Will they model the behavior needed to transform engagement or will they be the chief impediment blocking it? In this case study, you will learn how VMware:

      • Looked beyond enablement and started with transformation.
      • Focused its sales force to align with how customers want to buy.
      • Utilized frontline sales managers to create success.
    • 02:30 PM - 02:40 PM

      Intermission
    • 02:40 PM - 03:20 PM

      Track A

      Customers

      Success Stories From The Marketing And Sales Line Of Scrimmage

      In this session, we’ll hear from three B2B execs who have achieved great gains in architecting and implementing sales and marketing alignment strategies. In this session, you will learn:

      • Insight into the root cause of sales/marketing alignment.
      • Strategies to break through the barriers that impede sales/marketing alignment.
      • How the benefits of sales/marketing alignment manifest in unforeseen ways.
    • 02:40 PM - 03:20 PM

      Track B

      Channel Partners

      Using The Channel Maturity Model As Your Technology Road Map

      There are now many opportunities to leverage innovative technologies to make your channels much more efficient and effective. This session will review the current state of the channel technology landscape and provide advice about how to develop a business justification for the necessary investments, according to where you are in your channel journey. Key takeaways include:

      • How to gauge your channel maturity.
      • How to decipher and apply channel-enabling partner relationship management (PRM), digital syndication, and through-partner commerce technologies.
      • Business case justification for technology investments.
    • 02:40 PM - 03:20 PM

      Track C

      Salespeople

      Success Stories From The Sales Force Development Trenches

      Sales enablement leaders have the opportunity to increase revenue by hiring the right salespeople for their buyers. This will enable sales teams to be more effective in gaining access to the right types of buyers, starting valuable conversations with them, creating a shared vision, and presenting the right business cases. In this session, you will learn:

      • Why you are hiring the wrong salespeople, according to your buyers.
      • How nonintegrated hiring and training events are holding back sales performance.
      • What you can do to optimize hiring and training for sustained top-line growth.
    • 03:20 PM - 04:10 PM

      Afternoon Networking Break In The Solutions Showcase
    • 04:10 PM - 04:40 PM

      Deliver Unique Buyer Experiences Across All Sales Channels

      In this session, you will learn how to utilize mobile, digital, and omnichannel platforms to gain an understanding of your customers’ needs in real-time and deliver a unique shopping experience. Key takeaways include:

      • How to leverage omnichannel platforms effectively so customers can buy however, whenever, and wherever they want.
      • Why it’s important to invest in eMarketing and eCommerce initiatives to keep customers happy.
      • How to best utilize technology to customize the sales experience and relationship for each client.
    • 04:40 PM - 05:10 PM

      Building A Trusted Sales Relationship

      The ultimate relationship between a company and its customers is a trusted relationship. Trust is a competitive advantage that can be measured and is cultivated over time through repeated positive interactions and experiences.  In this session you’ll learn about:

      • How a sales trusted relationship is a competitive advantage.
      • The emergence of outcome based sales relationships.
      • How to understand your customers through the analysis of data – transactional, relationship and social; consistently delivering experiences with transparency, authenticity and integrity and providing products and services at a price that delivers value.
    • 05:10 PM - 05:40 PM

      "Better Together" — Marketing And Sales Driving Customer Loyalty

      Marketing needs to help "stretch" the reach of the salesperson across the entire customer life, not just the buying cycle. It is essential that we foster a healthy relationship with our customers. In this session, Stephanie will explain:

      • The importance of life-cycle marketing and its effect on driving customer loyalty.
      • Customer engagement automation (CEA) and its role in enabling effective relationships.
      • How marketing + sales = commercial function.
    • 05:40 PM - 05:50 PM

      Closing Remarks
    • 05:50 PM - 07:20 PM

      Networking Drinks Reception Sponsored By Yesware
  • Tuesday March 03

    • 07:30 AM - 08:30 AM

      Networking Breakfast In The Solutions Showcase
    • 07:30 AM - 08:20 AM

      Breakfast Presentation With GP Strategies: The People Side Of Sales Enablement

      Rapidly shifting market dynamics are creating a new reality inside your customer’s organization, resulting in the need for a shift in the way your sales team communicates and delivers value to your customers. Buyers desire interactions with your sales people that are relevant, meaningful, and aligned to the realities of the challenges they face each day. Responding to this shift presents a tremendous opportunity for you to reevaluate how your organization can differentiate itself in the marketplace and ultimately add more value to your customer base. In this session, we will discuss a proven approach which orchestrates this new way of working and elevates the value your sales team delivers to your customer base.

    • 08:30 AM - 10:00 AM

      Track D

      Working Sessions

      Working Session: Putting It Together And Pulling It Off

      Your buyers demand a seamless experience as they progress through their buying process. This includes consuming content and knowledge from digital channels, your website, and your salespeople. In this session, you will be presented with a case study, and together we will develop a marketing and sales game plan that delivers a seamless experience to the customer.

      *On-site registration required

    • 08:30 AM - 10:00 AM

      Track D

      Working Sessions

      Working Session: Developing The Business Case For Sales Enablement Technology Investment

      In order to make the supply chain for sales conversations more efficient and effective, you have to invest in some necessary technologies. This session will teach you how to develop a business justification for these necessary investments, highlighting the business benefits and costs savings that are specific to sales enablement.

      *On-site registration required

    • 08:30 AM - 10:00 AM

      Track D

      Working Sessions

      Working Session: Aligning People, Processes, And Technology To Hire And Develop Your Buyer-Aligned Sales Force

      In this session, you will learn to put Forrester’s frameworks into action with tools that help you hire and develop successful salespeople more effectively. You’ll learn what tools are available, how to use them, and what your organization can expect to get out of these new approaches.

      *On-site registration required

    • 10:00 AM - 10:10 AM

      Intermission
    • 10:10 AM - 10:40 AM

      Guest Executive Forum With Brainshark: Fueling the Buyer's Journey With Sales Content

      When sales reps can’t easily find the content they need, they often rely on personal favorites rather than what’s most relevant, current, and effective. In this case study, learn how Logi’s marketing team:

      • Worked with sales to assess content inventory and align to a new framework based on the buyer’s journey.
      • Launched the buyer’s journey program with sales.
      • Enabled smarter selling by giving reps access to the right content at the right time.
      • Gained insights to drive engagement and revenue.
    • 10:40 AM - 11:30 AM

      Morning Networking Break In The Solutions Showcase
    • 11:30 AM - 12:00 PM

      Your Role In Creating Lifetime Customer Engagement

      As business buying goes digital, the role of marketing and sales has grown from promoting products and closing deals to creating lifelong relationships. To better serve digitally empowered buyers, however, CMOs and CSOs need to better align teams around creating engaging experiences that connect with buyers in more memorable and compelling ways. In this session you will learn:

      • Why it is essential to engage buyers and how stories help you do this.
      • How to leverage narrative to make lasting connections with buyers.
      • What marketing and sales must do together to better engage with customers and build lifelong relationships.
    • 12:00 PM - 12:30 PM

      Platinum Sponsor Keynote With Inkling: “It Cannot be Unseen”: Unexpected Insights From Data-Driven Content

      When was the last time you used concrete, insightful data to drive improvements in your sales enablement content? Do you know who’s using it, when, on what device, and why? Over the past decade, sales and marketing have become ruthlessly data-driven professions, but sales enablement has been without its own source of data-driven truth. It’s a content-driven profession, and the efficacy of content is tricky to measure. In this session, Inkling’s CEO will share the unexpected and powerful insights gleaned by Inkling’s customers who adopted a more modern approach to content in their sales enablement programs. When data is seen, it cannot be unseen—and it will change the way your team spends its time and money.

    • 12:30 PM - 01:00 PM

      6½ Ingredients For Transforming Marketing In 2015

      Learn how one CMO drove a complete overhaul of both sales enablement and associated marketing activity to help fuel one of the fastest-growing companies in the technology services sector.

      • Discover the recipe used to deploy a modern marketing machine.
      • Understand how to build the right marketing skill set to thrive in the age of the customer.
    • 01:00 PM - 02:00 PM

      Networking Lunch In The Solutions Showcase
    • 02:00 PM - 02:30 PM

      Changing The Sales Strategy With Data

      With competition rising across nearly every B2B industry, sales teams can’t simply rely on price or features to win. So how did Box, with 75 competitors, penetrate 99% of the Fortune 500 market? Winning against competition demands a new sales strategy: one that relies on data. With sales analytics tools, productivity tools and customer data sources widely available, data is transforming the way top B2B organizations sell. In this presentation, you’ll learn:

      • What type of data has the biggest impact on sales performance.
      • How data can change the conversation between sales reps and prospects.
      • The most efficient way to obtain actionable insight from data.
    • 02:30 PM - 03:00 PM

      Integrating The Customer Into Your Sales Processes
      The focus of sales enablement (SE) to date has been about aligning sales and marketing efforts
      to purge waste and increase efficiency. In the age of the customer, SE must make a concerted
      effort to align all sales efforts to the preferences of the buyers and create a customer-obsessed
      organization. Enterprises must redesign all their sales touchpoints to align to buyer behavior.
      This session will help you:
      • Create the right sales enablement vision and charter for the age of the customer.
      • Understand a new role for your direct sales force and how to define its composition.

      The focus of sales enablement (SE) to date has been about aligning sales and marketing efforts to purge waste and increase efficiency. In the age of the customer, SE must make a concerted effort to align all sales efforts to the preferences of the buyers and create a customer-obsessed organization. Enterprises must redesign all their sales touchpoints to align to buyer behavior. This session will help you:

      • Create the right sales enablement vision and charter for the age of the customer.
      • Understand a new role for your direct sales force and how to define its composition.
      • Create an action plan to promote your new sales enablement vision.
    • 03:00 PM - 03:10 PM

      Closing Remarks