Purchase Webinar
Get access to a single webinar that is currently outside of your subscription.
Price: $250 (USD)
Get access to a single webinar that is currently outside of your subscription.
Price: $250 (USD)
Partner with Forrester Research to get access to webinars, insights and frameworks aligned to your role. Shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer.
Many Technology Sales Enablement Professionals are overwhelmed by the sheer number of requests and demands to "just enable the field." But in reality, "the field" is a complex array of account teams, overlays, and coverage models, engaging with an equally complex mixture of accounts that come in all shapes and sizes. For example, sales reps who are developing strategic partnerships with key clients need a different level of support from those who are trying to get in the door of an account for the first time. And to add to the problem, there are usually limited resources such as sales engineers and value specialists to help in the field, and usually no clear way to prioritize internal requests for resources.
How do you make sense of it, so that when you are asked to enable the field you have a starting point and clear path to action? Step one: Develop a tiered account approach. To do this, you need to work with your teams to recognize that not all accounts are the same and set up a structure to categorize them based on existing relationships and growth initiatives.
In this webinar, Scott Santucci, research director and principal analyst, frames how to focus your resources in the right places by first opening your organization's eyes to some fundamental, commonly unresolved hurdles: how to define and tier accounts, in order to properly enable the sellers who serve them.
Agenda:
You'll receive an email with dialing and Webex instructions prior to the Webinar.
See the Webinar FAQs for answers to technical and other Webinar questions.
Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This webinar draws on Forrester's latest quantitative research to provide a view into the current state of marketing measurement across B2B.Key takeaways:Learn about the insights gap facing B2B marketing organizations. See what metrics marketing leaders across B2B are using to steer their businesses.Hear how to advance a system of aligned measurement in your organization.Target audience level: beginner
Earlier this year, Reltio made a major transformation and shifted its revenue process from marketing qualified leads (MQLs) to buying groups and opportunities. The best part of this change: The company made this significant transformation in just 60 days! And now that it’s been live for about 10 months, the business impact and value of this transformation to the revenue process is too significant to ignore.Key takeaways:Why did Reltio make this change?What important factors were needed to make this transformation?How was Reltio able to make this transition so efficiently and successfully?What business value has Reltio earned in this transformation?Tips and advice for organizations considering making the shift from MQLs to buying groups and opportunitiesTarget audience level: intermediate
Personalization is table stakes in B2B, and it need not involve personally identifiable information to be effective. AI-powered personalization capabilities are enabling more relevant interactions and better conversations throughout the customer lifecycle, helping organizations deliver increasingly contextual interactions with immediate value.Key takeaways:Insights into B2B buyer expectations for and attitudes toward personalizationThe personalization techniques that B2B marketers find to be most impactfulTarget audience level: intermediate