Forrester believes that purposeful integration of revenue functions’ focus creates value for customers and drives revenue for B2B organizations. At B2B Summit North America, we’ll showcase this year’s recipients of Forrester’s B2B Return On Integration Honors, all of which have transformed their businesses to maximize customer value and relentlessly drive internal alignment.

The B2B Return On Integration (ROI) Honors highlight organizations that have changed the trajectory of their company’s performance by aligning their marketing, product, and sales functions around customer needs. Each of these organizations will be sharing their stories on the B2B Summit mainstage in May. This is your opportunity to hear the secrets to their success and learn more details regarding the innovative technologies and rearchitected processes that enabled the achievement of their customer obsession goals.

One of the most exciting characteristics about this year’s winners is that they collectively represent transformational initiatives across the entire customer lifecycle, from go-to-market planning and product innovation to B2B Revenue Waterfall™ optimization to AI-backed adaptive programs and guided selling technology implementation to deal closure and customer onboarding — and then back around to initiating a customer feedback loop that informs product innovation. I applaud these honorees in exemplifying an aligned growth engine across the entire lifecycle.

This year’s Return On Integration Honorees include:


When faced with unfavorable demand during the COVID years, global leadership company DDI undertook and executed a companywide transformation with focused speed by resetting its target market approach to center on buyer needs. This effort involved redesigning its go-to-market strategy; invigorating innovation throughout the product lifecycle; restructuring product, sales, and marketing teams; retiring lower-performing products; developing integrated campaign plans; and shifting focus to buying groups in the revenue management process. As a result, DDI overachieved on its growth objectives, delivered a better customer experience for clients, and built a culture that makes employees proud to be a part of the team.

Verizon Business

Verizon Business, one of the world’s leading telecom companies, co-created an AI-backed guided selling and real-time marketing ecosystem to support sellers and advance adaptive programs for marketers. Developed by the front line for the front line, the solution presents optimal sales flows and next-best-action recommendations to Verizon Business’ sellers and prospects. This cross-functional initiative not only optimized productivity for sellers and improved agility and effectiveness for marketing loyalty and growth programs but also improved the company’s win rates and attach rates.


ADP, a leading global technology company providing human capital management solutions, saw an opportunity to double down on its focus on elevating the client experience through the launch of a new sales initiative. In its keynote session, ADP will describe how its efforts are driving both greater efficiency and experience enhancement. 

I hope you’ll join me at this year’s B2B Summit North America, happening May 5–8 in Austin, Texas, and as a digital experience, to hear our winners’ complete stories and learn how you may be able to replicate their success.