Organizations that obsess over revenue growth hinder their long-term success by neglecting customer goals, failing to meet buyer expectations, and distorting their teams’ incentives and behaviors. To address this problem, companies must acknowledge that buyers now control the buying journey, and transform their revenue process to prioritize buyer value and align marketing, sales, and customer success teams. This revenue process transformation enables organizations to achieve sustainable growth by putting the customer first and creating meaningful interactions throughout an opportunity lifecycle.

Forrester’s B2B Summit EMEA — happening in London October 6-8 — offers a concentrated grouping of revenue process transformation (RPT) content to speed up your transformation. I’m excited to be leading four RPT-focused sessions: a workshop, a peer roundtable, and two traditional Summit presentations.

The workshop focuses on understanding buying groups across an entire buyers’ life cycle and offers a great peer networking opportunity, hands-on access to Forrester models and frameworks, and practical tools to put your knowledge to use quickly after the event. The roundtable, focused on empowering BDR/SDR teams for success, is a more informal session intended to allow you to ask questions in an open forum with an analyst and other professionals like yourself – each of whom brings a unique and creative perspective to solving today’s B2B revenue process challenges. After workshops and roundtables, I often see attendees schedule time to meet after they’ve returned to the office, or even during an event break to continue to pick each other’s minds about practical solutions to their common problems.

The two presentations will highlight the critical role a revenue council plays during an RPT transformation and how to run a buying group pilot to kickstart innovative thinking. The word “council” sometimes implies a complicated and tedious governance process, but my session focuses on flipping that concept on its head and leveraging the power of a cross-functional team to improve buyer experience – the root cause of all our revenue process woes! My buying group pilot session will highlight how pilots are an easy way to prove value to an organization and may be used as a test bed for innovation.

Join me and hundreds of your B2B colleagues at B2B Summit EMEA to expedite your RPT understanding and explore many other sessions to help you chart your course to durable revenue growth. I hope to see you there!