We are in the final two weeks before Forrester’s B2B Summit EMEA. If you haven’t registered yet, make this your action for the day. Trust me, you don’t want to miss this! Today’s blog highlights a couple of track sessions that illustrate the inspiring and practical nature of the research we will share.

Embrace Ingenuity For Sustainable Growth

Ingenuity is what it takes to reinvent our businesses for sustainable growth. B2B companies operate on outdated models to drive growth. As buyers, markets, economies, and technology change, B2B companies still operate like they did 20 years ago. Without self-reflection, they bemoan the increasing difficulty of driving sustainable growth. We need to change the focus, change the work, and change the culture. Forrester’s B2B Summit will support you with curated content spread across four tracks:

  • Inject Creativity And Innovation To Catalyze Growth. This strategy track features sessions that offer a fresh perspective on our strategic starting point. Our company strategy, our function’s role, and our routes to market have been automatic for too long. It’s time to shake things up with a refreshed growth strategy, a roadmap for marketing innovation, and meeting customers where they are, with partner ecosystems and e-commerce routes to market.
  • Embed Individual And Team Ingenuity To Unleash Go-To-Market Potential. Our leadership track offers perspectives on how to lead in the dynamic reinvention of our work. What mental models exist in the organization and within our customers that we need to be aware of? Why does our sales culture differ from our organization’s culture, and should it? What makes a good frontline marketing leader? And like it or not, Gen Z is here in the workforce. How can you, as a leader, motivate and empower these employees to deliver on the value they represent?
  • Optimize Go-To-Market Performance By Harnessing Human And Machine Ingenuity. This technology track will discuss artificial intelligence in all its forms. There is no denying the impact that generative AI has had on how people consume information. But be wary of thinking that AI is just another tool to save costs. Without context and understanding, AI is likely to destroy as much value as you hope to gain.
  • Transform Processes And Workflows To Enable Buyer And Company Value. Our final track focuses on process changes. It provides tangible reasons and solutions on how companies need to change the way they work — from understanding buying groups and finally kicking that marketing-qualified lead addiction to aligning marketing and sales around customer value and enhancing the content they create so that buyers and customers can find the clarity they need to build trust.

Join Us For Insights And Fun

All of us at Forrester have worked relentlessly to bring you and your peers these insights, examples, and ways of working, packed into two and a half days of fun-filled interaction. Don’t deny yourself this opportunity to become a force of sustained growth inside your company.

Register today and be part of the future of B2B marketing and sales: Forrester’s B2B Summit EMEA 2024.