B2B Summit EMEA

Sales and marketing frequently struggle with alignment and poor revenue performance, often because they don’t talk in a consistent and constructive way. Leading organisations overcome this by creating a demand council — a cross-functional team that collaborates to define and optimize revenue process performance. This session provides guidance on choosing members of this team, creating a common agenda for assessing performance and driving improvements, and establishing the best cadence of meetings to optimize the revenue process.

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester
Amy Hawthorne, Principal Analyst, Forrester

Do you know what your CEO expects from you? Marketing and sales executives at emerging companies (those with less than $100 million in revenue and double-digit growth) need to align with corporate objectives but often lack insight into them. In this session, we will share what we have learned through extensive interviews that reveal how CEOs view the revenue engine and what you need to do about it.

Speakers:
Matt Papertsian, VP, Research Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

Skilled bakers know that good ingredients and the right sequence of actions are key to making an incredible dessert. The same is true for effective marketing planning. In this session, we will introduce the new B2B Marketing Planning Process — a no-fail recipe for annual plan development. We will highlight the key elements of the B2B Marketing Planning Process and how it can be applied to global and regional planning cycles.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

Rapid change is inevitable, so organisations must be adaptive to succeed. Marketing operations professionals must embrace their distinctive skill set — insight interpretation, process design, and systems — to uncover possibilities that will drive differentiation. This session will provide an overview of the value marketing operations offers to marketing, the characteristics marketing operations leaders need to thrive, and best practices for driving marketing operations success.

Speakers:
Cristina De Martini, VP, Research Director, Forrester

Buyer needs comprise the DNA of a business and contain the instructions for innovation and go-to-market efforts. But B2B organisations too often ignore or misunderstand their buyers’ needs. Portfolio marketing’s buyer insights are an untapped resource that can provide a true, cross-functional understanding of buyers to maximise profitable revenue growth. This session will provide guidelines for encoding buyer needs into your organisation’s capabilities.

Speakers:
Amy Hayes, VP, Research Director, Forrester

COVID-19 accelerated trends in B2B buying with profound implications for sales organisations. Instead of relying on a few superstar reps’ large end-of-quarter deals to achieve quota, sales leaders must adopt a systematic approach prioritising buyer-centric processes and investments in infrastructure and insights so a broad set of reps can retain and grow customers. In this session, you’ll learn how insights-driven sales systems deliver the customer experience buyers demand and enable the revenue growth stakeholders want.

Speakers:
Phil Harrell, VP, Sr Research Director, Forrester

Creating inclusive experiences is good for business, customers, and employees. It helps you reach new markets, reduce legal risk, prove your company is serious about diversity, equity, and inclusion (DEI), and more. But most companies take a narrow approach to design, so they miss out on these benefits. This session will present data demonstrating the benefits of inclusive design and then lay out five case studies demonstrating how to augment your experience design practice for inclusion.

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

Demand marketing leaders often base their planning on intuition rather than insight or even a basic understanding of how sales believe they will make their number. Worse, many have little understanding of sales coverage and ask for account targets just before campaigns launch. This leads to marketing and sales misalignment, suboptimal use of resources, and poor performance. This session introduces a tool for marketing leaders to map the most lucrative target accounts with sales and select the best mix of marketing approaches — ranging from account-based marketing to vertical marketing to traditional demand marketing.

Speakers:
Alisa Groocock, VP, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

Driving and enforcing audience prioritisation is the most important activity for a B2B marketing team at an emerging company. However, this must be rooted in how the company plans to grow. In this session, we will explain why deciding how an organisation plans to grow is a critical step in determining which audiences should be prioritized to achieve revenue goals.

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester
Katie Fabiszak, Principal Analyst, Forrester

A marketing strategy that supports the business can be hindered by internal realities and external dynamics. This session will demonstrate how to formulate a marketing strategy in different organisational constructs. It will provide operational guidance on avoiding common problems and delivering an actionable marketing strategy integrated across all stakeholder groups.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Susan Macke, Principal Analyst, Forrester

The Strategic Budget Allocation Process helps organizations break away from historical spending patterns to focus budget more directly on achieving strategic objectives. In this session, we will highlight how this process integrates with marketing planning and campaign implementation, how operations and demand teams can prepare for implementation, and how demand program planning can support strategical bottom-up budget planning by execution teams.

Speakers:
Brett Kahnke, Principal Analyst, Forrester
Rani Salehi, Principal Analyst, Forrester

Personas are the starting point for audience-centric marketing, yet they’re often underappreciated and taken for granted. To ensure personas have a bigger impact, organisations need to right-size them for each audience and develop packaging, enablement, and adoption strategies that balance the needs of global and regional teams. In this session, we will teach you how to tailor personas for internal audiences and create effective enablement strategies that propel your organisation to audience-centricity globally and regionally.

Speakers:
John Buten, Principal Analyst, Forrester
Barbara Winters, Principal Analyst, Forrester

Many organisations are evaluating or championing the adoption of revenue operations to drive revenue growth, efficiency, and profitability. As an emerging function, revenue operations can take several organisational forms, each with pros and cons. This session will provide findings from recent research on the state of revenue operations, definitions and responsibilities for three organisational models, and guidance to help you decide which model is best for your organisation.

Speakers:
Cristina De Martini, VP, Research Director, Forrester
Steve Silver, VP, Research Director, Forrester

Technology can innovate and shape our lives in magnificent ways. Diversity, Equity, and Inclusion can contribute to that innovation in new and exciting ways. Join Jordan Mitchell and Forrester’s Katy Tynan to discuss how finding the value proposition of DEI within your functions can revolutionise results.

Speakers:
Jordan Mitchell, Global DEI Engagement Partner, Sprout Social
Katy Tynan, Principal Analyst, Forrester

Market disruptions have required B2B companies to play defense, focusing on retaining and expanding relationships with existing customers to protect and grow revenue. Uncovering opportunities with current accounts through planned marketing programs requires alignment, agility, and an effective strategy. This session will provide an understanding of marketing’s role in cross-sell and upsell programs and explain how to structure successful programs for expanding customer relationships.

Speakers:
Rani Salehi, Principal Analyst, Forrester
Renee Irion, Principal Analyst, Forrester

Emerging companies love to talk about their innovations, features, and functions, but often struggle to explain why new technology or approaches deliver the business outcomes buyers want. During this session, we will explain why answering one key question can make the difference between standing out and staying hidden in your target market — and how customer-centered messaging keeps your company strategy, marketing, and sales aligned around solving customer problems that grow your business.

Speakers:
Laura Ramos, VP, Principal Analyst, Forrester
Barbie Mattie, VP, Principal Analyst, Forrester

Global campaigns have low regional adoption because they are insufficiently attuned to local market requirements. The result – regional and country teams spend too much originating campaigns or localising global campaigns. What if regional and country teams jointly developed global campaigns, minimising the need for additional localisation? In this session, we will introduce the Campaign Planning Optimization Process, including the steps for presenting global campaign leaders with clear, consolidated insight into local campaign needs.

Speakers:
Mavis Liew, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

Has your journey to marketing excellence hit traffic? Are hidden issues causing outages and gridlock in your B2B marketing process transit system? In this session, we will introduce the B2B Marketing Value Chain and a process diagnostic approach that allows you to easily identify, diagram, analyse, and optimise marketing process for maximum flow and business adaptability.

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Marcia Trask, Principal Analyst, Forrester

Global B2B organizations must fuel multiple campaigns and plans with content, but a lack of readily available resources causes them to fall short of expectations. Organizational siloes and inadequate coordination between campaigns, content marketing, and web teams results in disconnected experiences for audiences. In this session, we’ll explain how to create a unified approach to content strategy across global and local teams that creates a cohesive experience for audiences wherever they are in the world.

Speakers:
Christine Polewarczyk, VP, Research Director, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

Multinational organisations often struggle to deploy a single sales process that fits all offerings, buying groups, regions, and geographies. But is a single version the right approach? In this session, we will explore when you should consider multiple sales processes, why to do so, and how to deploy them to meet diverse sales needs.

Speakers:
Steve Silver, VP, Research Director, Forrester
Anne Slough, Principal Analyst, Forrester

The conversation about race and gender and the imperative for fairness and equality has reached a crescendo. Companies face a new urgency to address these social vectors head-on in the way they do business. To get it right, firms must move beyond knee-jerk action to systemic change. In this session, we will explore the challenges ahead and outline a framework to rethink stakeholder relationships – employees, partners, customers, and the community – in light of the new social reality.

Speakers:
Dipanjan Chatterjee, Vice President, Principal Analyst, Forrester

As buyers research, evaluate, purchase, and adopt solutions against their business needs, they provide data and buying signals conveying critical information about buying group members and the opportunity. Without the benefit of a structure, these signals at best contribute to the noise and at worst cause marketing tactics to misfire due to a misunderstanding of buyer needs. This session will tackle how to use B2B buying signals across demand program plays by design program objective.

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Jessie Johnson, Principal Analyst, Forrester

As a B2B marketing leader at an emerging company, have you ever spent a considerable sum on a content asset (such as a white paper, e-book, or research report), promoted it on your website, and then expected your audience to just find it? This session will teach you how to maximize content value and improve the buyer’s journey by multiplying primary content assets into many derivative assets that drive multichannel engagement and pipeline progression.

Speakers:
Jennifer Rouse, Principal Analyst, Forrester
Christine Polewarczyk, VP, Research Director, Forrester

Marketing leaders who fail to define who marketing serves, and how, fail to communicate marketing’s value. This session will provide a methodology for building a view of marketing’s audiences, a process for identifying metrics that best demonstrate the value marketing delivers, and guidance for CMOs to overcome common pitfalls when communicating marketing’s value.

Speakers:
Bob McKinnon, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

Global and regional marketers need to share relevant data to fuel better business results. In this session, we will walk through common regional data dilemmas to show how defining data needs globally and locally, understanding the data landscape, and effectively communicating data requirements enables marketers to surface richer, deeper insights that deliver business growth, pipeline acceleration, personalisation at scale, and customer-obsessed experiences.

Speakers:
Julian Archer, VP, Principal Analyst, Forrester
Kathleen Pierce, Principal Analyst, Forrester

Messaging is central to how marketing and sales engage buyers. Delivering the insights buyers demand — from the corporate mission and values to product features describing how an organisation solves specific needs — is essential. But often these messages are disjointed, resulting in conflicting language that isn’t focused on buyers and the business results they desire. In this session, we introduce a messaging structure organisations can use to build and activate every message with context and relevance.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Laura Ramos, VP, Principal Analyst, Forrester

Scientists constantly seek to expand human cognitive capacity, but no panaceas have emerged. Brainpower is limited, so how many products can we reasonably expect sellers to master and sell? According to new Forrester research, sellers’ cognitive breaking points occur because of a combination of seller and buying environment complexities. In this session, we’ll discuss the factors that increase seller cognitive load, share a tool that assesses these factors, and offer methods for overcoming cognitive limitations.

Speakers:
Nancy Maluso, VP, Principal Analyst, Forrester
Peter Ostrow, VP, Research Director, Forrester

Field marketers are critical to rolling out account-based marketing (ABM) in local markets: They’re closer to the sellers in market and understand local pain points, so they’re best equipped to develop and deliver localised experiences. In this session, we describe various models for distributing responsibilities between an ABM center of excellence and the field, as well as using a readiness assessment to determine whether a particular country should get involved in ABM.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Carrie Rediker, VP, Principal Analyst, Forrester

An emerging company must adopt and integrate six essential technology capablities as the foundation for building and running an efficient and scalable revenue engine. In this session, you will learn best practices for building an integrated technology foundation that drives consistent audience experiences; improves sales, product, and marketing performance; and enables the effective addition of future technologies.

Speakers:
Barbie Mattie, VP, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester

B2B content is often myopic and generic, focused on products and buzzwords rather than meaning and authentic value. Yet, we know audience-centric storytelling is more memorable and engaging. This presentation will provide an approach to creating compelling B2B stories with consideration for brand journalism that places the audience at the center of the narrative.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

Marketing leaders are constantly under pressure to demonstrate marketing’s value to the business. Although marketing-sourcing metrics have been central to B2B marketing’s performance story, marketing functions’ journey to delivering value has made the sourcing focus far less relevant. In this session, we tap extensive research and interviews with marketing leaders to provide guidance on how to champion the adoption of demand-related performance indicators, so you can gain leadership buy-in and drive enhanced marketing contribution.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Meta Karagianni, VP, Research Director, Forrester

To win buyers, an organisation must ensure that its knowledge enablement function moves beyond focusing only on sellers. Instead, the entire revenue engine must be enabled with the knowledge needed for success. In this session, we will introduce techniques for ensuring that regional teams (e.g., regional field marketing, demand marketing, content development, partners) receive the knowledge they need to make an impact in their locales.

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester
Paul Ferron, Principal Analyst, Forrester

AI has driven major improvements in forecast efficiency and accuracy, but AI’s increased powers of prediction raise questions about the role of sellers and the traditional forecast cadence. During this session, we will discuss the changing role of forecasting in the Age Of The Customer. We will also explore contrasting perspectives on the future of forecasting and provide guidance on the keys to exploiting AI.

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Brandon Purcell, VP, Principal Analyst, Forrester

Revenue development organisations are mission-critical to revenue engines. The most successful revenue development reps (RDRs) have clearly defined roles and responsibilities and are enabled with actionable data and optimised technology. They are measured to drive meaningful outcomes and are managed by leaders who interlock with other teams while always providing coaching and ongoing development. This session is designed to share how empowered RDRs can be the most strategic partner in today’s revenue engine.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Malachi Threadgill, Principal Analyst, Forrester

Evolve your thinking about measurement, assessment, and reporting. Emerging companies (those with less than $100 million in revenue and double-digit growth) must pass through multiple growth stages to become mature enterprises. In this session, we’ll review which metrics capture, communicate, and properly evaluate performance, from an execution and long-term growth position, at each growth stage.

Speakers:
Matt Papertsian, VP, Research Director, Forrester
Nancy Maluso, VP, Principal Analyst, Forrester

What are the gaps between your marketing team’s capabilities and what’s required to meet the needs of your customers? Constantly changing business, buyer, and customer demands require marketing leaders to design a best-in-class organisation with critical capabilities that allow consistent performance at a high level. In this session, we will introduce the capabilities required for high-performance B2B marketing and examine the competencies and characteristics necessary to carry out those capabilities.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Jennifer Ross, VP, Research Director, Forrester

An organisation measures and predicts revenue by tracking opportunities through a Demand Waterfall. And we plan for opportunities to follow the perfect path straight down the waterfall from targeted account to closed/won. What happens when opportunities fall off the waterfall? This presentation will outline how to understand when opportunities fall off the B2B Revenue Waterfall and how to handle these detour opportunities when they do fall off.

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

Case studies and customer testimonials deliver a big payoff for audiences, from driving buying decisions to providing inspiration and reassurance. This raises the stakes for developing and organising advocacy content that is useful and creates positive customer experiences. In this session, we’ll introduce a purposeful approach to prioritising, developing, and deploying advocacy content, and applying best practices to ensure a great advocate experience.

Speakers:
Lisa Gately, Principal Analyst, Forrester
Amy Bills, VP, Principal Analyst, Forrester

Sales enablement leaders are compensated with variable incentives based on a lagging indicator: whether sales achieved annual quota. But how is reps’ work measured, judged, and motivated? MBOs are often conflated with inputs from other functions that reps can’t control. In this session, you’ll learn how to focus enablement on leading, leaning, and learning indicators that matter to the C-suite: changes in seller productivity and behaviour that influence the brass ring — meeting or beating quota.

Speakers:
Peter Ostrow, VP, Research Director, Forrester
Eric Zines, Principal Analyst, Forrester