B2B Summit EMEA

Sellers Don’t Trust Marketing, And Buyers Can Tell

Many marketers think sellers don’t make the most of the opportunities they generate. Sellers become skeptical about marketing when they’re bombarded with poor–quality MQLs. Buyers engage with both sales and marketing, they expect an aligned message. Sellers and marketers must trust each other. In this session, you will:

Learn the key factors that drive seller trust.
Identify the barriers to seller trust.
Know how to provide a path to overcome barriers and build trust.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

Panel Discussion: How Can B2B Leaders Thrive Through Volatility?

As European and global markets face continued volatility and uncertainty while AI disrupts and distracts in equal measure, B2B organizations are forced to constantly adapt to a new normal of constant change. Hear from a panel of peers on how their organizations are adapting to constant change and still driving growth. In this panel, we’ll discuss:

How external volatility is impacting B2B leaders and their teams.
How to respond to the pressures placed on budgets, resourcing, and initiatives.
How to adjust your go-to-market tactics and strategy to continue to thrive.

Speakers:
Valérie Thomassin, Chief Marketing, Communications and Engagement Officer, Cegid
Dave Boyce, Executive Chairman, Winning by Design
Daryl Wright, Principal Analyst, Forrester

Revenue Growth Reimagined: Cross-Functional Innovation In Action

Transforming and optimizing the core revenue processes is a tall challenge without strong cross-functional collaboration. To reimagine revenue processes — because we know this drives business growth — every buyer- and customer-facing function must be aligned with a single goal: delivering value. This is not your average cross-functional council. They represent the “coaches” in your transformation efforts. A revenue-focused council is designed to identify where the revenue process slows, stops, or is broken based on their deep knowledge of the buyer, business, and business process. The council is tasked with finding amenable cross-functional solutions at an acceptable pace and without excuses. Attendees will learn:

Why an “expansion” team is required to reimagine revenue growth.
How the revenue council “coaching board” brings value to this effort.
Why performance insights must drive a reimagined revenue process strategy and game-time changes.

Speakers:
Naomi Marr, Principal Analyst, Forrester

Holiday Hell And The Future Of Agentic AI In B2B

AI agents are a rapidly developing technology, and “agentic” is already part of many business conversations. But what exactly are AI agents, and what sets them apart from other AI? In this session, you will:

Learn what AI agents are and what use cases they support.
Understand the state of AI agent development today.
Know how to prepare for an AI agent future.

Speakers:
Jessie Johnson, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester

12:45 pm – 1:15 pm BST

Case Study Sessions

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s product, marketing, sales, and customer engagement technologies and services.

Cvent: Driving Revenue With Event-Led Growth

When events command a significant share of your marketing budget and your team’s time, they need to go beyond box-ticking and deliver reliable pipeline and revenue. See how teams put event-led growth into practice by aligning with Sales on shared goals, running hosted and attended programmes on connected data, and turning event signals into outcomes that leaders trust through clear attribution and reporting. Expect candid lessons on what works, what doesn’t, and practical ways to ensure your events have a meaningful impact on the business.

Speakers:
Laurence Ewen, Demand Generation Manager, Cvent

Informa TechTarget: Winning The Enterprise Growth Game: Lessons From Akamai

Campaign execution is no longer enough. Today’s growth depends on increased sales and marketing alignment, data driven targeting and the ability to remain constantly agile.

In this session, Akamai Technologies (NASDAQ: AKAM), the cybersecurity and cloud computing company that powers and protects business online, will share how they are using intent data, adopting AI, retaining talent, and accelerating pipeline with connected go-to-market teams.

Following this session, you will leave with practical ways to apply these insights to drive measurable business growth in your organization.

Speakers:
Lynsey Jenkins, Senior Director of Security Growth Strategy, Akamai
Jon Mycroft, VP, Integrated Solutions, Informa TechTarget

1:15 pm – 2:15 pm BST

Lunch & Marketplace Break

Enjoy lunch while networking in the Marketplace. Learn about innovative products and gain a deeper understanding of industry trends by attending any of the spotlight sessions, located in the Marketplace.

1:30 pm – 2:15 pm - LeanData Lunch And Learn: Making The Case For Buying Groups: BMC’s Path To Alignment And Action

Discover how BMC made the case for buying groups by turning early momentum into cross-functional alignment. This session will walk through the strategy, structure, and storytelling used to secure buy-in across sales and operations. Key takeaways include:

How sales and marketing partnered to lay the foundation for buying groups success.
Budget and tech stack must-haves.
Change management tactics that drove adoption.

Speakers:
Jim Bell, CMO, LeanData
Beth Redpath Katz, Senior Director, Global Demand Strategy, BMC

1:15 pm – 2:15 pm BST

Executive Leadership Exchange (Invite Only): Exclusive Lunch & Product Led Growth In The Age Of AI

Join us for an exclusive lunch featuring energizing content and networking opportunities.

Speakers:
Christina Schmitt, Principal Analyst, Forrester
Dave Boyce, Executive Chairman, Winning by Design

1:40 pm – 2:55 pm BST

Workshops (Pre-Registration Required)

Attend one session:

Make Smart GTM Decisions Using Ideal Data And Information Sources

B2B leaders lack confidence in making GTM strategy decisions because they struggle to gather the necessary data. The three phases of GTM strategy development require the right insights to make smart decisions at each phase. Attendees of this workshop will:

Learn how to apply a standardized GTM strategy process.
Walk away with a legend of the data sources and insights needed for making GTM strategy decisions.
Assess their current state of leveraging data and sources.

Speakers:
Paul Ferron, VP, Research Director, Forrester
Chris Parr, VP, Principal Consultant, Forrester

Scope Your AI Agent Future

AI agents are the next wave of technology and AI advancement, with the potential to take go-to-market strategy to a new level. But before jumping to pilots or vendor selections, companies must first consider the use cases and scope of tasks they’d like AI agents to handle. Join this hands-on session to learn how to:

Identify and prioritize the use cases to focus on first.
Evaluate the data you need and the data you must safeguard.
Establish the metrics that AI agents will improve to build the business case.

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

2:15 pm – 3:00 pm BST

Breakout Sessions

Is There Trust In Your Buying Network?

B2B buyers have distinct preferences for the information sources they trust, and these more influential sources often significantly impact the purchase decision-making process. In this session, you will:

Review data from Forrester’s Business Trust Survey that shows which sources have the greatest trust with B2B buyers.
Understand how this should drive influencer relations programs, content marketing, and sales.

Speakers:
Karen Tran, Principal Analyst, Forrester

Sales Leadership: It’s Time To Embrace Revenue Process Transformation? Here’s How.

As buying groups expand and become more dynamic and self-directed, sales leaders face growing pressure to evolve their engagement strategies. Revenue process transformation (RPT) offers a path forward — but when it’s seen as a marketing initiative, it can feel misaligned with sales priorities. In reality, RPT is a shared framework that helps sales teams better identify, engage, and convert modern buyers. In this session, you will:

Explore the four most common concerns sales teams have about RPT — and how to turn each into a strategic advantage.
Learn how to collaborate with marketing around a shared, opportunity-centric view of the buyer.
Discover how unified data, clearly defined roles, and joint accountability can help sales teams accelerate pipeline and improve win rates.

Speakers:
Christina Schmitt, Principal Analyst, Forrester

Buying Group Pilots: A Prerequisite For Revenue Process Transformation

A revenue process transformation results in improved customer experience and a better view into viable opportunities. A prerequisite for a revenue transformation is sales and marketing’s ability to leverage buying groups to trigger additional accounts signals and expose the opportunities. You will learn:

Why a manual pilot is the best place to start.
The “how-to” steps of getting a buying group pilot up and running.
The areas of the pilot where additional focus is needed to avoid pitfalls.

Speakers:
Naomi Marr, Principal Analyst, Forrester

Anonymous Buyers And Your Data Strategy

Data deprecation has eroded how much data is available for companies to use to shape interactions and drive prospects and customers through the buyer’s journey. Meanwhile, changing buying behaviors and the emergence of AI-powered search are increasing the percentage of prospects that remain anonymous. In this session, you will:

Know what forces are driving the increases in anonymous buyers
Understand how these changes impact selling and engagement.
Learn how to focus efforts at different levels of buyer identification to maximize results.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

2:05 pm – 4:55 pm BST

Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions

Speakers:
Edoardo Zavarella, Principal Consultant, Forrester

Attend one session:

2:05 PM - 2:55 PM | Group 3

3:05 PM - 3:55 PM | Group 4 (Reserved for Executive Leadership Exchange attendees)

4:05 PM - 4:55 PM | Group 5

3:10 pm – 3:40 pm BST

Case Study Sessions

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s product, marketing, sales, and customer engagement technologies and services.

SMARTe: How Uber And Finastra Overcome Global Data Challenges To Win GTM

Global expansion is every GTM team’s aspiration, but data gaps, fragmented hierarchies, and compliance challenges often block the way. Without fresh, accurate, and campaign-ready intelligence, buying group engagement stalls, account propensity models fail, and whitespace remains untapped.

In this session, hear Uber and Finastra share how they partnered with SMARTe to overcome global data challenges and turn them into GTM wins. Learn how they:

Built a global data foundation to scale across EMEA and APAC.
Enriched hierarchies and personas to target complete buying groups.
Improved account propensity scoring with localized employee intelligence and bespoke signals.
Automated enrichment to accelerate campaigns, reduce ops burden, and fuel growth.

Walk away with a practical playbook to transform global data challenges into GTM precision.

Speakers:
Harjeet Singh, Senior Director of Marketing and Demand Generation Operations, Finastra
Sanjay Gala, Founder & CEO, SMARTe
Michael Steele, Revenue Operations, Uber

Canva: Beyond The Spreadsheet: How JKR & Canva Turn Data Into Storytelling That Sells

Data without narrative is just noise. But there’s a deeper tension – even those who overcome their anxiety face an ethical dilemma: How do you inspire action, scale output while maintaining data integrity? Today’s B2B marketers face a dual challenge: transform overwhelming data streams into compelling visual stories while simultaneously scaling content production across multiple channels—all with shrinking resources.

Duncan Clark (Canva) sits down with Lee Rolston (JKR) to unpack how JKR is converting insights into impactful visual narratives that drive engagement, delivering measurable ROI for clients worldwide.

Convert data complexity into visual clarity that prompts action
Create repeatable systems for insight-to-execution workflows
Quantifiable results: efficiency gains, cost reductions, quality improvements
Empower entire teams to inspire action with data using visual storytelling

Perfect for leaders seeking to bridge the gap between data intelligence and creative excellence.

Speakers:
Duncan Clark, Head of EMEA, Canva
Lee Rolston, Chief Growth Officer, Jones Knowles Ritchie (JKR)

Just Global: Life in the fast lane – how Bombora, Cloudera, and Just Global achieve growth through insights and alignment

Join our unique session featuring an award-winning agency, a specialist provider, and an enterprise organization, to hear firsthand how to hit those growth targets.

Winning in enterprise tech means knowing which accounts to prioritize and how to move them faster. This talk explores the role of intent data in top-funnel scoring, how alignment across Sales, Marketing, and CS accelerates in-pipeline opportunities, and what it takes to convert risk into revenue. With client examples and expert perspectives, you’ll see how insight-driven programs protect pipeline, energize stalled deals, and deliver measurable growth.

Discover ways to connect intent data with top-funnel scoring to fuel smarter targeting and outreach.
See a playbook for alignment across Sales, Marketing, and Customer Success that accelerates pipeline.
Hear client-tested tactics for turning pipeline risk into opportunity.
Gain practical insight into measuring impact — how to link marketing influence to business outcomes that matter.

Speakers:
Krystina Harrison, Senior Director of Customer Success, Bombora
Marcus Hiles, SVP of Strategy, Just Global
Jen Papineau, VP of Demand Generation & Events, Cloudera

3:40 pm – 4:25 pm BST

Marketplace Break & Networking

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

3:45 pm – 4:25 pm BST

Analyst-Led Roundtables

Attend one session:

How To Prioritize And Operationalize AI For Marketing

Evaluate the current state of AI implementations.
Prioritize AI investments for B2B marketing use cases.
Operationalize AI with people, process, and measurement.

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

AI Use-Case Priorities And Success Stories

As AI continues to transform the B2B landscape, organizations are prioritizing AI use cases that drive measurable business outcomes — from streamlining operations to enhancing customer experiences. However, leaders face challenges in scaling AI initiatives, identifying high-impact use cases, and ensuring ROI. Success stories from early adopters provide valuable lessons for navigating implementation hurdles and achieving transformative results. Join this roundtable and discuss:

Which AI use cases are delivering the greatest impact in B2B organizations.
How to mitigate risks while scaling AI initiatives.
Success stories and lessons learned from your peers.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

The State Of Cross-Functional Collaboration In 2025

Executives say alignment is high, but those in the trenches tell a different story. In addition to getting pressure from every angle, sales and marketing teams are struggling with external disruption and internal dysfunction. Realistically, things are likely to get worse before they get better. Roundtable participants will:

Explore the factors contributing to friction and misalignment.
Discuss strategies to jointly improve partnership and performance.
Share their successes and lessons learned.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

3:50 pm – 4:20 pm BST

Supercharge Your Focus Through Breathing And Meditation

During this interactive session, a meditation guide from The Yeh Yoga Co. will lead attendees through a carefully laid-out journey of movement, tension release, breath, and meditation, all from the comfort of a chair. The guide utilises (and explains the science behind) breathing and meditation techniques used around the world by high-performance individuals from CEOs to Navy SEALs! This session is intended to give you new inspiration for ways that you can level up your own focus and performance every day.

Meditation Guide, Differently Wellbeing

4:30 pm – 5:00 pm BST

Keynote: Return On Integration Honours

The 2025 B2B Return On Integration Honours showcase C-Level experts in organizations that have achieved strong product, marketing, sales, and customer engagement alignment, and as a result have improved company performance.

Speakers:
Karen Dumville, Global VP of GTM Operations, Thoughtworks
Natalie Drucker, Global Director of AI & Digital Strategy - GTM Operations, Thoughtworks
Nicky Briggs, VP, Principal Analyst, Forrester

5:00 pm – 5:30 pm BST

Keynote: Fireside Chat: Leading Go-To-Market Strategy In Volatile Environments

As marketers look to adapt to their changing environment, join us for an insightful conversation with Kate Mackie who leads the global marketing team at EY. In this session we’ll discuss Kate’s new book B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships, and Revenue and her passion for transforming the narrative around B2B marketing, driving a humanized approach to growth, and thriving through internal and external turbulence.

Speakers:
Kate Mackie, Global Marketing Lead & Partner, EY
Christina Schmitt, Principal Analyst, Forrester

5:35 pm – 6:35 pm BST

Networking Reception

Join us in the Marketplace for a reception full of networking, fun, food and refreshments.

6:30 pm – 8:30 pm BST

Executive Leadership Exchange (Invite-Only): Exclusive Networking Reception At Sky Bar

ELE attendees will be welcomed at the Eighteen Sky Bar for a drink’s reception with breathtaking views of the River Thames and iconic Canary Wharf skyline after dark. Connect with industry leaders and engage in intimate discussions with our analysts.

Wednesday Oct 8

8:30 am – 9:30 am BST

General Breakfast

8:30 am – 9:20 am BST

Forrester Women's Leadership Program: Breakfast Roundtable

Speakers:
Oliwia Berdak, VP, Research Director, Forrester

8:45 am – 9:25 am BST

Analyst-Led Roundtables

Attend one session:

The B2B Leader’s Role In Enabling Revenue Process Transformation

CMOs and their teams play critical roles in revenue process transformation; they are responsible for ensuring that the revenue engine responds adequately to evolving buyer needs at each stage of the opportunity lifecycle — presales, pipeline, and postsale engagement. Join us to discuss how to:

Shift from linear funnels to dynamic, customer-centric journeys in your revenue process transformation.
Optimize the management of the entire opportunity lifecycle, identifying and acting on critical change touchpoints.
Begin this transformation to ensure that it aligns with modern buyer expectations to sustain revenue growth.

Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester

The Impact Of Social Media On The B2B Buyer’s Journey

Social media is a mainstay of B2B marketing programs and has a wide impact across the buyer’s journey. But are you taking advantage of the many nuances across geographies, personas, and age groups that can be optimized to improve performance? In this session, we will discuss:

Who engages with social media and what information do they want from it?
What content and asset types resonate with B2B buyers on social media?
What to consider when optimizing buyer engagement on social media.

Speakers:
Daryl Wright, Principal Analyst, Forrester

Enabling Your Employees To Thrive With AI

Although genAI solutions are becoming commonplace, employees have numerous gaps in their understanding, skills, and inclinations around genAI, and those gaps won’t be filled by an hour in a classroom or online training alone. Join us for an interactive discussion on strategies to build your team’s genAI skills and increase AIQ as well as challenges in upskilling on genAI.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

9:30 am – 9:35 am BST

Welcome Back

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

9:35 am – 10:05 am BST

Keynote: The Dawn Of A New B2B Sales Supercycle

As economic disruptions collide with digitization, AI, and ecosystems, they stress B2B teams in unprecedented ways. Paradoxically, these forces fuel an emerging supercycle — an extended period of growth and transformation. The dynamic decade ahead will reshape go-to-market practices. During this keynote, you will:

Identify the five characteristics of this new sales supercycle
Learn why we must urgently unlearn the past to succeed in the future
Understand the implications and new priorities for B2B teams

Speakers:
Rick Bradberry, Principal Analyst, Forrester

10:10 am – 10:30 am BST

Programme Of The Year Honours

The 2025 B2B Programme Of The Year award recognises outstanding achievements in a particular area in product, marketing, sales, and customer engagement functions based on innovative frameworks and best practices to improve functional performance.

Speakers:
Andrew Reed, Director, Account Based Marketing, AVEVA
Nicky Briggs, VP, Principal Analyst, Forrester

10:35 am – 11:20 am BST

Marketplace Break & Networking

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

10:45 am – 11:15 am BST

Ask The Award Winners

Ask your questions of our 2025 Return On Integration Honours and B2B Programme Of The Year Award Winners during this Q&A session. If you have questions during their keynote sessions, make sure you write them down and attend this session to get answers.

Speakers:
Christina Schmitt, Principal Analyst, Forrester
Karen Dumville, Global VP of GTM Operations, Thoughtworks
Natalie Drucker, Global Director of AI & Digital Strategy - GTM Operations, Thoughtworks
Andrew Reed, Director, Account Based Marketing, AVEVA

10:40 am – 11:20 am BST

Analyst-Led Roundtables

Attend one session:

Leadership Communication Through Internal And External Volatility

In times of rapid change, B2B leaders face the challenge of maintaining clear, effective communication amidst internal organizational transformation and external market, geopolitical, and technological volatility. To bring stability into this era of uncertainty, leadership communication must promote a climate of confidence and clarity. Join this roundtable with your peers to discuss:

How to use communication to maintain trust with employees, customers, and partners during times of uncertainty.
Communication pitfalls leaders face during volatile periods.
Approaches for transparent and resilient messaging across stakeholder groups.

Speakers:
Karen Tran, Principal Analyst, Forrester

The Verdict On Revenue Operations: Promises Kept Or Opportunities Wasted?

Interpretations and implementation of revenue operations are wildly different across B2B. But at its core, rev ops was designed to break down functional silos, integrate processes, insights, and technology, all while aligning sales and marketing around the buyer. Join this session to discuss:

Has rev ops delivered on its ambitions?
What barriers prevent progress?
Are there alternative operating models to achieve the same goals?

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

Second Offering: AI Use-Case Priorities And Success Stories

Which AI use cases are delivering the greatest impact in B2B organizations.
How to mitigate risks while scaling AI initiatives.
Success stories and lessons learned from your peers.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

10:45 am – 12:00 pm BST

Workshops (Pre-Registration Required)

Blend Responsibilities Across The Opportunity Lifecycle To Boost Value

Many B2B frontline teams operate under the false assumption that they own different moments in the opportunity lifecycle. Instead of reinforcing their internal silos, all sides must recognize their blended influence on buyers at every moment in the buyers’ journey. This session will:

Explain why buyers want alignment.
Discuss a new approach for revenue teams to work together.
Detail ways to implement this new approach.

Speakers:
Naomi Marr, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

10:45 am – 1:35 pm BST

Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions

Speakers:
Edoardo Zavarella, Principal Consultant, Forrester

Attend one session:

10:45 AM - 11:35 AM | Group 6

11:45 PM - 12:35 PM | Group 7

12:45 PM - 1:35 PM | Group 8

11:00 am – 1:30 pm BST

Workshop (Second Offering): AI Hackathon 2.0: From Data To Direction

Be sure to bring your laptop with you to put alignment and reinvention into action! (Pre-Registration Required)

GenAI is all the rage, but many have still not experimented with its full set of capabilities: multimodal outputs or use cases such as brainstorming, data generation, or content iteration. In this interactive networking session, we’ll split you into teams and challenge you to collaborate with your peers and use genAI to:

Experiment with genAI tools and prompts to better understand how to engineer outputs.
Analyze data and extract insights to inform a marketing strategy.
Explore the strengths and limitations of genAI for tasks such as data analysis, data visualization, and decision support.
Build and present a compelling marketing strategy deck under time constraints.

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester
Lea Schiller, Research Associate, Forrester

11:20 am – 12:05 pm BST

Breakout Sessions

Beyond The Hype: Balancing AI Advantages With Human Connection And Trust

AI promises to revolutionize the way we do business, but at what cost? As AI becomes a bigger part of B2B go-to-market strategies, businesses must understand and balance AI’s benefits with the challenges it introduces that can erode buyer trust. In this session, you will:

Understanding the unintended consequences of an AI-first approach.
Learn how to integrate AI without compromising the human connection.
Leverage AI to enhance trust, rather than diminish it.

Speakers:
Daryl Wright, Principal Analyst, Forrester

Command Attention: Communicating Performance For Leadership And Teams

B2B leaders are routinely required to present results, but too often feel like they’re not effectively delivering their desired message. In this session, you will learn how to:

Ensure relevance and purpose as you communicate performance.
Align and customize the story to the needs of your audiences.
Use data and numbers to inspire action.

Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester

Build An Event Strategy To Fuel Revenue Process Transformation

When transforming their revenue processes, organizations must better align marketing, sales, and customer success teams around the needs of buyers. Events have a crucial role to play in achieving this; but leaders must build stronger internal alignment, approach event data differently, and reconsider the role of event technology. In this session, you will:

Learn about the challenges currently limiting event impact.
Hear about the three changes leaders must make to their event planning.
Get practical guidance on how to use events to better support buyers and power revenue growth.

Speakers:
Conrad Mills, Principal Analyst, Forrester

The Future Of B2B Messaging: GenAI-Driven Relevance And Efficiency

GenAI revolutionizes B2B interactions with buyers by delivering personalized content, relevant messages, and tailored communications more efficiently. This session covers actionable strategies to leverage genAI for better buyer experiences, increased engagement, and higher revenue. Ideal for marketers, sales professionals, and business leaders eager to uncover AI’s potential. Attendees will learn:

Ways to improve messaging and content with generative AI.
Strategies to reduce organizational risk and build buyer trust.
How to merge AI with human creativity.

Speakers:
Paul Ferron, VP, Research Director, Forrester

12:15 pm – 1:00 pm BST

Breakout Sessions

Panel Discussion: The State Of B2B Buying: Implications And Actions For The Growth Engine

B2B leaders are faced with a new generation of buyers with heightened expectations, technological advancements, and changing market dynamics. This panel will illuminate the needs and frustrations of buyers and how providers must upend outdated go-to-market strategies. Attendees will learn:

How to improve the buyer’s experience and bridge the gap between evolving buyer expectations and current go-to-market practices.
How to better serve buyers by leveraging gen AI and enabling self-service to empower buyers throughout their journey.

Speakers:
David van Schaick, VP Marketing & Founder, CoachHub, DVS Strategy
Angela Brown, Chief Marketing Officer, NCC Group
Mavis Liew, Executive Partner and Principal Analyst, Forrester

Mine The Partner Ecosystem For Hidden Gems And Priceless Insights

With over 60% of B2B revenue flowing indirectly through partners and 67% of B2B organizations forecasting a rise in indirect and partner-influenced revenue, it has become imperative to tap into your partner ecosystem to source priceless market, buyer, and competitive insights. In this session, you will:

Explore why the partner ecosystem is a rich source of untapped insights.
Learn a multifaceted approach to partner insights mining.
Understand how to prioritize and produce precious value from the outset.

Speakers:
Karen Tran, Principal Analyst, Forrester

Palo Alto – A Journey To Revenue Process Transformation

Palo Alto Networks has redefined the way sales and marketing collaborate—driving significant gains in opportunity conversion and pipeline growth. In this session, you’ll get an inside look at how they led this transformation, from launching a successful pilot to scaling a revenue process overhaul through systems and technology. Learn the key strategies, lessons, and best practices that enabled this shift—and discover how aligning go-to-market teams through process and platform change can deliver measurable business impact.

Speakers:
Roger van den Haak, Marketing Operations Business Partner & Process Manager, Palo Alto Networks
Conrad Mills, Principal Analyst, Forrester