B2B Summit North America

Disconnected GTM Efforts Will Ruin Your Company

B2B GTM is breaking under fragmented teams, mismatched incentives, and AI-driven change. A unified GTM framework is needed to prioritize segments, align revenue plans, and calibrate buyer-centric execution. GTM teams that leverage buyer signals and continuous feedback loops will win as they adapt quicker and can deliver on customer expectations. This session introduces:

A structured approach connecting GTM strategy to execution
Critical artifacts required at each GTM phase
The teams required to connect the dots

Speakers:
Amy Hawthorne, VP, Principal Analyst, Forrester
Katie Fabiszak, VP, Principal Analyst, Forrester

Elevated Expectations: What Your Audience Really Wants

Your idea of a “good” buyer and customer experience is probably out of date. The onslaught of AI-assisted search and agents, self-guided options, and the imperative for personalization have elevated audience expectations. In this session, we’ll:

Explore Forrester’s latest buyer and customer lifecycle journey research
Examine why marketing, sales, product, and customer success leaders must rethink their view of “ideal” experiences
Help you build a foundation for healthy, value-driven engagement and audience relationships

Speakers:
Barbara Winters, VP, Principal Analyst, Forrester
Amy Bills, VP, Principal Analyst, Forrester

Building Adaptive Marketing Programs With AI

Traditional program planning can’t keep pace with real-time buyer behavior. This session introduces adaptive program planning, a modern approach that fuses strategic process with AI-powered technology to build dynamic, responsive programs. In this session, you’ll learn:

Why frontline marketing teams must evolve their program planning approach
How to combine process and technology for adaptive planning
What humans and AI each do best across the program lifecycle

Speakers:
Kelvin Gee, Principal Analyst, Forrester

A New Paradigm: Aligned Planning Across GTM Functions

In the era of AI-powered search, planning must evolve. This session shows how to align revenue, functional, and campaign planning around shared accountability and outcome-based metrics. Learn to build architectures that withstand shifting signals, prioritize results, and create trusted cadences. You’ll learn how to:

Use leading indicators when early-stage visibility declines
Prevent over-rotation with decision guardrails and agile frameworks
Connect revenue targets to functional contributions for executable campaigns

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

Building The GTM Knowledge Graph For GenAI

GenAI relies on clean, connected data and a strong context layer. Many enterprises struggle to build a GTM Knowledge Graph, limiting advanced use cases. This session shows how operations and technology teams can integrate operational data to enable AI-driven analytics and decision-making. Attendees will learn:

How a GTM Knowledge Graph powers advanced genAI use cases
How vendor capabilities influence build vs. buy decisions
Where marketing and sales operations teams most often get stuck

Speakers:
Brett Kahnke, Principal Analyst, Forrester

Diagnose The Barriers To Your Organizational Effectiveness

Is your team struggling to make magic happen, meet deadlines, or create the value you believe is possible? Look beyond your dashboards at essential root causes for performance, alignment, and delivering outcomes with a facilitated discussion about organizational effectiveness. In this session, you will:

Understand what works to support small and large teams alike
Learn how to use a tested approach to pinpoint what’s not working
Help your team improve what matters

Speakers:
Betsy Summers, Principal Analyst, Forrester

Align AI Agents With Strategic Initiatives To Accelerate Growth

AI agents will soon impact every interaction and workflow supporting the purchasing journey and postsale experience. While the full potential of agentic AI has yet to be realized, B2B organizations must get the foundations in place now. In this session, you’ll learn:

How AI agents accelerate decision-making, orchestrate complex workflows, and scale personalized engagement
Which AI agent archetypes and capabilities are the best fit for key GTM initiatives and use cases
How to onboard your AI agents

Speakers:
Jessie Johnson, Principal Analyst, Forrester

2:15 pm – 2:45 pm

Sponsor Case Studies

Attend one session:

Adobe Case Study

Clozd Case Study

Cvent Case Study

Demandbase Case Study

Intentsify Case Study

Lead2Pipeline Case Study

Optimizely Case Study

2:45 pm – 3:45 pm

Analyst-Led Roundtables

2:45 pm – 3:45 pm

Marketplace Coffee Break & Networking

3:45 pm – 4:15 pm

Breakout Sessions

The Next Decade Of Selling — Described In Detail

AI, automation, and digital buying stress B2B teams in unprecedented ways. Paradoxically, these forces fuel an emerging sales supercycle — an extended period of growth and transformation. The dynamic decade ahead will reshape the beliefs and practices you have long relied on. During this session, you will:

Understand the quantitative impact of AI on US sales jobs
See simulated vignettes of future buyer-seller interactions
Discover how sellers and GTM teams will cosell with AI agents

Speakers:
Rick Bradberry, Principal Analyst, Forrester

The Future Of DX Is Multi-Modal

AI, voice, and video are reshaping how buyers and customers discover, engage, and decide. Static websites can’t compete with experiences that think, speak, and deliver instant answers. B2B companies must act now to adapt their digital experience and reimagine engagement. In this session, attendees will:

Learn why multi-modality is a must-have in modernizing your digital CX
Obtain insights and examples to accelerate DX initiatives
Gain practical techniques to craft digital experiences that win audiences

Speakers:
Renee Irion, Principal Analyst, Forrester

Surviving When Your Revenue Process Is Obsolete

The biggest threat to your business is its antiquated revenue process. Because it’s based on outdated assumptions and not aligned to anything — internally or externally — performance continues to decline. This session includes:

A frank discussion about the biggest problems restricting current revenue processes
A roadmap for adopting new, best-practice processes for signals, buying groups, intent, brand, GTM, and customer alignment that organizations need to thrive
Examples of real-world business impact realized by this transformation

Speakers:
Terry Flaherty, VP, Principal Analyst, Forrester

Turning Transparency Into Trust For GTM Growth

In an AI-powered, buyer-driven market, partner trust hinges on transparency. In this fireside chat, an enterprise software company reveals what happened when partners questioned lead routing and attribution. Discover how they made transparency non-negotiable, leveraging connected systems and shared dashboards to rebuild confidence, align GTM teams, and drive measurable ecosystem impact. Attendees will learn:

How transparency reshapes partner behavior
What worked — and what didn’t — when proving attribution
How to overcome resource constraints with phased innovation

Speakers:
Maria Chien, VP, Principal Analyst, Forrester

From Data Silos To A Unified AI Foundation

Operations and technology teams must overcome persistent data fragmentation across marketing and sales systems. Learn how a global software vendor replaced outdated, fragmented data silos with a modern, distributed approach that connects and normalizes data for an AI-ready foundation. In this session, you’ll hear how this vendor:

Aligned leaders across the go-to-market functions to drive data support
Got past inevitable bumps in the road
Delivered AI results through data literacy and governance

Speakers:
Katie Linford, Principal Analyst, Forrester

Crank Up Your Transition Leadership Prowess

Your leadership matters — whatever your level in the organization. Learn what questions to ask yourself in preparation to lead your team, your product, and your initiative in a changing age. In this session, you will learn the power of:

A change model that understands individual differences in change readiness
Human-centered, emotionally intelligent awareness in your role
Listening, communication, and storytelling prowess from beginning to end

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

Build AI-Ready Content Capabilities That Scale

AI agents and automation are reshaping content work, but the next phase will reveal who can scale value. As budgets tighten and scrutiny rises, B2B leaders must make smarter tech and workflow decisions. This session helps leaders build scalable, defensible content capabilities under pressure. Attendees will learn:

Where content creation and optimization deliver real ROI today
How to reduce vendor, disruption, and tech-debt risk
Why workflows, people, and governance are the determinants for success

Speakers:
Lisa Gately, Principal Analyst, Forrester

4:30 pm – 5:00 pm

Sponsor Case Studies

Attend one session:

Influ2 Case Study

Informa TechTarget Case Study

LeanData Case Study

NetLine Case Study

Optimizely Case Study

People Data Labs Case Study

5:15 pm – 5:45 pm

Guest Keynote

5:45 pm – 6:45 pm

Networking Reception

Join us in the Marketplace to debrief with your team, create new connections and engage with sponsors while enjoying great food and delicious refreshments in a fun atmosphere!

Tuesday Apr 28

8:00 am – 9:15 am

General Breakfast

8:00 am – 9:15 am

Workshops

Hands-on, interactive, and focused sessions designed to dive deep on specific topics relevant to B2B professionals. More details coming soon.

8:15 am – 9:15 am

Analyst-Led Roundtables

Small group discussions where participants gather to discuss specific topics, share ideas, or address issues collaboratively in a structured, yet informal meeting format.

9:30 am – 9:35 am

Welcome Back

Join us as we kick off Day 2 of the B2B Summit with an energizing welcome session. We’ll recap key insights from Day 1, highlight today’s agenda, and share what’s ahead to help you maximize your experience.

Speakers:
Dave Frankland, VP, Research Director, Forrester

9:35 am – 10:00 am

Keynote: Make Brand + Demand Your Preference Multiplier

Brand and demand have long worked in silos, but increasingly self-guided buyers form preferences that are forcing convergence. Traditionally, brand impact is hard to tie to revenue, and AI is now reshaping how demand proves its contribution. This keynote showcases why connecting brand and demand ensures every interaction builds trust and fosters preference. Learn:

What intent really indicates
How to measure preference and its impact
Why brand + demand drives greater pipeline performance

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester
Kelvin Gee, Principal Analyst, Forrester

10:00 am – 10:30 am

Return On Integration Honors

The 2026 B2B Return On Integration Honors 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.

10:30 am – 11:30 am

Marketplace Coffee Break & Networking

11:30 am – 12:00 pm

Breakout Sessions

A Candid Look At One Company’s GTM Transformation

Most B2B go-to-market strategies are product-focused and developed from an “inside out” perspective. A consistent, repeatable approach is needed to create winning GTM strategies that deliver customer value and simplify revenue generation. Join this engaging discussion with a senior B2B executive to learn:

Challenges their organization faced by operating from a product-centric view
The approach they took for an audience-focused GTM strategy transformation
How the strategy will guide resourcing, budgeting, and go-to-market execution

Speakers:
Katie Fabiszak, VP, Principal Analyst, Forrester

Agile Messaging Delivers Engaging Experiences And Campaigns

Agile messaging implies messaging that changes quickly, but that often has a negative perception as messaging that simply reacts. Instead, messaging that adapts to what buyers and customers seek, while remaining true to the brand promise and product capabilities, delivers impactful experiences and revenue. This session will:

Introduce an approach to building agile messaging that leverages differentiators
Discuss how storytelling helps buyers and customers envision themselves gaining value
Show how to craft winning campaigns using audience-centric messaging

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

Win The Post-Zero-Click Search Game

In today’s AI-powered search landscape, visibility alone won’t drive results. The modern marketer’s challenge is optimizing not just for discovery and click volume, but also for relevance and audience quality — where credibility, trust, and activation converge. Those who master post-zero-click engagement will turn their marketing activation into meaningful momentum. In this session:

Understand why AI-powered search redefines engagement dynamics
Get insights and examples that inspire new approaches
Learn actionable AEO strategies that deliver value

Speakers:
Renee Irion, Principal Analyst, Forrester

From Cold Outreach To AI-Orchestrated Growth

AI, automation, buyer self-service, and partner ecosystems are transforming prospecting. This session explores how modern sales organizations must rethink roles, processes, and incentives to thrive in an AI-powered environment. Move beyond legacy prospecting and adopt agile, data-driven approaches that align with today’s buying dynamics. Attendees will learn how to:

Redesign prospecting roles and motions for AI-assisted selling
Align quotas, incentives, and processes to modern buyer behavior
Replace outdated tactics with collaborative strategies

Speakers:
Shakeel Khan, Principal Analyst, Forrester

Market And Buyer Intelligence That Powers GTM Success

Market, competitive, and buyer insights are critical for GTM success, yet many organizations struggle to operationalize intelligence. This session introduces a maturity model for building a robust intelligence program that drives decisions across product, marketing, sales, and executive teams. Attendees will learn:

Steps to develop and advance a comprehensive intelligence program
How to leverage AI for faster, deeper insights
Use cases that ensure consistency and growth across the organization

Speakers:
Beth Caplow, , Forrester

Leading When AI Democratizes Work

AI is scaling creation faster than most go-to-market teams can adapt. Using content democratization as a practical lens, this session shares adaptable frameworks and approaches leaders can use to address:

How workflows, roles, and decision rights shift as creation scales
Which skills gain value in AI-enabled teams
Redesigning collaboration, governance, and readiness

Speakers:
Lisa Gately, Principal Analyst, Forrester

Navigate The AI Capability Collision In Revenue Tech

With AI embedded in nearly every marketing and sales platform, organizations face a new challenge — ensuring these technologies work together instead of creating confusion. Like air traffic controllers managing busy skies, leaders must avoid collisions and misalignment across the revenue tech stack to maintain operational efficiency. Attendees will:

Learn where AI capabilities complement or conflict across 40 technology categories
Identify pitfalls that undermine AI-driven productivity and customer experience
Discover best practices to ensure smooth operations

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

12:15 pm – 12:45 pm

Sponsor Case Studies

Attend one session:

1mind Case Study

Dun & Bradstreet Case Study

Informa TechTarget Case Study

LeanData Case Study

Salesforce Case Study

WordPress VIP Case Study

12:45 pm – 2:00 pm

Marketplace Lunch & Networking

2:00 pm – 2:45 pm

Breakout Sessions

Partner Your Way To Complete Solutions

For market and long-term success, B2B organizations must co-innovate and orchestrate with partners to create complete solutions. Yet many organizations are stuck proliferating atomized product offerings rather than looking across the partner ecocystem to solve bigger customer problems. In this session, you will learn:

Why this approach is important now
How to identify offering gaps and create new opportunities
Where to leverage Forrester’s Portfolio Model with partners in the offering lifecycle

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester

A Personalization Prescription: Rx For Winning Experiences

AI-first interactions have infused buyer and customer behavior, and there’s no going back. Marketers must move beyond static segmentation and preplanned sequences to deliver personalized, context-aware experiences that match real-time behaviors. In this session, we’ll:

Show Forrester data that tracks changes in buyer and customer expectations and behaviors
Explain how AI can help you craft winning experiences for buyers’ purchasing journeys and customers’ postsale engagement
Explore how to segment and personalize for AI-enabled customers

Speakers:
Jessie Johnson, Principal Analyst, Forrester
Amy Bills, VP, Principal Analyst, Forrester

Win Buyer Trust With Proof

Answer-engine-led discovery and increasing buyer skepticism are raising the search bar: buyers want evidence, not claims. As AI reshapes buyer research, teams must deliver decision-driving proof that buyers trust. Learn how to move from unsubstantiated claims to buyer-ready evidence. In this session, you’ll learn:

Practical examples of evidence buyers expect across common scenarios
How to structure proof for credibility, comparison, and answer engine optimization
How teams can align on proof priorities and deliver on them consistently

Speakers:
Lisa Gately, Principal Analyst, Forrester

Evaluating Content Impact In An AI World

Understanding content performance has been a perennial marketing challenge. AI can turn content and engagement into actionable data — a potential embarrassment of riches or a cache of anecdata until you figure out what represents actual content intelligence. In this session, you will learn:

How to determine what metrics matter most
The latest technology developments that can support your content intelligence journey
How to craft a content intelligence pilot

Speakers:
Phyllis Davidson, VP, Principal Analyst, Forrester

Future-Proofing Product Growth Insights

Today’s buying networks include both human and AI decision-makers, demanding a more intentional approach to data and insights for sustainable product growth. Many organizations are overly rotated on activity tracking rather than customer value. In this session, you will learn:

Metrics practitioners have stopped measuring and why
Unexpected signals marketing, product and customer success leaders rely on to understand customer value
New practices adopted by organizations and how these changes improved their business outcomes

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester

Get Ready For AI With Forrester's AIQ

Your AI tools will only succeed if your people choose to let them. Increase their AI readiness and boost their motivation to choose AI-fueled success for your and their ultimate benefit. Forrester’s AIQ tool will reveal what you need to work on to boost your AI outcomes. In this session, you’ll:

Understand why the people matter to AI success more than the tools
Learn what AIQ tells you about people’s readiness
Assess yourself and learn to assess your teams

Speakers:
James L. McQuivey, PhD, VP, Research Director, Forrester

When AI Agents Take Over, What’s Left For You?

AI agents are moving from pilots to full-scale deployment across marketing, sales, customer, and product. Adoption reshapes roles, responsibilities, hiring, workflows, and metrics. In this panel discussion, attendees will learn:

Which jobs will shift, shrink, or grow as agents automate tasks and orchestrate journeys
Where humans deliver unique value — and what human specialties will be in high demand
How organizations should define clear ownership between agents and humans

Speakers:
Laura Cross, VP, Principal Analyst, Forrester
Laura Ramos, VP, Principal Analyst, Forrester
Naomi Marr, Principal Analyst, Forrester
Mark Ogne, Principal Analyst, Forrester
Emily Collins, VP, Research Director, Forrester

3:00 pm – 3:30 pm

Sponsor Case Studies

3:30 pm – 4:30 pm

Analyst-Led Roundtables

Small group discussions where participants gather to discuss specific topics, share ideas, or address issues collaboratively in a structured, yet informal meeting format.

3:30 pm – 4:30 pm

Marketplace Break & Networking

4:30 pm – 5:00 pm

Programs Of The Year Honors

The 2026 B2B Programs Of The Year Honors recognizes 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.

5:15 pm – 5:45 pm

Keynote: The Accountability Reset

Distributed buying networks, answer engine adoption, and increasing self-service behavior has turned fragmented processes, technology, and mismatched incentives into GTM’s Achilles’ heel. Measuring what works is no longer just about volume-obsessed engagement measures. This keynote calls for an accountability reset, one that unifies teams around shared outcomes. Explore new ways to measure performance when buyer invisibility is the norm, not the exception.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

8:00 pm – 10:00 pm

Reception and Concert (Off-site)

Join us for an evening of festivities!

Wednesday Apr 29

8:00 am – 9:15 am

General Breakfast

8:00 am – 9:15 am

Workshops

Hands-on, interactive, and focused sessions designed to dive deep on specific topics relevant to B2B professionals. More details coming soon.

8:15 am – 9:15 am

Analyst-Led Roundtables

Small group discussions where participants gather to discuss specific topics, share ideas, or address issues collaboratively in a structured, yet informal meeting format.

9:30 am – 9:35 am

Welcome Back

Join us as we kick off Day 3 of the B2B Summit with an energizing welcome session. We’ll recap key insights from Day 2, highlight today’s agenda, and share what’s ahead to help you maximize your experience.

Speakers:
Dave Frankland, VP, Research Director, Forrester

9:35 am – 10:00 am

Keynote: Human + AI GTM

The future of GTM isn’t human or AI, it’s calibrated for both. This keynote session unpacks how to orchestrate a hybrid model where human creativity and machine intelligence work in harmony. From predictive, generative, to agentic AI, learn how to embed AI and AI agents into workflows without losing the human touch that builds relationships and trust.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

10:00 am – 10:30 am

Keynote Case Study

10:35 am – 11:20 am

Breakout Sessions

Should You Verticalize? Making The GTM Shift

Many B2B organizations are considering verticalization, but is it right for you? This session explores when a vertical approach can create an advantage as well as changes required in GTM strategy, roles and responsibilities, and team member behaviors. This session includes a guided Q&A discussion to test your own ideas. You will learn:

How to assess whether verticalization fits your market and business model
The GTM changes required to operationalize a vertical strategy
Team capabilities and structures needed to support vertical focus

Speakers:
Barry Vasudevan, VP, Principal Analyst, Forrester

Authentic Content Builds Buyer And Customer Trust

As AI-generated content proliferates, buyers and customers increasingly seek truth, expertise, and validation. This panel explores what authentic content really means — and how to create and promote it with integrity. Panelists will share how human insight, third-party credibility, and content strategies drive trust across channels that humans and AI rely on. Learn:

What authentic content means in the AI era
How to cocreate credible content
Ways to activate owned, earned, and paid channels

Speakers:
Karen Tran, Principal Analyst, Forrester
Phyllis Davidson, VP, Principal Analyst, Forrester

Align Pre- And Postsales Teams To Power Value Realization

Organizations struggle to activate customers because presale expectations, signals, and context rarely align with their onboarding experience. Buyers expect continuity, yet most organizations treat onboarding as a disconnected, downstream task. This session shows how unified presale and postsale processes create the conditions for early value realization and stronger retention. Attendees will learn to:

Align sales and customer success on readiness and shared outcomes
Transfer context, not tasks, during the handoff
Design onboarding to accelerate value

Speakers:
Shari Srebnick, Principal Analyst, Forrester

Forget Everything You Know About Measuring Marketing Contribution

AI search, with its easy, zero-click answers, is transforming B2B buying behavior. With that change, AI search is poised to upend the decades-old, engagement-based accountability model that defines B2B marketing contribution. In this session, you will learn:

How AI search has created an urgent, unavoidable disruption
Why the impact of AI search is much more significant than adjusting a few new metrics
How to lead your organization toward a new vision of marketing contribution

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

Unlocking Insights In The Era Of AI-Powered Search

Zero-click search is reducing organic site traffic, making trustworthy buying signals more critical. As first-party volumes decline, qualified buyers remain. This session shows how to augment first-party insights with third-party intent data and signals from across the buying network, including AI engines. Attendees will learn:

How AI-powered search elevates third-party signal importance
How data strategies adapt as early-stage engagement declines
How combining sources reveals buyer behavior for smarter GTM decisions

Speakers:
Brett Kahnke, Principal Analyst, Forrester

Organizational Design Will Drive Your Operational Excellence

When organizational design lacks clarity, trust erodes, conflict grows, and execution stalls. This panel features client leaders who have reimagined structures to align responsibilities, empower teams, and strengthen the often-overlooked “people muscle.” Attendees will learn how clear roles, accountability, and intentional talent strategies drive engagement, reduce friction, and create operational excellence.

How to design clarity that builds trust and accelerates execution
Approaches to align roles and empower teams
Talent strategies to boost engagement and minimize conflict

Speakers:
Laura Cross, VP, Principal Analyst, Forrester

Harnessing AI To Reshape Customer Experiences And Value

Teams in sales, product, and postsale can elevate customer experiences by wielding AI tools to make those experiences more contextual. This panel discussion will explore:

The role these teams play in aligning and accelerating how customers attain value.
How teams can deliver highly relevant product experiences and shape interactions that feel tailored and timely.
How to enhance customer satisfaction and strengthen loyalty by consistently reinforcing the value these teams deliver across the entire relationship

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester
Tony Plec, Principal Analyst, Forrester
Laura Ramos, VP, Principal Analyst, Forrester
Emily Collins, VP, Research Director, Forrester

11:35 am – 12:05 pm

Sponsor Case Studies

12:05 pm – 12:50 pm

Marketplace Lunch & Networking

12:50 pm – 1:20 pm

Breakout Sessions

From Products To Platforms: Stories From The Trenches

The shift from individual products to SaaS-based platforms and unified portfolios is redefining the B2B landscape. Although these solutions are designed to unlock efficiencies and drive better outcomes for customers, vendors face challenges in design, GTM strategies, and adoption. Join our panel of industry experts to:

Hear about real-world experiences in navigating this transition
Gain insights for managing the complexities of multi-product solutions
Learn about ways to align teams for successful product and go-to-market execution

Speakers:
Beth Caplow, , Forrester

Driving Growth Through A Proof-Driven Strategy

Larger deal sizes, higher switching costs, and greater budget scrutiny are forcing buyers to demand experiential proof of value before they buy. However, trials and proofs-of-concept often fail when marketing, sales, and product misalign on objectives, success criteria, value narrative, experience expectations, and more. In this session, you will:

Learn how cross-functional collaboration creates a stronger, proof-led growth strategy
Discover key buyer insights for successful trial and proof-of-concept experiences
Understand requirements to drive measurable growth

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester

How AI Transforms ABM For Sales And Marketing

Automation and genAI have changed the rules of how marketing and sales teams engage in ABM, bringing personalized, orchestrated experiences within reach. However, it’s not as simple as flipping a switch. This session explores how to:

Build foundations to effectively leverage automation and unite ABM efforts
Align sales and marketing from planning through execution
Rethink your ABM approaches to capitalize on focus and scale

Speakers:
Nora Conklin, Principal Analyst, Forrester

Link Brand And Demand To Show Marketing Effectiveness

B2B marketers have long struggled to quantify brand’s impact on business outcomes, leaving brand undervalued compared to demand metrics. This session shares how one organization used the B2B Brand Measurement Framework to link brand equity to tangible results. You’ll learn how to:

Apply a unified framework that ties brand to revenue outcomes
Integrate brand and demand metrics for holistic planning
Use actionable insights to elevate brand as a growth driver

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

Turning Deal Intelligence Into Advantage

Accurate quoting isn’t just about speed, it’s about intelligence. By capturing insights from every deal, organizations can tailor solutions, improve retention, and anticipate future buying behavior. This session explores how deal-driven intelligence informs smarter decisions, enabling personalized offers, better forecasting, and sustainable growth. Attendees will learn how to:

Extract actionable insights from quoting processes to shape future demand
Use deal intelligence to personalize offers and strengthen relationships
Apply insights for improved forecasting and profitable growth

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester

AI Won't Fix Your Org Chart, You Will

Leaders betting on AI to solve marketing chaos are scaling dysfunction, not progress. This session flips the script: fix the org first, then make AI work for you. In this session, attendees will:

Learn how to diagnose structural gaps before automating broken processes
Understand how to align leadership on problem-first strategy
Build AI fluency as a shared competency, not a silo

Speakers:
Rani Salehi, Principal Analyst, Forrester