B2B Summit
North America

You’re toggling between multiple governance models across campaign implementation. Corporate directs some decisions and empowers others, while regional accountability is unclear. Marketing leaders will:

• Diagnose corporate and regional governance conflicts across campaign implementation and execution.
• Understand which operating model fits their strategic context and how to choose between directed, influenced, distributed, and situational control approaches.
• Leave with an accountability blueprint to operationalize consistent governance, optimize resources, and ensure local resonance and global consistency across their campaigns.

Speakers:
Rani Salehi, Principal Analyst, Forrester
Paul Ferron, VP, Research Director, Forrester

In today’s resource-constrained, accountability-driven environment, process optimization alone isn’t enough — measurement validates success and proves impact. This interactive workshop offers a hands-on approach to evaluating process effectiveness with clear success metrics. You will learn how to: 

• Use practical strategies to complete a process performance metrics template. 

• Set measurable criteria, enable data-driven decisions, and align metrics with GTM objectives for sustained impact.  

• Transform process measurement into a strategic lever for growth, innovation, and operational resilience. 

Speakers:
Vicki Brown, VP, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

This working session leverages a new customizable workflow tool used to correct upstream campaign/program workflows within a unique operating environment as part of an RPT transformation. The results are improved buyer experiences via noise reduction, more tightly integrated field marketing and event functions improving spend efficiency and alignment, and clarity of KPIs and deliverables. You will learn: 

• What the tool is and “why” you need it. 

• Hands-on experience in the tool. 

• Which Forrester research/frameworks will improve your workflows. 

Speakers:
Naomi Marr, Principal Analyst, Forrester

Many B2B firms struggle to clarify ownership of key customer interactions from onboarding through value attainment, renewal, and growth. The result: internal friction, wasted effort, gaps, and a less-than-ideal customer experience. Join this workshop using Forrester’s Postsale Customer Engagement Design Framework to clarify postsale roles, reduce stress, and improve outcomes. We will:  

• Introduce the Postsale Customer Engagement Design Framework. 

• Discuss best practices and common challenges. 
• Start populating your framework based on your customers and company. 

Speakers:
Amy Bills, VP, Principal Analyst, Forrester
Shari Srebnick, Principal Analyst, Forrester

Business buyers and AI increasingly trust third-party voices more than brands themselves. In this workshop, work through real-world scenarios to understand how external influencers shape authority across the buyer lifecycle. Participants will practice prioritizing influencer types, scoring individual influencers, and identifying gaps that limit brand authority in an age of AEO. You will learn to: 

• Identify which influencer types matter most at each buying stage. 

• Use a simple scorecard to prioritize individual influencers. 

• Pinpoint authority gaps weakening your brand’s influence. 

Speakers:
Karen Tran, Principal Analyst, Forrester

As genAI accelerates self-service work across GTM teams, marketers are asked to lead or being “voluntold” — often without a playbook. This hands-on session helps participants turn theory into confident operating decisions, with practical artifacts that support alignment, quality, and progress. Participants will: 

• Map work that can safely scale 

• Define ownership, decision rights, and guardrails as creation expands 

• Draft a practical rollout plan and internal narrative to guide adoption 

Speakers:
Lisa Gately, Principal Analyst, Forrester
John Grozier, VP, Principal Consultant, Forrester

Transforming your revenue process to focus on buying groups should be a key initiative. This workshop is focused on helping you start this transformation correctly.  This workshop includes:  

• An overview of the best-in-class revenue process leveraging buying groups.   

• A detailed hands-on discussion on creating the foundational items (opportunity map, buying group profile and opportunity creation strategy) needed to get started in this transformation. 

• Insights on how to leverage a pilot for quick success. 

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

In this workshop, leaders from marketing, sales, product, and operations will collaborate to create a one-page growth strategy designed to adapt, align, and deliver measurable results. Don’t miss the opportunity to:  

• Align vision, mission, and purpose to business context so that strategy drives growth. 

• Build adaptability into the strategy, unite priorities aligned across functions, and deliver measurable results. 

• Map growth vectors to actionable initiatives, resources, processes, and OKRs to ensure that execution drives accountability. 

Speakers:
Mark Ogne, Principal Analyst, Forrester
Laura Cross, VP, Principal Analyst, Forrester

Is your enablement function focused on measuring (a) activities or adoption or on (b) quality or impact? Forrester research showcases extraordinary performance gaps between these two enablement approaches; if you aren’t sure which, this workshop is nonnegotiable. Let’s roll up our sleeves, distilling 49 options from the periodic table of revenue enablement metrics into the perfect fit for your organization: 

• Should we measure it?  

• Can we measure it? 

• How do we report and communicate it? 

Speakers:
Peter Ostrow, VP, Principal Analyst, Forrester

B2B companies need a consistent and thoughtful approach to activate, instruct, ground, and ensure continuous learning and optimization of AI agents. In this workshop, we’ll: 

• Explore AI agent archetypes in B2B GTM functions and teams. 

• Map AI agent roles and goals to key GTM initiatives and processes. 

• Use the B2B AI-Agent-On-A-Page Template to define, align, constrain, and coordinate AI agents. 

Speakers:
Jessie Johnson, Principal Analyst, Forrester

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester
Nick Buck, VP, Principal Analyst, Forrester

Existing customers on average account for 73% of B2B revenue. For more mature companies, that portion is even higher. That’s not a figure to leave to chance. This roundtable will convene customer marketers to talk about what’s working and what needs work. Cross-sell and upsell, advocacy, community, and lifecycle marketing are all on the table. 

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

In this discussion, leaders will explore how AI is reshaping traditional persona and journey frameworks, turning static artifacts into dynamic tools for sharper targeting and smarter decisions. The conversation will highlight how to blend human intuition with AI-driven patterns to produce insights that are more accurate and actionable, covering practical techniques for modernizing personas, evolving journey maps with real-time data, and activating these outputs so they are embedded seamlessly into everyday workflows across teams and functions. 

Speakers:
John Buten, Principal Analyst, Forrester

Explore how your peers are using AI to improve campaign planning, execution, and optimization. In this interactive roundtable, you will hear what other practitioners are trying, what is working, and where challenges remain. Bring your questions, share your experiences, and learn how fellow marketers are using AI to boost efficiency, enhance decision– making, and accelerate campaign performance. 

Speakers:
Craig Moore, VP, Principal Analyst, Forrester

Cross-functional alignment is critical for achieving strategic goals and delivering customer value. In this roundtable, leaders will explore the vision and benefits of alignment, assess current challenges in attaining alignment, and define actionable steps to build a roadmap toward success. 

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

• Create strong data foundations for usable AI.
• Use the DUNS® Number to drive data quality.
• Enable smarter data use across your ecosystem.

Speakers:
Neil Honaker, Data & Enablement Initiatives Manager, Essity
Travis Lasorsa, Regional Vice President, New Business, Dun & Bradstreet

Brand and demand have long worked in silos, but self-guided buyers form preferences earlier, forcing convergence. In this roundtable, we’ll explore how connecting brand and demand ensures that every interaction builds trust and strengthens preference, especially as AI reshapes how demand proves contribution. You’ll leave with practical ways to apply preference marketing in your programs.

Speakers:
Ian Bruce, VP, Principal Analyst, Forrester

As business buyers leverage answer engines throughout their buying journey, companies are shifting from SEO to AEO to address zero click. Learn from your peers how B2B companies are managing the shift. Who is leading the effort? What metrics are they tracking? Where are they investing? How are they collaborating across messaging, content, digital and communications? 

Speakers:
John Buten, Principal Analyst, Forrester

Workflow, engagement, skills, and more – nearly everything about sales has changed. Except for compensation. The rep still walks away with the commission check despite how many other employees or factors contributed to the win. It’s now an elephant in the room. So, let’s have an honest discussion about quotas and compensation in the age of AI, buyer empowerment, and GTM integration. By attending, you’ll gain a firm understanding of compensation challenges, options, and tradeoffs. 

Speakers:
Rick Bradberry, Principal Analyst, Forrester

Explore how your peers are using AI to improve campaign planning, execution, and optimization. In this interactive roundtable, you will hear what other practitioners are trying, what is working, and where challenges remain. Bring your questions, share your experiences, and learn how fellow marketers are using AI to boost efficiency, enhance decision– making, and accelerate campaign performance. 

Speakers:
Craig Moore, VP, Principal Analyst, Forrester

Knowing your ideal customer profile (ICP) is only half the equation — it shows who to target but not who helps you influence buyers. This workshop introduces a practical framework and guided exercise to build an ideal partner profile (IPP) that amplifies your message, extends your reach, and accelerates pipeline. In this session, you will learn to: 

• Connect your ICP and IPP to expand reach and influence. 

• Zero in on the partner criteria that matter most. 

• Build a complete, ready-to-use IPP for a priority audience. 

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester
Maria Chien, VP, Principal Analyst, Forrester

Content creation is often driven by company priorities, such as product launches or new customer acquisition, instead of the questions that buyers ask throughout their journey. With buyers rapidly adopting AI search, companies need to create content that addresses the questions buyers are asking. This workshop will help content and marketing leaders drive visibility by: 

• Developing content topics that align to buyer questions. 

• Finding visibility gaps they need to address. 

• Creating an editorial plan that drives favorable visibility. 

Speakers:
John Buten, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester

Get practical advice on how to move your organization forward with identifying and building your buying groups.  In this workshop, attendees will: 

• Work on a persona map to define the buying roles inside a typical buying group. 

• Identify gaps in their existing processes or data to resolve first. 

• Learn about how the latest technologies for intent data, custom data capture, and LLM-based tools are making this process easier to scale. 

Speakers:
Brett Kahnke, Principal Analyst, Forrester

B2B GTM success depends on intentional planning for buyer and customer interactions. To achieve experience excellence across both direct and indirect RTMs, organizations must enable, equip, and empower partners to consistently deliver value throughout the B2B customer lifecycle. In this session, you will learn: 

• The phases of Forrester’s B2B customer lifecycle. 

• How to design customer experience excellence for the partner ecosystem. 

• How to apply Forrester’s templates and the actionable steps for expedited implementation. 

Speakers:
Kathy Contreras, VP, Principal Analyst, Forrester
Amy Bills, VP, Principal Analyst, Forrester

The ways B2B marketing leaders currently demonstrate business contribution serve as a useful, but imperfect compromise with business leadership. Now, changes in buyer behavior, including the use of AI in buying and the expansion of buying networks, threaten that tenuous balance. Join your peers to discuss your current state in demonstrating marketing value, share perspectives on how market forces are pressuring established ways of working, and exchange strategies for re–writing the rules of marketing accountability. 

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

Brand and demand have long worked in silos, but self-guided buyers form preferences earlier, forcing convergence. In this roundtable, we’ll explore how connecting brand and demand ensures that every interaction builds trust and strengthens preference, especially as AI reshapes how demand proves contribution. You’ll leave with practical ways to apply preference marketing in your programs.

Speakers:
Kelvin Gee, Principal Analyst, Forrester

Buyer engagement is shifting toward self-service, digital-first research, and AI-assisted interactions — exposing the limitations of traditional sales plans. This session examines how evolving buyer preferences reshape territory design, coverage models, capacity planning, incentives, and account strategy. Leaders will learn how to realign sales planning to modern buying behavior, eliminate misaligned seller activity, and build scalable, AI-enabled revenue models. 

Speakers:
Shakeel Khan, Principal Analyst, Forrester

AI is changing everything, replacing manual processes with intelligent automation. Workflows become faster, smarter, and more predictive, but success takes more than tech. Big challenges await: new roles, fresh governance, and a major lift in change management. Join us for a candid discussion on what to automate, where human judgment still matters, and the skills needed to align capabilities across your organization. Don’t miss this chance to future–proof your operations! 

Speakers:
Laura Cross, VP, Principal Analyst, Forrester