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Don't miss out on one of the most attended sessions at Forrester B2B NA Summit! Hear Palo Alto Networks' winning program of the year story. Palo Alto Networks will discuss how a major transformation in its revenue process, from marketing-qualified leads (MQLs) to a focus on buying groups, has fundamentally changed the way that sales and marketing work together, driving major improvements in conversion efficiency and pipeline growth.
Key takeaways:
Target audience level: all levels
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With the B2B Revenue Waterfall, organizations can plan and manage all their revenue opportunities using standard sales force automation (SFA) objects and gain visibility into the revenue engine’s performance using common visualization techniques.
B2B organizations must transform their revenue processes to focus on delivering value to the buyer throughout the customer lifecycle.
Revenue process transformation requires B2B leaders to change how they measure performance.
Organizations looking to improve performance must shift from capturing and qualifying leads to identifying and engaging multiple buying group members.
Sales and marketing leaders must align on a new perspective for driving demand based on opportunities and buying groups rather than individual leads.
In this report, we introduce the Forrester Buying Groups Manifesto and describe why B2B organizations must take action now to adapt their revenue engine processes for buying groups.
In this report, we explain how to leverage the teleservices team as the first step in an incremental evolution from individual leads to buying groups.
Accelerate innovation with deeper insights about why IoT security is important, when it will likely pay off, and how others are using it; we feature the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. IoT security can potentially safeguard connected devices, protect sensitive data, and ensure system integrity over a short- to mid-term horizon. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it.Key takeaways: Learn about emerging threats in IoT environments.Understand best practices for securing IoT devices.Explore case studies on successful IoT security implementations.Target audience level: all levels
Accelerate innovation with deeper insights about why generative AI (genAI) for language is important, when it will likely pay off, and how others are using it; we feature the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. GenAI for language can potentially enhance content creation, automate translations, and improve communication processes over a short- to mid-term horizon. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it.Key takeaways: Learn about the advancements in language-based AI.Understand its application in content creation and communication.Explore successful implementation examples.Target audience level: all levels
B2B revenue leaders are challenged with the conundrum of delivering crucial sales training to their team: Training both amplifies their reps’ competencies and yet draws precious time away from customer-facing activities. Often delivered at an inopportune time, leveraging unpopular modalities, and lacking adult learning best practices, sales training remains ineffective unless delivered as part of a comprehensive and permanent sales talent lifecycle management strategy. In this webinar, we highlight the “what, when, how, and who” behind optimal everboarding for your quota-bearing individual contributors.Key takeaways: Learn the best (and worst) learning modalities for your B2B sales reps.Understand how to time learning delivery so it's sticky.Discover how to engage your first-line sales managers to amplify ongoing sales learning and development.Target audience level: intermediate
Generative AI (genAI) has distinct security-, efficiency-, and agility-boosting effects in customer identity and access management (IAM), anti-money laundering (AML), and fraud management. This webinar highlights how to use these capabilities.Key takeaways: Learn the uses of genAI in customer IAM.Discover the uses of genAI in fraud management and AML.Explore the risks of genAI and how to overcome them.Target audience level: intermediate and advanced
Shell Fleet Solutions successfully implemented buying groups to better serve the needs of its customers with cutting-edge marketing programs and enhance support for its internal teams. Join this client webinar with Angela Scaueru and Paul Bloemheuvel from Shell and Vicki Brown from Forrester to discuss best practices for harnessing a data-driven approach to effectively integrate account, contact, and buying group behavioral data.Key takeaways: Hear about Shell Fleet Solutions’ innovative strategies for buying groups.Learn how Shell leveraged account, contact, and buying group behavioral data.See how Shell gained a deeper understanding of customer behavior, improved sales and marketing coordination, and ultimately increased customer value.Target audience level: intermediate
Misalignment in B2B planning disrupts sustainable growth and negatively impacts the customer experience. In this session, we'll show you how to integrate, sequence, and synchronize planning processes across all your go-to-market functions. By getting everything aligned, you'll not only drive growth but also create a smoother, more enjoyable journey for your customers.Join us to enhance coordination and drive success across your go-to-market functions.Key takeaways: Synchronize Efforts: Master the layers of B2B planning across teams to ensure everyone is working in harmony.Foster Collaboration: Learn the sequence of annual planning processes (occurring throughout the year) that promote teamwork and help commit resources and priorities effectively.Avoid Siloed Execution: Identify the essential outputs needed to inform each downstream planning process, ensuring seamless execution across all functions.Target audience level: all levels