Forrester s Forum For Sales Enablement Professionals Accelerating Revenue In A Changed Economy

Transcription

1 Forrester s Forum For Sales Enablement Professionals Accelerating Revenue In A Changed Economy March 4 5, 2013 Scottsdale, Ariz. Register before January 19 and save $200!

2 Register before January 19 and save $200! Visit forrester.com/se13 or call The pressure you are under to bend the sales and marketing productivity curve could not be greater in this do more with less economy. Bradford J. Holmes Forum Host And Vice President, Practice Leader Sales Enablement & Technology Marketing,

3 Join Us FORRESTER S FORUM FOR SALES ENABLEMENT PROFESSIONALS Accelerating Revenue In A Changed Economy Current sales and marketing approaches to driving B2B revenues are ripe for modernization. The old ways of working simply aren t cutting it in these tough economic times. Why? Your customers and clients want new ways to engage and conduct business in this do more with less economy. And you need to keep pace if you want to grow revenue. WHAT ATTENDEES WILL GAIN During this results-oriented Forum, Forrester will unveil the principles and practices of the new science of accelerating revenue. In addition, your peers will demonstrate how they are putting these practices into action. And together we will test these ideas in our onsite lab. You will leave this Forum with new, practicable Forrester frameworks and tools to apply with immediate impact on your bottom line. Join your peers, and make the transition: From cross-selling disappointment to success from your account-based growth strategies. From funnel fallout to lead-to-revenue efficiency and effectiveness. From channel disruption to growing partner loyalty and revenues. Who Should Attend? Sales Enablement Professionals and their teams. Chief sales officers and sales managers. VPs of sales and field operations. VPs of channel sales. CMOs and marketing leaders with sales results responsibilities. Technology Marketing Professionals. Strategy professionals.

4 Industry Speakers * Leading Sales Enablement Professionals will share how they have accelerated revenue in a changed economy. Sales Enablement As A Strategic FunctioN Robert Racine Vice President and Global Head of Sales Enablement and Sales Operations, Wipro In this keynote presentation, Robert will share his take on the common metrics and myths to measuring sales productivity and the steps he has taken at Wipro to help sales engage and sell. He will share his take on the common metrics and myths to measuring sales productivity. Content Strategy In Action Thierry van Herwijnen Head of Strategy, GMCC Sales Enablement, Cisco Systems Discover how Cisco took a strategic approach to evaluating and redesigning its content approach to support its strategic sales objectives. Putting It All Together And Pulling It Off Kristin Wagner Steinmetz Director, Demand Generation, Perceptive Software Learn first-hand how a fellow marketer architected and implemented a major improvement in the lead-to-revenue process at her company. The Cross-Selling Content Success Formula David Barber Vice President, State and Local Government, Software AG Learn first-hand how a fellow marketer architected and implemented a major improvement in the lead-to-revenue process at her company. The 10 Keys To Partner Marketing Excellence Toni Adams Vice President, Global Partner and Alliances Marketing, VMware Susan Jain VP, Channels Marketing, Global Business Partners, IBM Corporation Luanne Tierney Vice President, Worldwide Partner Marketing, Jupiter Networks Uncover the 10 keys to partner marketing excellence: how to enable your partners (for cloud), how to get more from your partners, and how to sustain your favored position on an ongoing basis. *Check our website for the most up-to-date list of speakers

5 Forrester Keynotes The CEO s Perspective On Accelerating Revenue In A Changed Economy George F. Colony Chairman of the Board and CEO We will kick off the Forum by sharing the CEO s perspective on the all-too-common gap between corporate strategy and revenue results and how the executive suite thinks about what it takes to improve execution. Bending The Productivity Curve To Accelerate Revenue Scott Santucci Principal Analyst, Research Director Scott will lay out a path to transform how you communicate value to your customers to successfully bend the productivity growth curve for your company. The Metrics That Matter Most To Your CFO Mike Doyle Chief Financial Officer Mike will discuss the CFO s perspectives on sales and marketing productivity and the metrics that matter most to the people who dole out the budget with an eye toward seeing a fruitful return on that investment. What Your Buyers Want Versus What They Get Dave Frankland Vice President, Research Director Dave will deliver unvarnished insights into B2B buyers mindset and approach to problem-solving and their experience with the B2B companies that seek to help them. Great event! A great time of information and collaboration. Jim Jones, Director Sales Enablement, Brocade Communications Systems

6 Tracks Track A: Sales Content For Cross-Selling Success Map out your new approach to designing and delivering the content needed to execute the oldest growth strategy in the book: sell more of your stuff to the clients you already know. Use your customers business pain patterns as the starting point for content that will help you achieve your cross-selling goals. Plan: The Cross-Selling Content Success Formula Scott Santucci, Principal Analyst, Research Director, David Barber, Vice President, State and Local Government, Software AG Learn how to design your content approaches based on a model of your buyers to achieve your cross-selling goals. Act: Cisco Systems Content Strategy In Action Thierry van Herwijnen, Head of Strategy, GMCC Sales Enablement, Cisco Systems Discover how Cisco took a strategic approach to evaluating and redesigning its content approach to support its strategic sales objectives. Optimize: Content Delivery And Adoption Success Listen to industry leaders share the progress they have made in reshaping and supporting the adoption of sales content to help deliver on the company s crossselling objectives. Track B: Modernizing Lead Gen For New Business And Markets Apply the frameworks and new process disciplines you need to break down and rebuild your lead-to-revenue (L2R) system. To drive revenues from new logos and buyers, that system must map to your buyers needs and journeys and be built with cross-functional process mapping at the core. Plan: Rebuild Your Lead-To-Revenue Process Around The Buyer Journey Lori Wizdo, Principal Analyst, Peter O Neill, Vice President, Principal Analyst, Gain the insight and framework needed to go outside the funnel and optimize buyer conversion by building your leadto-revenue processes around the buyer journey. Act: Design And Deliver Marketing Content That Maps To The Buyer s Journey Peter O Neill, Vice President, Principal Analyst Learn a new approach to mapping and designing your marketing content so that you can deliver the knowledge that prospects need to appreciate the solutions you offer for their problems. Act: Putting It All Together And Pulling It Off Lori Wizdo, Principal Analyst, Kristin Wagner Steinmetz, Director, Demand Generation, Perceptive Software, LLC Learn firsthand how a fellow marketer architected and implemented a major improvement in the lead-to-revenue process at her company and what results she has to show for that effort.

7 Track C: Strengthening Your Channel Partnerships Adapt to the changing partner landscape while implementing the program elements necessary to win your due share of channel revenues. With business models morphing to accommodate the cloud, it s now time for new thinking and systematic practices in the channel partnership world. Plan: Plotting Your Go-To-Channel Strategy In The Cloud Era Tim Harmon, Principal Analyst, Jonathan Silber, Analyst, Hear directly from industry leaders the needs and drivers of channel partners when it comes to cloud computing Act: The 10 Keys To Partner Marketing Excellence Tim Harmon, Principal Analyst, Jonathan Silber, Analyst, Toni Adams, Vice President, Global Partner and Alliances Marketing, VMware Susan Jain, VP, Channels Marketing, Global Business Partners, IBM Corporation Luanne Tierney, Vice President, Worldwide Partner Marketing, Jupiter Networks Uncover the 10 keys to partner marketing excellence: how to enable your partners (for cloud), how to get more from your partners, and how to sustain your favored position on an ongoing basis. Track D: Satisfying Your Changed Buyer Address the dramatic change in the landscape of B2B buyers. Use insights from this track to inform your revenue acceleration system from market research and customer intelligence through to the messages you create and sales conversations you enable. Plan: Key Takeaways From Forrester s 2013 Executive Buyer Insight Study Norbert Kriebel, Principal Analyst, Learn the results from Forrester s third annual Executive Buyer Insight Study, revealing the business and IT executives expectations of the B2B organizations and sales people with whom they interact. Plan: How Customer Intelligence Drives Business Success Tina Moffett, Analyst, Discover the new intelligence organization where the old roles of market research and database marketing are consolidated into a customer strategy function. Act: Hear Directly From Your Customers Norbert Kriebel, Principal Analyst, Engage with a panel of industry executives in a discussion about the kinds of interactions they find valuable in their quest to improve their own businesses. Optimize: Incentive Innovations That Drive Partners Capability Development Tim Harmon, Principal Analyst, Jonathan Silber, Analyst, Learn how leading thinkers are innovating their models to drive and reward new channel capabilities in marketing management, professional services, customer value delivery, customer support, and loyalty.

8 Tracks Track E: New Collateral Standards To Communicate Value Confront the new standards for effective value communication. Using foundational design principles that reflect what knowledge buyers need and how salespeople communicate, this track will give you the tools to redesign your collateral from the outside in. Act: Business Case Tools That Make The Buyer s Case Jon Erickson, Senior Consultant, Learn about the standards for communicating value on the buyer s terms when creating business case studies to drive interest Act: Crafting Playbooks That Map To The Buyer s Roles Dean Davison, Principal Consultant, See what design and execution standards you can apply in creating end-to-end playbooks designed to map to the buyer s process worked in the field. Act: Creating Battlecards That Equate To Sales Dean Davison, Principal Consultant, Walk away with the framework and methods needed to create more effective battlecards in order to make a sale. Track F: Developing Your Sales Force Strategy Learn the new approaches to sales force development that map to the different patterns of who your sales people sell to and what they sell. Learn what is common and what should vary in preparing inside sales people versus specialists versus account-based teams and account executives Plan: The Development Impact Of Four Distinct Sales Approaches Gain structure for thinking differently about your sales development efforts based on who you sell to and what problems you are solving. Act: Segmenting Your Sales Force For Development Success Tamara Schenk, VP Sales Enablement, T-Systems International Learn how T-Systems was able to execute on all the angles involved in an account-based strategy from defining those accounts to supporting the needs of different sales teams with different content, skill, and tool requirements. Act: Putting Accreditation Into Your Sales Force Development Plan Learn how an industry leader designed and implemented its accreditation program to increase the confidence in its sales readiness programs and boost the confidence of participants.

9 Community Synch-Ups Monday, March 4 Navigating The Revenue Acceleration Lab Bradford J. Holmes, Vice President, Practice Leader Sales Enablement & Technology Marketing, Norbert Kriebel, Principal Analyst, Reconvene with your peers to re-energize before you launch into the networking reception in the Revenue Acceleration Lab. Discover how to navigate through the Lab, what to look for, and how to evaluate the resources and ideas ready for incorporation into your plan. Tuesday, March 5 A Strategy For What To Do When You Return To Work Scott Santucci, Principal Analyst, Research Director, Sales Enablement Ambassadors Join our Sales Enablement Ambassadors (Forrester clients at the event chosen to engage with attendees about what they are learning) for a final session to gain the knowledge and insight you need to make immediate progress when you return to the office. The forum provided an excellent mix of strategic and tactical input that I can apply in building out the enablement road map for our company. Matt Boehnke, Director of Sales Enablement, The Allant Group

10 Agenda Monday, March 4, :30 AM Networking Breakfast In The Revenue Acceleration Lab 8:30 AM Welcome And Setting The Stage Bradford J. Holmes, Vice President, Practice Leader, 8:45 AM The CEO s Perspective On Accelerating Revenue In A Changed Economy George F. Colony, Chairman of the Board and CEO, 9:15 AM Accelerate Revenue By Modernizing Your Sales Practices Scott Santucci, Principal Analyst, Research Director, 9:45 AM Industry Keynote 10:15 AM Morning Networking Break In The Revenue Acceleration Lab 11:00 AM Industry Keynote 11:30 AM Platinum Sponsor Keynote With SAVO 12:05 PM Track A: Sales Content For Cross-Selling Success Plan: The Cross-Selling Content Success Formula Track B: Modernizing Lead Gen For New Business And Markets Plan: Rebuild Your Lead-To- Revenue Process Around The Buyer Journey Track C: Strengthening Your Channel Partnerships Plan: Plotting Your Go-To- Channel Strategy In The Cloud Era 12:50 PM Lunch And Dessert In The Revenue Acceleration Lab 1:50 pm Guest Executive Forums 2:25 PM Track A, Act: Cisco Systems Content Strategy In Action Track B, Act: Design And Deliver Marketing Content That Maps To The Buyer s Journey Track C, Act: The 10 Keys To Partner Marketing Excellence 3:10 PM Afternoon Networking Break In The Solutions Showcase 3:55 PM Track A, Optimize: Content Delivery And Adoption Success Track B, Act: Putting It All Together And Pulling It Off Track C, Optimize: Incentive Innovations That Drive Partners Capability Development 4:45 pm The Science Of Navigating The Revenue Acceleration Lab Bradford J. Holmes, Vice President, Practice Leader, Norbert Kriebel, Principal Analyst, 5:15 PM Networking Reception In The Revenue Acceleration Lab 6:30 PM Conclusion

11 Tuesday, March 5, :30 AM Networking Breakfast In The Revenue Acceleration Lab 8:30 AM Opening Remarks Bradford J. Holmes, Vice President, Practice Leader, 8:40 AM The Metrics That Matter Most To Your CFO Mike Doyle, Chief Financial Officer, 9:10 AM Industry Keynote Robert Racine, Vice President and Global Head of Sales Enablement and Sales Operations, Wipro 9:40 AM Morning Networking Break In The Revenue Acceleration Lab 10:10 AM What Your Buyers Want Versus What They Get Dave Frankland, Vice President, Research Director, 10:40 AM Platinum Sponsor Keynote With CallidusCloud 11:15 AM Track D: Satisfying Your Changed Buyer Plan: Key Takeaways From Forrester s 2013 Executive Buyer Insight Study Track E: New Collateral Standards To Communicate Value Act: Business Case Tools That Make The Buyer s Case Track F: Developing Your Sales Force Strategy Plan: The Development Impact Of Four Distinct Sales Approaches 12:00 PM Lunch And Dessert In The Revenue Acceleration Lab 1:00 PM Track D, Plan: How Customer Intelligence Drives Business Success 1:50 AM Track D, Act: Hear Directly From Your Customers Track E, Act: Crafting Playbooks That Map To The Buyer s Roles Track E, Act: Creating Battlecards That Equate To Sales Track F, Act: Segmenting Your Sales Force For Development Success Track F, Act: Putting Accreditation Into Your Sales Force Development Plan 2:40 PM A Strategy For What To Do When You Return To Work Scott Santucci, Principal Analyst, Research Director, 3:20 PM Conclusion

12 1-On-1 Analyst Meetings Expert Advice Consistently rated as one of the most popular features of Forrester Events, Forrester Analyst Meetings give you the opportunity to discuss the unique issues facing your organization. Work 1-on-1 with the analyst of your choice, subject to availability. Participating Analysts Serving Sales Enablement Professionals Bradford J. Holmes Vice President, Practice Leader Dean Davison Principal Consultant Jon Erickson Senior Consultant Norbert Kriebel Principal Analyst Serving Technology Marketing Professionals Tim Harmon Principal Analyst Peter O Neill Vice President, Principal Analyst Jonathan Silber Analyst Lori Wizdo Principal Analyst Scott Santucci Principal Analyst, Research Director Serving Customer Intelligence Professionals Dave Frankland Vice President, Research Director Tina Moffett Analyst *Analyst participation is confirmed as of the date of this publication.

13 Sales Enablement Sponsors Gain Insight Into Technology Solutions To Help You Succeed In the Revenue Acceleration Lab, you will find examples of problem-solving approaches to the common challenges of like-minded sales enablement executives. Here, your peers and their solution partners will share what is working to accelerate revenue and offer new approaches that you can take back to your business. Platinum Sponsors Gold Sponsors Silver Sponsors If you are interested in sponsoring a Forrester Forum, please us at [email protected] or call FORUM (3-6786).

14 Registration Register before January 19 to save $200! Before January 19 As of January 19 Four seats for the price of three Clients $1,995 $2,195 $6,585 Non-Clients $2,195 $2,395 $7,185 Nonprofit, Government, Or Educational Institutions $1,895 $2,095 $6,285 If your company is a Forrester client, you may have prepaid Event Seats or Service Units available to cover the cost of attendance. Please contact Forrester Events or your account manager to inquire. Visit events for pricing and registration details, terms, and conditions. CONNECT WITH FORRESTER AND EVENT ATTENDEES Twitter: Follow the Forum buzz at #ForrForum. Mobile App: Customize your Forum schedule and connect with attendees. Communities: Extend conversations through your role community:

15 Hotel & Travel JW Marriott Scottsdale Camelback Inn Resort & Spa 5402 East Lincoln Drive Scottsdale, AZ Phone: Special Rate Information: Forrester has negotiated a group room rate at the JW Marriott Scottsdale Camelback Inn Resort & Spa for Forum sponsors and attendees. Room reservations received by Friday, February 22, 2013, will be eligible for the group rate of $299 plus applicable taxes and fees for single or double occupancy. The negotiated group rates are based on availability and apply to reservations for Sunday, March 3, 2013, through Tuesday, March 5, To receive the group rate, mention the Forrester Research Event when making the reservation or register online at The cost of accommodation and travel is not included in the Event registration price.

16 , Inc. 60 Acorn Park Drive Cambridge, MA Forrester s Forum For Sales Enablement Professionals Accelerating Revenue In A Changed Economy March 4 5, 2013 JW Marriott Camelback Inn, Scottsdale, Ariz. Visit or call Join Forrester for its third Sales Enablement Forum, featuring: Compelling keynotes by industry leading executives and Forrester analysts. In-depth track sessions designed for your role. Personalized meetings with Forrester analysts. Networking with more than 200 peers, analysts, and industry executives. Technology solutions from leading agencies and solution providers. Excellent forum to build a community around sales enablement. Linda Broenniman, CFO, XFI Corp