Forresterâ€™s Forum For Sales Enablement Professionals

Forrester’s Forum ForSales Enablement Professionals

Accelerating Revenue In A Changed EconomyMarch 4–5, 2013Scottsdale, Ariz.

Register before January 19 and save $200!

“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, Forrester Research

Register before January 19 and save $200!

Visit forrester.com/SE13 or call +1 888.343.6786

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 on-site “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.

Join Us

Industry Speakers*

Leading Sales Enablement Professionals will share how they have accelerated revenue in a changed economy.

SaLES EnabLEmEnt aS a StRatEgic Function

Robert RacineVice President and Global Head of SalesEnablement 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 HerwijnenHead 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 SteinmetzDirector, 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 BarberVice 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 AdamsVice President, Global Partner and Alliances Marketing, Vmware

Susan JainVP, Channels Marketing, Global Business Partners,ibm corporation

Luanne TierneyVice 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 http://www.forrester.com/SE13

Forrester Keynotes

tHE cEo’S PERSPEctiVE on accELERating REVEnuE in a cHangED Economy

George F. ColonyChairman of the Board and CEO Forrester Research

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 SantucciPrincipal Analyst, Research Director Forrester Research

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 DoyleChief Financial Officer Forrester Research

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 FranklandVice President, Research Director Forrester Research

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

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, Forrester Research

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 cross- selling 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, Forrester Research

Peter O’Neill, Vice President, Principal Analyst, Forrester Research

gain the insight and framework needed to go outside the funnel and optimize buyer conversion by building your lead-to-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 Forrester Research

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, Forrester Research

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.

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, Forrester Research

Jonathan Silber, Analyst, Forrester Research

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



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.

oPtimizE: incEntiVE innoVationS tHat DRiVE PaRtnERS’ caPabiLity DEVELoPmEnt



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.

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, Forrester Research

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, Forrester Research

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


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.

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, Forrester Research

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, Forrester Research

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, Forrester Research

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.

Tracks

Community Synch-Ups

monday, march 4

Navigating The Revenue Acceleration Lab

Bradford J. Holmes, Vice President, Practice Leader — Sales Enablement & Technology Marketing, Forrester Research


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, Forrester Research

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

Monday, March 4, 20137:30 am Networking Breakfast In The Revenue Acceleration Lab

8:30 am Welcome And Setting The Stagebradford J. Holmes, Vice President, Practice Leader, Forrester Research

8:45 am The CEO’s Perspective On Accelerating Revenue In A Changed Economygeorge F. colony, Chairman of the Board and CEO, Forrester Research

9:15 am Accelerate Revenue By Modernizing Your Sales PracticesScott Santucci, Principal Analyst, Research Director, Forrester Research

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 Labbradford J. Holmes, Vice President, Practice Leader, Forrester Research norbert Kriebel, Principal Analyst, Forrester Research

5:15 Pm Networking Reception In The Revenue Acceleration Lab

6:30 Pm Conclusion

Agenda

Agenda

Tuesday, March 5, 20137:30 am Networking Breakfast In The Revenue Acceleration Lab

8:30 am Opening Remarksbradford J. Holmes, Vice President, Practice Leader, Forrester Research

8:40 am The Metrics That Matter Most To Your CFOmike Doyle, Chief Financial Officer, Forrester Research

9:10 am Industry KeynoteRobert 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 GetDave Frankland, Vice President, Research Director, Forrester Research

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

tRacK E, act: cRaFting PLaybooKS tHat maP to tHE buyER’S RoLES

tRacK F, act: SEgmEnting youR SaLES FoRcE FoR DEVELoPmEnt SuccESS

1:50 am tRacK D, act: HEaR DiREctLy FRom youR cuStomERS

tRacK E, act: cREating battLEcaRDS tHat EquatE to SaLES

tRacK F, act: Putting accREDitation into youR SaLES FoRcE DEVELoPmEnt PLan

2:40 Pm A Strategy For What To Do When You Return To WorkScott Santucci, Principal Analyst, Research Director, Forrester Research

3:20 Pm Conclusion

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. HolmesVice President, Practice LeaderForrester Research

Dean DavisonPrincipal ConsultantForrester Research

Jon EricksonSenior ConsultantForrester Research

Norbert KriebelPrincipal AnalystForrester Research

Scott SantucciPrincipal Analyst, Research DirectorForrester Research

SERVing cuStomER intELLigEncE PRoFESSionaLS

Dave FranklandVice President, Research DirectorForrester Research

Tina MoffettAnalystForrester Research

*analyst participation is confirmed as of the date of this publication.

SERVing tEcHnoLogy maRKEting PRoFESSionaLS

Tim HarmonPrincipal AnalystForrester Research

Peter O’NeillVice President, Principal AnalystForrester Research

Jonathan SilberAnalystForrester Research

Lori WizdoPrincipal AnalystForrester Research

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 email us at [email protected] or call +1 888 34 FoRum (3-6786).

Registration

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

www.forrester.com/SE2013

+1 888.343.6786 +1 617.613.5905

[email protected]

Register before January 19 to save $200!

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 www.forrester.com/ 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: http://community.forrester.com.

Hotel & Travel

JW MARRIOTT SCOTTSDALE CAMELBACk INN RESORT & SPA

5402 East Lincoln Drive Scottsdale, AZ 85253 Phone: 800.582.2169 www.camelbackinn.com

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, 2013.

To receive the group rate, mention the Forrester Research Event when making the reservation or register online at http://www.forrester.com/SE13. The cost of accommodation and travel is not included in the Event registration price.

Forrester Research, inc. 60 acorn Park Drive cambridge, ma 02140

Forrester’s Forum For Sales Enablement Professionals

Accelerating Revenue In A Changed EconomyMarch 4–5, 2013JW marriott camelback inn, Scottsdale, ariz.

Visit www.forrester.com/SE13 or call +1 888.343.6786

“Excellent forum to build a community around sales enablement.” Linda Broenniman, CFO, XFI Corp

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.

Forresterâ€™s Forum For Sales Enablement Professionals

Documents

Transcript of Forresterâ€™s Forum For Sales Enablement Professionals