B2B Marketing & Sales 2018

Optional Pre-Forum Workshops

Exclusive workshops at Forrester's B2B Marketing & Sales Forum 2018

Date: Wednesday, October 24, 2018
Time: 1:00-5:00 p.m. CT
Location: JW Marriott Austin

Option 1
The Partner Channel Is Changing; You Need To Change Too
Pre-Registration Required - Pricing $699 for Clients, $799 for Non-Clients, $599 for Government/Non-Profit

Over 75% of world trade flows through indirect channels. Many companies are experiencing the scale and cost advantages of amplifying their sales and marketing efforts through third-party resellers and service firms. The partner ecosystem is being transformed in many industries due to the changing buyer, aging demographics, and emerging service models. This half-day workshop will help you understand the shifts that are happening in the channel and learn how new types of influencers are breaking free of traditional partner programs. Forrester B2B marketing analyst, Jay McBain, will facilitate an interactive discussion and conduct a series of exercises designed to ensure marketers, sales enablers, and channel leaders:
  • Understand changes happening in the partner channel. 
  • Develop a partner program that continues to support traditional channels while being able to find, recruit, train, incent and co-market with newer types of channels. 
  • Deploy a community approach to get visibility in front of new partners and influence the influencers.
Hosted By:
Jay McBain, Principal Analyst, Forrester

Option 2
Making the Pivot To Customer-Aligned Marketing and Sales
Pre-Registration Required - Pricing $699 for Clients, $799 for Non-Clients, $599 for Government/Non-Profit

B2B marketers get it. They know they need to operate across their sales and marketing silos and get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant content that engages customers across the entire life cycle. But they are challenged by the complexity and diversity of B2B buyers and hamstrung by organizational silos. In this workshop, marketing and sales leaders will learn about -- and exercise -- the planning frameworks and tools of Forrester’s Customer-Aligned Marketing and Sales (CAMS) Blueprint. Or goal is to provide workshop participants insights and tools to engineer a go-to-customer strategy that will align marketing, sales, and service on a path to customer obsession at scale.

Hosted By:
Lori Wizdo, VP, Principal Analyst, Forrester