Forrester To Recognize Return On Integration Honorees And Program Of The Year Award Winners At Its B2B Summit North America 2023
June 05 2023 - 9:30AM
Business Wire
At B2B Summit, attendees will hear from award
winners about how they tackled their most pressing challenges to
drive growth
Forrester (Nasdaq: FORR) will recognize Cart.com, Cisco, and IBM
as this year’s B2B Return On Integration (ROI) Honors winners at
its B2B Summit North America, held June 5–7, 2023, in Austin,
Texas, and digitally. These organizations are being showcased for
aligning marketing, sales, and product functions to fast-track
growth by maximizing customer value. Additionally, Forrester will
celebrate B2B Program Of The Year (POY) Award winners for
outstanding achievements within specific functions of marketing,
sales, and product.
B2B Summit North America is the premier event for B2B marketing,
sales, and product leaders to explore new ideas, pragmatic
frameworks, and compelling data to fuel their customer-obsessed
growth engines. At the event, honorees will present how they have
grown revenue, accelerated time to market, and launched
better-integrated global campaigns — all through deliberate
cross-functional alignment.
ROI Honors winners include:
- Cart.com, the leading provider of comprehensive
e-commerce solutions for retailers, gained alignment across the
organization to define its go-to-market strategy. Using Forrester’s
audience and campaign frameworks, the firm identified the overlap
between ideal customer profiles, coordinated campaign messaging,
and channel planning. As a result, the firm exceeded its revenue,
gross margin, cash flow, and EBITDA goals. Join this keynote
session to learn how Cart.com leveraged strategic go-to-market
methodologies to focus its acquisition efforts and dramatically
improve pipeline attainment.
“Our teams were trying to solve individual customer acquisition
goals through disparate targeting, messaging, and technology
solutions,” said Katherine Chambers, VP of revenue marketing at
Cart.com. “Aside from the challenges and confusion that these
efforts created in the market, we were unable to effectively
measure the impact of our efforts or understand where to further
invest resources. To address these challenges, we worked with
Forrester to create a companywide marketing framework focused on
targeting and acquiring customers and redefined how we go to market
as a company.”
- Cisco is the worldwide leader in IT, and as it
transforms its business for the digital era, its growing partner
ecosystem accounts for more than 90% of Cisco’s annual revenue.
With partners being so critical to Cisco’s success, it recognized
the importance of enabling partner sellers as one of the fastest
ways to drive revenue and bookings growth. To make this a reality,
the company brought together its partner marketing, product, sales
training, and sales enablement teams to develop and implement
nurture journeys to help partners sell more effectively in focused
product areas. In this keynote session, learn how Cisco enabled its
partner ecosystem to achieve these goals, thereby expanding partner
profitability and loyalty.
“We used Forrester’s frameworks to design hyper-personalized
journeys to accelerate partner seller enablement in close
collaboration with our sales and product teams,” said JoAnn
Tillman, leader of partner engagement strategy at Cisco. “The
integrations and cross-functional alignment that these programs
established, in combination with measurable impact to bookings, set
the stage for a transformational shift to a holistic persona-based
enablement strategy that will drive revenue growth — both for our
partners and for Cisco.”
- IBM, a leading provider of global hybrid cloud and AI
and consulting expertise, simplified and redesigned its
go-to-market strategy to better meet client needs and execute on
its growth agenda. The marketing operations team focused on three
key initiatives to measure and prioritize marketing contributions:
relaunching campaigns to focus on products that matter most to
clients, revising the management system to measure what matters
most for growth, and refining the campaign operating model to
prioritize efforts that deliver results. During its keynote
session, IBM will share how the team contributed to growth by
shifting toward client centricity and accelerating value to
clients.
“Our growth strategy is part of a cultural shift toward total
client centricity to accelerate value to our clients,” said Cindy
Matos, VP of transformation and governance for IBM. “A campaign
planning workshop with Forrester set the foundation for audience
segmentation, buying group needs identification, and building
plans-on-a-page. We also operationalized the Forrester Campaign
Framework and relevant cascading models to support shared and
interlocked processes. As a result, we are committed to executing
with speed, focus, and consistency, and our growth is
accelerating.”
These POY winners will also share their success stories
on stage at B2B Summit:
- LinkedIn — B2B Marketing Executives Award Winner.
LinkedIn will share how it aligned internal marketing, sales,
product, engineering, and senior leadership to fuel a
customer-obsessed growth engine.
- Unum — Marketing Operations Award Winner. Unum will
outline an investigation of buying groups and multiple touches to
measure marketing contribution based on improved close ratio and
deal size results.
- Reltio — Demand & Account-Based Marketing Award
Winner. Reltio will describe how it transitioned its go-to-market
teams from lead-centric to opportunity-based processes, leading to
improved pipeline quality and velocity.
- Keysight — Portfolio Marketing Award Winner. Keysight
will discuss how it transformed its go-to-market approach from
product-focused to a digitally-savvy, buyer-centric approach.
- VMware — Partner Ecosystem Marketing Award Winner.
VMware will share the steps it took to revolutionize its partner
program.
- Sprout Social — Sales Award Winner. Sprout will discuss
the organization’s innovative approach to driving scalable growth
and improvements in sales talent.
- Bayer — Product Management Award Winner. Bayer will
outline how it implemented a rigorous upskilling program to improve
product management competencies, leading to improvements in its
targeted objectives and key results.
“Our Return On Integration Honors winners and Program Of The
Year Award winners are proof points that companies can overcome
their toughest challenges through cross-functional integration and
alignment,” said Cristina De Martini, VP and research director at
Forrester. “These organizations are investing in revenue-building
efforts by focusing on providing value to their buyers and
customers. We look forward to having them share their success
stories at this year’s B2B Summit.”
Resources:
- Follow @Forrester and #ForrB2BSummit for updates.
- Learn how Forrester Decisions for B2B Marketing Executives,
Forrester Decisions for B2B Sales Executives, and Forrester
Decisions for Product Management can help drive functional
alignment.
- Download The B2B Customer-Obsessed Growth Engine report to
drive profitable, predictable, and sustainable growth.
About Forrester
Forrester (Nasdaq: FORR) is one of the most influential research
and advisory firms in the world. We help leaders across technology,
customer experience, digital, marketing, sales, and product
functions use customer obsession to accelerate growth. Through
Forrester’s proprietary research, consulting, and events, leaders
from around the globe are empowered to be bold at work — to
navigate change and put their customers at the center of their
leadership, strategy, and operations. Our unique insights are
grounded in annual surveys of more than 700,000 consumers, business
leaders, and technology leaders worldwide; rigorous and objective
research methodologies, including Forrester Wave™ evaluations; 100
million real-time feedback votes; and the shared wisdom of our
clients. To learn more, visit Forrester.com.
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Ira Kantor Forrester Research ikantor@forrester.com
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