Marketing Mondays: January 7th, 2013

This is the Don't Miss The Forum edition of my running effort to connect you to all the value, ideas, analysts, and happenings from my team at Forrester.  As we ring in 2013, I want to share the key date above all others in Q1 you won't want to miss.

That is our once-a-year major forum on March 4th-5th in Scottsdale, Arizona. The theme, "Accelerating Revenue In A Changed Economy".  You can explore the agenda, speakers, theme, and register to attend at this link.

I am often asked about that theme and what we will focus on at the event.  So here are those answers.

The theme reflects a simple reality we see across B2B businesses and the leaders we support. These companies are experiencing a gap between their strategic goals and in-the-trenches execution. Be that rolling out a new product and services capability, entering a new segment, or expanding in existing accounts. And it's not getting easier given the do-more-with-less reset of the economy. What does that feel like?  The executive sposnsors of major programs at your prospects, to whom you aspire to sell, bring a "how can you help me and my busienss succeed" lens to their side of the conversation. When they don't hear that, they disengage. Making the shift from pushing products to solving problems is at the core of the change your buyers seek today.   

So we have set out to do nothing less than lay out the future state of more systematic approaches to driving revenues across all the teams and functions that support revenue growth overall and sales performance specifically.  And we will deliver in this event the frameworks and approaches to executing on that change.  I hope to see you because I would not want you and your team to miss this concentrated injection of ideas you can use to lead the change at your company overall including in these focus areas.

Cross Selling, Lead Management, Channel Enablement, Buyer Insights, Content Standardization, and Sales Force Development

So please plan now to join my team in March, including the leading analysts you work with today like Scott Santucci, Peter O'Neill, Dave Frankland, Lori Wizdo, Norbert Kriebel, and Tim Harmon along with leading peer practitioners including Tamara Schenk from T-Systems, Susan Jain from IBM, David Barber from Software AG, Robert Racine from Wipro, and Thierry van Herwijnen from Cisco.

Next week, I will share more details on the event and more dates in Q1 I don't want you to miss.