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2016 Summit Europe Highlights In its seventh year, SiriusDecisions 2016 Summit Europe will focus on effective ways to grow in today’s competitive and complex European market.

• 22 SiriusDecisions Analyst Presentations to provide cutting-edge industry insights about best-in-class strategies to plan, execute and measure initiatives that drive growth.

• 10 Practitioner Case Studies that are directly applicable to improving operational processes and driving revenue.

• 3 SiriusDecisions Labs – new for 2016!• Peer Networking with an elite community of b-to-b sale, marketing and product

leaders.

Click through to read more about our featured Plenary Sessions. >>

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B-to-B Customer Experience, DemystifiedPRESENTER: Megan Heuer SESSION FOCUS: Adopt, OperationaliseDespite the fact that so many companies are trying to become more customer-focused, most leaders struggle to understand what it takes to deliver a b-to-b customer experience that drives growth, retention, loyalty and raving fans. To help out, we went straight to the source for answers: customers. The results of our new study paint a comprehensive picture of what b-to-b customers want after they buy, and what companies should do about it. This presentation will provide the following benefits:For sales:• Understand which sales-led activities are most valued by customers, and where gaps exist• See how to better align with other functions that support sales to create a better post-purchase experienceFor marketing:• Learn how to meet the needs of different user groups in a b-to-b organisation• Understand how to leverage the SiriusDecisions Customer Lifecycle Framework to develop audience-centric post-

sale engagementFor product:• Understand what content, training and other elements of user experience are valued most by customers• Identify areas of interlock with other functions to maximise offering adoption and build an engine of customer

insights

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European Programmes of the YearPRESENTER: Julian Archer, Angela Leech SESSION FOCUS: OperationaliseEvery day, our analysts are asked: Which companies are best-in-class when it comes to planning and executing programmes? Based on thousands of interactions across the b-to-b sales and marketing spectrum, we are well prepared to answer the question. This presentation will provide the following benefits:

For sales and marketing:• See four examples of top EMEA programmes specifically focused on the areas of demand creation, customer

marketing and channel marketing• Understand how EMEA organisations are measuring programme performance, and to what extent top performers are

outperforming their peers

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Product- to Audience-Centric Transformation: A B-to-B OdysseyPRESENTER: Marisa Kopec SESSION FOCUS: OptimiseWhile a majority of b-to-b companies aspire to be audience-, buyer- or solution-centric in their go-to-market strategy and execution, few adequately manage the challenges and barriers to doing so. How does an organisation transform from product-centric myopia to an outward-looking approach? This presentation will provide the following benefits:

For sales:• Learn about companies that have successfully migrated to true solution selling• Understand how sales leaders can either create – or break – customer-focused alignmentFor marketing:• Learn how to shift demand creation and content strategies to be more centred on buyers vs. offerings• See how an enterprise-level campaign framework can resolve conflicts between individual product, solution and

industry prioritiesFor product:• Inform yourself on how to define go-to-market strategy to drive better alignment with marketing and sales• Learn how to clearly express the enterprise portfolio in a way that makes sense to buyers and sellers

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Reimagining Corporate and Regional InterplayPRESENTER: Meta Karagianni, Isabel Montesdeoca SESSION FOCUS: Adopt, OperationaliseAs a new generation of organisations and employees operating in a highly transparent, connected world evolves, the interplay between corporate and regional teams must be re-examined. Rather than continue to focus solely on their differences, these teams must work together to unlock shared strengths and tackle common issues. This presentation will provide the following benefits:

For sales, marketing and product:• Understand the trends that are changing the traditional b-to-b corporate/regional interaction model• Explore areas where the corporate/regional relationship must be redefined across sales, product and marketing• Identify specific initiatives that your organisation can undertake to seed a community of global employees working

together

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The Revenue Stream: Completing the Demand Waterfall®PRESENTER: Tony Jaros, Mark B. Levinson SESSION FOCUS: AdoptOver the last decade, the SiriusDecisions Demand Waterfall has become the industry standard for b-to-b demand management and measurement. Gaining a highly granular, numbers-driven understanding of the downstream stages of the Demand Waterfall – starting with sales generated leads and ending with close – is critical for organisations trying to maximise the conversion of qualified demand to revenue. This presentation will provide the following benefits:For sales:• Gain insight on how to add demand creation rigor and focus around sales generated leads• See new data on sales pipeline conversion, opportunity flow and revenueFor marketing:• Understand the role marketing plays in driving lower-waterfall conversion• See how revenue stream insight can drive more accurate, aligned demand planningFor product:• Learn how to work more closely with sales to determine if offering targets are attainable• Understand how advanced modelling capabilities can help forecast when revenue flow will begin

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