In the middle of a major transformation of how companies go to market, 76% of global CEOs feel that their current business models will be unrecognizable in the next five years. Business ecosystems are the main reason why.
Without a doubt, B2B marketing professionals are struggling to execute channel marketing at a scale and scope never before seen. The biggest impact on their business include:
• Structural changes in our economy (before and after COVID-19);
• Evolving buying journeys supporting an explosion of B2B marketplaces;
• The rise of subscription/consumption models; and
• New trifurcated channel programs that are changing partner conversations from margins to multipliers.
During this session, Jay McBain, Forrester’s Principal Analyst, Channels Partnerships and Ecosystems, will present actionable advice on the changing marketing landscape and how to participate/lead/thrive in ecosystems. Attendees will discover how to pivot channel messaging, content and campaigns to align with driving intra-firm value creation, leveraging network effects and incubating partner co-innovation all wrapped around an ecosystem opportunity.