Orchestrating B2B Business Processes Around Buying Groups to Deliver More Revenue

Date: Mar 3, 2020 1:00 EDT (10:00PDT)

Kerry Cunningham, VP and Principal Analyst, Forrester
Allen Pogorzelski, Vice President, Marketing, Openprise

Everyone knows there’s more than one decision-maker in a complex B2B sale. But too often, companies don’t have insights into what the broader buying group is thinking and doing because they don’t have the right processes in place. As a result, revenue suffers.

Join Forrester’s Kerry Cunningham and Openprise’s Allen Pogorzelski to hear how you can orchestrate your business processes to get a more robust picture of the individuals behind your target accounts, and automate those processes at scale.

Attend this webinar and learn how to:

  • Avoid 2nd lead syndrome that causes companies to miss critical decision-makers
  • Unify data to gain that elusive Customer 360-degree view
  • Optimize campaigns by tracking the right metrics to understand buying group behavior


Kerry Cunningham, VP and Principal Analyst, Forrester
Kerry has more than 25 years of experience in B2B demand generation and management, spanning a broad array of industries and markets. For more than two decades spanning the gap between marketing and sales, Kerry has also developed a wealth of expertise in the alignment of marketing and sales organizations. Most recently, he co-authored the SiriusDecisions Demand Unit Waterfall™ and has continued to drive the buying groups revolution in B2B.

Allen Pogorzelski, Vice President, Marketing, Openprise
Allen leads the marketing team at Openprise, where he’s helping marketers solve the problems with data and business processes that he’s faced throughout his 20 years in marketing. Prior to Openprise, he led marketing at both large companies and startups, including Selectica, CipherCloud and Softchain. His CRM experience includes marketing and sales roles at Jasper, Oracle, Siebel Systems and Information Resources.

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Sponsored by Openprise

Openprise automates all the painful, manual processes that sales automation and marketing automation solutions don't. Openprise is a data orchestration platform that allows data-driven marketing and sales teams to automate hundreds of business processes like list loading, data cleansing, deduplication, lead-to-account matching and many more. Openprise is designed from the ground up for CRM, so it has the business rules, best practices and data built right in, and it seamlessly integrates with solutions like Marketo, Oracle Eloqua, Pardot, Microsoft Dynamics and Salesforce so you're up and running fast. Openprise customers experience improved campaign performance and execute faster, with fewer resources.

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