Learning, Listening, and Leveling Up at the Forrester B2B Summit
Last week, I had the chance to attend the Forrester B2B Summit—right here in Phoenix. It’s been years since the event was hosted in our city, so having it in Televerde’s backyard made it even more special. This was my first time attending, and I left feeling inspired, energized, and full of new ideas to bring back to my role. Now that I’ve had time to reflect, compare notes with my colleagues, and catch up with folks I spoke with during the event, I’d love to share some of my biggest takeaways.
Of the many excellent sessions at the summit, the one that really resonated with me was Ross Graber’s talk on how customers define value. His message was clear: value isn’t about what we sell—it’s about understanding what the customer is truly trying to achieve. It’s not about pushing a product or rattling off features; it’s about aligning with the outcomes that matter to them. That idea really connected with me, especially as I continue to deepen my approach with GAP Selling.
Unsurprisingly, the biggest topic at the summit was AI. What stood out most to me was the perspective that AI isn’t here to replace us—it’s here to make us better. From smarter outreach to more relevant engagement, AI gives us the insights we need to show up with confidence. But the human connection? That’s still what drives trust and moves deals forward.
Networking was another highlight. I had great conversations with attendees who recognized Televerde and shared their own connections to our work. There was a real sense of curiosity and openness, and some of the best discussions happened in the hallways and between sessions. People were genuinely interested in sharing ideas and learning from one another.
One theme that kept coming up throughout the summit was how much buyer behavior has evolved. With tools like GenAI, buyers are showing up more informed than ever. They’re asking sharper questions and coming into conversations with a clearer sense of what they think they need. As a seller, that means I need to go deeper—ask better questions, uncover hidden gaps, and help reframe the problem in ways that bring new value.
The closing keynote really drove home the importance of storytelling. In a services-based business, we don’t have features to lean on—we have real-world outcomes and the voices of our customers. Those stories, when told authentically, make a lasting impact.
This event was a chance to grow, learn, and refine my craft—and I’m walking away feeling more prepared than ever to support our clients and help them succeed.
