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When the Old Rules Stop Working, What Comes Next in Go-to-Market? · Sales Pipeline Radio

• 0:16
  Matt Heinz: All right, we are back on the show floor here live
• 0:18
  at Forrester B2B Summit 2026.
• 0:21
  The marketplace is hopping.
• 0:22
  We're starting to record this right as people are coming into break time.
• 0:25
  They're wheeling out coffee and drinks and some kind of — maybe
• 0:28
  some lemonade back there.
• 0:29
  I don't know.
• 0:29
  Like, it's the—
• 0:30
  Dave Frankland: Dirty soda.
• 0:31
  Matt Heinz: There is dirty soda at one of the… I find that people,
• 0:34
  when they evaluate conferences, two things are important: time
• 0:38
  with each other and the food.
• 0:40
  Dave Frankland: I thought you were gonna say time with coffee, but yeah.
• 0:42
  Matt Heinz: Coffee too.
• 0:43
  Actually, the third one is coffee available at all times.
• 0:47
  Don't just wheel it out during the breaks — all-time available coffee
• 0:50
  and water is super important.
• 0:52
  No, you're right.
• 0:52
  You've done this before, Dave.
• 0:54
  All right, so excited for this session of Sales Pipeline Radio.
• 0:56
  We've got Dave Frankland.
• 0:57
  He's the VP Research Director at Forrester Research.
• 1:00
  You've been around for a while, you've seen a lot — we're gonna cover a
• 1:02
  little bit of that here in a minute.
• 1:04
  Dave grew up in Dublin, Ireland — you'll hear a little bit of that in his voice.
• 1:08
  So you don't see a lot of people that grew up in Dublin, have three
• 1:11
  degrees, and currently live in Florida, so that's a big deal.
• 1:14
  I live in New York.
• 1:15
  I thought Florida — it says Florida here.
• 1:16
  Dave Frankland: No, I live… we were in Florida.
• 1:17
  We're back in New York.
• 1:18
  Matt Heinz: All right.
• 1:19
  Well, so now you're in New York, okay — that's a little more—
• 1:21
  Dave Frankland: —common.
• 1:21
  Matt Heinz: Yeah.
• 1:21
  That's a little more common.
• 1:22
  Okay, that's fine.
• 1:23
  All right, so there's so many places I wanna go on this.
• 1:26
  I wanna start with your keynote from yesterday — go-to-market
• 1:30
  singularity — and really championing this theme of a convergence of
• 1:35
  unpredictability and transformation where traditional rules no longer apply.
• 1:39
  And I don't know if every word in that sentence was intentional, but
• 1:44
  every word is meaningful to me.
• 1:46
  For those that weren't in the keynote yesterday, unpack
• 1:48
  that for us a little bit.
• 1:49
  Dave Frankland: Okay, sure.
• 1:50
  Well, you know Forrester well enough at this point that every word is intentional.
• 1:54
  Matt Heinz: That's a good point.
• 1:56
  Dave Frankland: So, let's circle back to this time last year real quick,
• 2:00
  and we came off summit last year.
• 2:02
  And we started to think about next year's summit and what's our focus.
• 2:08
  We make a really concerted effort to not — this is not a marketing conference.
• 2:13
  It's not a sales conference.
• 2:15
  It's not a customer success conference.
• 2:16
  It's not a product conference.
• 2:17
  It's a go-to-market conference.
• 2:19
  And we don't want to do four different conferences and tell each
• 2:23
  of those groups, "You're the center of the universe, and all these other
• 2:26
  people" — this, that, and the other.
• 2:28
  We want one message for everyone.
• 2:29
  So we started to think in those terms of what's going on today.
• 2:33
  And we came up with this — again, we go out, we do a lot of research, we talk to
• 2:38
  a lot of people, all that sort of thing.
• 2:39
  And it felt like this was a huge moment.
• 2:44
  So one of the things I said on stage yesterday was this is a profound,
• 2:48
  urgent, and inevitable change.
• 2:51
  And we heard that from everyone we interviewed — we're not in
• 2:55
  our ivory tower kind of thing.
• 2:57
  But when we took it to George, our CEO, and others and said, "We think" — we
• 3:04
  came up with this singularity idea, which I'll circle back to in a sec. And George
• 3:09
  sort of said, "Well, we can't drop a piano on our clients' heads every year
• 3:13
  and say the sky is falling down." Is this the year we're dropping the piano?
• 3:17
  And so we sort of took a step back, and we had an honest conversation about
• 3:20
  it, and we sort of said, "No, it really does feel like this is the year."
• 3:24
  So that's where the singularity — we used the analogy yesterday of a star.
• 3:28
  So the star at the end of its life.
• 3:30
  Matt Heinz: Yeah.
• 3:31
  Dave Frankland: Singularity is basically the star — gas is all used
• 3:34
  up, and the definition we turn to for singularity, 'cause there's a
• 3:37
  lot — and we're not using the AI one.
• 3:40
  Matt Heinz: Right.
• 3:40
  Dave Frankland: Maths, physics.
• 3:42
  A singularity is a point in time where new and mounting pressures
• 3:47
  cause existing models and rules to collapse, and new ones to emerge.
• 3:51
  And that was the thing where when we read that, it's like, "This is it. This
• 3:55
  is where we are today." And obviously I walked through all those mounting
• 3:59
  pressures, and then everything we've built program-wise is — we don't
• 4:05
  want to drop the piano and walk away.
• 4:06
  It's like, no, let's acknowledge that this is the moment, but let's embrace it.
• 4:10
  Let's look forward.
• 4:12
  Let's think about how we can grow in this world rather than run away from it.
• 4:16
  Matt Heinz: That is a really important mindset for everyone in go-to-market to
• 4:19
  have right now, and I really appreciate that you guys are not making this just
• 4:23
  marketing, just sales, just CS — that the teams are in this together.
• 4:27
  This is a team sport.
• 4:29
  If we were to start organizations from scratch, the silos might be
• 4:32
  different if they existed at all.
• 4:35
  And so now we talk about dropping the piano — let's not reinvent the whole
• 4:37
  organization, but if we have jobs to be done and we have people in the
• 4:41
  organization with jobs to be done, reinventing what that looks like… And
• 4:46
  we talked — I was joking earlier — there's jazz hands at sales kickoff, and then
• 4:48
  there's, what does Tuesday look like?
• 4:51
  You need to get that operational, but there's just pure alignment
• 4:56
  along the way as well.
• 4:57
  Because if you're operating in silos, your customers see you
• 5:00
  in silos, and that is friction.
• 5:02
  It's not doing anybody any good.
• 5:04
  Dave Frankland: And we create — we introduced yesterday this
• 5:07
  notion of ARC principles.
• 5:09
  And one of those is collaborative.
• 5:10
  It's augmented, resilient, and collaborative.
• 5:12
  And so if I jump to the third one, 'cause it's relevant to the alignment — we
• 5:17
  defined collaborative as the intentional alignment of marketing, sales, product,
• 5:21
  customer success to drive transparency and trust, but I made the point that
• 5:25
  it's not about rules of engagement.
• 5:29
  The silos have to exist.
• 5:31
  You can't have an organization where everyone reports to the CEO.
• 5:33
  So there's going to be silos.
• 5:35
  It's what do we do about them?
• 5:36
  How do we overcome the challenges of those silos?
• 5:40
  How do we get everyone working together?
• 5:41
  How do we align?
• 5:42
  So we think of it as both aligning functionally—
• 5:45
  Matt Heinz: Yeah
• 5:46
  Dave Frankland: —but then it's also from a GTM point of view, how do
• 5:49
  we go from strategy to execution?
• 5:51
  And connecting horizontally, if you like, if the collaboration
• 5:56
  is more of the vertical.
• 5:57
  Matt Heinz: Do you see — I see this tension sometimes between
• 6:01
  the growing complexity of the buying journey, the buying group.
• 6:07
  How we sell internally continues to grow exponentially in complexity,
• 6:11
  and our need to find the easy button.
• 6:14
  Our desire forever to say, "Well, maybe this tool is it. Maybe this
• 6:18
  technology is it. Maybe AI — if we just give everything to AI, it's just gonna
• 6:21
  work." And I can't see the future, but I don't think we're ever gonna do that.
• 6:26
  I think the inconvenient truth for most companies in this room and at
• 6:30
  this conference is that this is really hard stuff to orchestrate and manage
• 6:35
  in a predictable, repeatable way.
• 6:37
  And so our only option is to lean into that complexity and tame it.
• 6:42
  Dave Frankland: Yep.
• 6:42
  And to think about what is it that the human does, and what is it that AI does.
• 6:48
  So going back to that augmented — part of the ARC — it's really thinking
• 6:52
  through what do I want to point where.
• 6:55
  How does the role of each of these things change?
• 6:58
  Matt Heinz: Yeah.
• 6:59
  Dave Frankland: When we bring in AI, it's great—
• 7:00
  Matt Heinz: Yeah
• 7:01
  Dave Frankland: —but it can make bad processes worse quicker.
• 7:04
  Matt Heinz: Yeah.
• 7:05
  Dave Frankland: Right, so you've got to rethink how you do things,
• 7:08
  not just throw the technology at it.
• 7:10
  It's amazing — we keep mentioning AI, but other than AI, at the conference there
• 7:15
  hasn't been a lot of technology talk.
• 7:17
  Matt Heinz: Yeah.
• 7:17
  Dave Frankland: It's a lot of people, process, collaboration,
• 7:23
  rethinking, change your approach.
• 7:25
  That's a lot of what we're hearing in the conversations I'm having.
• 7:28
  A lot of people saying, "This is what's resonating," along with the
• 7:31
  fact that a lot of people are just saying, "I'm so glad you put a name to
• 7:34
  this that I think I've been feeling.
• 7:36
  And I'm so glad to know I'm not the only one feeling it."
• 7:38
  Matt Heinz: Yeah.
• 7:39
  We've got Dave Frankland here.
• 7:40
  He's the VP Research Director at Forrester Research.
• 7:43
  And talking about singularity, we're gonna talk a little bit about
• 7:46
  customer intelligence as well.
• 7:49
  I think, for those that have heard this podcast — even a couple episodes — you've
• 7:52
  probably heard me say strategy first, process second, technology third.
• 7:56
  And you can call it whatever you want, but I think we too often go
• 7:59
  right to the tactics, right to the tools, without knowing what to tell
• 8:02
  it to do, which is informed by what we're trying to do in the first place.
• 8:06
  And somewhere in there is sort of culture and change management.
• 8:09
  Dave Frankland: For sure.
• 8:09
  Matt Heinz: And, no matter what tools and AI we have, there's still people
• 8:12
  managing and orchestrating all this and making sure they're aligned behind this.
• 8:15
  In one of our earlier sessions, we had two fairly new CMOs in the role on the panel.
• 8:19
  We talked about the mandate when you're a new executive — you're brought in
• 8:23
  'cause we wanna do something different.
• 8:24
  And you've inherently, you have a team that probably is resistant to change
• 8:29
  — either because they like the status quo, or they're just kind of afraid for their
• 8:32
  jobs, and so that creates a tension.
• 8:34
  And that to me is a microcosm of the tension that we're all
• 8:37
  facing in go-to-market right now.
• 8:39
  What is constantly changing at a greater speed in the world,
• 8:43
  in buying environments, and the need for us to figure out — I
• 8:46
  still have to deliver a number.
• 8:48
  I still have to generate a business outcome amidst that growing
• 8:52
  level of chaos and variables.
• 8:55
  Dave Frankland: Yeah.
• 8:57
  There's a couple of things I've heard while I've been here.
• 8:59
  One of the quotes was sort of — let AI take care of the certainties, and let
• 9:06
  humans take care where it's uncertain.
• 9:08
  Matt Heinz: Yeah.
• 9:10
  Dave Frankland: Same thing — let each group focus where they're
• 9:14
  specialized, but start from that.
• 9:15
  But I think so much of this, to what you were just saying, is if we start
• 9:19
  from a single strategy of what we're trying to achieve, be clear on what
• 9:23
  we're trying to do, name it, define it, and make it flexible enough—
• 9:27
  Matt Heinz: Yeah
• 9:27
  Dave Frankland: —that we can update it, 'cause everything's constantly changing.
• 9:30
  So it is sort of entirely new approaches.
• 9:36
  A lot of people are gonna have to shed some skin—
• 9:38
  Matt Heinz: Yeah
• 9:39
  Dave Frankland: —and just embrace new ways of doing things, and being
• 9:41
  comfortable being uncomfortable.
• 9:43
  Matt Heinz: Oh, yeah.
• 9:44
  That's right.
• 9:44
  Can I ask you a wardrobe question?
• 9:46
  Every male analyst we've had here the last couple days is wearing a pocket square.
• 9:50
  Is that intentional?
• 9:51
  Dave Frankland: It is, yeah.
• 9:51
  Matt Heinz: Is it really?
• 9:52
  Dave Frankland: It is, yeah.
• 9:52
  Matt Heinz: That's amazing.
• 9:53
  Dave Frankland: And I'll tell you what it is, and I didn't know this
• 9:55
  person, but there was a salesperson back in the SiriusDecisions days—
• 9:58
  Matt Heinz: Yeah
• 9:59
  Dave Frankland: —who was apparently one of the really gregarious,
• 10:03
  great guys everyone loved.
• 10:05
  Matt Heinz: I can see him in my head.
• 10:06
  Dave Frankland: Jim somebody — I can't remember his last name.
• 10:07
  Matt Heinz: Yeah, I can't remember his name, yeah.
• 10:09
  Dave Frankland: And he passed away.
• 10:10
  Matt Heinz: Oh.
• 10:10
  Dave Frankland: And he was known for wearing a pocket square, so
• 10:12
  apparently a call went out the following year in Jim's honor—
• 10:15
  Matt Heinz: Yeah
• 10:16
  Dave Frankland: —everybody wear, and I think there was a
• 10:17
  recommendation for ladies what they—
• 10:19
  Matt Heinz: Yeah
• 10:19
  Dave Frankland: —could do as well.
• 10:20
  Matt Heinz: Yeah.
• 10:20
  Dave Frankland: And so every year — I think it's most years — it's Ross
• 10:23
  Graber that sends out the note.
• 10:25
  It's one of the SiriusDecisions—
• 10:26
  Matt Heinz: Yeah
• 10:26
  Dave Frankland: —old-timers who sends the note out with the meaning behind it all.
• 10:29
  Matt Heinz: Oh, man.
• 10:29
  Dave Frankland: And as soon as I read it the first time, I welled up reading it—
• 10:33
  Matt Heinz: Oh
• 10:33
  Dave Frankland: —and went on Amazon, bought pocket squares,
• 10:35
  'cause I'd never worn one before.
• 10:36
  Matt Heinz: I didn't know that.
• 10:37
  That is such a great story.
• 10:38
  Dave Frankland: It's a really beautiful thing.
• 10:39
  Matt Heinz: Ross sat here yesterday, and it was—
• 10:40
  Dave Frankland: Okay,
• 10:40
  and he had a pocket square on,
• 10:41
  right?
• 10:41
  Matt Heinz: He had — oh, of course he did, as you all do.
• 10:43
  And it was just — I love that story, and, yeah, just a little pop of color.
• 10:48
  A little something.
• 10:49
  Since most of us aren't wearing ties anymore, it's just a little—
• 10:51
  Dave Frankland: Right
• 10:51
  Matt Heinz: —little, it's a little something.
• 10:53
  A lot of what we're talking about is not really possible — when we talk
• 10:56
  about sort of this more sophisticated orchestration of the go-to-market
• 11:01
  work we're doing — it's not possible without a foundation of data.
• 11:05
  You've been talking about data-driven marketing for longer than almost anyone.
• 11:08
  I don't even think big data was a concept when you started talking about—
• 11:11
  Dave Frankland: Quite correct.
• 11:11
  Matt Heinz: —customer intelligence.
• 11:12
  And
• 11:15
  yet it continues to be a problem for every company.
• 11:19
  What advice are you giving companies?
• 11:21
  How do you — is there a way to finally tame the data beast, or is it something
• 11:24
  we're gonna always be struggling with?
• 11:25
  Dave Frankland: I think — I'm no longer in the data team, we have a
• 11:29
  data and AI team, so they'd be the ones qualified to answer that question.
• 11:33
  But my instinct would be that I don't think we'll ever fully tame it, but
• 11:37
  that doesn't mean we shouldn't try.
• 11:38
  Doesn't mean it shouldn't get better.
• 11:39
  We have an entire data and insights track here — if you look at the
• 11:43
  definition on our track, the word "foundations" is in there.
• 11:46
  We're still talking about—
• 11:48
  Matt Heinz: Sure,
• 11:48
  Dave Frankland: And yes, AI has come along, we've got to change it, and
• 11:50
  it depends on who you're talking to and how realistic they are.
• 11:52
  Some people say, "MCP is gonna solve everything." And it's like, okay, it's
• 11:57
  going to help, but just like everything else, it's also going to add complexity.
• 12:02
  Just 'cause you can access all the data, is it the right data?
• 12:04
  What are we doing with hygiene?
• 12:07
  So it's not just about where's all my company's data — it's
• 12:10
  where's the right data?
• 12:11
  How do we make sure it's up to date?
• 12:12
  If I point my AI, an LLM, an agent, at the wrong data—
• 12:18
  Matt Heinz: Yeah.
• 12:19
  Dave Frankland: That's pretty terrifying.
• 12:20
  Matt Heinz: Well, now, no matter what you do, it doesn't matter anymore, right?
• 12:22
  It's just based on the wrong data, based on old data.
• 12:24
  I mentioned that you're based in Florida, right?
• 12:26
  Dave Frankland: There you go.
• 12:27
  Matt Heinz: If I assume that was the truth, I could've gone all down
• 12:29
  the rabbit hole — you're like, "What the hell is he talking about?" And
• 12:33
  look, especially in B2B — in the consumer space, things change a lot.
• 12:36
  In B2B, I feel like they change more, right?
• 12:38
  The deterioration of data, and not just where someone works and
• 12:42
  how to get ahold of them, but what's interesting to them now.
• 12:45
  We had a guy here earlier who has research that says 60% of
• 12:49
  buyers change their priorities in the middle of the sales process.
• 12:53
  So even what started, it shifts along the way, and if you don't have
• 12:58
  data or insights to help inform you—
• 13:00
  Dave Frankland: Yep
• 13:01
  Matt Heinz: —you're speaking up the wrong tree on an opportunity
• 13:03
  that probably isn't that old.
• 13:05
  It's crazy.
• 13:05
  Dave Frankland: But then, as you probably heard from Ross and others yesterday, with
• 13:09
  Gen AI — with so many people answering questions, getting so far along in that
• 13:15
  journey before the provider even knows they're in market — it's really… we've
• 13:19
  lost all those signals we used to have.
• 13:21
  So some of that data's gone.
• 13:22
  The traditional source of that data no longer exists.
• 13:25
  And that's another one of those — those rules and models are breaking down.
• 13:30
  We need new ones to emerge.
• 13:31
  Matt Heinz: Two steps forward, one step back, right?
• 13:34
  The complexity continues to outpace a lot of our ability, or just
• 13:37
  what we're trying to do here.
• 13:38
  But I think that's what makes events like this so valuable, right?
• 13:42
  As you see more events on the circuit — this year we've got people
• 13:47
  with travel constraints, and yet people still come to events like
• 13:49
  this and prioritize getting here.
• 13:51
  And we were talking before we got started — I think the
• 13:53
  content this year has been great.
• 13:54
  The attendees and the engagement has been one of the things
• 13:58
  that's made this week special.
• 13:59
  Rooms that used to be on a particular topic, rows facing
• 14:03
  the front, are now rounds—
• 14:05
  Dave Frankland: Correct.
• 14:05
  Matt Heinz: —where there may be a prompt or an insight that starts it, but it's
• 14:09
  groups of people talking to each other.
• 14:10
  That is unique to in-person gatherings.
• 14:12
  Dave Frankland: Absolutely,
• 14:13
  100%.
• 14:13
  Matt Heinz: And when you've got — you're able to bring together people in
• 14:16
  here that are CMOs, CROs, CS people, sales enablement people — to come
• 14:21
  to common ground, and maybe not come up with the perfect answer,
• 14:24
  but at least move the ball forward—
• 14:25
  Dave Frankland: Absolutely, yeah
• 14:26
  Matt Heinz: —and have some inspiration—
• 14:27
  Dave Frankland: Yep
• 14:27
  Matt Heinz: —on what you can take back.
• 14:28
  That is unique to having events—
• 14:30
  —like this.
• 14:30
  Dave Frankland: Yes.
• 14:30
  And we made a conscious decision last year — I don't know what the order of magnitude
• 14:36
  was, but we multiplied significantly the number of workshops that we do.
• 14:40
  Matt Heinz: Yeah, that's smart.
• 14:40
  Dave Frankland: And the analysts really leaned into it.
• 14:42
  We had people with evidence boards with red string to teach you process.
• 14:46
  We had people with faces on money, and it was called Forrester Bucks, to
• 14:49
  think about your campaign budgeting.
• 14:52
  This year, the team upped their game again.
• 14:54
  We had what we call the immersive experience.
• 14:56
  I don't know if you got down to it.
• 14:57
  Matt Heinz: I did not, no.
• 14:57
  Dave Frankland: But it's basically like a cross between a mini
• 15:00
  workshop and an escape room.
• 15:02
  Matt Heinz: Oh, really?
• 15:02
  Dave Frankland: Where you literally go through the buying
• 15:05
  journey, and you start out as…
• 15:09
  Matt Heinz: Oh my gosh.
• 15:09
  Dave Frankland: …on the provider team.
• 15:10
  And everyone, at the very beginning — you walk in, doesn't
• 15:12
  matter what you do for a living—
• 15:13
  Matt Heinz: Yeah
• 15:14
  Dave Frankland: —and where you work, you're handed a card, and this is the role
• 15:16
  you're playing for the next half an hour.
• 15:18
  Matt Heinz: That's wild.
• 15:19
  Dave Frankland: And you're being — so you're on the buying team at this stage.
• 15:23
  You're being bombarded.
• 15:24
  So you might be — someone's handed a bag of money and a card that tells
• 15:27
  them they're the budget holder.
• 15:28
  Someone else is—
• 15:29
  Matt Heinz: Yeah
• 15:29
  Dave Frankland: —so there's all these props, and you see these really senior
• 15:33
  execs running around with inflatable cell phones and all the rest of it—
• 15:37
  Matt Heinz: That's wild
• 15:37
  Dave Frankland: —really getting engaged in it.
• 15:39
  Halfway through, they switch and they become the provider.
• 15:42
  Matt Heinz: Okay.
• 15:43
  Dave Frankland: And they have to plan their campaigns and
• 15:45
  their go-to-market approach.
• 15:47
  And there's this sort of light bulb moment—
• 15:49
  Matt Heinz: Yeah
• 15:49
  Dave Frankland: —on the second step, where they realize they're moving
• 15:52
  Post-its and magnets and everything around, and somebody eventually always
• 15:56
  — one person clicks and goes, "Wait, we're just doing to our prospects—"
• 16:01
  Matt Heinz: Yeah
• 16:02
  Dave Frankland: —everything we just complained about when we were
• 16:03
  on the other side of the room."
• 16:04
  Matt Heinz: Yeah, yeah.
• 16:04
  Dave Frankland: And it's this, like I say, big light bulb.
• 16:06
  So it was just another way—
• 16:07
  Matt Heinz: Yeah
• 16:07
  Dave Frankland: —to bring the whole thing to life, because we can tell
• 16:09
  you, "Don't do this, do this," right?
• 16:12
  But literally walking through this experience—
• 16:15
  Matt Heinz: Yeah
• 16:15
  Dave Frankland: —changes how you think about it.
• 16:17
  Matt Heinz: The difference between insights and experience can't
• 16:19
  be wider, and I think having — when you create that kind of
• 16:22
  experience, it's just unbelievable.
• 16:23
  I am disappointed I did not get invited to the experience at Chase Field last night.
• 16:26
  I've seen some pictures of—
• 16:28
  Dave Frankland: —was pretty
• 16:29
  —special.
• 16:29
  Matt Heinz: A reception there and some live batting practice.
• 16:31
  That looked pretty awesome.
• 16:32
  Dave Frankland: It was incredible.
• 16:32
  I mean, I know nothing about baseball.
• 16:35
  I — I shouldn't say nothing.
• 16:36
  Matt Heinz: Okay.
• 16:36
  Dave Frankland: Let's say — if someone who knows 100% about baseball—
• 16:39
  Matt Heinz: Yeah
• 16:39
  Dave Frankland: —I might be in the two, maybe 3%.
• 16:41
  Matt Heinz: Okay.
• 16:42
  Dave Frankland: All right.
• 16:42
  We walked into Chase Field and just — we came in gate E.
• 16:47
  Matt Heinz: Okay.
• 16:47
  Dave Frankland: And we walked, and — it's the typical concourse.
• 16:50
  Matt Heinz: Yeah.
• 16:51
  Dave Frankland: And then you take two more steps forward — and
• 16:54
  you're in Forrester land—
• 16:55
  Matt Heinz: Yeah
• 16:55
  Dave Frankland: —in the middle of this domed stadium.
• 16:58
  Matt Heinz: It's huge in there.
• 16:59
  Yeah.
• 16:59
  Dave Frankland: And it's all — you know the ribbons that go around — where
• 17:01
  somebody scores or whatever it is.
• 17:03
  All the advertising, normally.
• 17:04
  It was all Forrester.
• 17:06
  Matt Heinz: Yeah.
• 17:06
  Dave Frankland: And then you look down and there were beautiful
• 17:07
  lights on the — the sandy bit.
• 17:16
  Matt Heinz: Infield.
• 17:17
  Dave Frankland: The infield.
• 17:17
  Matt Heinz: Yes.
• 17:19
  Dave Frankland: Somebody told me — I'm gonna call it the sandy bit from now on.
• 17:19
  Stop saying sandy bit.
• 17:19
  Somebody told me.
• 17:19
  So — the infield — when Amy Bills hears this, she'll be mortified.
• 17:22
  Matt Heinz: Oh, my God.
• 17:22
  Dave Frankland: So yeah, on the sandy bit — in the infield, that's
• 17:24
  where they — the tables and these beautiful lights, and again, you
• 17:28
  just see these really senior CMOs,
• 17:31
  chief revenue officers of multi-billion dollar companies going, "This is awesome."
• 17:36
  They were bowled over.
• 17:37
  And then there's a World Series trophy and these other things—
• 17:40
  Matt Heinz: I know, right?
• 17:40
  Dave Frankland: —just that you could go up and get your photo with.
• 17:42
  Matt Heinz: That's unbelievable.
• 17:42
  Dave Frankland: And, yeah, it was very
• 17:42
  cool.
• 17:42
  Matt Heinz: I mean, if you ever have a chance to, especially in a baseball or
• 17:45
  football field, to do that — even if you've been at a game, or been to a soccer
• 17:50
  game — it's one thing to be in the stands.
• 17:51
  When you stand in the middle and you really see the coliseum that you're in—
• 17:57
  Dave Frankland: Yeah
• 17:58
  Matt Heinz: —it's really intimidating.
• 17:59
  I walked over from the Sheraton with Amy Bills this morning.
• 18:02
  I really hope that I get to see her later today and can tell her that I heard
• 18:06
  you were at the sandy bits yesterday.
• 18:07
  Dave Frankland: She wasn't there.
• 18:08
  She heard me saying
• 18:09
  the sandy bits.
• 18:09
  Matt Heinz: Oh, she'll still know.
• 18:10
  So she'll still know exactly what I said, who you talked to today.
• 18:13
  Awesome.
• 18:13
  Dave Frankland, thank you so much for joining us.
• 18:15
  This has been fun.
• 18:16
  Dave Frankland: Thanks, Matt.
• 18:16
  Appreciate it.