Why Attend?

The case for two days in London

SiriusDecisions Summit Europe brings together more than 600 peers for a focused programme of plenary talks, syndicate tracks, and customer case studies drawn from real operating environments.

Attendees gain exposure to the research base that underpins the SiriusDecisions framework, alongside candid peer perspectives on what is working across European b-to-b organisations.

Programme at a glance

Full schedule details are available on the Agenda page.

SiriusDecisions Summit Europe has grown into a well-known gathering for b-to-b professionals who want to step away from day-to-day operations and absorb a wider view of their discipline. Over the course of two days in London, the event brings together a sizeable community of sales, marketing, and product leaders alongside analysts, sponsors, and practitioners from across the region. The programme is designed to be focused rather than sprawling, giving attendees a chance to engage with current thinking, exchange perspectives with peers, and return to their organisations with renewed clarity about where the European b-to-b marketplace is heading in the months ahead.

A central reason to attend is access to the SiriusDecisions research base itself, which underpins much of the framework language used by modern b-to-b teams. Rather than reading about models in isolation, participants hear how the research is applied in general sessions, syndicate tracks, and customer case study presentations drawn from real operating environments. This blend of theory and practice allows attendees to test their own assumptions against evidence and peer experience, sharpening judgement about pipeline design, demand generation, product strategy, and the broader alignment between revenue-facing functions.

Peer connection is another quiet but powerful draw of the event. With hundreds of European leaders gathered in a single venue, the hallway conversations, sponsored showcases, and informal exchanges often carry as much weight as the formal agenda. Attendees frequently cite candid discussions about what is working, what is not, and what is changing in their markets as one of the most valuable parts of the experience. For organisations navigating shifting buyer behaviour, evolving channel structures, and tighter scrutiny on marketing and sales investment, that shared perspective can be difficult to replicate internally.

The Summit is also structured to make the most of a short time away from the office. Plenary sessions deliver broader insights, while breakout formats allow deeper dives into niche topics led by analysts who specialise in those areas. Customer case studies add another layer, translating frameworks into the practical choices other teams have made around territory planning, messaging, content operations, and product launches. The result is a programme that respects the time of senior leaders by balancing breadth and depth across the two days.

Beyond the formal content, the event offers a chance to experience the wider SiriusDecisions community in person, from executive leadership exchanges to analyst-led discussions and themed evening moments that bring the group together. Attendees leave with a stronger sense of how their own roadmap compares to peers, where the next waves of investment are likely to land, and which ideas deserve further exploration once they are back at their desks. For anyone responsible for shaping b-to-b performance in Europe, the Summit offers a concentrated opportunity to learn, question, and reconnect with the discipline.