There’s a difference between attending an event and stepping into an environment intentionally designed to help you think bigger. Better Together 2025—hosted with our partners at Shopify and ServiceNow—was specifically made for strategic collaborations. Sonoma became an ideal space for leaders to rethink challenges, share meaningful perspectives, and explore the direction of modern B2B commerce.
Across two days in Healdsburg, the conversations were as thoughtfully curated as the experiences themselves. Breakfast discussions about the future of enterprise workflows flowed into vineyard-side dialogues on AI and customer experience. One theme connected nearly every conversation:
Modern leaders ground their strategies in a customer-led, outside-in model.
An Event Setting Built for Strategic Insight
The intention of the Better Together event was to remove friction, quiet the noise, and create space for meaningful thinking.
From a slow, grounding start over breakfast to open-air conversations at MacRostie Winery, the day was carefully choreographed to help leaders breathe, connect, and dive into what matters most.
“Each part of the day was carefully curated—transportation, wine tasting, dinner—all seamless. It reminded us of the standard we aim to deliver every day: moments of connection and excellence that customers can truly feel.”
Trevor Kniffen, Alliance Manager at Zaelab
Attendees felt the difference immediately. One executive remarked, “This didn’t feel like a work event, it felt like a reset.” Another shared, “I had more strategic clarity in 24 hours than I’ve had in months.”
This is the outcome we aim for. When the space is right, leaders access a level of clarity that reshapes their direction.
Themes That Defined the Sonoma Event
While the conversations were diverse, three themes dominated, each pointing to where modern enterprise commerce is heading in 2026:
1. Practical AI for Real Commercial Impact
Without the usual hype we sat down to have honest discussions about where AI creates leverage across quoting, service, sales automation, and customer experience. As one attendee said, “We finally talked about AI in a way that felt grounded, not theoretical.”
2. The “Outside-In” Customer Lens
Leaders are moving away from tech-driven projects and toward experience-led modernization. This shift shows up in how organizations prioritize roadmaps, define value, and structure cross-functional collaboration around the customer journey.
“It changed the narrative: start with the customer, work backward, and let that dictate architecture—not the other way around.”
Gavin Cunningham, Client Partner at Zaelab
3. Partner Synergy That Actually Matters
Shopify and ServiceNow sat at the same table, exploring how their strengths combine into a unified revenue engine for complex enterprises.
As Zaelab Partner Manager Trevor Kniffen noted, “There was relentless focus on first-class customer experience and how our joint value story reshapes 2025–2026 conversations.”
The conversations opened up multiple ways to collaborate on the real issues B2B teams are facing today.
Stephen Metts, VP of Solutions and Innovation at Zaelab
A Standout Moment: MacRostie Winery
The afternoon tasting overlooking the valley became the heartbeat of the event. The setting eased conversation. The wine opened perspectives. The atmosphere built trust.
One guest said it perfectly: “It’s amazing what people share when the environment invites honesty.”
And in a moment that felt both symbolic and serendipitous, our group watched a rainbow arch over the vineyard, the same day we unveiled our new B2B Spectrum. Sometimes the setting really does become part of the story.
Looking Ahead in Modern B2B Commerce
Better Together 2025 was designed as a strategy accelerator—a space where enterprise leaders can slow down enough to think clearly about what comes next.
It’s become the platform for:
- Building long-lasting partnerships and authentic connections
- Giving leaders the breathing room to explore new ideas
- Reframing enterprise commerce through the customer lens
- Strengthening the ecosystem across strategic partners
- Creating the clarity leaders need to turn insight into action
- Supporting clearer decision-making around modernization and growth
One attendee summarized it on their way home: “I came for the agenda. I left realizing the space itself was the real value.”
We couldn’t have said it better.
Better Together 2025 set a new bar, and we’re building an even more ambitious experience for 2026. Join our VIP Collective to receive early updates on future events and thought-leadership experiences.
