Megan Collins | B2B planning notes | 13 October 2026 1 Executive Roundtable Question Builder Turn a broad topic into a useful conversation. Prepared by Megan Collins, B2B insight writer associated with DemandTech. 1. Define a decision Start with a choice the audience recognizes, such as how to prioritize an uncertain opportunity. State what participants can compare without disclosing customer identities or confidential results. A useful question makes room for different approaches. Further reading: B2B executive event planning guide. 2. Build a neutral opening Use: What changed the way your team approached this decision? Avoid wording that presumes one method is best. Write the opening question, the intended learning outcome and one boundary the group should respect. 3. Prepare two follow-ups Ask which constraint mattered, then ask what the team would change next time. If an answer stays general, invite an anonymized example. If a participant cannot share details, offer a hypothetical case rather than pressing for disclosure. Further reading: B2B webinar planning resource. 4. Test the question aloud During rehearsal, ask a colleague to give a short answer, a long answer and a disagreement. Note which follow-up opens the conversation. Rewrite prompts that sound like a sales pitch or an examination. 5. Capture the result Use three note fields: opening prompt, useful follow-up and boundary to protect. At the end, capture differences and unresolved questions. Send additional resources only where requested; participation alone does not establish buying intent. Further reading: marketing automation workflow guide.