Forrester

For Sales Enablement Professionals

Blog:Tech Vendors Are Disconnected Across Three Silos

Technology vendors are disconnected from their customers. If the problem were simple, such as changing message themes, tech vendors could easily adapt. When looking at tech vendors, the...

For Sales Enablement Professionals

Report:Forrester's Standards Guide For Sales-Ready Competitive Battle Cards

To accelerate the work of sales enablement professionals in overhauling sales battle cards, Forrester organized a group of experienced practitioners who helped create Forrester’s battle card...

• Downloads: 46
• Rating:

For Sales Enablement Professionals

Tool:Average Grades For Content

For Sales Enablement Professionals

Blog:Join Me In Creating Standards For Competitive Sales Battle Cards!

Forrester’s sales enablement team is launching a collaborative effort with our clients and other experts to establish standards for competitive battle cards and I invite you to participate...

For Sales Enablement Professionals

Blog:Establishing Standards To Manage Battle Cards

During my daily conversations with technology vendors about battle cards, I am encountering leaders that are taking a different approach. Sales leaders are taking responsibility for the portfolio of...

For Sales Enablement Professionals

Blog:The Portfolio Track View From Forrester's Sales Enablement Forum 2011

In addition to the sessions mentioned by Brad Holmes and Brian Lambert in their blog entries, we dedicated an entire track to sessions that discussed how the decisions made by portfolio...

For Sales Enablement Professionals

Blog:Questions From Forrester’s Sales Enablement Teleconference, May 17, 2011

Earlier this week, our Sales Enablement team hosted a teleconference about building battle cards that better line up with sales reps’ needs. If you missed the teleconference, you can download...

For Sales Enablement Professionals

Report:Customer And Market Intelligence (CMI) For Sales Enablement Success

CMI organizations need to engineer sales content so that it aligns with selling activities, especially with ongoing conversations that sales reps have with stakeholders that allow realize selling...

• Downloads: 117
• Comments: 1

For Sales Enablement Professionals

Blog:Why Your Sales Battle Cards Don't Work!

                    We recently interviewed dozens of sales enablement professionals within the tech vendor community. These interviews painted a...

For Sales Enablement Professionals

Report:Make Business And Customer Intelligence Sales-Ready Using Forrester's Framework

Engineering Valuable Content For Sales Enablement Success

Today, business and customer intelligence (BCI) leaders and teams at tech vendors gather information about target companies and key decision-makers, and their deliverables consist of data —...

• Downloads: 287

For Sales Enablement Professionals

Blog:The Credibility Crisis Of Competitive And Market Intelligence

Leaders of competitive and market intelligence teams know that something is wrong. They tell Forrester this every day. They describe it as being similar to when your car doesn’t drive quite...

For Sales Enablement Professionals

Blog:War!

The words of "War," Edwin Starr's 1969 Motown classic, began ringing in my head this morning. It was brought on by a Harvard Business Review blog post by Steve W. Martin, "Why Sales and...

For Sales Enablement Professionals

Report:Align Sales Battle Cards With Customer Priorities

Effective sales reps display a strong competency �often unconsciously � of establishing mindshare with their customers. The best ones influence customers and beat competitors by focusing on the...

• Downloads: 33

For Sales Enablement Professionals

Blog:How Your Battle Cards Will Become Even More Important To Sales!

I hear you! My earlier post about battle cards, and my title in particular, confused some readers. By outlining some of the problems with battle cards that have surfaced in our current research on...

For Sales Enablement Professionals

Report:Make Competitive Intelligence Sales-Ready Using Forrester's Customer Conversation Framework

Engineering Valuable Content For Sales Enablement Success

Competitive and market intelligence (CMI) leaders and their teams currently structure the bulk of CMI content around a product point of view, forcing sales teams to figure out how and when to build...

• Downloads: 505

For Sales Enablement Professionals

Report:Using Standards To Accelerate Your Sales Battle Card Transformation

Insights Into Building Battle Cards That Help Reps Win Deals

To justify your investment, sales battle cards must help sales outmaneuver competitors and ultimately increase their overall win rate in competitive deals. Given the siloed way competitive insight is...

• Downloads: 133

For Sales Enablement Professionals

Report:Building Better Battle Cards Begins With Empathy For Selling Challenges

Sales reps use battle cards to anticipate and respond to competitors’ tactics in sales conversations. In our research, we found that, the competitive insights in today’s battle cards are more often...

• Downloads: 23

For Sales Enablement Professionals

Blog:Making Competitive & Market Intelligence (CMI) Relevant Again

Competitive & marketing intelligence (CMI) leaders are currently being torn between two points of view.  But, these two views cannot be reconciled, and CMI leaders cannot sit on the fence! I...

For Sales Enablement Professionals

Report:Create Sales-Ready Market Intelligence Using Forrester's Customer Conversation Framework

Engineering Valuable Content For Sales Enablement Success

Market intelligence teams typically support sales enablement executive decisions around key sales strategies like coverage models, channel alignment, and prospect targets but rarely support sales...

• Downloads: 346

For Sales Enablement Professionals

Blog:What's The Value Of Battle Cards?

During the past few months, our sales enablement team has researched and written about battle cards. We've spoken with more than 40 companies, including CMI leaders and sales...

For Sales Enablement Professionals

Report:Enhance Sales Success With Better Battle Cards

Designing And Delivering Content For Sales Conversations

Competitive and market intelligence (CMI) teams produce battle cards that help sales reps anticipate and respond to competitors' claims. Sales reps, however, don't value today's battle cards, which...

• Downloads: 554

For Sales Enablement Professionals

Report:Build Battle Cards That Focus On Buyer Priorities

Insights Into Building Battle Cards That Help Sales Reps Win Deals

Sales reps need battle cards to anticipate and counter competitors' claims in sales conversations, but today's battle cards are little more than side-by-side product comparisons. Sales enablement...

• Downloads: 259
• Rating:

For Sales Enablement Professionals

Blog:Join Me On September 7th For A Discussion On Building Better Battle Cards

For months, I’ve blogged about the reasons why battle cards are important, ways to evaluate battle cards, and most recently, the need for standards to tighten their value and give battle card...

For Sales Enablement Professionals

Blog:Customer & Market Intelligence For Sales Enablement Success

A few years ago, I took the helm of customer & market intelligence (CMI) for a large vendor. Executives wanted analysis that was more relevant — intelligence that was “deeper,”...

For Sales Enablement Professionals

Blog:Overhauling Battle Cards (And Transforming Other Sales Tools)

As part of Forrester’s research into sales enablement, I recently took a journey to “plumb the depths” of sales battle cards. Why? Sales reps at technology companies tell Forrester...