Scott Santucci

Principal Analyst serving Sales Enablement PROFESSIONALS

Scott serves Sales Enablement Professionals. He has deep knowledge and hands-on experience working cross-functionally with product, marketing, and sales teams to develop innovative and effective integrated programs designed to improve the entire revenue cycle. He is a thought leader in Forrester's technology sales enablement practice, which has established an architectural framework to help technology industry vendors transform current product-centric go-to-market models into customer-centered approaches.

Scott's efforts center around topics such as sales as a marketing channel, field marketing roles and programs, targeting executives, team selling and marketing, new product traction, sales-focused go-to-market strategies, sales-ready tools, strategic account programs, helping sales people collaborate with buyers more effectively, and developing data-driven performance reporting and measurement programs.

Previous Work Experience

Scott came to Forrester from BluePrint Marketing, an organization he founded and ran for six years. There he led a boutique consultancy focused on helping technology vendors develop customer-centered business strategies to create more sales-friendly marketing programs, resulting in more leverage in the sales process. He has worked closely with all of the relevant roles and stakeholders in the sales execution process, including CEO, CFO, sales, marketing, CTO, strategy, and business unit heads, resulting in a unique and holistic view into all of the cogs of an organization's value engine and how to bring the component parts together to maximize results. Throughout his 16-year career, he has held various sales and marketing positions including quota-carrying sales roles, product marketing and management, and sales leadership roles in organizations such as META Group and Allen Systems Group.

Scott has worked directly with more than 2,000 field-selling representatives across all major geographies and in software, services, and hardware companies. Comfortable in the boardroom or in the trenches, he is exceptionally adept at helping to architect positive change and is a popular speaker.


Scott received a B.S. in marketing management, with a minor in communications from Virginia Tech.

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14 results in Reports

  • Scott Santucci
  • eCommerce
  • For Sales Enablement Professionals

    Report:Uncovering The Hidden Costs Of Sales Support

    Strategic Sales Enablement Is The Path Through Trying Economic Times

    Technology vendors are spending, on average, 19% of their selling, general, and administrative (SG&A) costs or $135,262 per quota-carrying salesperson in support-related activities. Few are aware of...

    • Downloads: 1723
  • For Sales Enablement Professionals

    Report:Engineering Valuable Sales Conversations

    Forrester's Model-Map-Match Approach To Client-Focused Sales Messaging And Value Delivery

    Technology buyers are in the midst of redefining their relationships with vendors, anointing just a few as value-added partners while relegating the bulk to the commodity supplier heap. To succeed in...

    • Downloads: 1461
  • For Sales Enablement Professionals

    Report:Sales Enablement Defined

    Sales Enablement Is The Bridge Between Go-To-Market Strategy And Tactical Execution

    Tectonic forces are at work transforming business relationships away from their traditional dependency on products and services toward a focus on business outcomes and results. Inefficiencies noted...

    • Downloads: 1368
  • For Sales Enablement Professionals

    Report:A Systematic Approach To Strategic Account Programs Improves Tech Sales Performance

    Account Value Mapping Expands Wallet Share In Key Accounts

    In response to the continued tough economic climate and feedback from customers, vendors with large portfolios are placing bigger bets on their strategic account programs and shifting their focus...

    • Downloads: 842
  • For Sales Enablement Professionals

    Report:Forrester's Value-Equation Sales Messaging Framework

    Enabling Sales Teams To Tailor The Right Messages To A Given Account

    As technology vendors broaden their product portfolios and ask their account teams to sell across all levels within their client roster, traditional approaches to hard-coded value propositions are...

    • Downloads: 715
  • For Sales Enablement Professionals

    Report:Gaining Executive-Level Access

    Marketing Strategies To Help Salespeople Secure Higher-Level Meetings

    As technology industry vendors pursue go-to-market strategies intended for more executive-level ears, helping sales forces gain higher levels of access inside targeted accounts is becoming...

    • Downloads: 689
  • For Sales Enablement Professionals

    Report:Optimize Performance By Driving Enterprise Sales Outcomes

    Moving From Deliverables To An End-To-End Sales Support Orientation

    Driving down the cost of sales, while simultaneously boosting productivity, continues to be a top business priority and an objective that requires a new way to support and evaluate the sales system....

    • Downloads: 649
  • For Sales Enablement Professionals

    Report:Inquiry Spotlight: Sales Enablement, Q1 2009

    Tech Sales And Marketing Execs Look For New Strategies In Tough Economic Times

    As the economic downturn persists, Forrester is seeing a lot of introspective activity among executive teams and within sales and marketing organizations about the current go-to-market approaches and...

    • Downloads: 430
  • For Sales Enablement Professionals

    Report:Pick The Right Sales Strategy To Sell To Insurers

    ACORD/LOMA Tech Exhibitors Exemplify Three Go-To-Market Approaches

    When sales teams can tie their offerings to customers' business outcomes, deals move forward. Go-to-market planners target vertical industries like financial services to articulate that value...

    • Downloads: 404
  • For Sales Enablement Professionals

    Report:What Executives Believe Constitute A Valuable Meeting

    Technology companies' value proposition is largely manifested at the point of sale during the first series of meetings between the sales team and the customer. Unfortunately, what transpires in these...

    • Downloads: 13
  • For Sales Enablement Professionals

    Report:Gaining Executive Level Access

    A key component of most technology vendors' sales strategies is for the sales force to sell to higher-level buyers. In order to provide sales enablement professionals with a customer-centric design...

    • Downloads: 15
  • For Sales Enablement Professionals

    Report:The Importance Of Developing A Shared Vision Of Success

    For many technology companies, "losing to no decision" is increasing. One of the primary reasons for this situation is the inability of sales teams to effectively and consistently develop a shared...

    • Downloads: 13
  • For Sales Enablement Professionals

    Report:Executive Perceptions Of Differentiation And Spending Patterns

    As technology vendors seek to gain access to executive buyers and change their relationships status from merely suppliers to trusted advisors, sales enablement professionals are responsible for...

    • Downloads: 7
  • For Sales Enablement Professionals

    Report:Seller Insight Study: Sales Professionals' Perspectives On Gaining Access

    Understanding which strategies salespeople find effective for gaining access to executive-level buyers is important for sales enablement professionals to properly equip their sales teams to be more...

    • Downloads: 58