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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60 results in Reports

  • Scott Santucci
  • 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 SIMPLE Sales Enablement Framework

    Use A Framework To Simplify A Complex Sales Support Environment

    In most complex businesses today, random and poorly managed sales support resources drive unneeded costs while also contributing to overburdening the sales force. These resources are proliferating as...

    • Downloads: 1196
  • 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:Executive Buyer Insight Study: Are Salespeople Prepared For Executive Conversations?

    Addressing Gaps In How Effectively Salespeople Engage With Executives

    To avoid being relegated to commodity status, vendors are refining their sales strategies to engage with higher level decision-makers earlier in the problem-solving process. Getting a meeting with...

    • Downloads: 816
  • 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:Executive Buyer Insight Study: Executives' Preferred Forms Of Sales Contact

    Engaging With Executives Is More About What To Say Than How To Say It

    Growing the size and health of the pipeline is a major focus at most technology vendors. For the majority of sales leaders, prospecting remains the most reliable form of creating opportunity....

    • Downloads: 673
  • For Sales Enablement Professionals

    Report:Technology Buyer Insight Study: How Executives Differentiate Among Their Suppliers

    How You Sell Is As Important As What You Sell

    Executive decision-makers find that the technology vendors that best differentiate themselves from the pack are the ones that can match a relevant set of capabilities to their specific circumstances....

    • Downloads: 520
  • 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:Technology Buyer Insight Study: Executive Involvement In The Buying Process

    Changing Buying Patterns Create Opportunities For Vendors

    As technology extends its reach more deeply into every corner of business, conflicting demands from business units, functional heads, IT groups, and finance are forcing enterprises to change their...

    • Downloads: 513
  • For Sales Enablement Professionals

    Report:Understanding The Reality Of Your Sales Force

    A Prerequisite To Boosting Sales Productivity

    Increasingly, B2B CEOs are pursuing business strategies that require a transformation of their sales force. Because a sales force is really a composite of many individual salespeople, assessing the...

    • Downloads: 464
  • 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:Technology Buyer Insight Study: The Expanding Role Of Procurement In The Buying Process

    Vendors Need To Expand Their Knowledge Of Procurement Functions

    With increased cost savings through more strategic implementations of spend management programs and the tremendous results being realized by global enterprises, procurement functions will be growing...

    • Downloads: 402
  • For Sales Enablement Professionals

    Report:Executive Buyer Insight Study: Defining The Gap Between Buyers And Sellers

    The gap is striking between the sales messages vendors create, how they prepare salespeople to deliver them, and the value executive buyers perceive from those conversations. Forrester's global...

    • Downloads: 397
  • For Sales Enablement Professionals

    Report:Using Forrester's SIMPLE Framework To Gain Traction In Strategic Sales Enablement Programs

    The job title of most sales enablement (SE) professionals today should really be VP of Broken Things. The SE leaders with whom we engage often inherit a variety of seemingly disparate activities...

    • Downloads: 108
  • For Sales Enablement Professionals

    Report:Introduction To The Value Equation Framework

    As a wave of B2B organizations develop business strategies that are predicated on selling more things to existing customers, they are asking their sales forces to move from selling products to...

    • Downloads: 399
  • For Sales Enablement Professionals

    Report:Technology Buyer Insight Study: Preferred Or Exclusive Vendor Relationships

    As Buyers Stratify Their Suppliers, Sales Must Re-Evaluate How To Deliver Value

    Buyers are actively evolving their techniques for dealing with technology vendors to either get more value from a particular supplier or negotiate more favorable terms to save money. While many...

    • Downloads: 344
  • For Sales Enablement Professionals

    Report:Why The Sales Force Is So Misunderstood

    Factors To Consider When Collecting The Voice Of The Sales Force

    Many top-down strategic initiatives don’t take into account the intricacy of sales force adoption and execution in the trenches. This gap, exacerbated by the common lack of empathy for or...

    • Downloads: 98
  • For Sales Enablement Professionals

    Report:Buyer Role Profile: CIO

    This report is designed to give sales enablement professionals an introduction to the chief information officer (CIO) role, as well as an overview of the general concerns facing people in this...

    • Downloads: 380
  • For Sales Enablement Professionals

    Report:Launching A New Sales Enablement Service With A Bang

    As technology vendors work to respond to the changing conditions their buyers face, salespeople are overwhelmed with an avalanche of random acts of sales support generated from many different groups...

    • Downloads: 84
  • For Sales Enablement Professionals

    Report:The Selling System In The Age Of The Customer

    Part One: Illuminating The Gap Between Strategy And Execution

    The age of the customer is upon us. Buyers are more demanding, informed, value sensitive, and have more choices available to them than at any other point in history. As executive leaders drive...

    • Downloads: 295
  • For Sales Enablement Professionals

    Report:Running Technology Sales Enablement As A Business Within A Business

    Forrester’s Guidance On Building Out Your Sales Enablement Function

    In order to overcome the random acts of sales support generated by disparate well-intended groups across a variety of organizational silos, sales enablement professionals must develop a more holistic...

    • Downloads: 91