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Shar VanBoskirk

Vice President, Principal Analyst serving Marketing Leadership PROFESSIONALS

Shar serves Marketing Leadership professionals. She is a leading expert on how businesses can leverage interactive marketing channels and technologies to drive sales and deepen customer relationships. During her 12 years with Forrester, Shar has been instrumental in the development of many of the company's interactive marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Shar's research focuses on overall interactive marketing strategies; crafting efficient, effective interactive programs; organizing for interactive marketing; and integrating interactive channels into the rest of the marketing mix. Specific subjects addressed in Shar's research include email marketing, online advertising, search engine marketing, ad serving and targeting, interactive budgeting and forecasts, and interactive marketing organizational models.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the Internet and has written research on customer loyalty, ad networks, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, MITX, DMA, and the Email Service Provider Coalition events, among others. She is on the board of SEMPO — the search engine marketing professionals organization — and is also widely quoted in the press including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal and is a frequent guest on CNBC and National Public Radio.


Education

Shar is a graduate of Harvard University.

Research Coverage:

Accenture, Apple, Email Marketing & RSS, Emerging Media, Emerging Methods, Google, Interactive Marketing Strategy and Process, Marketing Organizational Structure, Mobile Advertising, Mobile Marketing, Online Advertising, Search Marketing

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  • Lori Wizdo

  • For Sales Enablement Professionals

    Blog:Does Your Thought Leadership Program Need a PR Campaign?

    Lori WizdoMay 08, 2013

    B2B marketing leaders are striving to position their companies as “thought leaders.” And why not?  If you do not have a truly disruptive technology, product, service or idea (in...

    • For Sales Enablement Professionals

      Report:The New Physics Of Lead-To-Revenue Management

      Vision: The Lead-To-Revenue Playbook

      Lori WizdoMarch 28, 2013

      The need to calibrate marketing spend to revenue generation was the seminal driver of lead-to-revenue management (L2RM). But savvy B2B marketing leaders are going beyond revenue performance...

      • Downloads: 182
      • Rating:

    • For Sales Enablement Professionals

      Report:A Holistic Measurement System Enables Continuous Improvement

      Performance Management: The Lead-To-Revenue Playbook

      Lori WizdoMarch 06, 2013

      The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing's activities (and budget) to the result of revenue generation. But effective performance management of...

      • Downloads: 131
      • Rating:

    • Charts & Figures results for

    • For Sales Enablement Professionals

      Charts & Figures:Tech Marketers Are Increasing Budget For Nurturing Activities

      Engage With Early-Stage Buyers, Drive Pipeline And Revenue Performance

      Lori WizdoOctober 21, 2011

    • For Sales Enablement Professionals

      Blog:Oracle Acquires Eloqua: A Quick Take on What it Means

      Lori WizdoDecember 20, 2012

      Oracle announced today that it will acquire Eloqua, a SaaS marketing automation provider. Oracle’s stated motives address, head-on, the zeitgeist facing the 21st century marketer.  ...

      • For Sales Enablement Professionals

        Blog:Buyer Behavior Helps B2B Marketers Guide The Buyer's Journey

        Lori WizdoOctober 04, 2012

        Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. Although it varies greatly with product complexity and market...

        • For Sales Enablement Professionals

          Report:Automating Your End-To-End Process

          Tools And Technology: The Lead-To-Revenue Playbook

          Peter O'Neill, Lori WizdoNovember 20, 2012

          The lead-to-revenue management (L2RM) process calibrates marketing and sales activities around a common success factor — revenue. An optimized process yields bigger pipelines, shorter sales...

          • Downloads: 270
          • Rating:

        • For Sales Enablement Professionals

          Report:The State Of Lead-To-Revenue Management

          Landscape: The Lead-To-Revenue Playbook

          Lori WizdoJuly 02, 2012

          In order to establish the current state of lead-to-revenue management (L2RM) practices among tech marketers, we recently analyzed 80 client inquiries on the topic that tech marketing professionals...

          • Downloads: 549
          • Comments: 2
          • Rating:

        • For Chief Marketing Officer Professionals

          Blog:Dealing With The “People Part” Of Your Lead-To-Revenue Management Transformation

          Lori WizdoOctober 21, 2012

          Demonstrating the revenue return on marketing investment is the No. 1 issue for B2B marketing executives. In Forrester’s Q4 2011 B2B Marketing Organizations And Investments Survey, when we...

          • For Sales Enablement Professionals

            Report:The Lead-Nurturing Payoff For The Tech Industry

            Engage With Early-Stage Buyers, Drive Pipeline And Revenue Performance

            Lori WizdoOctober 21, 2011

            Today's empowered technology buyers are two-thirds of the way through their buying process before they engage with tech vendors' sales teams. Forrester believes that a robust lead-nurturing program...

            • Downloads: 576

          • For Sales Enablement Professionals

            Blog:Forget The Funnel! Introducing A New Metaphor For Lead To Revenue Process Management

            Lori WizdoNovember 06, 2012

            I’ve seen too many lead-to-revenue initiatives underperform because insufficient attention was devoted to process.  And, I’ve seen an equal number stall because the attempt to...

            • For Sales Enablement Professionals

              Blog:Are You Absolutely Sure You're Doing Enough With Social?

              Lori WizdoMarch 27, 2012

              I (Lori Wizdo) have just put the finishing touches on the content for tomorrow's (Wednesday, March 28 at 10am PT/1pm ET)  interactive webinar, Socialize Your Lead To Revenue...

              • For Sales Enablement Professionals

                Blog:Accelerating Revenue In A Changed Economy

                Lori WizdoJanuary 23, 2013

                A long time ago, a savvy marketing consultant told me, “The role of the sales person is to teach the customer how to buy”.  That is still true, but the wisdom has morphed a bit with...

                • For Sales Enablement Professionals

                  Report:Automating Lead-To-Revenue Management

                  Lori WizdoDecember 09, 2011

                  The challenge of accelerating revenue in the face of rapidly changing buying behaviors and an exploding number of marketing vehicles is driving technology product and service companies to refine (and...

                  • Downloads: 519
                  • Rating:

                • For Sales Enablement Professionals

                  Blog:Lead-To-Revenue Management Fosters Marketing/Sales Alignment

                  Lori WizdoMarch 24, 2013

                  I’ve been having a lot of conversations, recently, about sales and marketing alignment. (Well, honestly, who working in B2B marketing hasn’t?)  In Forrester’s most recent...

                  • For Sales Enablement Professionals

                    Blog:The Missing Link In Social Media Use: Tracking Prospects

                    Lori WizdoSeptember 12, 2012

                    The University of Massachusetts released its annual survey of social media usage at Fortune 500 companies. The report revealed that in the past year, these business giants have increased...

                    • For Sales Enablement Professionals

                      Report:Using A Results Chain To Model Your Lead-to-Revenue Process

                      Lori WizdoNovember 28, 2012

                      This results chain toolkit is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Forrester recommends that B2B marketing leaders use a results chain model to frame and...

                      • Downloads: 21
                      • Rating:

                    • For Sales Enablement Professionals

                      Report:Marketing Tactics Of Top Tech Performers

                      An Artful Mix Of Old And New Yields Revenue Impact For Marketing Leaders

                      Lori WizdoFebruary 09, 2012

                      Tech marketers at top-performing tech companies demonstrate similar go-to-market strategies that set them apart from their peers at companies with average performance. The strategic mix leverages...

                      • Downloads: 747
                      • Comments: 4
                      • Rating:

                    • For Sales Enablement Professionals

                      Report:Provisional L2RM Process Catalog

                      Lori WizdoJanuary 28, 2013

                      This provisional lead-to-revenue process catalog is a companion tool for the processes module of Forrester's lead-to-revenue playbook. Designed to jump-start your own process documentation, it...

                      • Downloads: 10
                      • Rating:

                    • For Sales Enablement Professionals

                      Blog:Proving Theodore Levitt Wrong About Sales

                      Lori WizdoMarch 19, 2012

                      I (Lori Wizdo) am on a plane, flying to San Francisco, to participate in Forrester’s Technology Sales Enablement Forum. As I was prepping for my (limited) role in the event, I had a flashback...

                      • For Sales Enablement Professionals

                        Blog:Handholds For B2B Marketers On The Slippery Slope To "Cost Center"

                        Lori WizdoFebruary 24, 2013

                        I recently stumbled upon a very old quote from Peter Drucker, which completely nonplussed this lifetime marketer. Mr. Drucker observed (in his 1973 book Management: Tasks, Responsibilities, Practice)...

                        • For Sales Enablement Professionals

                          Report:2012 Tech Marketing Planning Guidance

                          With Proliferating Tactics And Constrained Budgets, Targeting And Focus Are A Mandate

                          Lori WizdoDecember 21, 2011

                          Tech marketers typically use last year's plan as a starting point for next year's marketing planning process, making changes to accommodate new goals and current-year budget realities. As a result,...

                          • Downloads: 770
                          • Comments: 1
                          • Rating:

                        • For Sales Enablement Professionals

                          Report:Tools For Defining And Documenting L2R Processes

                          Lori WizdoFebruary 01, 2013

                          The goal of lead-to-revenue (L2R) process management is not to move hundreds or thousands of "leads" through a process of sequential attrition until tens or hundreds of deals emerge. The goal of the...

                          • Downloads: 105
                          • Comments: 2
                          • Rating:

                        • For Sales Enablement Professionals

                          Report:Pinpoint The Actions And Outcomes That Elevate Leads To Revenue

                          Processes: The Lead-To-Revenue Playbook

                          Lori WizdoNovember 16, 2012

                          Lead-to-revenue management (L2RM) is all about optimizing processes and practices to ensure that every scintilla of potential revenue is realized from your marketing investment. A well-designed and...

                          • Downloads: 252
                          • Comments: 1
                          • Rating:
                         
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