Forrester

For Sales Enablement Professionals

Report:The Skills And Structures For L2R Success

Organization: The Lead-To-Revenue Playbook

B2B marketers are adopting the lead-to-revenue (L2R) concept to ensure that revenue goals are met on time by optimizing the balance among lead value, velocity, and volumes, as well as ensuring that...

• Downloads: 126

For Sales Enablement Professionals

Report:Automating Your End-To-End Process

Tools And Technology: The Lead-To-Revenue Playbook

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: 266
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For Sales Enablement Professionals

Report:European B2B Marketers Will Invest In Automation In 2013

Local Vendors Continue To Innovate

Wake up, marketing automation vendors: The European market is getting hot! Forrester's Q4 2012 US And Europe B2B Marketing Tactics And Benchmarks Online Survey shows us that the rate of investment is...

• Downloads: 101
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For Sales Enablement Professionals

Report:Event Marketing Giveaways That Work

Evaluating What Makes Effective Swag

New social and digital marketing tactics receive attention from B2B marketers seeking the "next big thing," and virtual events continue to gain popularity, but traditional events remain very...

• Downloads: 173

Discussion:What Executives Believe Constitutes A Valuable Meeting: Update For 2011

Not only the research results are excellent, by geography and by role, especially the interview highlights show pretty clear what the challenge actually is: From "it's all about us" (the vendors) to...

For Sales Enablement Professionals

Report:Earning Channel Loyalty In A Hypercompetitive Market

Relationship Incentives Count As Much As Sales Incentives

The number of tech vendors looking to develop channel partner relationships or to increase their partner wallet share is on the rise. Yet the growth in the number of channel companies is just not...

• Downloads: 269
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For Sales Enablement Professionals

Report:The Cloud Has Changed Channel Sourcing Dynamics For Software

Which Channels Are Customers Sourcing From?

In 2010, Forrester published a report on channel sweet spots to address how small and medium-size businesses (SMBs) source their software needs. Two years later, we're revisiting this topic to...

• Downloads: 160
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For Sales Enablement Professionals

Report:The Emergence Of The Digital Marketing Service Provider

Tech Marketers Have A New Buyer And Channel To Consider

Businesses engaged in digital marketing will seek a new generation of service provider — one that combines technology competence with marketing strategy and digital creativity. These providers...

• Downloads: 818

For Sales Enablement Professionals

Report:Tech Marketers Are Poised To Ramp Channel Investment

Channel Enablement Is A Top Priority For 2011

2011 will be a bellwether year for tech vendors. Tech investment by customers and marketing investment by tech vendors are rising ahead of the economic recovery into 2011. Most tech marketers see...

• Downloads: 419

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

This document contains a run time player of a presentation with concepts and tips about how to run a sales enablement function as a business within a business.

Discussion:What is the scope of your sales enanablement effort?

As you know, Forrester has defined Sales Enablement very broadly because we worked backwards from figuring out the metrics and measures required to acheive the type of breakthrough performance...

For Sales Enablement Professionals

Tool:Channel Partners' Plans For Managed Services And Application Hosting Are High

Discussion:Battle Card Specification - Attributes (BCSG)

This discussion is part of a series for the Battle Card Standards Group. Our group is following a structured methodology that breaks the subject down into specific components that we will then bring...

For Sales Enablement Professionals

Report:2012 Tech Marketing Planning Guidance

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

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
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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

Discussion:How are you addressing your clients sustainability needs?

CEOs are increasingly adding sustainability as a core value in the way they do business, delivering environmental and other well-being benefits outside the four walls of their organization.   This...

For Sales Enablement Professionals

Tool:The Social Technographics® Of BT Buyers Over The Past Three Years

For Sales Enablement Professionals

Report:Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

Executive Overview: The Lead-To-Revenue Playbook

In 2010, Forrester introduced the term "lead-to-revenue management" (L2RM) to categorize a set of integrated processes, goals, and metrics that frame marketing practices from lead generation to sales...

• Downloads: 173

For Sales Enablement Professionals

Report:2011 Demand Management Budget Trends

Spending Optimism Must Be Balanced With Performance Improvement

Tech marketers continue to place demand management as their primary objective with lead origination high on their spending plans for 2011. Yet they face a perfect storm as recessionary business...

• Downloads: 349

Discussion:Call/Activity Metrics for Sales/Lead Development Reps

What do you use as your benchmarks for call and activity metrics? e.g. calls/day, activity/week, etc.

Discussion:Coordinating Executive Requests For CMI?

As I continue my research into battle cards, one challenge that I am finding is that the competitive & marketing intelligence (CMI) teams get pulled in many different directions by requests from...

Discussion:Let's start working on your HERO story now - understanding the protagonist.

If you were at our Sales Enablement Forum this past week inSan Francisco - we challenged you to start writing your own HERO story. I'm interested in hearing from others what they are going to do -...

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

Report:Marketing Tactics Of Top Tech Performers

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

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
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Discussion:How does sales enablement differ in the outsourcing/offshore industry?

Before joining Forrester's sales enablement team, I spent more years than I want to admit working in and around the outsourcing industry,I'd like to start documenting topic areas where sales...