Forrester

For Sales Enablement Professionals

Blog:Redefining Sales-Ready Battle Cards

A theme that frequently shows up in survey data and during interviews with purchasing executives is that customers care more about how tech vendors sell than what they sell. Tech customers now put...

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

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
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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

Tool:The Distribution Of Evaluation Scores Is An Indicator Of Industry Maturity

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: 345

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
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For Sales Enablement Professionals

Tool:Evaluation Question Scores Relate To "Pass" Or "Fail" Grades

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

Blog:What's Happening With Forrester's Battle Card Standards?

For those of you following Forrester’s project to create industry standards for battle cards, I want to give you a glimpse into the group’s progress and remind you about Forrester’s...

For Sales Enablement Professionals

Tool:Average Grades For Content

For Sales Enablement Professionals

Blog:A Shared Vision Of Success - With Customer & Market Intelligence

Successful sales enablement reaches beyond just sales. Marketing functions such as customer and market intelligence (CMI) supply materials to your direct sales teams. This content can significantly...

For Sales Enablement Professionals

Blog:Tech Vendors Are Disconnected From Customers' New Reality

It's a shame to get old! My oldest child recently announced that he and his wife are having a child themselves. On one hand, I am thrilled at the prospects of having a smiling infant in the...

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

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: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: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: 553

For Sales Enablement Professionals

Report:Forrester's Sales Battle Card Evaluation Results

Insights Into Building Battle Cards That Help Sales Reps Win Deals

Sales enablement professionals are increasingly stepping up to fix the massive inventories of battle cards at their companies that provide inconsistent value to sales reps. These battle cards...

• Downloads: 267

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: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: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: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: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

Tool:Average Grades For Validation

For Sales Enablement Professionals

Tool:Average Grades For Usability