About Forrester
Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

Tim serves Application Development & Delivery Professionals. He leads Forrester's research on intranets/employee portals and the emerging next-generation information workplace, as well as portal server technologies and globalization practices, including machine translation. Tim also covers web content management and Microsoft SharePoint as a content and collaboration platform.
Tim comes to Forrester with a powerful combination of experience in teaching, advising, and software marketing and strategy. Most recently, he was director of international marketing and strategy for FatWire, a leading WCM provider, where he managed all marketing, competitive intelligence, and vertical market programs outside of North America. Earlier, Tim was a professor at the University of Rochester and New York University.
Tim has a B.A. in political science from Oregon State University and a Ph.D. from the Humanities Center at Johns Hopkins University.
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...
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...

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...
Forrester’s sales enablement team is launching a collaborative effort with our clients and other experts to establish standards for competitive battle cards and I invite you to participate...
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...

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...
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...
Engineering Valuable Content For Sales Enablement Success
Competitive and market intelligence (CMI) leaders and their teams currently structure the bulk of CMI content around a product point of view, forcing sales teams to figure out how and when to build...
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...
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...
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...
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...
We recently interviewed dozens of sales enablement professionals within the tech vendor community. These interviews painted a...
As part of Forrester’s research into sales enablement, I recently took a journey to “plumb the depths” of sales battle cards. Why? Sales reps at technology companies tell Forrester...
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 —...
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 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...
A few years ago, I took the helm of customer & market intelligence (CMI) for a large vendor. Executives wanted analysis that was more relevant — intelligence that was “deeper,”...
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...
