Brad leads Forrester's Sales Enablement and Technology Marketing role teams, which help sales and marketing leaders achieve greater productivity and efficiency from their core disciplines and practices. Brad is responsible for a team of analysts and consultants that help clients lead their organizations through the transformation of their sales enablement and marketing practices, including how to structure value communications and sales support tools to match the buyer's problem-solving process to reduce sales cycle times; how to distill client insights and product propositions to ensure messaging consistency and relevance to customers; and how to streamline and refine lead management processes, channel management, training programs, community marketing, and communication approaches to improve the return on customers' sales and marketing investments.
Previous Work Experience
Brad's 17 years of professional experience before Forrester include his role as vice president at UnitedHealthcare, where he led product development and provider contracting groups and launched United's Options PPO product. At Mobil Oil, Brad engineered a healthcare benefits overhaul, which resulted in two years of premium rebates to Mobil's employees. He also led marketing and sales at a startup provider of eCommerce pharmacy systems.
An experienced public speaker, Brad has addressed numerous organizations in recent years, including the annual Institute meeting of the America's Health Insurance Plans (AHIP), the World Healthcare Congress, the National Managed Healthcare Congress (NMHCC), and Convergence — The Life Sciences Leaders Forum. He has been quoted regularly in the media, including on Marketplace and CNBC, as well as in the Los Angeles Times and The New York Times.Education
Brad holds a bachelor's degree in policy studies from Dartmouth College. He earned his M.B.A. degree from the Darden School at the University of Virginia, winning the Faculty Award for Academic Excellence.