Forrester Research

Analyst's Photo	Name and Title	Contact information
	Peter O'Neill Vice President, Principal Analyst

Research Coverage

Acquisition Marketing, Brand Management, Brand Strategy, Computer Hardware Industry, Computer Software Industry, Customer Experience, Data Center Management, Emerging Marketing Channels, Go-To-Market Strategies, High-Tech, IT Infrastructure & Operations, IT Process Automation, Interactive Marketing, Market Research, Market Research Tools, Marketing & Advertising, Marketing & Sales Strategies, Marketing Automation, Marketing Organization & Culture, Partner & Affiliate Marketing, Partnership Best Practices, Partnership Strategies, Product & Solutions Strategies, Product Portfolio Strategies, Relationship Marketing, Sales, Marketing, & Product Strategy, Social Computing & Web 2.0, Social Technographics, Tech Marketing Tools & Best Practices, Tech Marketing Value Proposition Development & Messaging, Tech Sector Economics, Technographics Segmentation, Technology Vendor Alliances & Partnerships, Vendor Positioning

Research Focus

Peter serves Technology Marketing Professionals and helps field marketing professionals to leverage the digital marketing opportunity; he also advises vendors on new partnership and channel models in an increasingly cloudy industry. His research focuses on international technology industry marketing, with a specific emphasis on field marketing strategy and execution, including the dynamics of interactions between headquarters and field marketing organizations. One particular interest is partnerships, ecosystems, and alliances among vendors.

He has a broad knowledge of the general European IT market and profound industry-specific knowledge of the relevant issues; he is therefore an experienced advisor on many different areas of the IT industry. Peter is based in Forrester's Frankfurt office but advises vendors and users around the world. Peter's research also covers appropriate product and business model strategies for emerging markets, such as software-as-a-service, cloud computing, other initiatives enabling incremental purchases and billing, local partner and channel strategy, and sales enablement. Peter continues to participate in research on IT management software and has a deep knowledge of IT management software technologies and all of the vendors in this area.

Previous Work Experience

Peter came to Forrester from META Group, where he led the vendor consulting business and advised META clients around EMEA on various market research and marketing topics. A 30-year veteran of the IT industry, he has extensive experience in IT hardware, software, and services. Prior to joining META, Peter was the marketing director in the e-services solutions business unit at Hewlett-Packard in the US and responsible for marketing HP's new business ventures with Internet companies. Before being posted to the US in 1998, he worked for HP in Germany for 17 years, holding a number of national and international sales and marketing positions.

He has been a favored speaker at many seminars and trade shows and represented HP on German TV. Prior to joining HP in 1981, he worked in the Finance and Systems departments of Ford Motor Company in London.

Education

Peter holds a B.S. degree in physics and geophysics from the University of Liverpool and is an associate member of the Institute of Cost and Management Accountants in the UK. He has lived in Germany since 1981 and speaks fluent German and English.