For Technology Sales Enablement Professionals

Target The Right Role In IT For Different Software Conversations  (426 KB PPT)

by Emily Van Metre, Ellen Carney, July 10, 2009

CIOs, executives in IT, and managers of IT are responsible for different types of initiatives and have different priorities. To have the most effective sales conversation, tailor your conversation to the priorities of the role you are speaking with.

For Technology Sales Enablement Professionals

Help Sales Teams Connect With Buyers By Mining Quantitative Survey Data

How Surveys Like Forrester's Business Data Services Can Inform One-On-One Sales Conversations

by Eric G. Brown, Emily Van Metre, June 11, 2009

Sales teams know plenty about your offering and capabilities — and little about the people they try to sell them to. Valuable sales conversations, the kind that your top salespeople have that bring in the lion's share of your revenue, start with a good . . .

For Technology Sales Enablement Professionals

B2B Digital Marketing: A Deep Dive Into Insurance IT Decision-Makers

by Ellen Carney, Emily Van Metre, June 2, 2009

Insurance professionals seem unlikely candidates for social media use. They trust familiar information sources, value personal relationships, and are generally risk-averse. However, this group's interest in social media is not only on par with their peers . . .

For Technology Sales Enablement Professionals

Role Profile: The Chief Information Security Officer

Understanding And Marketing To Security And Risk Professionals

by Emily Van Metre, Eric G. Brown, April 15, 2009

The chief information security officer (CISO) drives technology and services decisions that ensure compliance and protect the company's IT assets and brand. Knowing these stakeholders will help your sales force start the right conversation with a prospect, . . .

For Technology Product Management & Marketing Professionals

Predictions 2009: Economic Trends Will Set The Tone For Technology Marketers

by Emily Van Metre, Jennifer Belissent, Ph.D., Laura Ramos, Frank E. Gillett, December 23, 2008

2008 was an eventful year, marked by a recession, the collapse of major financial institutions, and record unemployment. Next year will bring many challenges for technology marketers as they work to do more with lower budgets, differentiate their product . . .

For Technology Sales Enablement Professionals

Role Profile: The CIO

Understanding And Marketing To The CIO Professional

by Emily Van Metre, Eric G. Brown, December 18, 2008

Knowing your customers will help your sales force start the right conversation with a prospect, understand how your products are relevant to your customers' daily life, and in the end help to land you a sale. This role profile will take you through key . . .

For Technology Sales Enablement Professionals

Role Profile: The Enterprise Architect

Understanding And Marketing To The EA Professional

by Emily Van Metre, Eric G. Brown, July 25, 2008

Knowing your customers will help you start the right conversation with a prospect, understand how your products are relevant to your customer's daily life, and in the end help to land you a sale. This role profile will take you through key attributes . . .

For Technology Product Management & Marketing Professionals

Forrester's Industry Marketing Decision Tool   (174 KB XLS)

by Ellen Carney, Bradford J. Holmes, Emily Van Metre, December 19, 2007

This workbook is designed to help industry marketers rank their industry opportunity based on their understanding of the industry, the competitive landscape, and their internal capabilities. Users can also change relative weights, based on their own characteristics . . .