Scott Santucci

Principal Analyst serving Sales Enablement PROFESSIONALS

Scott serves Sales Enablement Professionals. He has deep knowledge and hands-on experience working cross-functionally with product, marketing, and sales teams to develop innovative and effective integrated programs designed to improve the entire revenue cycle. He is a thought leader in Forrester's technology sales enablement practice, which has established an architectural framework to help technology industry vendors transform current product-centric go-to-market models into customer-centered approaches.

Scott's efforts center around topics such as sales as a marketing channel, field marketing roles and programs, targeting executives, team selling and marketing, new product traction, sales-focused go-to-market strategies, sales-ready tools, strategic account programs, helping sales people collaborate with buyers more effectively, and developing data-driven performance reporting and measurement programs.

Previous Work Experience

Scott came to Forrester from BluePrint Marketing, an organization he founded and ran for six years. There he led a boutique consultancy focused on helping technology vendors develop customer-centered business strategies to create more sales-friendly marketing programs, resulting in more leverage in the sales process. He has worked closely with all of the relevant roles and stakeholders in the sales execution process, including CEO, CFO, sales, marketing, CTO, strategy, and business unit heads, resulting in a unique and holistic view into all of the cogs of an organization's value engine and how to bring the component parts together to maximize results. Throughout his 16-year career, he has held various sales and marketing positions including quota-carrying sales roles, product marketing and management, and sales leadership roles in organizations such as META Group and Allen Systems Group.

Scott has worked directly with more than 2,000 field-selling representatives across all major geographies and in software, services, and hardware companies. Comfortable in the boardroom or in the trenches, he is exceptionally adept at helping to architect positive change and is a popular speaker.

Education

Scott received a B.S. in marketing management, with a minor in communications from Virginia Tech.

Scott Santucci's Research

  • For Sales Enablement Professionals

    Report: Clarity Is Key To Sales Enablement Success

    The number of sales enablement positions and interest in the topic have exploded over the past five years, yet many questions remain about what it is or which organization should own it. While m...

    • Downloads: 91
  • For Sales Enablement Professionals

    Report: Using Selling Objectives To Corral Random Acts Of Sales Support

    In an effort to improve the productivity of the sales force and drive more revenue, business-to-business (B2B) companies are inadvertently making it harder for individual salespeople to do their...

    • Downloads: 106
  • For Sales Enablement Professionals

    Report: Buyer Role Profile: Network Manager

    This report is designed to give sales enablement professionals an introduction to the network manager role, as well as an overview of the general concerns facing people in this role. Sales enabl...

    • Downloads: 76
  • For Sales Enablement Professionals

    Report: Buyer Role Profile: Application Manager

    This report is designed to give sales enablement professionals an introduction to the application manager role, as well as an overview of the general concerns facing people in this position. The...

    • Downloads: 73
  • For Sales Enablement Professionals

    Report: The Selling System In The Age Of The Customer

    The age of the customer is upon us. Buyers are more demanding, informed, value sensitive, and have more choices available to them than at any other point in history. As executive leaders drive t...

    • Downloads: 284
  • For Sales Enablement Professionals

    Report: Uncovering The Hidden Costs Of Sales Support

    Technology vendors are spending, on average, 19% of their selling, general, and administrative (SG&A) costs or $135,262 per quota-carrying salesperson in support-related activities. Few are awar...

    • Downloads: 1721
  • For Sales Enablement Professionals

    Report: Engineering Valuable Sales Conversations

    Technology buyers are in the midst of redefining their relationships with vendors, anointing just a few as value-added partners while relegating the bulk to the commodity supplier heap. To succe...

    • Downloads: 1455
  • For Sales Enablement Professionals

    Report: Sales Enablement Defined

    Tectonic forces are at work transforming business relationships away from their traditional dependency on products and services toward a focus on business outcomes and results. Inefficiencies no...

    • Downloads: 1361
  • For Sales Enablement Professionals

    Report: A SIMPLE Sales Enablement Framework

    In most complex businesses today, random and poorly managed sales support resources drive unneeded costs while also contributing to overburdening the sales force. These resources are proliferati...

    • Downloads: 1190
  • For Sales Enablement Professionals

    Report: A Systematic Approach To Strategic Account Programs Improves Tech Sales Performance

    In response to the continued tough economic climate and feedback from customers, vendors with large portfolios are placing bigger bets on their strategic account programs and shifting their focu...

    • Downloads: 839
View all of Scott Santucci's Research

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