Allison   Snow

Allison Snow

Senior Analyst Serving Customer Insights Professionals

Allison is an accomplished B2B expert, having served in leadership, sales enablement, and revenue marketing roles as a practitioner. She has held senior positions with technology firms of various sizes, from a billion-dollar global IT consultancy to private-equity-backed software companies. Analytical and curious, Allison thrives on metrics and is captivated by insights-based, data-driven measurement and decision making. She helps Forrester’s B2B-focused business insights pros understand and employ analytical methods that facilitate deep understanding of prospect and customer behavior and preferences; identify trends and patterns in data that support revenue growth, customer delight, operational excellence, and other high-priority business goals; and manage performance against efficiency, profitability, and other desirable business outcomes.

Previous Work Experience

Prior to Forrester, Allison spent two years as director of revenue marketing at PeopleFluent, where she evolved campaigns to a customer life-cycle engagement strategy. Previously, she joined Liaison International to lead the 20-year-old company's first marketing organization, where she and her team focused on expansion into an entirely new market segment.

Education

Allison has a Bachelor of Arts in international relations from Boston University and an MBA from Simmons College in Boston.

Allison Snow

Senior Analyst Serving Customer Insights Professionals

Allison is an accomplished B2B expert, having served in leadership, sales enablement, and revenue marketing roles as a practitioner. She has held senior positions with technology firms of various sizes, from a billion-dollar global IT consultancy to private-equity-backed software companies. Analytical and curious, Allison thrives on metrics and is captivated by insights-based, data-driven measurement and decision making. She helps Forrester’s B2B-focused business insights pros understand and employ analytical methods that facilitate deep understanding of prospect and customer behavior and preferences; identify trends and patterns in data that support revenue growth, customer delight, operational excellence, and other high-priority business goals; and manage performance against efficiency, profitability, and other desirable business outcomes.

Previous Work Experience

Prior to Forrester, Allison spent two years as director of revenue marketing at PeopleFluent, where she evolved campaigns to a customer life-cycle engagement strategy. Previously, she joined Liaison International to lead the 20-year-old company's first marketing organization, where she and her team focused on expansion into an entirely new market segment.

Education

Allison has a Bachelor of Arts in international relations from Boston University and an MBA from Simmons College in Boston.

Allison Snow's Research

Most RecentMost Popular
  • For Customer Insights Professionals

    REPORT: Master The Mechanics Of Analytics For Revenue Growth

    Match Revenue Objectives With Specific Analytical Methods For Better Sales And Marketing Alignment

    August 16, 2018Allison Snow

    There's a lot of ink spilled on the value of analytics and insights in organizations. And for good reason: Fast-growing companies use advanced analytics as a key function in their revenue agendas. However, there's not nearly enough ink spilled on analytical methods that will drive revenue. This report examines four common revenue-supporting objectives for B2B customer insights (CI) leaders supporting marketing and sales as well as "how-to" analytical techniques to drive these objectives.

  • For B2B Marketing Professionals

    REPORT: Anchor Sales And Marketing Alignment With Revenue Growth Analytics

    Best Practices To Collaborate On Analytics That Supports Growth

    May 30, 2018Allison Snow

    Analytics programs can be linchpins to revenue growth. But, too often, marketing and sales teams, operating with different perspectives and practices, fail to optimize the ROI of analytics efforts. Salespeople remain unconvinced when analytics challenges their existing assumptions; marketers unveil early-stage sales metrics that miss the mark. This report provides B2B marketers with best practices for leveraging analytics as a basis of collaboration between sellers, marketers, and other stakeholders to drive revenue growth.

  • For B2B Marketing Professionals

    REPORT: Assessing Your Marketing Performance Management Maturity

    Understand Your Current State And Build A Marketing Performance Management Vision With Forrester's Tool

    March 5, 2018Allison Snow

    B2B marketers often underestimate the full scope of marketing performance management (MPM) — focusing only on demonstrating campaign or channel value. Instead, marketers must understand their performance more deeply — and help external stakeholders do the same. To do this successfully, B2B marketers need to zero in on five core competencies: strategy, organization, technology and data, measurement, and visibility and activation. This report and the companion assessment tool will help B2B marketers identify required capabilities and existing gaps.

  • For CMO Professionals

    REPORT: Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation

    February 22, 2018Allison Snow

    There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become customer-led, fast, connected, and insights-driven. Insights mastery is inextricably linked to customer obsession because insights-driven firms win, serve, and retain customers better than their competition. This report describes how CMOs can establish and leverage an insights program to power marketing insights.

  • For B2B Marketing Professionals

    REPORT: Model The ROI Of L2RM Investments

    Business Case: The Lead-To-Revenue Marketing Playbook

    February 21, 2018Allison Snow, Lori Wizdo

    B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their customer-facing marketing processes. It also provides an ROI model using Forrester's Total Economic Impact™ (TEI) framework. The TEI-based model helps B2B marketing leaders build a comprehensive business case with a balanced focus on technology, people, and processes to expose the full investment required.

View all of Allison Snow's Research

Clients Who Work With Allison Snow Also Work With:

View all related analysts