Allison   Snow

Allison Snow

Senior Analyst Serving Customer Insights Professionals

Allison is an accomplished B2B marketing 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 has always thrived on the metrics of B2B marketing, and she is captivated by insights-based, data-driven marketing measurement and decision-making.

Her research agenda focuses on managing and harnessing data masterfully to power harmonious customer experiences, monitor and illustrate marketing performance, and forecast outcomes reliably. She helps Forrester's B2B Marketing clients make sense of the myriad technologies that power the revenue marketing engine; build their technology stacks to respond to the changing landscape in the age of the customer; and align message, content, and cadence against modern, nonlinear buyers' journeys being conducted across devices and channels.

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, Massachusetts.

Allison Snow

Senior Analyst Serving Customer Insights Professionals

Allison is an accomplished B2B marketing 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 has always thrived on the metrics of B2B marketing, and she is captivated by insights-based, data-driven marketing measurement and decision-making.

Her research agenda focuses on managing and harnessing data masterfully to power harmonious customer experiences, monitor and illustrate marketing performance, and forecast outcomes reliably. She helps Forrester's B2B Marketing clients make sense of the myriad technologies that power the revenue marketing engine; build their technology stacks to respond to the changing landscape in the age of the customer; and align message, content, and cadence against modern, nonlinear buyers' journeys being conducted across devices and channels.

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, Massachusetts.

Allison Snow's Research

Most RecentMost Popular
  • 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 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.

  • For B2B Marketing Professionals

    REPORT: Your Organization's Predictive Marketing Analytics Transformation

    Examine Your Goals For A Well-Managed Consideration And Purchase Journey

    December 27, 2017Allison Snow

    In Q2 2017, we published The Forrester Wave™: Predictive Marketing Analytics For B2B Marketers. That report revealed and evaluated 11 important vendors in the predictive marketing space. We learned that while predictive marketing analytics is an emerging market, at risk for uncertainty and change, customers are very pleased with both current results and partners. This report explores the uncertainties and issues that still linger in this market and shows B2B marketers how to be intelligent business buyers and users of predictive marketing analytics.

  • For B2B Marketing Professionals

    REPORT: Metrics That Matter For B2B Marketers

    Performance Management: The B2B Marketing Playbook

    November 16, 2017Allison Snow

    B2B marketers must do more than measure things like click-through rates and event attendance; they need to show how their activity directly affects business results. This report helps marketers provide insight on what matters most to execs and the board: growth in customers, revenue, and profit. While marketers do need to capture a wide range of metrics, this report shows them how to measure marketing's contribution to revenue as a function of customer acquisition and installed base growth. This is an update of a previously published report. Forrester reviews and updates it periodically for continued relevance and accuracy. This version factors in new ideas and new data — but most significantly, it includes an additional metric: engagement.

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