Speaker Biography

Andy Hoar

VP, Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Sales Enablement Professionals


  • 09:10 AM - 09:50 AM

    The Changing Role Of B2B Salespeople In A Digital-First Environment

    Ongoing research tells us that B2B buyers depend less and less on meetings with direct salespeople. Across the whole of B2B, sales meetings now occur as late as possible in the buyer journey because buyers feel more confident collecting information from their peers and other neutral, digital sources first. This session will address how new B2B buyer behavior is changing the role of direct sales and discuss:

    • What channels business buyers now prefer to use for researching, engaging, and transacting with their vendors.
    • How to connect sales conversations with eBusiness interactions.
    • What the new role is for field salespeople in B2B.

Research Focus

Andy serves eBusiness & Channel Strategy Professionals. He focuses primarily on B2B and B2B2C eCommerce, as well as issues related to enabling channel partner businesses for manufacturers. Andy is the author of Forrester's B2B eCommerce playbook and is a leading authority on B2B eCommerce business and strategy.

Previous Work Experience

Prior to joining Forrester, Andy spent 11 years in product and marketing leadership roles within Silicon Valley. During his tenure there, he cofounded an eCommerce company, worked for both established companies and startups, and helped create award-winning products in the consumer Internet and mobile software spaces. Andy began his career as a research analyst for an economic consulting firm in Washington, DC.

Andy has been quoted in various media outlets including The Wall Street Journal, Internet Retailer, Direct Marketing News, American Banker, and CNBC.


Andy is a summa cum laude graduate in economics from the University of Dayton and holds an M.P.A. from Harvard University and an M.S. in integrated marketing from Northwestern University.