Dean Davison

Principal Consultant - TEI serving B2B Marketing PROFESSIONALS

Dean serves B2B Marketing Professionals. He has extensive experience in the buy side of technology, advising customers in purchasing and implementing solutions, including interacting with CIOs on six continents. His experience also includes sell-side work in sales-focused marketing functions such as pricing strategy, competitive intelligence, product marketing, customer insights, and market analysis. Dean is a thought leader in sales enablement, helping technology vendors adapt their marketing programs to focus on a customer's business outcomes rather than product features or functions.

Previous Work Experience

Dean has spoken extensively around the world to audiences at events such as Sourcing Interests Group, Outsourcing World Summit, RUSSOFT, and the China Outsourcing Summit. During his tenure at Meta Group, he managed conference tracks, created hundreds of presentations, and spoke at conferences globally. His work has been widely published by news organizations such as CIO Magazine and Forbes.


Dean received a Bachelor of Science in accounting with a minor in philosophy from Brigham Young University, followed by an MBA in marketing from The University of Connecticut. He is also a Certified Outsourcing Professional by the International Association of Outsourcing Professionals (IAOP).

Dean Davison's Research

  • For B2B Marketing Professionals

    Report: Forrester's Standards Guide For Sales-Ready Competitive Battle Cards

    To accelerate the work of sales enablement professionals in overhauling sales battle cards, Forrester organized a group of experienced practitioners who helped create Forrester’s battle ca...

  • For B2B Marketing Professionals

    Report: Using Standards To Accelerate Your Sales Battle Card Transformation

    To justify your investment, sales battle cards must help sales outmaneuver competitors and ultimately increase their overall win rate in competitive deals. Given the siloed way competitive insig...

  • For B2B Marketing Professionals

    Report: Build Battle Cards That Focus On Buyer Priorities

    Sales reps need battle cards to anticipate and counter competitors' claims in sales conversations, but today's battle cards are little more than side-by-side product comparisons. Sales enablemen...

  • For B2B Marketing Professionals

    Report: Align Sales Battle Cards With Customer Priorities

    Effective sales reps display a strong competency �often unconsciously � of establishing mindshare with their customers. The best ones influence customers and beat competitors by focusing on the ...

  • For B2B Marketing Professionals

    Report: Forrester's Sales Battle Card Evaluation Results

    Sales enablement professionals are increasingly stepping up to fix the massive inventories of battle cards at their companies that provide inconsistent value to sales reps. These battle cards or...

  • For B2B Marketing Professionals

    Report: Enhance Sales Success With Better Battle Cards

    Competitive and market intelligence (CMI) teams produce battle cards that help sales reps anticipate and respond to competitors' claims. Sales reps, however, don't value today's battle cards, wh...

  • For B2B Marketing Professionals

    Report: Make Competitive Intelligence Sales-Ready Using Forrester's Customer Conversation Framework

    Competitive and market intelligence (CMI) leaders and their teams currently structure the bulk of CMI content around a product point of view, forcing sales teams to figure out how and when to bu...

  • For B2B Marketing Professionals

    Report: Use Competitive Selling Scenarios To Build Better Battle Cards

    CMI leaders we speak with are as painfully aware that today's battle cards fall short of expectations and don't line up with sales reps' needs as they are unclear about how to bridge the gap. Sa...

  • For B2B Marketing Professionals

    Report: Create Sales-Ready Market Intelligence Using Forrester's Customer Conversation Framework

    Market intelligence teams typically support sales enablement executive decisions around key sales strategies like coverage models, channel alignment, and prospect targets but rarely support sale...

  • For B2B Marketing Professionals

    Report: Customer And Market Intelligence (CMI) For Sales Enablement Success

    CMI organizations need to engineer sales content so that it aligns with selling activities, especially with ongoing conversations that sales reps have with stakeholders that allow realize sellin...

View all of Dean Davison's Research

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