Dean   Davison

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.

Education

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

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.

Education

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

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  • For B2B Marketing Professionals

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

    May 18, 2012Dean Davison

    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 card standards. Forrester’s battle card standards cover four areas of focus with a total of 18 standards attributes that make battle cards relevant for sales reps. This workbook explains each of those standards and how sales enablement professionals can use the standards to accelerate their company’s change to building battle cards that help sales teams.

  • For B2B Marketing Professionals

    REPORT: Using Standards To Accelerate Your Sales Battle Card Transformation

    Insights Into Building Battle Cards That Help Reps Win Deals

    April 26, 2012Dean Davison

    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 insight is developed at most companies, and despite their best intentions, the product managers or marketing teams that build battle cards lack enough insight into the reality of sales conversations to capture or convey the content reps need to successfully preempt or counter competitors. To accelerate the work of sales enablement professionals in transforming sales battle cards, Forrester organized a group of experienced practitioners who helped create Forrester's battle card standards. This report introduces those standards and outlines a plan for sales enablement professionals to shape the practices of groups that create battle cards and the sales reps who use them.

  • For B2B Marketing Professionals

    REPORT: Build Battle Cards That Focus On Buyer Priorities

    Insights Into Building Battle Cards That Help Sales Reps Win Deals

    February 6, 2012Dean Davison

    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 enablement (SE) professionals will help sales reps outmaneuver competitors by developing battle card content from the customers' point of view — using buyer problems and priorities to frame the points and counterpoints that matter to them. This report outlines Forrester's standardized approach to building battle cards to help your sales reps win competitive deals.

  • For B2B Marketing Professionals

    REPORT: Align Sales Battle Cards With Customer Priorities

    January 11, 2012Dean Davison

    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 customer problem and articulating a roadmap for the buyer to reach their goals. Even when a sales team is engrossed in a transactional purchase, reps win more deals when they understand the customer problem and are able to share � and defend -- a path that maps to the buyer�s priorities. An effective battle card, simply put, is a systematic way to help more reps within your company do what top sales reps do intuitively. This presentation, played back here in an easy-to-use format, gives SE pros the fundamentals to creating sales battle cards that focus on the buyer�s priorities.

  • For B2B Marketing Professionals

    REPORT: Forrester's Sales Battle Card Evaluation Results

    Insights Into Building Battle Cards That Help Sales Reps Win Deals

    October 11, 2011Dean Davison

    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 originate from product and marketing teams spread across the company, and each one is designed with a different focus. To help you initiate change, Forrester has created a baseline of the current state of battle cards along with recommendations on how to improve them based on industry standards.

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