Mark Lindwall

Senior Analyst serving Sales Enablement PROFESSIONALS

Mark serves Sales Enablement Professionals and is a subject matter expert in sales management and sales force development. He provides insights on new methods and tools for hiring, onboarding, training, deploying, coaching, and managing B2B sales teams that align sellers with buyers to drive revenue growth. Mark has extensive experience in sales, sales leadership, strategic and tactical sales processes, account management, and strategic planning and execution.

Previous Work Experience

Prior to joining Forrester at the beginning of 2013, Mark founded the Institute for Sales Leadership, where he led the development of highly innovative blended learning programs to elevate the competency of front-line sales managers. He served as president of The Decisive Edge, a boutique consultancy that provided executive coaching for leaders of small and mid-sized companies, and facilitated planning and execution of strategies for growth. Mark also accumulated 20 years of experience in the IT industry as a sales leader, and top-ranked sales manager and sales professional, in companies including Meta Group, BT, McDonnell Douglas, and MCI Telecommunications.


Mark earned a bachelor's degree in organizational development and a minor in marketing from the University of Wisconsin at Eau Claire. He is also a certified business and executive coach.

Research Coverage

Mark Lindwall's Research

  • For Sales Enablement Professionals

    Report: Overhaul Sales Training To Win And Retain More Customers

    Digitally empowered buyers are a growing force in the age of the customer, putting pressure on B2B salespeople to learn and use new competencies in order to continue winning sales. Sales enablem...

    • Downloads: 47
  • For Sales Enablement Professionals

    Report: Drive Sales Force Behavior Change With Strategic Motivation Programs

    Motivating salespeople to change and do what you want them to do is a daily challenge for sales managers and other sales enablement professionals in almost every company. The long-practiced comf...

    • Downloads: 95
  • For Sales Enablement Professionals

    Report: Improve Sales Hiring With Better Use Of Technology And Analytics

    To keep pace with the growing expectations of executive decision-makers and other people involved in buying business products and services, sales enablement professionals must improve their capa...

    • Downloads: 67
  • For Sales Enablement Professionals

    Report: A Guide To Hiring More Effective Salespeople

    Elevated buyer expectations and more complex business-to-business (B2B) buying environments create an imperative to more precisely identify key sales candidate attributes customers need. This ca...

    • Downloads: 74
  • For Sales Enablement Professionals

    Report: The Forrester Salesperson Hiring Tool — Master

    To engage successfully with the modern business buyer — from procurement level to the executive — salespeople require a different combinations of skills and competencies. The Forrest...

    • Downloads: 26
  • For Sales Enablement Professionals

    Report: Why Buyers Don't Want To Meet Your Salespeople And What To Do About It

    As buyers become more empowered in the business-to-business (B2B) marketplace, the pressure is building for sales enablement professionals to prepare their salesforce to meet buyers' expectation...

    • Downloads: 181
  • For Sales Enablement Professionals

    Report: Why Do Sales Reps Believe They Lose Deals?

    Salespeople in different roles (e.g., strategic accounts, geographic, inside) and different levels of experience have very different perspectives on selling — or do they? There are some th...

    • Downloads: 187
  • For Sales Enablement Professionals

    Report: How Prepared Do Sales Reps Think They Are?

    As a leader responsible for delivering content or programs to prepare salespeople to have successful sales conversations, there are some important things you should know about the perspectives o...

    • Downloads: 180
  • For Sales Enablement Professionals

    Report: What It Takes To Earn Strategic Provider Status

    North American technology salespeople have a grossly inflated idea about how many of their customers perceive their companies to be valued strategic suppliers. The fact is, buyers are more discr...

    • Downloads: 189
  • For Sales Enablement Professionals

    Report: Elevate Your Sales Training Impact With A Strategic Framework

    Buyers command more power in the marketplace than ever before, and consequently they have greater expectations for sales reps they meet with. Sellers who do not understand and cannot help solve ...

    • Downloads: 159
View all of Mark Lindwall's Research

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