Mary   Shea

Mary Shea

Principal Analyst Serving B2B Marketing Professionals

Mary Shea is a principal analyst serving Forrester’s B2B sales and marketing professionals. In this role, she writes research and advises clients on how to optimize their routes-to-market strategies in the age of the customer. Mary’s research specifically focuses on sales digital transformation and how business leaders must adapt, organize, and enable their marketers, sellers, and channel partners to succeed with empowered B2B buyers.

Mary has significant operational experience, having held general management, commercial leadership, business development, and marketing positions at companies ranging from high-growth startups to publicly traded firms. She has an exciting track record of building, developing, and leading teams and driving profitable growth through direct and indirect channels across both domestic and international markets.

Previous Work Experience

Mary is a popular keynote speaker at sales kickoffs and a variety of industry events. She was an adjunct professor of marketing at the University of Chicago’s Booth School of Business, where she created and taught a course called "Building Effective Go-to-Market Organizations."

Education

Mary holds a Ph.D. from Kent State University.

Mary Shea

Principal Analyst Serving B2B Marketing Professionals

Mary Shea is a principal analyst serving Forrester’s B2B sales and marketing professionals. In this role, she writes research and advises clients on how to optimize their routes-to-market strategies in the age of the customer. Mary’s research specifically focuses on sales digital transformation and how business leaders must adapt, organize, and enable their marketers, sellers, and channel partners to succeed with empowered B2B buyers.

Mary has significant operational experience, having held general management, commercial leadership, business development, and marketing positions at companies ranging from high-growth startups to publicly traded firms. She has an exciting track record of building, developing, and leading teams and driving profitable growth through direct and indirect channels across both domestic and international markets.

Previous Work Experience

Mary is a popular keynote speaker at sales kickoffs and a variety of industry events. She was an adjunct professor of marketing at the University of Chicago’s Booth School of Business, where she created and taught a course called "Building Effective Go-to-Market Organizations."

Education

Mary holds a Ph.D. from Kent State University.

Mary Shea's Research

Most RecentMost Popular
  • For B2B Marketing Professionals

    REPORT: Now Tech: Sales Readiness Tools, Q1 2018

    Forrester's Overview Of 15 Sales Readiness Providers

    March 28, 2018Mary Shea

    You can use sales readiness tools to overcome the limitations of event-based sales training, engage with learners in the formats they prefer, and utilize analytics to drive better commercial outcomes. But to access these benefits, you'll first have to select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. B2B marketing and sales leaders should use Forrester's Now Tech report to understand the value they can expect from a sales readiness tool and select vendors based on size and functionality.

  • For B2B Marketing Professionals

    REPORT: New Tech: B2B Social Selling Tools, Q1 2018

    Forrester's Landscape Overview Of 18 B2B Social Selling Providers

    February 6, 2018Mary Shea, Jacob Milender, Carlton A. Doty

    With traditional sales channels fatigued, B2B marketing and sales leaders are getting serious about rolling out social selling programs. This report presents a review of 18 vendors in the B2B social selling market. Marketing and sales leaders should use it to better understand these vendors' capabilities within major market segments and subsegments and to inform their strategies as they modernize their sales technology stack.

  • For B2B Marketing Professionals

    REPORT: The As-A-Service World Disrupts Traditional Sales Models

    Prepare In Advance To Avoid Missteps When Migrating B2B Sales

    January 11, 2018Mary Shea, Liz Herbert

    While an X-as-a-service (XaaS) model has many benefits for vendors and customers alike, migrating from a traditional to an XaaS delivery model can wreak havoc on selling systems. When embarking on this journey, advance planning and preparation are critical. This report surfaces best practices gleaned from native and in-transition cloud companies and provides recommendations so that B2B marketing and sales leaders can avoid common pitfalls when migrating to XaaS.

  • For B2B Marketing Professionals

    REPORT: The Sales Tide Is Shifting To Pan-Route Strategies

    Chart A Course For Customer Obsession Across All Routes-To-Market

    November 30, 2017Mary Shea, Jacob Milender

    As B2B buyers' expectations change, the boundaries blur between their preferred sales channels. Leading B2B firms recognize this and are adapting their routes-to-market strategies. This report details the shifts in routes prioritization and mix underway and highlights mini case study examples of companies that are successfully modernizing their strategies. It also provides specific recommendations for how B2B marketing and sales leaders can place the customer at the core of their firms' commercial strategy.

  • For B2B Marketing Professionals

    REPORT: B2B Sales Force Digital Transformation: Three Global Leaders Share Best Practices

    Fuel Your Evolution With An Innovation Mindset

    July 26, 2017Mary Shea, Jacob Milender

    B2B marketing and sales leaders must transform their sales forces to keep pace with digitally oriented buyers. By gleaning best practices from three global digital sales leaders at Cisco Systems, General Electric (GE), and IBM, we highlight key themes of their endeavors in this report. We also provide recommendations for how B2B firms of various shapes and sizes should move their sales forces forward.

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