Mary   Shea

Mary Shea

Principal Analyst Serving B2B Marketing Professionals

Mary Shea is a principal analyst serving Forrester’s B2B Marketing Professionals. In this role, she writes for and advises clients on routes-to-market strategies in the age of the customer. Mary’s research specifically focuses on the evolving B2B buyer and how business leaders must adapt, organize, and enable their marketers, sellers, and channel partners to succeed with empowered B2B buyers both today and in the future.  

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.

An accomplished public speaker, Mary speaks regularly on a variety of business topics. She is an adjunct professor of marketing at the University of Chicago’s Booth School of Business where she teaches a course she created called Building Effective Go-to-Market Organizations, designed to arm the next generation of business leaders with the knowledge, strategies, and tools to succeed in an increasingly dynamic marketplace.

Previous Work Experience

Before rejoining Forrester, Mary founded The RevvEx Group, a consulting firm focused on helping companies increase sales and marketing effectiveness. Prior to founding The RevvEx Group, Mary was chief commercial officer at InContext Solutions and Frontier Strategy Group. Mary previously worked at Forrester from 1996 to 2002, where she was a member of the sales organization, starting out as an inside sales executive and rising through the ranks and holding progressive leadership positions at a time of immense growth for the company.

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 Marketing Professionals. In this role, she writes for and advises clients on routes-to-market strategies in the age of the customer. Mary’s research specifically focuses on the evolving B2B buyer and how business leaders must adapt, organize, and enable their marketers, sellers, and channel partners to succeed with empowered B2B buyers both today and in the future.  

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.

An accomplished public speaker, Mary speaks regularly on a variety of business topics. She is an adjunct professor of marketing at the University of Chicago’s Booth School of Business where she teaches a course she created called Building Effective Go-to-Market Organizations, designed to arm the next generation of business leaders with the knowledge, strategies, and tools to succeed in an increasingly dynamic marketplace.

Previous Work Experience

Before rejoining Forrester, Mary founded The RevvEx Group, a consulting firm focused on helping companies increase sales and marketing effectiveness. Prior to founding The RevvEx Group, Mary was chief commercial officer at InContext Solutions and Frontier Strategy Group. Mary previously worked at Forrester from 1996 to 2002, where she was a member of the sales organization, starting out as an inside sales executive and rising through the ranks and holding progressive leadership positions at a time of immense growth for the company.

Education

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

Mary Shea's Research

Most RecentMost Popular
  • 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.

  • For B2B Marketing Professionals

    REPORT: B2B Consultant Sellers Reign In The 21st Century

    Empower Your Sellers With Strategic Tooling

    May 22, 2017Mary Shea, Jacob Milender

    B2B sellers face buyers who increasingly prefer a self-guided journey. While simple commodity transactions can largely occur without direct sales interaction, for more highly considered purchases, B2B marketing and sales leaders must plan for buyers who require sophisticated, consultative, and technology-enabled salespeople. This report highlights the attributes and activities of a new breed of seller as well as the role innovative technologies play in elevating sellers' status and rebalancing the power dynamic with buyers.

  • For B2B Marketing Professionals

    REPORT: Millennial B2B Buyers Come Of Age

    Update Your Sales Approach To Succeed With The Heads-Down Generation

    March 28, 2017Mary Shea, Shanta Samlal-Fadelle

    Demographics prove the heads-down generation is well on its way to becoming a dominant force within and outside their firms. While recent research indicates that 73% of Millennials are involved in B2B purchasing decisions, their rise to power is largely going unnoticed. Companies that purposefully adapt their marketing and sales strategies to better mesh with the Millennial mindset will outperform the competition. This report considers Millennial purchasing preferences and recommends ways in which B2B organizations can fine-tune their approach to succeed with this increasingly present and influential buyer.

  • For B2B Marketing Professionals

    REPORT: Add Social Selling To Your B2B Marketing Repertoire

    It's Time For B2B Sellers To Fully Embrace The Channel

    February 7, 2017Mary Shea, Jacob Milender

    We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building awareness. B2B sellers who embrace social selling are 72% more likely to exceed quotas than their peers who don't. Tighter integration of people, processes, and tools across marketing, sales, and technology departments will be crucial as B2B sellers require more personalized and efficient ways of interacting with their buyers.

  • For B2B Marketing Professionals

    REPORT: B2B Buyers Mandate A New Charter For Marketing And Sales

    Accelerate Alignment Or Get Left Behind

    January 10, 2017Mary Shea, Shanta Samlal-Fadelle

    This report is a call to action for business-to-business (B2B) marketing and sales leaders to infuse new and creative ideas into their plans. A status quo approach no longer works in this environment. Go-to-market leaders must prioritize alignment between teams and embrace new organizational, collaboration, and compensation models to keep up with today's more empowered B2B buyers.

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