Speaker Biography

Peter O'Neill

VP, Research Director

Sessions Featuring This Speaker

Forrester's Forum For Sales Enablement Professionals


  • 03:00 PM - 03:45 PM

    Introduction To Valuable Message Development

    The starting point for creating valuable content is a framework of your buyers’ varying information needs across their journey — from recognizing that they have a problem to settling on how to solve it. In this session, Forrester will share the fundamentals of a messaging model so that you can:

    • Review the content you have already created to choose what to keep or update.
    • Plan the development of new content that maps to the customer model and problem-solving process.
    • Manage and deliver content in a way that sellers can readily apply at the right time with the right audience.

  • 04:15 PM - 04:45 PM

    Valuable Message Development Application

    In this session, you will hear how Motorola Solutions was successful and learn:

    • How to revise and update the content used to support sales.
    • How to overcome internal pushback and begin to collaborate.
    • How to deliver the new content across the customer journey.

  • 11:20 AM - 12:05 PM

    Valuable Message Exercise

    In this session, Peter and Sheryl will zero in on a key component of valuable messaging and engage the audience to use what they have learned in the earlier sessions in this workshop track to begin reviewing and revising their content to match their target buyers’ needs. Through group discussions, you will walk away with:

    • An understanding of how to use the tools and frameworks introduced.
    • Knowledge of which frameworks will work best for you.
    • Starter content applied to one of your target buyers.

  • 12:10 PM - 12:40 PM

    Insights And Implications From All Three Selling System Tracks

    In this closing keynote, the leaders of the three selling system tracks will share the key insightsand takeaways from the sessions they facilitated. We will highlight the best stories, new ideas, and common challenges  across the three tracks  to are  you with:

    • The key success factors for getting started in marketing, sales, or customer insights .
    • What information and activity needs to be  shared across functions to achieve success.
    • How to  make progress tomorrow using the  strengths  of our current people to implement a new  selling systems.

Research Focus

Peter leads Forrester's research and advisory for B2B Marketing Professionals. He manages a group of analysts focused on B2B marketing in the age of the customer, understanding and navigating the complex sphere of buyer stakeholders, ensuring contextual and relevant content to accelerate the sales process, and describing the technology infrastructure to build and support sales relationships.

His background is in international marketing, with a specific emphasis on field marketing strategy/execution coupled with the interaction dynamics between HQ and field marketing. Peter is renowned for his industry thought leadership and expertise in content marketing, partner marketing, as well as social media and online community strategies.

He has written more than 50 research documents that cover various topics on B2B marketing, including contributions to Forrester's lead-to-revenue playbook, B2B online community playbook, and channel partner loyalty playbook. In Q2 2012, he received a Forrester Research award for "Content Marketing Is A Key Differentiator For Tech Marketers." He provides advisory and consulting to various Fortune 500 and Fortune 100 companies on their B2B marketing strategy, organization, and processes and is part of Forrester's B2B Groundswell Awards judging team, awarding innovative social marketing practices from companies of various sizes (SMBs and enterprises). He is also a member of the judging panel for annual UK-based B2B Marketing Awards (b2bmarketing.net). He has been cited in numerous media publications, including The Economist, Financial Times, and industry publications, and he maintains a regular blog on B2B channel issues on The Channel Register.

He has a broad knowledge of the general European IT market and profound industry-specific knowledge of the relevant issues and is therefore an experienced advisor about many different areas of the IT industry. Peter is based in Forrester's Frankfurt office but advises vendors and users around the world. He continues to participate in research on IT management software and has a deep knowledge of IT management software technologies and all of the vendors in this area.

Previous Work Experience

Peter came to Forrester from Meta Group, where he advised Meta clients around Europe, the Middle East, and Africa (EMEA) on various IT operations and data center topics. A 26-year veteran of the IT industry, he has extensive experience in IT hardware, software, and services. Prior to joining Meta, Peter was the marketing director in the E-Services Solutions Business Unit at Hewlett-Packard in the US and responsible for marketing HP's new business ventures with Internet companies. Before being posted to the US in 1998, he worked for HP in Germany for 17 years, holding a number of national and international sales and marketing positions. In 1988, Peter wrote the original business plan for HP's newly formed Open View Division in Boeblingen, Germany, and led the company's launch into the systems management business.

He has been a favored speaker at many seminars and trade shows and represented HP on German TV. Prior to joining HP in 1981, he worked in the finance department of Ford Motor in London.


Peter holds a B.S. degree in physics and geophysics from the University of Liverpool and is an associate member of the Institute of Cost and Management Accountants in the UK. He has lived in Germany since 1981 and speaks fluent German and English.