Peter O'Neill

VP, Research Director serving B2B Marketing PROFESSIONALS

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 ( 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.

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106 results in Reports

  • Peter O'Neill
  • For Infrastructure & Operations Professionals

    Report:Market Overview: The IT Management Software Market In 2009

    The Current Economy Is A Catalyst For Change

    In 2009, IT faces the problem of cutting costs without affecting the productivity of business users. Ideally, enterprises will look at solutions that increase IT ops' productivity, reduce the time...

    • Downloads: 1781
  • For Infrastructure & Operations Professionals

    Report:Who's Hot In Business Service Management

    An Overview Of Vendors Offering BSM Solutions

    Enterprises continue to invest in business service management (BSM) projects, even with the economy going into recession, and BSM has been the battle cry of IT management software vendors for several...

    • Downloads: 1414
  • For CIO Professionals

    Report:European IT Market Outlook: 2009 To 2010

    The European Recession Hurts IT Purchases

    The European market for business-purchased technology goods and services (measured in euros) will decline by 6.3% in 2009, and be slow to recover in 2010 with only 4% growth. In both regards, it will...

    • Downloads: 1604
  • For B2B Marketing Professionals

    Report:IT Management Software Vendors: Cover Your SaaS As Web 2.0 Comes Nearer

    The expansion of the software-as-a-service (SaaS) business model appears to be inevitable. It is both Web 2.0 and business technology (BT) and reflects the wishes of business users to have more...

    • Downloads: 1278
  • For B2B Marketing Professionals

    Report:Market Overview: Business Service Management

    Introducing The BSM "Class Of 2009"

    Enterprises continue to invest in business service management (BSM) projects, even with the economy going into recession. As a technology, BSM is founded on the ability to map business services to...

    • Downloads: 1131
  • For CIO Professionals

    Report:Market Overview: IT Financial Management Software

    The Time Is Right For More Cost Transparency In IT

    As IT continues to morph into business technology, it increasingly gets the same treatment and is subject to the same expectations as any other business operation. Some of the most pressing needs in...

    • Downloads: 1101
  • For B2B Marketing Professionals

    Report:Channel Models In The Era Of Cloud

    Channel Partners Expect A Share Of The Cloud

    To identify channel partners' plans, readiness, barriers, and needs as cloud technologies emerge, Forrester Research joined with Outsource Channel Executives (OCE) to survey distributors, value-added...

    • Downloads: 1406
  • For B2B Marketing Professionals

    Report:How Big Is SaaS In IT Management Software?

    Software-as-a-service (SaaS) is disrupting the IT management software market. Incumbent software vendors are setting up new business units and adding SaaS offerings to existing portfolios; managed...

    • Downloads: 1131
  • For Infrastructure & Operations Professionals

    Report:The Forrester Wave™: Business Service Management, Q1 2007

    BMC Software And Managed Objects Lead, But With Many Other Vendors Hot On Their Heels

    Forrester evaluated leading business service management (BSM) vendors across 26 criteria and found that BMC Software and Managed Objects have established early leadership, thanks to their strong...

    • Downloads: 891
  • For Infrastructure & Operations Professionals

    Report:The Megavendors In IT Management Software

    SWOT Analysis For BMC Software, CA, HP Software, And IBM Tivoli, Q2 2008

    Forrester's IT spending outlook for 2008 forecasts that software investments will fare better than average, with 19% growth in 2008 compared with12% growth in 2007. The four IT management software...

    • Downloads: 963
  • For Infrastructure & Operations Professionals

    Report:The IT Management Software Challengers

    SWOT Analysis: ASG, Microsoft, NetIQ, And Oracle, Q3 2008

    Four major companies dominate the IT management software market. Their rich portfolio allows them to successfully compete in tactical sales with point solutions as well as in strategic sales against...

    • Downloads: 801
  • For CIO Professionals

    Report:European Information And Communications Technology Market 2011 To 2012

    The North-South Divide Persists, With Wide Variations In Country Information And Communications Technology Growth

    Is there a uniform European market for information and communications technology (ICT) solutions? A few years ago, it looked like there might be one, with similar patterns of growth across all the...

    • Downloads: 1131
  • For B2B Marketing Professionals

    Report:The IT Asset Management Software Market

    The Foot In New Doors For Many IT Service Management Vendors

    The IT asset management (ITAM) software market is a high-growth segment within the IT management software market — thanks to increased buyer attention and energized vendors recognizing that...

    • Downloads: 736
  • For B2B Marketing Professionals

    Report:The Emergence Of The Digital Marketing Service Provider

    Tech Marketers Have A New Buyer And Channel To Consider

    Businesses engaged in digital marketing will seek a new generation of service provider — one that combines technology competence with marketing strategy and digital creativity. These providers...

    • Downloads: 1087
  • For Infrastructure & Operations Professionals

    Report:IT Operations Financial Management Helps The Business Control Its Service Consumption

    Case Study: Service Management Financials At Nationwide Mutual Insurance

    A new and urgent imperative is emerging in IT operations. As business users' expectations of IT continue to rise, many IT operations groups lack the business maturity to effectively demonstrate the...

    • Downloads: 904
  • For B2B Marketing Professionals

    Report:The Service Desk Software Market

    Customer Relationship Management Matures In IT Organizations

    The service desk (SD) software market is a growth segment within the IT management software market, thanks to continued buyer attention — including a significant number of replacements of...

    • Downloads: 650
  • For Infrastructure & Operations Professionals

    Report:The IT Management Software Megavendors

    SWOT Analysis For BMC Software, CA, HP Software, And IBM Tivoli, Q3 2009

    The current recession and credit crunch deeply affected IT spending in the last quarter of 2008 and into 2009. Despite this bleak overall picture, Forrester forecasts 4% growth in nonapplication...

    • Downloads: 863
  • For B2B Marketing Professionals

    Report:Key Takeaways For IT Asset Life-Cycle Management

    The Recent Forrester Wave™ Separates IT Asset Life-Cycle Management Vendors In A Cloud From The Rest

    We published a Forrester Wave™ on IT asset life-cycle management (ITALM) in April 2009. It has generated a lot of interest in the topic among users and some interest among vendors. Users are...

    • Downloads: 772
  • For Infrastructure & Operations Professionals

    Report:The Forrester Wave™: IT Asset Management, Q3 2006

    HP And CA Lead In Our Product Evaluation

    Forrester evaluated leading ITAM vendors across 43 criteria and found that HP and CA lead overall with industrial and proven solutions. BMC Software also has a leading solution and is refocusing its...

    • Downloads: 589
  • For B2B Marketing Professionals

    Report:Content Marketing Is A Key Differentiator For Tech Marketers

    Create Marketing Content To Guide Customers Through Their Buying Process

    The business technology evaluation and purchasing process is now more than ever controlled by the customer, not the seller. Critical to that process is content that the buyer finds, that the marketer...

    • Downloads: 855
  • For B2B Marketing Professionals

    Report:Segment Social Media Behaviors To Improve Tech Vendor Marketing Plans

    Forrester's Social Technographics® survey, now in its second year, depicts the social media behaviors of more than 1,000 tech buyers from around the world. Tech marketers can use this data to...

    • Downloads: 924
  • For B2B Marketing Professionals

    Report:Market Momentum: IT Management Software Market, H1 2008

    Thanks to the immense demand for lower IT costs and high-quality IT management services, combined with a dynamic business environment, the IT management software market has now morphed into a highly...

    • Downloads: 576
  • For B2B Marketing Professionals

    Report:Business Service Management Market Update

    Forrester Provides Revised Adoption Rates Based On The Latest Data

    Many IT management software vendors continue to address the business service management (BSM) market. Enterprise investment in BSM, including the necessary foundation technologies, has therefore...

    • Downloads: 680
  • For B2B Marketing Professionals

    Report:IT Management Software Positioning Benchmark, Q1 2008

    A Review Of IT Management Software Marketing Practices With A Self-Assessment Tool

    Forrester used its vendor positioning review methodology to evaluate the four leading IT management software vendors across 14 criteria and three product domains and determine where they are...

    • Downloads: 550
  • For B2B Marketing Professionals

    Report:What Vendors Need To Know About IT Management Software In SMBs

    Overview Of Market Sizing, Buying Trends, And Preferences

    IT management needs vary according to company-size segment, and distribution of the IT management software market is 77% to enterprises and 23% to small and medium-sized businesses (SMBs) in 2009....

    • Downloads: 579