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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23 results in Reports

  • Peter O'Neill
  • Infrastructure & Operations
  • 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 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: 1412
  • 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: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: 902
  • For Infrastructure & Operations Professionals

    Report:What's After BSM? Understanding The Financials

    Enterprises That Reach BSM Maturity Extend Their Projects To Financial Management

    Enterprises with mature business service management (BSM) systems are able to measure and report quality of service at the business level; they can also assign sensible, business-centric...

    • Downloads: 542
  • 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 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:Knowledge Management For Business Service Management

    You Need An Asset Database And A CMDB

    Forrester sees an effective IT asset management (ITAM) system as a prerequisite for establishing business service management. The reason is simple: If you don't know your IT estate, you cannot build...

    • Downloads: 599
  • For Infrastructure & Operations Professionals

    Report:BMC Grabs ProactiveNet To Improve BSM Analytics

    In late May, BMC announced plans to acquire privately held ProactiveNet. This deal will enable the two companies to bring better service management capabilities to their existing and new customers....

    • Downloads: 74
  • For Infrastructure & Operations Professionals

    Report:IBM Visualizes The Health Of Critical Business Services To Become A BSM Leader

    The Forrester Wave™ Vendor Summary, Q1 2007

    The IBM Tivoli Business Service Manager (TBSM) solution came in as a leader in the business service management (BSM) space, based on IBM's wealth of experience in delivering effective system...

    • Downloads: 76
  • For Infrastructure & Operations Professionals

    Report:Oblicore Shows Firms The Price Of Poor IT Performance With Its Leading BSM Solution

    The Forrester Wave™ Vendor Summary, Q1 2007

    Oblicore is a privately held company that is carving out a place among vendors such as BMC Software, CA, and HP and is competing with smaller vendors in the business service management (BSM) space....

    • Downloads: 89
  • For Infrastructure & Operations Professionals

    Report:Proxima/Compuware Allows Service Providers To Contain Costs And Reduce Risk Via BSM

    The Forrester Wave™ Vendor Summary, Q1 2007

    The founders of Proxima Technology both worked for systems management startup Patrol Software, which BMC Software acquired in 1994. Proxima was recently acquired by Compuware, a close competitor of...

    • Downloads: 67
  • For Infrastructure & Operations Professionals

    Report:Strong Performer OpTier Brings Transaction Management To BSM

    The Forrester Wave™ Vendor Summary, Q1 2007

    OpTier essentially aims to trace transactions through the infrastructure and map resources to any given transaction. Its CoreFirst tool is an excellent addition to existing service management tools....

    • Downloads: 98
  • For Infrastructure & Operations Professionals

    Report:The Mercury Acquisition Bolsters HP's Leading BSM Capabilities

    The Forrester Wave™ Vendor Summary, Q1 2007

    HP acquired Mercury Interactive in 2006, and the combined solution provides a very strong business service management (BSM) solution with a new and improved CMDB strategy. The HP BSM solution brings...

    • Downloads: 97
  • For Infrastructure & Operations Professionals

    Report:Indicative Software Provides A Strong-Performing All-In-One Product For BSM

    The Forrester Wave™ Vendor Summary, Q1 2007

    Indicative Software has done a great job in a very short time of assembling a solution that is used by an impressive client list across the globe. Its business service management (BSM) solution is...

    • Downloads: 65
  • 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: 890
  • For Infrastructure & Operations Professionals

    Report:Digital Fuel Technologies Offers Service-Level Management At Its Finest For BSM

    The Forrester Wave™ Vendor Summary, Q1 2007

    Digital Fuel Technologies provides service-level agreement (SLA) and contractual obligation management solutions, designed to help service providers and shared services organizations manage...

    • Downloads: 160
  • For Infrastructure & Operations Professionals

    Report:Managed Objects Is One Of The Pioneers In Business Service Management

    The Forrester Wave™ Vendor Summary, Q1 2007

    Managed Objects heavily focuses on providing a business orientation to IT service management. The company was the first to bring fully fledged BSM systems to market. It has a strong product portfolio...

    • Downloads: 74
  • For Infrastructure & Operations Professionals

    Report:ProactiveNet Uses Superior Analytics To Improve Business Service Management

    The Forrester Wave™ Vendor Summary, Q1 2007

    ProactiveNet is unique, as it provides business service management (BSM) via an analytics engine that correlates massive volumes of performance data from across the entire infrastructure, narrowing...

    • Downloads: 56
  • For Infrastructure & Operations Professionals

    Report:BMC Software Aligns IT With The Business To Lead In Business Service Management

    The Forrester Wave™ Vendor Summary, Q1 2007

    With its strong marketing and continuous reinforcement that there is more for IT than just the monitoring and managing of problems and events, BMC Software originated the term business service...

    • Downloads: 130
  • For Infrastructure & Operations Professionals

    Report:Strong Performer CA Is Building Its Business Service Management Solution By Acquisition

    The Forrester Wave™ Vendor Summary, Q1 2007

    Like most of the established enterprise management suites, CA Unicenter is not generally considered a truly unified solution, but CA is now tying the pieces together with its CMDB solution. The CA...

    • Downloads: 86
  • For Infrastructure & Operations Professionals

    Report:Business Service Management: Early Birds Are Catching The Worm, But IT Still Doesn't Get It

    Forrester surveyed 10 companies in 2006 as best-practice examples of business service management (BSM) projects after leading BSM software vendors identified these companies as pioneers in this...

    • Downloads: 243
  • 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: 587