Peter O'Neill

VP, Research Director serving Sales Enablement PROFESSIONALS

Peter leads Forrester's research and advisory for B2B sales leadership professionals. He manages a group of analysts focused on sales people development 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 personal 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 L2RM playbook, the B2B online community playbook, and the 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 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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7 results in Reports

  • Peter O'Neill
  • Management & Organization
  • For Sales Enablement Professionals

    Report:B2B Tech Marketers Are The Key To Competitive Success In Customer-Centric European Markets

    B2B Social Technographics® Data For Q1 2011 Confirms That Social Media Usage In Europe Continues At A High Level

    Forrester has completed its Q1 2011 US And European B2B Social Technographics® Online Survey For Business Technology Buyers, which marks the third year we've conducted this survey As in the US,...

    • Downloads: 302
  • 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: 1123
  • 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: 891
  • 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: 540
  • For Sales Enablement Professionals

    Report:The Vendor Partner Positioning Review Self-Assessment Tool

    The Vendor Partner Positioning Self-Assessment Tool

    • Downloads: 2
  • For Sales Enablement Professionals

    Report:Introducing Forrester's Vendor Partner Positioning Review

    An Assessment Tool That Helps Develop Compelling Partner Positioning

    Technology vendors describe themselves in different ways across multiple channels, but their real position — and value — is defined by the perceptions of decision-makers across customers'...

    • Downloads: 445
  • For Sales Enablement Professionals

    Report:ISVs: Choose The Right Dance Partner

    Key Considerations When Selecting And Joining A Software Ecosystem

    The center of gravity in the IT industry has moved from hardware to software over the past 25 years. The result? Strategists at the major vendors have established software-based ecosystems to enhance...

    • Downloads: 307