Speaker Biography

Sheryl Pattek

VP, Executive Partner

Sessions Featuring This Speaker

Forrester's Forum For Sales Enablement Professionals

03/02/2015

  • 01:50 PM - 02:30 PM

    Message Management In Action: Customer Alignment From Design To Support

    The marketing messaging used in websites and blogs
    to drive inbound marketing leads must also be used to
    drive sales conversations with the gamut of prospects
    and customers — without salespeople having to
    translate. Key takeaways include:
    • Why a laser focus on buyer outcomes is
    mandatory for effective marketing messages.
    • How a strategic messaging framework helps
    manage messages at different altitude levels.
    • How to empower the sales force to use messaging
    The marketing messaging used in websites and blogs
    to drive inbound marketing leads must also be used to
    drive sales conversations with the gamut of prospects
    and customers — without salespeople having to
    translate. Key takeaways include:
    • Why a laser focus on buyer outcomes is
    mandatory for effective marketing messages.
    • How a strategic messaging framework helps
    manage messages at different altitude levels.
    • How to empower the sales force to use messaging
    The marketing messaging used in websites and blogs
    to drive inbound marketing leads must also be used to
    drive sales conversations with the gamut of prospects
    and customers — without salespeople having to
    translate. Key takeaways include:
    • Why a laser focus on buyer outcomes is
    mandatory for effective marketing messages.
    • How a strategic messaging framework helps
    manage messages at different altitude levels.
    • How to empower the sales force to use messaging

    The marketing messaging used in websites and blogs to drive inbound marketing leads must also be used to drive sales conversations with the gamut of prospects and customers—without salespeople having to translate. In this session, we will explore:

    • Why a laser focus on buyer outcomes is mandatory for effective marketing messages.
    • How a strategic messaging framework helps manage messages at different altitude levels.
    • How to empower the sales force to use messaging to further the sales conversation.

  • 02:40 PM - 03:20 PM

    Success Stories From The Marketing And Sales Line Of Scrimmage

    In this session, we’ll hear from three B2B execs who have achieved great gains in architecting and implementing sales and marketing alignment strategies. In this session, you will learn:

    • Insight into the root cause of sales/marketing alignment.
    • Strategies to break through the barriers that impede sales/marketing alignment.
    • How the benefits of sales/marketing alignment manifest in unforeseen ways.

Research Focus

Sheryl serves as Forrester’s CMO executive partner, working with CMOs, senior-level marketing executives, and their teams to advance their major initiatives, with a special focus on creating customer-obsessed strategies that drive business growth. As a strategic advisor, she plays the role of “on-call expert,” providing her clients with an objective, external viewpoint to tackle their toughest challenges and capitalize on market opportunities as quickly as possible.

Sheryl works across all of Forrester, bringing research, advisory, consulting, events, and data services together with her marketing expertise to provide the insights CMOs need to successfully navigate and win in the age of the customer.  Key challenge areas she helps CMOs confront include developing and implementing a customer-obsessed operating model; driving digital transformation and innovation; and constructing go-to-market digital and offline strategies based on customer insights.

Sheryl has been named "CMO Whisperer" and "One of 18 People in Marketing You May Not Know . . . but Should," as well as “one of the thirty most influential women in marketing technology.” She is also a recipient of a PRTech Award honoring leading minds of PR, marketing, technology, and media. She is a well-regarded speaker and moderator at venues including Forbes CMO Summit, Ad Age MarTec, The CMO Club, CMO Exchange, Argyle CMO, Direct Marketing Association, Dell World, and Marketing Operations Executive Summit.

Previous Work Experience

Sheryl formerly served as vice president, principal analyst on Forrester's CMO research team. In this role, she helped Forrester clients become customer obsessed by developing customer-insight-based go-to-market strategies that span both digital and traditional channels.

Sheryl has over 30 years of experience leading global marketing organizations for both Fortune 500 and early-stage companies in the logistics, transportation, software, software-as-a-service (SaaS), technology, and telecommunications industries.

Education

Sheryl received her B.A. and M.S. in communications from the University of New Mexico.