Julian Archer

VP, Principal Analyst

Julian left his native UK in 1989 to live on the European mainland and now has 30 years of international B2B demand creation and measurement experience within corporate and pan-European field functions.

Julian joined Forrester through the acquisition of SiriusDecisions. He has been with SiriusDecisions for over five years and during this time has helped clients with many of their demand creation challenges, notably, Demand Waterfall® improvement, event strategy and execution, and localization approaches. Within the last three years, Julian has devoted more of his time to helping clients understand the required strategies for sales and marketing functions to adapt to the global move for increased personal data privacy compliance triggered by legislation such as the GDPR, ePrivacy regulation, and Canadian Anti-Spam Legislation.

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Recent Research

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Report

Invest In Your First-Party Data Strategy To Drive Results And Ensure Privacy

November 5th, 2021•12 min read

Data strategy is essential both for the benefits it affords the business and as a response to increasing requirements to ensure the privacy of individuals.

Julian Archer

Report

Identifying And Sourcing Post-Sale Customer Data Requirements

October 15th, 2021•7 min read

In this report, we demonstrate how marketing data stewards must sort, source, and unify data sets in support of customer marketers as part of a coherent marketing data strategy.

Julian Archer

Amy Bills

Report

Marketing Operations: Planning Assumptions 2022

September 7th, 2021•8 min read

In this report, we identify five areas of opportunity that should drive the agenda for marketing operations leaders in 2022

, Kerry Cunningham

Report

Establishing a Marketing Operations Charter

August 13th, 2021•6 min read

This report details the elements of the marketing operations charter, which can be used to facilitate support from all company executive stakeholders.

Julian Archer

Report

Eaton: Achieving Better Performance Through The Power Of Data

January 22nd, 2021•7 min read

In this case study, we discuss the steps taken by the Eaton operations team to offer a data-driven decision-making capability by overhauling process and technology alignment covering data insights, management, and team enablement.

Julian Archer

Report

Data Strategy Process: Four Steps To Identify The Data That Matters

January 10th, 2021•6 min read

In this report, we describe a four-step process for determining the required view of accounts and contacts for which data must be obtained and the manner in which the data should be classified, stored, and sourced.

Julian Archer

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

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Upcoming Events

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December 8th, 2021 11:00 a.m. - 12:00 p.m. Webinar

B2B Marketing Operations: Planning Assumptions 2022

Marketing operations has capabilities spanning data interpretation, tools application and process development. The function is uniquely positioned to understand and act on stakeholder needs, enabling the organization to deliver a superior customer experience and grow revenue. Join Julian Archer as he discusses key areas of opportunity that should drive the agenda for marketing operations leaders in 2022. Key takeaways: Understand the value of transitioning to the B2B Revenue Waterfall to track opportunity types and improve control of your revenue engine. Gain the confidence to ditch sourcing metrics in favor of a fuller picture of contribution. Learn why process improvement doesn’t have to be so painful. Target audience level: all levels