Kerry Cunningham

VP, Principal Analyst

Kerry has more than 25 years of experience in B2B demand generation and management, spanning a broad array of industries and markets.

Kerry has been a thought leader in the design and implementation of demand marketing processes, technologies, and teams for a wide array of B2B products, solutions, and services. For more than two decades spanning the gap between marketing and sales, Kerry has also developed a wealth of expertise in the alignment of marketing and sales organizations. Most recently, Kerry co-authored the SiriusDecisions Demand Unit Waterfall™ and has continued to drive the buying groups revolution in B2B, helping organizations identify and adopt best practices and technologies to drive next-level performance.

Moving From Leads To Buying Groups In One Easy Step
August 2nd, 2021 8 min read

In B2B organizations, moving from a focus on individual leads in the demand process to a focus on buying groups and demand units represents a major change. Modifying current processes and systems to adopt the new buying group perspective can be difficult, especially if the organization attempts to change everything at once by treating the switch as a single milestone event. Taking a gradual, phased approach can make the transition easier and more practical. In this report, we explain how to leverage the teleservices team as the first step in an incremental evolution from individual leads to buying groups.

Why Your Falling Lead Conversion Rates Are A Good Thing (And What To Measure Instead)
August 2nd, 2021 7 min read

In B2B, lead conversion rates measure the fluidity of lead generation and qualification processes but not how many legitimate opportunities marketing is providing to sales to generate revenue. Though the former at face value is an important measure of how many leads become customers, only the latter is a useful and appropriate measure of marketing’s contribution. In this report, we describe how buying-group-aware measures enabled by the B2B Revenue Waterfall™ make possible meaningful assessment of the health of the B2B revenue engine.

The Forrester Buying Groups Manifesto: Without Buying Groups, Nothing In B2B Makes Sense
August 2nd, 2021 6 min read

Many marketing teams disregard signals from additional buying group members who appear after the initial lead. Shifting from a leads-centric approach to one that focuses on buying groups can dramatically improve marketing and sales performance. Organizations must adapt numerous internal processes and systems to make the full transition, but even small steps forward can produce significant improvements. In this report, we introduce the Forrester Buying Groups Manifesto and describe why B2B organizations must take action now to adapt their revenue engine processes for buying groups.

Roles, Responsibilities, And Agreements In The Demand Unit Waterfall(TM)
August 2nd, 2021 15 min read

Most B2B buying is conducted by groups of people working together to solve their organization’s business needs. When organized to solve a business need by making a purchase, these groups constitute a demand unit. Here, we describe specific agreements that must be in place and take a RASCI (responsible, accountable, supportive, consulted, informed) approach to defining roles and responsibilities. In this report, we take an in-depth look at the key roles and responsibilities that B2B organizations must fulfill when developing, implementing, and maintaining the Demand Unit Waterfall(TM).

Lead-To-Account Matching: It’s Not Just For Attribution Anymore
August 2nd, 2021 8 min read

Many marketing automation platforms capture leads but do not automatically associate those leads with relevant buying groups, opportunities, and accounts that are in the CRM system. Many B2B organizations already use lead-to-account matching to enable lead routing and attribution but don’t realize that they can adapt it to recognize when buying groups are actively shopping for an organization’s solutions. In this report, we describe why lead-to-account matching should also be used to identify and provide organizations with visibility into the buying groups that are evaluating their solutions.

The Variety Of Revenue Opportunities That Shapes B2B Revenue Engine Performance
August 2nd, 2021 8 min read

B2B pipelines are not built with either leads or accounts; pipeline and revenue are generated by identifying and converting opportunities. Organizations encounter a variety of opportunity types, including opportunities to win first-time customers, retentions, and cross-sell and upsell opportunities (see Figure 1). Virtually all B2B revenue plans contain a mix of these distinct opportunity types — each with its own characteristic conversion and velocity rate as the opportunity moves from being targeted to closed/won. As a result, the mix of opportunity types in an organization’s revenue plan strongly influences revenue engine performance. In this report, we examine B2B opportunity types, their main variants, and the characteristics of each that impact how revenue engines perform.

Research Coverage

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.