VP, Principal Analyst
Lori serves B2B marketing leaders in all industries who aim to transform marketing from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill a broader purpose. She helps leaders identify opportunities, architect strategies, orchestrate execution, and ensure profitable revenue growth through a relentless focus on delivering value to existing and future customers and stakeholders. Over the course of a decade with Forrester, Lori has been instrumental in the development of many of the company’s methods and frameworks used by marketers to actualize their go-to-customer strategies. Her research focuses on marketing purpose, strategy and value, strategic message management and the blueprint for customer-obsessed marketing. A popular speaker and pundit, Lori’s thought leadership is frequently showcased in media outlets such as Forbes, Businessweek, and Ad Age.