Nancy Maluso

VP, Principal Analyst

Nancy infuses her work with a passion for improving sales productivity honed during her 25 years of practitioner experience with organizations such as NCR, Avaya, and Sonus. Her diverse background includes leadership roles in sales enablement, sales, marketing, product management, and entrepreneurial ventures.

The Sales Leader’s Guide To Digital And Virtual Selling
August 2nd, 2021 8 min read

Pandemics, economic downturns, natural disasters, and other crises change the selling and buying landscape. Buyers now obtain the information they need from multiple sources — not just the provider’s website or sales team. Sellers, therefore, must look beyond buyers who have actively expressed their willingness to engage; they must seek buyers through social media and other digital channels. They must also possess or acquire the skills required to interact virtually using video and collaboration technology. In this report, we provide insight into the digital and virtual skills, tools, and messaging that sellers need in all types of interactions with buyers to sell effectively during a crisis and beyond.

Emerging-Company Sales Leader: Prepare-For-Exit Stage
August 2nd, 2021 5 min read

A prepare-for-exit-stage emerging company is typically one planning for an 18- to 24-month ramp period with the intention of being acquired by another company or filing for an IPO, or simply exiting emerging growth and becoming an enterprise. This B2B Role Profile provides a job description and competencies for the sales leader at a prepare-for-exit-stage emerging company.

Introducing The Strategy Compass For Emerging Companies
August 2nd, 2021 7 min read

As emerging companies expand and establish functional disciplines, they risk functional divergence and misalignment. This leads to a lack of clarity that affects the entire company and can impede growth as different functions try to meet conflicting objectives and goals. This report describes the Strategy Compass For Emerging Companies (see Figure 1), which enables marketing, sales, and product leaders to agree on the company strategy and develop annual plans to achieve that strategy to produce repeatable, scalable, predictable growth.

B2B Sales: Roles And Responsibilities
August 2nd, 2021 7 min read

To drive optimal performance, the B2B sales function requires the right mix of roles, a clear organizational structure, and consistent responsibilities assigned to each role. Although some sales roles are common across B2B organizations, others appear in conjunction with a specific go-to-market model (e.g., software as a service vs. perpetual licensing). Defining and mapping roles and responsibilities within a B2B sales organization is a prerequisite for organizational development. In this report, we define key B2B sales roles and their responsibilities, reporting structures, success metrics, and compensation guidelines.

Introducing The Forrester Sales And Marketing Integrated Workflow For Emerging Companies
August 2nd, 2021 7 min read

Emerging-company leaders must agree on and form their functional strategies and plans to align with their company’s revenue growth strategy. Sales and marketing leaders must take the proper steps to create and execute a repeatable, scalable, and dependable revenue engine. This workflow outlines the four phases required for companies to develop and execute strategies effectively to drive growth. Emerging companies have many pieces to assemble to create a revenue engine. Emerging-company leaders must understand where they need tight alignment and where they should allow more flexibility. They must build their revenue engine quickly and efficiently but still make it repeatable, scalable, and predictable. In this report, we introduce leaders of emerging companies to the four phases of an integrated B2B sales and marketing workflow that provides the blueprint for creating a fully productive revenue engine.

Sales Growth Strategy For Emerging Companies
August 2nd, 2021 9 min read

The revenue engine cannot be built by sales leaders who only consider the detailed activities of selling. Sales leaders must also address the strategies and plans that define the outcomes of those activities. In this report, we consider the big-picture components emerging-company sales leaders must take into account when executing a growth strategy.

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.

September 28th, 2021 - September 29th, 2021 Forum

B2B Summit EMEA

B2B Summit EMEA is the only event that leverages the insights, analysis, and experience of the brightest B2B marketing, sales, and product leaders across EMEA. Top analysts, inspirational thinkers, innovative technology providers, and your peers will come together as a community to learn from each other and stake out audacious plans for success in 2021. B2B Summit EMEA provides you with the unbiased perspective, inspiration, and real-world solutions you need to be successful.​