Paul is a B2B sales and marketing leader with more than 20 years of experience. He has extensive knowledge and expertise in aligning functions around audience-centric go-to-market strategies that help organizations achieve their growth objectives. As a principal analyst in SiriusDecisions’ portfolio marketing research service, Paul adds a European flavor to the research and advice that helps portfolio marketers and managers succeed.
To identify the knowledge assets that will enable customer-facing roles to acquire, grow, and retain customers, portfolio and customer marketers must identify buyer and customer preferences for interactions and content.
This report directs clients to selected research, tools, and resources that will help them understand, develop, and deploy B2B buyer personas.
B2B buyer personas. In this report, we outline a B2B buyer persona interview guide — a framework for conducting primary research and collecting the information required to build a persona-based buyer knowledge foundation in a consistent manner.
This report explains how to deliver and optimize information to buyer- and customer-facing roles to improve their interactions, which is the fifth step of the Knowledge Enablement Model.
In this report, we describe the revenue enablement ecosystem, which has four primary participants that collaborate in the steps of The Forrester Revenue Enablement Framework.
In this report, we present a systematic way to look at targeting buyers within existing accounts — and what elements of go-to-market strategy need to be adjusted to ensure better engagement based on opportunity type.
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.