Rick Bradberry,

Rick Bradberry

Principal Analyst

Rick publishes B2B sales research and evaluates the talent, process, and technology practices of go-to-market executives. His research focuses on selling strategies, organizational design, customer expansion, sales productivity, and cross-functional revenue attainment. He advises leaders in chief revenue officer (CRO) and chief sales officer (CSO) positions on how to achieve growth and high performance while addressing the rapidly evolving preferences of buyers.
As a practitioner, Rick was an early adopter of using e-commerce for transactional B2B sales, combining client-facing teams into one integrated revenue organization, creating a revenue operations function, and replacing marketing and sales stages with workflows defined by buying behaviors.

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.

Download Planned Research
February 19th, 2025 4:00 PM - 5:00 PM Peer Discussions

The Future Of B2B Marketing And Sales Alignment

Nearly two-thirds of sales and marketing professionals say there is a lack of alignment between marketing and sales in their organizations. Yet 82% of company leaders believe that their sales and marketing functions are aligned. That's a big disconnect, and Forrester predicts it's about to get worse.Join a group of your peers and principal analysts John Arnold and Rick Bradberry to explore why the perception gap is so large and how leaders can build a better partnership between marketing and sales.Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
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