Robert Peterson

VP, Principal Analyst

Bob is a sales and marketing thought leader with more than 20 years of experience working in mid- to large-sized global organizations, with emphasis on the financial services and software sectors. He has successfully led customer marketing initiatives designed to deepen account penetration. Bob has particularly focused on developing account-based marketing strategies to help sales and marketing organizations forge tighter alignment.

Inside The Demand Spectrum: The Collaboration Axis
August 2nd, 2021 7 min read

The Forrester Demand Spectrum defines four marketing approaches that marketing leaders can use to support sales needs. Teamwork is foundational to effective B2B sales and marketing collaboration. Possessing a deep bench of sales and marketing talent does not guarantee success — best-in-class organizations find ways to go beyond individual capabilities and build a collaborative goal-focused team approach that embodies the concept of partnership. In this report, we examine the collaboration axis of the Forrester Demand Spectrum to illustrate how sales and marketing collaboration requirements vary depending on the marketing approach selected.

Inside The Demand Spectrum: The Customization Axis
August 2nd, 2021 8 min read

B2B marketers face many decisions when developing and delivering content assets and interactions for various accounts and buying groups. Customization can significantly impact the cost and effort necessary to achieve identified goals. In this report, we focus on the customization axis of the Demand Spectrum to illustrate how content and interaction requirements vary according to the selected marketing approach.

Matching Marketing Approach To Sales Strategy
August 2nd, 2021 12 min read

Today’s B2B sales organizations are increasingly complex and typically use multiple sales strategies to maximize their opportunity to grow revenue. Each of these sales strategies requires a different marketing approach to ensure sales and marketing alignment is established and sustained long term. Marketing leaders need to develop multiple approaches based on a deep understanding of the capabilities required to meet the needs linked to each specific strategy. In this report, we examine the range of marketing approaches needed to support sales needs and break down the capabilities required to deliver on each marketing approach.

The Forrester Account-Based Marketing Account Planning Framework
August 2nd, 2021 8 min read

Account planning is one of the key processes supporting account-based marketing (ABM) program planning, and execution. The account planning process for ABM requires collaboration by sales, and marketing to complete four planning steps, ranging from goal setting to engagement planning. Account planning takes on different nuances for large-account, named-account, and industry ABM deployment models. In this report, we outline the four linked process steps of account-based marketing (ABM) account planning, including what is required for each of the ABM deployment models: large-account marketing, named-account marketing, and industry ABM.

Account-Based Marketing: Setting SMART Goals
August 2nd, 2021 4 min read

Account-based marketing (ABM) success depends on setting detailed and actionable goals. Account-based marketers and sales reps must share the same goals for driving opportunities (revenue) and improving customer relationships. Sources for ABM goals include sales account plans, account knowledge, market trends, and examples of previous successes. Too often, however, the goals defined by B2B leaders and teams are ambiguous, difficult to measure, or overly ambitious. In this report, we provide guidelines for setting clear account-based marketing goals using our version of the SMART goal-setting criteria originated by strategy guru Peter Drucker.

Establishing An Account-Based Marketing Charter
August 2nd, 2021 5 min read

An account-based marketing (ABM) charter is a plan for establishing an ABM function or pilot program. The charter summarizes components used during the preparation stage to define, scope, and resource the program. Forrester recommends that nine components be included in an ABM charter. In this report, we describe the components of an ABM charter that are essential for aligning participants and defining the organization’s ABM vision.

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.