Alisa Groocock

VP, Principal Analyst

Forrester Bio

Author Insights


Putting Forrester’s B2B Revenue Waterfall Into Action: Six Tips For Laser-Focused Targeting

Alisa Groocock July 22, 2021
Your product demos, content, and delivery channels won't matter if you're pursuing the wrong targets. Learn how the new Waterfall can help you zero in on the most promising opportunities.

Targeting Better Together: Six Insights-Driven Best Practices For Sales And Marketing Leaders

Alisa Groocock March 8, 2021
There is enormous power in building a proprietary set of insights that drive sales and marketing to the best-fit and most lucrative targets.

Under The Forrester Tree: Twelve Surprise Gifts From Our Analysts To You!

Alisa Groocock December 7, 2020
The holidays are upon us, and a cohort of analysts who are experts in demand and account-based marketing are ready to deliver eminently practical little gifts to you, the marketers we support.

Spotlight on Award-Winning Account-Based Marketing: JLL Wins Program of the Year at Summit 2019

Alisa Groocock July 9, 2019
  • At SiriusDecisions Summit 2019, two organizations that exemplify best-in-class account-based marketing were recognized
  • This blog post follows one winner, JLL, from recognizing its challenges to finding effective solutions
  • Through implementing best practices, JLL saw tangible results, including $7 million in pipeline created or supported

Seven Best Practices for Account-Based Digital Display Advertising

Alisa Groocock October 11, 2018
  • When designing a comprehensive account-based marketing (ABM) strategy, it is a key requirement to deliver advertising assets to audiences in specific accounts with custom messaging
  • Account-based digital display advertising allows marketers to generate higher clickthrough rates, web engagement and pipeline
  • Best practices for account-based digital advertising focus on areas such as piloting, testing and personalization

The Power of Sales and Marketing Alignment for Account Planning

Alisa Groocock March 31, 2017
  • Companies can utilize a named-account account-based marketing (ABM) approach, grouping accounts to achieve scale.
  • When planning for a named ABM pilot, have sales and marketing collaborate in person for aligned outcomes and a fast start.


Jumpstarting an ABM Pilot: The Power of Sales and Marketing Joint Planning

Alisa Groocock November 3, 2016
  • Companies that are successful in large account account-based marketing often cite marketing and sales alignment as the single most important factor of success
  • Sales and marketing working together in one room for a full day on joint account planning can be very powerful for jumpstarting an ABM pilot
  • Sales and marketing benefit from jointly developing a common language, aligning on goals, and developing concrete plans