Amy Hawthorne

Principal Analyst

Forrester Bio

Author Insights

Blog

It’s Time For A Revenue Process Transformation

Amy Hawthorne 4 days ago
Buyers are in control of the revenue process — and B2B marketing, sales, and customer success teams need to align their approaches with that reality. Discover the Forrester Opportunity Lifecycle and how it can drive durable, long-term revenue growth.
Blog

Announcing Forrester’s B2B Program Of The Year Award Winners For North America

Cristina De Martini April 4, 2024
Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.
Blog

Saying Goodbye To MQLs: How Does Marketing’s Life Change?

Terry Flaherty December 11, 2023
There are five key ways that marketing’s role changes when making the shift to buying groups and opportunities. Find out what they are in this week’s Saying Goodbye to MQLs blog.
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Saying Goodbye To MQLs: Six MQL Myths Squashed To Shift Your Leads-Based Culture

Amy Hawthorne October 30, 2023
A major challenge when switching from MQLs to buying groups is changing your organization’s culture and mindset, as well. Learn more in this week’s Saying Goodbye to MQLs blog.
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Saying Goodbye To MQLs: What Changes In The RDR Function When We Move To Buying Groups?

Amy Hawthorne October 12, 2023
Whether you realize it or not, revenue development reps are already working with buying groups. Learn how to formalize this process internally today.
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Saying Goodbye To MQLs: Learn How Reltio Transformed Its Revenue Process In 60 Days

Amy Hawthorne October 5, 2023
Curious of how long the shift to buying groups and opportunities takes? Register for Forrester’s webinar to find out how Reltio made this transformation in just 60 days.
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Saying Goodbye To MQLs: We Promise It’s Not Clickbait!

Terry Flaherty September 28, 2023
In this week’s Saying Goodbye To MQLs blog, we address some of the questions we’ve received while publishing this blog series.
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Saying Goodbye To MQLs: When Should We Create The Opportunity Entity?

Terry Flaherty September 21, 2023
In this week’s Saying Goodbye to MQLs blog, we identify three common points in the revenue process where organizations can create the opportunity entity.
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Saying Goodbye To MQLs: How Does The Buyer’s Journey Change In A Buying Group World?

Terry Flaherty September 14, 2023
Learn what changes and what stays the same when you're shifting away from MQLs and toward opportunities and buying groups.
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Saying Goodbye To MQLs: What’s The Role Of The Opportunity Entity In The Revenue Process?

Amy Hawthorne September 7, 2023
This Saying Goodbye to MQLs blog identifies the role of the opportunity entity and why your team should use it in the revenue process today.
Blog

Saying Goodbye To MQLs: Accounts, Buying Groups, Opportunities, Oh My! How Is It All Connected?

Amy Hawthorne August 31, 2023
In this week’s Saying Goodbye to MQLs blog, we discuss the relationship between accounts, buying groups, and opportunities.
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Saying Goodbye To MQLs: What’s The Business Impact Of Leaving MQLs?

Terry Flaherty August 24, 2023
This week’s Saying Goodbye to MQLs blog post looks at how leveraging signals to identify buying groups can drive value for your organization.
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Saying Goodbye To MQLs: So We’re On Board With Buying Groups, But What About The Individual?

Amy Hawthorne August 17, 2023
Welcome back to this multipart blog series answering why leads-centric marketing approaches don’t work. In this post, we look at what happens to the individuals if we focus on buying groups.
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Saying Goodbye To MQLs: What’s The Big Deal About Getting Rid Of MQLs?

Terry Flaherty August 10, 2023
We received many great questions in our webinar on why leads-centric marketing approaches don’t work. In the first post of a multipart blog series, we focus on the shift from leads to opportunities.
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Saying Goodbye To MQLs: Read All The Posts In Our Series

Terry Flaherty August 8, 2023
The “Saying Goodbye to MQLs” blog series is dedicated to answering your questions when making the shift from leads to buying groups and opportunities. You can find all blogs published in this series below.   Making the shift from MQLs (marketing-qualified leads) to buying groups and opportunities continues to be a hot topic that boils […]
Blog

Reconfiguring Reporting Lines Is No Quick Fix: Insights From Our B2B Marketing Predictions Webinar

Amy Hawthorne March 20, 2023
Our recent B2B marketing Predictions webinar explored how some organizations will try to strengthen marketing-sales alignment. Learn how that could fall short — and what the better alternatives are.
Blog

Sales Engagement Platforms Optimize Sales In A Hybrid World

Seth Marrs October 6, 2022
The Forrester Wave™ evaluation covering sales engagement vendors in 2020 was released at a point during the COVID-19 epidemic when sellers could no longer visit customers and 53% of white-collar workers were planning to work from home for the foreseeable future. One year later, the Forrester/Human Resource Executive© Magazine Q3 2021 US HR Decision-Maker Survey […]
Blog

The Sales Engagement Landscape And The Case For The Single Pane Of Glass

Seth Marrs May 19, 2022
In this fast-moving sales technology environment, the sales engagement feature set has never been more valuable. Our new research provides insight into what the future may hold.
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18 Ways Teleservices Teams Can Add Value When Calling Is Uncertain

Amy Hawthorne May 28, 2020
  • Businesses whose teleservices reps are working from home are having to evolve how they engage with prospects
  • Teleservices teams should use remote working time  to experiment with new approaches, connect buying groups in target accounts, improve product and tool knowledge, and polish their external appearance
  • While marketing teams are adjusting programs and outreach plans, teleservices teams are focusing on documenting best practices, processes, and plans for next steps