Anthony McPartlin

Principal Analyst

Forrester Bio

Author Insights


Sales Leadership, Assemble! At Forrester’s B2B Summit EMEA In London, October 11–12

Anthony McPartlin July 21, 2022
B2B organisations face a range of macroeconomic uncertainties as they head into the second half of 2022 that pose risk to growth and profitability objectives. While you may not have control over these changing conditions, you can determine your own path through them to ensure that you thrive rather than just survive. Forrester’s B2B Summit […]

Is The Sales Tech Party Over?

Anthony McPartlin June 20, 2022
As the pandemic ramped up demand for tech to support new modes of interaction, billions of dollars of investment poured into sales tech startups. Now, a combination of macroeconomic and political factors is having a cooling effect.

Explore The Importance Of Vital Signs In B2B Sales At Forrester’s B2B Summit North America

Anthony McPartlin April 14, 2022
Explore the importance of vital signs in B2B sales at Forrester’s B2B Summit North America. Vitals Signs Are Core To Modern Healthcare Patient vital-sign monitoring is at the heart of modern healthcare. These insights have transformed patient treatment and care by providing a range of real-time measurements of various physiological parameters. These include heart rate, […]

2022 — Mutations In The Sales Tech Industry

Anthony McPartlin January 6, 2022
Mutants In Marvel And DC Marvel and DC comics and films of course are permeated with the notion of mutations (X-Men, Spider-Man, Venom, etc.). It’s the narrative hook that drives many of their stories, imbuing their characters with all sorts of weird and wonderful superpowers. My 15-year-old son Finn is a massive fan of the […]

Revenue Operations And Intelligence (RO&I) Is Now Core To A Go-To-Market Tech Stack

Anthony McPartlin October 20, 2021
If there is one go-to-market tech category that generates significant confusion amongst buyers and even providers, it's revenue operations and intelligence (RO&I). Fortunately our first New Tech report on the category has just dropped with the explicit goal of removing the ambiguity around this category. Here its author Anthony McPartlin, provides some highlights.

B2B Revenue Operations Is Seeing Greater Centralization, But Can Organizations Make It Stick?

Anthony McPartlin May 13, 2021
To enable commercial optimization, revenue operations leaders must become change agents for a shift in mindset through four fundamental values.

Sales Tech Convergence And Confusion

Anthony McPartlin February 18, 2021
How do sales leaders, sales operations, and sales enablement practitioners navigate their way through an increasingly crowded technology space?

Prepare Your Organization’s Path Back to Growth at Summit EMEA

Anthony McPartlin August 19, 2020
  • The Forrester SiriusDecisions Summit EMEA virtual event will be held October 6–7
  • This year’s event is an integrated and immersive virtual experience that brings together live presentations, discussion, and analyst meetups
  • We preview some of the sales-related topics that will be covered at the 2020 Summit EMEA sessions

Rev Ops on the Road: Join Us at a City Near You to Learn More About This Key B2B Capability

Anthony McPartlin November 4, 2019
This blog post was co-authored by Scott McLeod. Functional silos are the enemy of growth in B2B. Most companies know they must break through the walls that keep them from reaching their highest growth potential, but how? Building a revenue operations mindset is the way. Learn how marketing, sales and customer success operations can work […]

Eliminating Revenue Engine “Tollbooths”: Is It Time To Retire the Lead Object?

Anthony McPartlin September 26, 2019
Over the last 10 or so years across the U.S. and Europe, one of our most despised forms of road furniture, the toll booth, has more or less been replaced by overhead scanners. This switch creates a seamless journey from one location to another without requiring drivers to stop, fiddle around for the correct change, […]

Summit 2019 Features Can’t-Miss Content for Sales Ops Leaders!

Anthony McPartlin April 3, 2019
THX 1138, George Lucas’ first feature film, is my favorite science fiction movie. Released in 1971 and starring Robert Duvall, the movie takes place in a future dystopian underground world where a plucky humanoid (Duvall) attempts to escape from the monotonous world of prison-like robot manufacturing and drug-controlled citizens. Glad we don’t have those issues […]

Is Your Comp Plan Having a Mid-Life Crisis?

Anthony McPartlin November 19, 2018
  • Organizational growth is often determined by a company’s ability to adapt its go-to-market strategy to meet market needs
  • To drive sales growth, companies must align the sales compensation approach with the organization’s maturity phase
  • Continuing outdated compensation approaches introduces risk to incentive effectiveness, cost management and sales growth