Seth Marrs

Principal Analyst

Forrester Bio

Author Insights

Blog

What Salesloft’s Acquisition Of Drift Means

Seth Marrs February 13, 2024
Salesloft’s acquisition of Drift is a first step into marketing technology for sales tech vendors.
Blog

Understanding The Real-Time Revenue Execution Platform Landscape

Seth Marrs January 24, 2024
Real-time revenue execution platforms strengthen prospect identification and digital engagement while also providing capabilities that ensure the best buyer experience. Learn more about how they can improve business outcomes.
Blog

What I Learned About Sales Technology In 2023

Seth Marrs December 20, 2023
The past year was an exciting one for the sales technology market. Here are some of the highlights, along with a look ahead to 2024.
Blog

What Google’s New Spam Protection Means For Sales And Marketing

Seth Marrs December 11, 2023
Learn more about the impending changes to Gmail and Yahoo spam rules, along with what you can do about it.
Blog

Conversation Intelligence For B2B Revenue Drives AI-Generated B2B Insights

Seth Marrs October 31, 2023
The recent evaluation, The Forrester Wave™: Conversation Intelligence For B2B Revenue, Q4 2023, revealed trends that help customers understand what they should look for in providers when purchasing CI solutions.
Blog

An Overview Of The Current B2B Revenue Conversation Intelligence Landscape

Seth Marrs October 16, 2023
The COVID lockdown rapidly advanced the adoption of digital versus in-person communications, creating a significant demand for conversation intelligence (CI) solutions. CI solutions for B2B revenue allow sales teams to translate unstructured digital conversations into actionable insights.
Blog

Apollo And Mediafly Funding Signals Renewed Interest In Sales Tech

Seth Marrs August 29, 2023
This blog covers the impact that Mediafly and Apollo’s recent funding will have on the two firms, the sales technology market, and buyers of sales technology.
Blog

Clari’s Acquisition Of Groove Is A Milestone For Revenue Tech

Anthony McPartlin August 15, 2023
Clari’s acqusition of Groove cements the convergence happening at the core of sales tech and is a milestone for the market.
Blog

Conversation Intelligence Is The Key To Unlocking Sales Productivity

Seth Marrs July 31, 2023
This blog describes how conversation intelligence solutions can reverse the seller productivity decline and increase win rates.
Blog

Is Your Tech Stack Confusing Your Sellers? Help Is On The Way.

Seth Marrs June 26, 2023
The proliferation of sales technology has created significant potential, but the volume of new tools is confusing overworked sellers who do not have time to learn about all these new capabilities. Sales technology providers have realized this and are now building new workflows to simplify this process, making it easier for sellers to get the most from their company’s technology.
Blog

Revenue Operations Is The Key To Winning Today’s B2B Adventure Race

Seth Marrs June 6, 2023
Data, insights, and technology have become a superpower for aligning sales and marketing organizations. The relay race has shifted to an adventure race, supported by a fully integrated revenue lifecycle toolset.
Blog

Disruptive Innovation Is Shaking Up The Sales Performance Management Technology Category

Seth Marrs March 21, 2023
Until recently, cost and implementation complexity limited SPM solutions to mostly large companies with complex use cases. Our Forrester Wave™ evaluation covering SPM shows that new entrants are providing solutions using modern technology that disrupt the status quo and generate value beyond the most complex use cases.
Blog

Beyond The Hype Of Generative AI For Users Of Sales Tech

Seth Marrs March 20, 2023
This blog provides an overview of what generative AI is — and what it is not — for B2B sales organizations.
Blog

Your Company’s Quota Attainment Is Probably Around 50%, And That’s Not A Bad Thing

Seth Marrs March 14, 2023
Quota attainment is consistently used as a sales performance metric but is misunderstood and should not be used as an indicator of sales success. Read this blog to understand the reasons for quota attainment challenges and why different measures should be used.
Blog

Time To Track Sellers Like Athletes

Seth Marrs January 16, 2023
Many companies adore their top-performing sellers and treat them like elite athletes. They literally have days of celebrations to reward their success. In the sales world, we call these President’s Club trips. While this reverence has merit, it has also created a double standard that limits company performance. Reverence for top sellers often leads to […]
Blog

What I Learned About Sales Technology In 2022

Seth Marrs December 12, 2022
In the past tumultuous year, cash flow into sales technology companies dried up. How were vendors and customers impacted?
Blog

Does My RO&I Or Sales Engagement Platform Need To Be Native To Salesforce?

Seth Marrs November 30, 2022
Have you considered buying a revenue operations and intelligence (RO&I) or sales engagement platform? If so, you’ve likely seen vendors touting the benefits of their native Salesforce capabilities. That’s a good thing, right? Most clients I’ve spoken with believe a native application is a positive feature. Vendors know this and look for any opportunity to […]
Blog

Sales Tech Innovation Is Declining — And That’s A Good Thing!

Seth Marrs October 27, 2022
From 2020 to 2021, we saw a renaissance in sales technology. COVID-19 forced sellers to work from home, leaving no choice but to adopt new technologies to do their job. In addition, low interest rates provided an almost unlimited supply of funding to help sales technology companies solve this challenge. Investors funneled almost a billion […]
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

Clari’s Acquisition Of Wingman Signals A Deeper Push Into Revenue Intelligence

Seth Marrs June 15, 2022
Clari is a sales technology provider that helps sales teams streamline operations and improve revenue predictability. Traditionally, it has stayed away from deeper revenue intelligence capabilities that focus on interaction execution, preferring to aggregate that information from other tools and present it in Clari. The Wingman acquisition is a shift away from this approach, as […]
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