For more than 25 years, I’ve had the privilege of working across nearly every corner of marketing, from agencies and startups to global enterprise organizations. Along the way, I’ve held roles spanning demand generation, marketing operations, digital marketing, revenue marketing, and go-to-market transformation. No matter the title, one challenge seemed remarkably consistent: B2B organizations often struggle to align marketing, sales, customer success, data, and technology around how buyers actually buy.

That’s one reason I’m excited to join Forrester as a principal analyst serving demand and ABM leaders.

Over the past several years, my focus has centered on helping organizations move beyond traditional lead-centric approaches and embrace buying group strategies that better reflect the reality of modern B2B purchasing. Individual buyers don’t make complex decisions alone. Decisions are made by groups of stakeholders, each with different priorities, concerns, and influence. Yet many organizations still measure success one lead at a time.

While leading global initiatives, I helped drive transformations that connected buying signals, engagement data, account strategies, and sales motions into a more complete view of opportunity creation. The result went beyond better marketing metrics: stronger pipeline and revenue outcomes, closer collaboration, and clearer visibility into buying behavior.

But if there’s one lesson I’ve learned throughout my career, it’s that transformation is never a solo effort.

As a lifelong baseball fan, I often think about go-to-market strategy the same way I think about a championship baseball team. Fans tend to focus on the home-run hitter. In business, we often do the same thing, celebrating a campaign, a sales win, or a piece of technology. But championships are rarely won by one player. They are won through coordination across the lineup, strong defense, great coaching, and a shared understanding of the game plan.

The same principle applies to revenue growth.

Marketing, sales, customer success, operations, and technology each play a distinct role. When those functions operate independently, even the most talented “players” struggle to deliver consistent results. When they work together around a common understanding of buying behavior, organizations create momentum that compounds over time.

Throughout my career, I’ve benefited from Forrester research, frameworks, events, and analyst guidance. More importantly, I’ve seen how Forrester helps organizations bring different stakeholders together to solve complex problems. The firm’s work has long recognized that sustainable growth comes from alignment, operational excellence, and customer obsession rather than isolated tactics. As I begin my career here, I’ll expand Forrester’s research to help B2B leaders navigate the evolving intersection of demand generation, account-based marketing, buying groups, revenue process transformation, and go-to-market alignment. I’ll equip organizations to answer questions such as:

  • How should modern demand strategies evolve when buying groups are the standard?
  • What signals matter most when identifying real opportunities?
  • How can marketing and sales work together more effectively?
  • What operational foundations are required to scale buying group programs successfully?
  • How will AI help teams identify, engage, and orchestrate buying groups more effectively across the revenue process?

Most importantly, I’m excited to learn from the leaders, practitioners, and clients tackling these challenges every day.

Baseball teams improve by studying every game, every inning, and every play. The same is true for great go-to-market organizations. My goal is to bring those lessons, insights, and emerging best practices to Forrester clients as we explore what’s next together.

If you’re navigating buying group transformation, demand generation modernization, or ABM evolution, please connect with me on LinkedIn. I’d love to hear about your experiences and perspectives. If you are a Forrester client, please reach out to schedule a guidance session and follow my research as we continue to rethink how modern B2B growth happens.

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