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For B2B Marketing Professionals

Build A Seller Development Framework To Improve The Buying Experience

Apply The Practice Of Customer Obsession To Sellers

May 17, 2017

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  • By Steven Wright
  • with Peter O'Neill,
  • Matthew Camuso,
  • Kara Hartig

Why Read This Report

Buyers command more power in the marketplace than ever before and consequently have different expectations of their sales reps. B2B marketers need to support sales' customer obsession by revamping sales training and development to align to buyers' needs. Forrester's sales development framework provides a structured approach to enable effective training discussions that lead to the creation of valuable sales training. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy. We amended this report to reflect new Forrester terminology that we defined in the B2B Go-To-Customer Strategy Matrix.

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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

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Table of Contents

  • Customer Obsession Requires A Sales Training Transformation
  • Map Your Buyers And Sellers To Forrester's Archetypes
  • Forrester's Seller Development Framework
  • Recommendations

  • Use Forrester's Framework To Evaluate All Requests For Training
  • Supplemental Material
  • Related Research Documents