Trends Report

Give Sellers The Alignment Data They Need To Succeed

Equip Sellers With Customer Insights To Engage And Close Faster

June 7th, 2016
Steven Wright
With contributors:
Peter O'Neill , Jacob Milender


As B2B marketers seek to leverage external data at all phases of the buyer journey and the distinction between two categories of data providers — aggregators and enrichers — blurs, they need to understand how, why, and when sellers need particular kinds of data to help deals progress. The concept of a funnel that goes from "hard" data to "soft" data as the opportunity progresses offers B2B marketers an approach to deliver data that sellers can use, evaluate current investments in third-party data, and differentiate between increasingly similar providers.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.