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  • Mary Shea, PhD

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The B2B Marketing Playbook For 2021

A Guide To Surviving And Thriving In The B2B Marketing Renaissance

Dramatic changes in buyers' behavior, digitally disruptive business models, and fast-paced technology evolution have changed the business landscape to such a great extent that B2B marketing is now...

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  • Report The Forrester Tech Tide™: Sales Technologies, Q1 2021

    15 Technologies That Underpin Sales
    February 16, 2021 | Mary Shea, PhD

    Sales technologies are increasingly critical to firms' ability to win, serve, and retain customers. To accelerate revenue performance, companies are evaluating and adopting a range of contributing...

  • Webinar B2B Sales Predictions 2021

    December 2, 2020 | Mary Shea, PhD, Laura Ramos, Jay McBain

    This is your chance to engage directly with the analysts who made our 2021 predictions for B2B Sales. During this conversation between our analysts — and with you — we dive into the...

  • Report The Democratization Of B2B Sales

    Talent Wins Games, But Teamwork And Intelligence Win Championships
    August 3, 2020 | Mary Shea, PhD

    As pre-COVID and COVID-accelerated trends come together, industries, business models, and sales strategies will be disrupted. B2B sales leaders who seize the moment will abandon traditional seller...

  • Report Now Tech: Sales Enablement Automation, Q2 2020

    Forrester's Overview Of 32 Sales Enablement Automation Providers
    May 27, 2020 | Laura Ramos, Mary Shea, PhD

    You can use sales enablement automation (SEA) to give sellers more time to sell, improve their effectiveness and relevance with buyers, and acquire and apply the best buyer-facing skills. But to...

  • Webinar The State Of Digitized Selling: Stop Testing The Waters And Go All In

    April 14, 2020 | Mary Shea, PhD

    As B2B buyers' expectations increase at a breakneck pace, selling organizations that maintain siloed human and digital routes that are disruptive to preferred buying motions risk alienating buyers...

  • Report The Forrester Wave™: Sales Training And Services, Q1 2020

    The Nine Providers That Matter Most And How They Stack Up
    March 17, 2020 | Mary Shea, PhD

    In our 28-criterion evaluation of sales training and services providers, we identified the nine most significant ones — Baker Communications, Challenger, Corporate Visions, Force Management, IMPAX,...

  • Report Now Tech: Sales Training And Services, Q1 2020

    Forrester's Overview Of 23 Sales Training And Services Providers
    February 5, 2020 | Mary Shea, PhD, Meredith Cain

    You can use sales training and services (STS) to increase the effectiveness of your sales force, foster better alignment between marketing and sales personnel, and deliver better experiences to...

  • Webinar The Business Case For A Modern Sales Enablement Toolset

    January 6, 2020 | Mary Shea, PhD

    This webinar looks holistically at three tools — sales engagement, sales enablement automation, and sales readiness — that are rapidly becoming foundational to the 21st-century sales...

  • Report The State Of Digitized Selling

    Stop Testing The Waters And Get Immersed
    December 27, 2019 | Mary Shea, PhD, Meredith Cain

    Today's B2B marketing and sales leaders face a mounting predicament: ensuring that their sellers meet and exceed sales targets while fulfilling the expectations of increasingly digitally oriented...

  • Webinar B2B Marketing And Sales Predictions 2020: A Conversation With The Analysts Who Made Them

    Accelerating Response To The Great Expectations For The B2B Buying Experience
    December 18, 2019 | Steven Casey, Jay McBain, Laura Ramos

    If you’ve read the blog or press coverage about our predictions for 2020, or even if you haven’t, this is your chance to engage directly with the analysts who made them. During this...

  • Report Building The Business Case For A Modern Sales Enablement Toolset

    November 6, 2019 | Mary Shea, PhD

    B2B organizations that want to transform experiences for buyers, sellers, and marketers must look beyond CRM to modern enablement tools. Leveraging Forrester's Total Economic Impact™ (TEI)...

  • Report Predictions 2020: B2B Marketing And Sales

    Accelerating Response To The Great Expectations For The B2B Buying Experience

    We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. But we're now seeing...

  • Webinar Current Malpractice Handicaps Social Selling’s Potential

    August 28, 2019 | Mary Shea, PhD, Matthew Camuso

    As more sellers flock to social networks, the authentic connections and measurable impact we have been optimistic about since 2016 are at risk. Old-school tactics such as blast emails and cold...

  • Webinar Rethinking Sales Enablement: Digitized Engagement Drives New Opportunities For Leadership

    August 14, 2019 | Mary Shea, PhD, Lori Wizdo, Laura Ramos

    Ask five people to define “sales enablement,” and you'll probably get five different answers. Three of those will center on getting the right content in the hands of sellers...

  • Report Current Malpractice Handicaps Social Selling's Potential

    Shift Your Mindset And Programs To Social Engagement
    August 5, 2019 | Mary Shea, PhD, Matthew Camuso

    Sellers are flocking to social networks, but the authentic connections and measurable impact we have been optimistic about since we wrote our first report on social selling in 2016 are at risk....

  • Report Milestones On The Journey To Modern Sales Enablement

    June 7, 2019 | Lori Wizdo, Mary Shea, PhD

    The vanguard of sales enablement (SE) leaders is tracking a new North Star. They are building on past success as direct sales supporters to become the strategic business architects for the entire...

  • Report The Forrester New Wave™: Sales Social Engagement Tools, Q2 2019

    The Eight Providers That Matter Most And How They Stack Up
    April 18, 2019 | Mary Shea, PhD

    In Forrester's evaluation of the emerging market for sales social engagement tools, we identified the eight most significant providers in the category — Dynamic Signal, EveryoneSocial, Facelift...

  • Report The Future Of Sales Enablement Is The C-Suite

    Lead Change By Calibrating Selling Motions To Buying Preferences
    April 3, 2019 | Mary Shea, PhD

    Whether or not your organization is one of the only 25% that have a mature sales enablement (SE) function in place, know that evolving buyer dynamics demand a scope well beyond the content-focused...