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  • For B2B Marketing Professionals

    Report

    Report The As-A-Service World Disrupts Traditional Sales Models

    Prepare In Advance To Avoid Missteps When Migrating B2B Sales
    January 11, 2018 | Mary Shea, Liz Herbert

    While an X-as-a-service (XaaS) model has many benefits for vendors and customers alike, migrating from a traditional to an XaaS delivery model can wreak havoc on selling systems. When embarking on...

  • For B2B Marketing Professionals

    Report

    Report Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

    Strategic Plan: The B2B Marketing Playbook
    December 19, 2017 | Lori Wizdo

    B2B marketers know they need to operate across their sales and marketing silos, going beyond portfolio-centric campaigns to connect with buyers via content that engages across the entire life...

  • For Application Development & Delivery Professionals

    Report

    Report How AI Will Transform Sales

    The Present And Future Of Artificial Intelligence In Sales
    December 18, 2017 | John Bruno

    Artificial intelligence (AI) innovations in sales are happening at an unprecedented pace. Instead of supplanting traditional sellers, AI will augment how they work and engage with their buyers,...

  • For B2B Marketing Professionals

    Report

    Report Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

    Vision: The Lead-To-Revenue Playbook
    December 15, 2017 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • For B2B Marketing Professionals

    Report

    Report The Sales Tide Is Shifting To Pan-Route Strategies

    Chart A Course For Customer Obsession Across All Routes-To-Market
    November 30, 2017 | Mary Shea, Jacob Milender

    As B2B buyers' expectations change, the boundaries blur between their preferred sales channels. Leading B2B firms recognize this and are adapting their routes-to-market strategies. This report...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Next-Gen Tools Will Drive Your Digital Transformation In Sales

    Innovative Interfaces And Engagement Technologies Usher In A New Era In B2B Sales
    November 27, 2017 | John Bruno

    Every successful company in history has excelled at selling its product or service, but over time, differentiation has moved from the offering to the experience. Companies can no longer afford to...

  • For B2B Marketing Professionals

    Report

    Report Transform Marketing With A Revenue-Relevant Customer Engagement Strategy

    Executive Overview: The Lead-To-Revenue Playbook
    November 15, 2017 | Lori Wizdo

    The lead-to-revenue (L2R) playbook is for business and consumer marketers who must power up their L2R processes to achieve new customer acquisition, current customer expansion, and overall revenue...

  • For B2B Marketing Professionals

    Report

    Report Getting A Grip On Seller-Focused Content

    Leverage Content Marketing Best Practices For An Effective Seller Experience
    October 31, 2017 | Caroline Robertson

    B2B marketers have learned great content is a key component for engaging buyers. And they need to apply that learning to internal content to enable and train sales. Marketing, often unknowingly,...

  • For B2B Marketing Professionals

    Report

    Report A Blueprint For Successful B2B Video Marketing

    Drive Revenue And Buyers' Engagement With Effective Use Of Video
    October 20, 2017 | Nick Barber, Jacob Milender, Laura Ramos

    Unlike static formats, video can pack a lot of information into a small but eye-catching package. B2B buyers are wired to process visual information and remember stories, making video an ideal...

  • For B2B Marketing Professionals

    Report

    Report Predictions 2018: Digital Disruption Is The New Normal For B2B Marketing

    Refine B2B Marketing's Remit To Meet The Demands Of The New Business Consumer
    October 5, 2017 | Lori Wizdo

    Historically, marketers in B2B companies have had less strategic influence than their compatriots in sales and product (e.g., engineering and manufacturing) roles. But in 2018, forces that have...

  • For B2B Marketing Professionals

    Report

    Report The Birth Of The B2B Consumer

    Landscape: The B2B Marketing Playbook
    October 5, 2017 | Steven Casey

    B2B buyers are acting more like consumers every day. Driving this change is a combination of learned and native digital consumer behaviors that are having a dramatic impact on every phase of the...

  • For B2B Marketing Professionals

    Report

    Report TechRadar™: B2B Marketing Technologies, Q3 2016 (Updated)

    Tools And Technology: The B2B Marketing Playbook
    October 4, 2017 | Steven Casey

    B2B marketing technologies have changed dramatically in the past decade to support digitally enabled changes in buyer behavior and the proliferation of channels that customers use to connect with...

  • For B2B Marketing Professionals

    Report

    Report Hitting The Restart Button On Social Media

    Engage Buyers Across Every Stage Of The Life Cycle With New And Revised Tactics And Tools
    October 2, 2017 | Steven Casey

    After a promising start a decade ago, social media marketing is now stuck in a rut of diminished expectations. But dramatic changes in B2B buyers' behavior are reinventing social media as the...

  • For Application Development & Delivery Professionals

    Report

    Report Assess CRM Capabilities To Pinpoint Opportunities

    Assessment: The CRM Playbook
    September 12, 2017 | Kate Leggett

    This report helps application development and delivery (AD&D) pros who are looking to implement customer relationship management (CRM) strategies and solutions. The effects of automation and...

  • For B2B Marketing Professionals

    Report

    Report Peer Stories And Credible Data Attract And Engage B2B Buyers

    Use Short-Form Interactive Content To Capture Customers' Attention
    September 7, 2017 | Laura Ramos

    Business purchase decision makers want content — supported with evidence- and fact-based viewpoints — that comes from other customers and unbiased sources. They also prefer to consume content...

  • For Application Development & Delivery Professionals

    Report

    Report Quantify The Business Value Of CRM

    Business Case: The CRM Playbook
    August 30, 2017 | John Bruno, Kate Leggett

    CRM initiatives must not only be technically sound but must also answer the question "What will we get for our money?" This report describes how application development and delivery (AD&D)...

  • For Application Development & Delivery Professionals

    Report

    Report Vendor Landscape: Services Providers For US Government Salesforce Integration

    More US Government Clients Are Signing With Salesforce As A Path To Modernization, But Selecting The Right Services Partner Is Key
    August 21, 2017 | Liz Herbert, Rick Parrish

    The US government has received a clear message: Modernize now. Government agencies have allocated new funds for major technology refreshes, and Salesforce is garnering significant interest. But...

  • For B2B Marketing Professionals

    Report

    Report B2B Sales Force Digital Transformation: Three Global Leaders Share Best Practices

    Fuel Your Evolution With An Innovation Mindset
    July 26, 2017 | Mary Shea, Jacob Milender

    B2B marketing and sales leaders must transform their sales forces to keep pace with digitally oriented buyers. By gleaning best practices from three global digital sales leaders at Cisco Systems,...

  • For Application Development & Delivery Professionals

    Report

    Report The Forrester Wave™: Salesforce Implementation Partners, Q3 2017

    Dozens Of Salesforce Partners Know The Tech — But Few Have Proven Ability To Drive Digital Business In Salesforce Deployment
    July 24, 2017 | Liz Herbert

    Salesforce buyers have evolved from a seeking a cloud customer relationship management (CRM) tool to seeking a strategic platform for digital business. In our 35-criteria evaluation of Salesforce...

  • For Application Development & Delivery Professionals

    Report

    Report The Forrester Wave™: Sales Force Automation Solutions, Q2 2017

    June 27, 2017 | John Bruno

    In our 35-criteria evaluation of sales force automation (SFA) providers, we identified the 10 most significant ones — bpm'online, CRMNEXT, Infor, Microsoft, NetSuite, Oracle, Pegasystems,...

  • For B2B Marketing Professionals

    Report

    Report B2B Consultant Sellers Reign In The 21st Century

    Empower Your Sellers With Strategic Tooling
    May 22, 2017 | Mary Shea, Jacob Milender

    B2B sellers face buyers who increasingly prefer a self-guided journey. While simple commodity transactions can largely occur without direct sales interaction, for more highly considered purchases,...

  • For B2B Marketing Professionals

    Report

    Report Build A Seller Development Framework To Improve The Buying Experience

    Apply The Practice Of Customer Obsession To Sellers
    May 17, 2017 | Steven Wright

    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...

  • For CIO Professionals

    Report

    Report C-Suite Tech Purchasing Patterns

    CIOs Need To Adapt To Businesses' Increasing Power In Tech Buying
    May 15, 2017 | Andrew Bartels

    Business execs are playing a bigger role in buying technologies to help their firms win, serve, and retain customers. CIOs still play a major role, but they operate in a new world of shifting...

  • For B2B Marketing Professionals

    Report

    Report Making Content Customizable Helps Both Sales And Marketing

    Get Off The Ad Hoc Content Treadmill And Embrace Bespoke Content
    April 26, 2017 | Steven Wright

    B2B marketers have a lack of visibility into methods for customizing content and manners in which sellers use it. By leveraging sales enablement automation (SEA) capabilities, sales enablement...

  • For Application Development & Delivery Professionals

    Report

    Report Five Ways To Cut The Risk Of Going All In With A Salesforce Customer Platform

    Salesforce Is Now A Major Platform For Digital Business — Don't Let Complexity Cut Its Value

    Salesforce is the most prominent choice for enterprises seeking a single platform for all things customer. The growing number of enterprises signing up to go all in with Salesforce as their...

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