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  • Buyer Role Profiles

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  • 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 Key Tools For The Customer-Obsessed B2B Marketer

    Build Your Competence With Buyer Personas And Journey Maps
    December 30, 2016 | Lori Wizdo

    B2B marketing leaders are taking up the gauntlet for more personalized, valuable engagement, which their empowered customers have thrown down. They are using tools from B2C marketers to help make...

  • For Analyst Relations Professionals

    Report

    Report Build Analyst Relations Programs On Buyer Priorities For Analyst Interaction And Insight

    Understand What Information Buyers Want From Analysts And The Interaction Types That Buyers Use To Obtain It
    August 25, 2016 | Kevin Lucas

    When vendors know how buyers interact with analysts, analyst relations (AR) programs can prime analysts to give buyers the most productive information. But different buyer groups use analysts...

  • For B2B Marketing Professionals

    Report

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

    Strategic Plan: The B2B Marketing Playbook
    August 1, 2016 | 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 B2B Marketing Professionals

    Report

    Report Tune Your Sales Force To Enable Perfect Pitch

    It's Time To Redesign Your Selling Systems To Succeed With The Modern B2B Buyer
    May 13, 2016 | Mary Shea, Shanta Samlal-Fadelle

    Forrester expects the B2B sales force in the US to contract by 1 million by 2020. As buyers engage more via digital channels, sales leaders need to both grow their business and make it more...

  • For B2B Marketing Professionals

    Report

    Report Do Your Salespeople Meet Your Buyers' Needs?

    Introducing The Forrester Salesperson Development Tool
    September 15, 2015 | Mary Shea

    The characteristics of a successful salesperson are no longer easily identified or developed. As buyers' expectations increase, sales leaders require a new approach to salesperson development. The...

  • For B2B Marketing Professionals

    Report

    Report Why Buyers Don't Want To Meet Your Salespeople And What To Do About It

    Introducing Forrester's Seller Archetypes To Win, Serve, And Retain Customers
    September 9, 2015 | Mary Shea

    As buyers become more empowered in the business-to-business (B2B) marketplace, the pressure is building for sales enablement professionals to prepare their sales force to meet buyers' expectations....

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: Network Manager

    April 16, 2014 | Norbert Kriebel, Scott Santucci

    This report is designed to give sales enablement professionals an introduction to the network manager role, as well as an overview of the general concerns facing people in this role. Sales...

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: Application Manager

    April 11, 2014 | Norbert Kriebel, Scott Santucci

    This report is designed to give sales enablement professionals an introduction to the application manager role, as well as an overview of the general concerns facing people in this position. The...

  • For Sourcing & Vendor Management Professionals

    Report

    Report The Renegade Technology Buyer In Asia

    November 1, 2013 | Frederic Giron

    Technology is now too important for the business not to be involved. Business decision-makers in Asia also mention that frustration with their IT department pushes them to spend directly on IT...

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: VP Of Security

    June 18, 2013 | Norbert Kriebel, Scott Santucci

    This report is designed to give professionals in sales enablement an introduction to the VP of security role as well as an overview of the general concerns facing people in that position. The...

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: Security Operations

    June 17, 2013 | Norbert Kriebel, Scott Santucci

    This report is designed to give professionals in sales enablement an introduction to the security operations role as well as an overview of the general concerns facing people in this position. The...

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: VP Of Customer Service

    May 31, 2013 | Norbert Kriebel, Scott Santucci

    This report is designed to give professionals in sales enablement an introduction to the VP of customer service role as well as an overview of the general concerns facing people in this position....

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: Service Desk

    February 15, 2013 | Norbert Kriebel, Scott Santucci

    This report is designed to give sales enablement professionals an introduction to the service desk role as well as an overview of the general concerns facing people in this position. The...

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: Enterprise Architect

    October 22, 2012 | Norbert Kriebel, Scott Santucci

    This report is designed to give sales enablement professionals an introduction to the enterprise architect (EA) role, as well as an overview of the general concerns facing people in this position....

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: CIO

    October 12, 2012 | Norbert Kriebel, Scott Santucci

    This report is designed to give sales enablement professionals an introduction to the chief information officer (CIO) role, as well as an overview of the general concerns facing people in this...

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: Application Development

    October 12, 2012 | Norbert Kriebel, Scott Santucci

    This report is designed to give sales enablement professionals an introduction to the application development (AD) role, as well as an overview of the general concerns facing people in this...

  • For B2B Marketing Professionals

    Report

    Report Buyer Role Profile: Sourcing And Vendor Management

    October 11, 2012 | Norbert Kriebel, Scott Santucci

    This report is designed to give sales enablement professionals an introduction to the sourcing and vendor management (SVM) role, as well as an overview of the general concerns facing people in this...

  • For B2B Marketing Professionals

    Report

    Report Social Technographics®: Business Technology Buyers

    Second Annual Review Of The Social Technographics Of Business Technologists
    April 28, 2010 | Peter Burris

    Forrester's North American And European business-to-business (B2B) Social Technographics Online Survey, Q1 2010, of technology buyers and their social media habits shows the important, but still...

  • For B2B Marketing Professionals

    Report

    Report B2B Digital Marketing: A Deep Dive Into Software Decision-Makers

    March 31, 2009 | G. Oliver Young, Laura Ramos

    Buying business software is a highly considered, collaborative process, one ideally suited for community interactions. Recently, Forrester surveyed software decision-makers to see how digital and...

  • For B2B Marketing Professionals

    Report

    Report B2B Digital Marketing: A Deep Dive Into IT Security Decision-Makers

    January 23, 2009 | G. Oliver Young, Laura Ramos

    Security products mitigate corporate risk, and, as a consequence, buyers approach these purchases very conservatively. Forrester surveyed IT security buyers to find out how they respond to emerging...

  • For B2B Marketing Professionals

    Report

    Report B2B Digital Marketing: A Deep Dive Into IT Hardware Decision-Makers

    January 6, 2009 | G. Oliver Young, Laura Ramos

    Hardware firms like Dell, HP, and Sun Microsystems have made strategic bets that social media will drive hardware purchases and satisfaction. To test how well this effort is progressing, Forrester...

  • For B2B Marketing Professionals

    Report

    Report Role Profile: The CIO

    Understanding And Marketing To The CIO Professional
    December 18, 2008 | Emily Van Metre, Eric G. Brown

    Knowing your customers will help your sales force start the right conversation with a prospect, understand how your products are relevant to your customers' daily life, and in the end help to land...

  • For B2B Marketing Professionals

    Report

    Report A Guide To Building Role Profiles

    How They Support Your Role-Based Marketing Initiative And What Goes Into Them
    July 2, 2008 | Eric G. Brown

    Technology marketers are finding that crafting messages for specific roles within a prospect organization, rather than to the company overall, does a better job at getting the attention of key...