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  • Mary Shea

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  • 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 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 Millennial B2B Buyers Come Of Age

    Update Your Sales Approach To Succeed With The Heads-Down Generation
    March 28, 2017 | Mary Shea, Shanta Samlal-Fadelle

    Demographics prove the heads-down generation is well on its way to becoming a dominant force within and outside their firms. While recent research indicates that 73% of Millennials are involved in...

  • For B2B Marketing Professionals

    Report

    Report Add Social Selling To Your B2B Marketing Repertoire

    It's Time For B2B Sellers To Fully Embrace The Channel
    February 7, 2017 | Mary Shea, Jacob Milender

    We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building...

  • For B2B Marketing Professionals

    Report

    Report B2B Buyers Mandate A New Charter For Marketing And Sales

    Accelerate Alignment Or Get Left Behind
    January 10, 2017 | Mary Shea, Shanta Samlal-Fadelle

    This report is a call to action for business-to-business (B2B) marketing and sales leaders to infuse new and creative ideas into their plans. A status quo approach no longer works in this...

  • For B2B Marketing Professionals

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    Report Account-Based Marketing Brings Marketing And Sales Into The Same Orbit

    Collaboration, Discipline, And A Science-Based Approach Lead To Success
    September 21, 2016 | Mary Shea, Shanta Samlal-Fadelle

    B2B marketers who launch and sustain formal account-based marketing (ABM) programs can help grow revenue, strengthen connections between marketing and sales, and enhance interactions with customers...

  • For B2B Marketing Professionals

    Report

    Report Brief: Turn B2B Buyer And Seller Data Into Insights

    Behavioral Data Enhances Interactions And Productivity
    August 23, 2016 | Mary Shea

    There is a wealth of sales enablement tools available to business-to-business (B2B) marketers today — and many ways to collect, sort, analyze, and act on buyer and seller behavioral data. The...

  • For B2B Marketing Professionals

    Report

    Report Quick Take: Microsoft Bets On Social To Transform The Business Customer Experience

    On June 13, 2016, Microsoft announced that it had entered into a definitive agreement to purchase LinkedIn for approximately $26.2 billion in an all-cash deal. In this quick take, we provide our...

  • For B2B Marketing Professionals

    Report

    Report Embrace B2B Social And Meet Buyers On Their Terms

    Social Selling Helps Restore B2B Buyer And Seller Balance
    May 25, 2016 | Mary Shea

    In a digital-first environment where the salesperson is no longer the sole purveyor of information, B2B buyers have more choices around how, when, and where they engage with vendors. Tight...

  • 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 May The Force Of The Millennials Be With You!

    How To Engage, Enable, And Manage The Millennial Sales Rep
    February 24, 2016 | Mary Shea, Shanta Samlal-Fadelle

    In December of 2015, Millennials surpassed Baby Boomers as the nation's largest living generation. As the job market becomes filled with employees born from the 1980s and onward, go-to-market...

  • For B2B Marketing Professionals

    Report

    Report B2B Inside Sales: "Inside Or Out?" — That Is The Question

    Why More B2B Companies Are Outsourcing Early-Stage Selling Activities
    January 6, 2016 | Mary Shea

    As business-to-business (B2B) companies better align the buyer's and seller's journey, inside sales teams will play a more prominent role in the buyer's engagement process while simultaneously...

  • For B2B Marketing Professionals

    Report

    Report Predictions 2016: B2B Marketing's New Mission

    How The Mandate To Target Lifetime Engagement Will Change B2B Marketing
    November 13, 2015 | Laura Ramos, Lori Wizdo, Tim Harmon

    B2B buying has changed: Buyers prefer to do research themselves rather than rely on vendors' sales reps. The result: a dramatic shift in the role and focus of B2B marketing organizations. This...

  • For B2B Marketing Professionals

    Report

    Report The B2B Sales Force Digital Reboot

    Focus Your Sales Enablement Efforts On Navigators And Consultants
    October 19, 2015 | Mary Shea

    Is the B2B salesman dead — or simply in need of a reboot? As B2B buyers increasingly include the digital channel in some or all of their purchase process, B2B marketers must partner with sales...

  • 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 The Forrester Salesperson Development Tool — Salesperson Self-Assessment

    Understanding The Characteristics Of Your Sales Messengers
    September 15, 2015 | Mary Shea

    The salesperson self-assessment in the Forrester Salesperson Development Tool for B2B marketers provides sellers with the opportunity to think about and identify how they currently sell to buyers....

  • For B2B Marketing Professionals

    Report

    Report The Forrester Salesperson Development Tool — Manager Assessment

    Understanding The Characteristics Of Your Sales Messengers
    September 15, 2015 | Mary Shea

    The manager's assessment in the Forrester Salesperson Development Tool for B2B marketers helps sales managers objectively identify how they believe each salesperson on their team sells to buyers....

  • For B2B Marketing Professionals

    Report

    Report The Forrester Salesperson Hiring Tool — Candidate Self-Assessment

    September 9, 2015 | Mary Shea

    The candidate self-assessment in the Forrester Salesperson Hiring Tool for B2B marketers who are sales enablement professionals provides sales candidates with the opportunity to think about and...

  • For B2B Marketing Professionals

    Report

    Report A Guide To Hiring More Effective Salespeople

    Introducing The Forrester Salesperson Hiring Tool
    September 9, 2015 | Mary Shea

    Elevated buyer expectations and more complex B2B buying environments mean that you must precisely identify the key sales candidate attributes your buyers need. This calls for a new approach to...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Salesperson Hiring Tool — Master

    September 9, 2015 | Mary Shea

    To engage successfully with the modern business buyer — from procurement level to the executive — salespeople require a different combinations of skills and competencies. The Forrester Salesperson...

  • 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 The Forrester Salesperson Development Tool — Master

    Understanding The Characteristics Of Your Sales Messengers
    September 3, 2015 | Mary Shea

    Successfully engaging with today's business buyers — from procurement professionals to executive buyers and their teams — requires different combinations of seller competencies. The Forrester...