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  • Steven Wright

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  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: B2B Marketing Data Providers, Q3 2017

    July 26, 2017 | Steven Casey, Steven Wright

    Many B2B marketers believe that inaccurate and incomplete data is a hard fact of life that is too difficult and expensive to fix — even though it eats marketing ROI and eviscerates good customer...

  • 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 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 B2B Marketing Professionals

    Report

    Report Applying Sales Enablement Best Practices

    Reference Customers For The Sales Enablement Automation Systems Forrester Wave™ Reveal Lessons That They've Learned
    March 8, 2017 | Steven Wright, Jacob Milender

    In the first Forrester Wave on sales enablement automation (SEA) systems, we used 33 criteria to evaluate nine vendors. This report compiles the best practices, use cases, and struggles that SEA...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Sales Enablement Automation Systems, Q4 2016

    The Nine Providers That Matter Most And How They Stack Up
    December 6, 2016 | Steven Wright, Jacob Milender

    In our 33-criteria evaluation of sales enablement automation (SEA) systems providers, we identified the nine most significant ones — Brainshark, CallidusCloud, ClearSlide, KnowledgeTree, Mediafly,...

  • For B2B Marketing Professionals

    Report

    Report Brief: Six Sales Enablement Automation FAQs — And Three More That Should Be On Your List

    Across Industries And Roles, Organizations Are Embracing Sales Enablement Automation
    September 16, 2016 | Steven Wright

    B2B marketers across a variety of industry verticals and company sizes are charged with identifying the best solutions to enable their sales teams. While initial enablement efforts typically focus...

  • For B2B Marketing Professionals

    Report

    Report Brief: Mind The Gap: What B2B Marketers Need To Know About Sales Operations

    Closing The Gap Between Marketing And Sales
    August 5, 2016 | Steven Wright

    As self-service buyers become more prevalent, marketing must work further down the sales funnel to highlight specific gaps in understanding across job functions. Whether it's misaligned performance...

  • For B2B Marketing Professionals

    Report

    Report Give Sellers The Alignment Data They Need To Succeed

    Equip Sellers With Customer Insights To Engage And Close Faster
    June 7, 2016 | Steven Wright

    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...

  • For B2B Marketing Professionals

    Report

    Report Brief: Five Keys To Sales Enablement Automation Success

    Set Yourself These Objectives When Implementing SE Automation
    May 23, 2016 | Steven Wright

    B2B marketers face an overwhelming array of sales enablement (SE) technologies that run across a broad spectrum of features and functionality. Five key areas, ranging from content management to...

  • For B2B Marketing Professionals

    Report

    Report Simplifying The Seller's Journey

    B2B Marketers Can Help Sellers Maximize Efficiency To Gain Effectiveness
    April 15, 2016 | Steven Wright

    Understanding and simplifying the buyer's journey is a cornerstone of the age of the customer. But B2B marketers also need to consider the seller's journey. Conversations with users of sales...

  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: Sales Enablement Automation

    A Multitude Of Solutions Focused On Seller Efficiency And Effectiveness
    March 21, 2016 | Steven Wright

    One measure of the market for sales enablement is the sheer number of vendors in the space. Another is the high average annual growth of 38% for 18 of those vendors surveyed. But measuring and...

  • For B2B Marketing Professionals

    Report

    Report Brief: Sales Enablement Automation Needs A Platform

    The Space Between Marketing And Sales Force Automation
    January 6, 2016 | Steven Wright

    In the age of the customer, managing and improving the customer experience is key to maintaining loyalty and increasing revenue whether you're business-to-consumer (B2C) or business-to-business...

  • 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

    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...