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• Blog Revenge Of The Nerds? Marketing Ops Takes The Stage

  April 19, 2019 | Allison Snow

  During the SiriusDecisions 2019 Summit (May 5–8, Austin, Texas), I will join Sirius Research Director and new colleague Jeff Clark in presenting the Future Vision session on marketing operations....

• Report The Forrester Wave™: B2B Customer Analytics, Q1 2019

  The Six Providers That Matter Most And How They Stack Up

  March 11, 2019 | Allison Snow

  In our 35-criterion evaluation of B2B customer analytics providers, we identified the six most significant ones — 6sense; CaliberMind; Datorama, a Salesforce company; Lattice Engines; Mintigo; and...

• Blog The Analytics Opportunity For Marketing And Sales Alignment: An Encore Presentation

  February 28, 2019 | Allison Snow

  I’m bringing this topic to the top of your inbox, so to speak, but not (just) because I’m self-promotional. Lack of alignment really does continue to plague B2B sales and marketing organizations....

• Blog The B2B Analytics Portfolio: Untapped Competencies To Develop Now

  February 6, 2019 | Allison Snow

  This past year, I attended Forrester’s Data Strategy & Insights 2018 Forum. As I sat down to breakfast on the first day, I joined two attendees from a multinational package delivery and supply...

• Report The Untapped Opportunity For B2B Insights

  Firms Must Balance Growth And Efficiency With Four Insights Types

  February 4, 2019 | Allison Snow

  B2B and B2B2C companies have focused their analytics programs on either customer insights (CI) and revenue or cost optimization and operations. This made sense in years past, when firms could focus...

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  Webinar Marketing The Marketing Function

  Defining The B2B Metrics That Matter In Your Organization

  December 12, 2018 | Allison Snow

  This webinar helps participants think about building the metrics that matter for their organization — those unique indicators that capture the health of your business. You might wonder,...

• Blog Video: 2019 Research Themes (And A Few Resolutions)

  November 27, 2018 | Allison Snow

  Like most people, I consider November a good time to start thinking about the clean slate that a new year brings. There is lots of room to reflect on one year and get ready for the next one with a...

• Blog Insights To Action — For Real This Time

  November 27, 2018 | Allison Snow

  You’d be forgiven for thinking it’s a sequel — a “Part Deux,” so to speak. But in fact, this is Forrester’s inaugural Data Strategy & Insights event. So why “this time”?...

• Blog AI Tech Shines A Path To Empathetic Triggers

  November 12, 2018 | Allison Snow

  I’ve always been attracted to the power of empathy. That being said, I’m a longtime fan of “soft” skills — skills that are helpful in relationship-building, making me a better friend and...

• Report The Forrester Tech Tide™: B2B Marketing Technologies, Q4 2018

  18 Technologies Underpin Modern B2B Marketing

  October 25, 2018 | Steven Casey, Laura Ramos, Mary Shea

  B2B marketing technologies are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in B2B marketing, companies are evaluating and...

• Report Now Tech: B2B Analytics And Measurement Providers, Q4 2018

  Forrester's Overview Of 29 B2B Analytics And Measurement Providers

  October 18, 2018 | Allison Snow

  You can use B2B analytics and measurement solutions to gain insights, help grow the business, manage performance, and monitor customer health. But to access these benefits, you'll first have to...

• Report Humanize B2B Insights With AI

  Three Ways To Boost Buyer Experiences With Empathy, Engagement, And Emotion

  October 4, 2018 | Allison Snow

  Your customers' technological superiority defines the age of the customer. Their source of power? The mighty mobile device — symbolic of their access to information. The main problem for firms? The...

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  Webinar Deliver Empathy-Infused Experiences Using AI-Infused Tech

  September 13, 2018 | Allison Snow

  The age of the customer is defined by the technological superiority of the customer. A firm’s disadvantage? The striking inability to get to know customers as well as customers can get to...

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  Webinar Marketing And Sales Alignment: The Analytics Opportunity

  August 28, 2018 | Allison Snow

  Sales and marketing teams must jointly embrace analytics to understand revenue drivers, customer preferences, and trends that indicate revenue opportunity or risk. But they struggle to align...

• Report Master The Mechanics Of Analytics For Revenue Growth

  Match Revenue Objectives With Specific Analytical Methods For Better Sales And Marketing Alignment

  August 16, 2018 | Allison Snow

  There's a lot of ink spilled on the value of analytics and insights in organizations. And for good reason: Fast-growing companies use advanced analytics as a key function in their revenue agendas....

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  Webinar Get Started, Recommit, Or Ramp Up Your Insights Program For Customer Obsession

  June 5, 2018 | Tina Moffett, Allison Snow, Mary Pilecki

  Customer-obsessed companies that make insights-driven decisions are growing more than 30% annually on average. That’s a growth rate worth chasing. Regardless of stage, "insights" needs to...

• Report Anchor Sales And Marketing Alignment With Revenue Growth Analytics

  Best Practices To Collaborate On Analytics That Supports Growth

  May 30, 2018 | Allison Snow

  Analytics programs can be linchpins to revenue growth. But, too often, marketing and sales teams, operating with different perspectives and practices, fail to optimize the ROI of analytics efforts....

• Blog Call For Participation: B2B Measurement And Analytics Providers

  May 11, 2018 | Allison Snow

  Are you an analytics platform or service provider serving primarily B2B businesses? Does your product or service help B2B insights professionals measure their results, understand B2B customers,...

• Blog Radius And Leadspace Join Forces: What Does It Mean For Predictive Marketing Analytics?

  April 30, 2018 | Allison Snow

  The executive summary here is simple: We think this is a harmonious merger. Not quite one year ago, Forrester published The Forrester Wave: Predictive Marketing Analytics For B2B Marketers, Q2...

• Blog 6 Metrics That Matter For B2B Marketers And 6 Bonus Fun Facts

  April 19, 2018 | Allison Snow

  In 2017, 92% of global B2B marketing decision makers said that improving the ROI of marketing or effectiveness of marketing would be among their top marketing initiatives over the 12 months that...

• Blog My Sort-Of-Fictional-But-Really-Based-On-Reality Conversations With B2B Marketers About Insights

  April 3, 2018 | Allison Snow

  Despite acknowledging that insights-driven firms pack competitive advantage into every decision, marketers give me good reasons every single day that they can’t quite rise to the level of insights...

• Blog Twenty Goals That Are Just Plain Better Than “Growing Revenue”

  March 19, 2018 | Allison Snow

  Dear Marketers, I know how important it is to you to grow revenue. I also know how that focus will help expand your remit — to align with your organization’s strategic priorities and rally around...

• Report Assessing Your Marketing Performance Management Maturity

  Understand Your Current State And Build A Marketing Performance Management Vision With Forrester's Tool

  March 5, 2018 | Allison Snow

  B2B marketers often underestimate the full scope of marketing performance management (MPM) — focusing only on demonstrating campaign or channel value. Instead, marketers must understand their...

• Report Seven Steps To Kick Off A Customer-Obsessed Insights Program

  Beginner Level: Insights Practices For Marketing Innovation

  February 22, 2018 | Allison Snow

  There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

• Report Model The ROI Of L2RM Investments

  Business Case: The Lead-To-Revenue Marketing Playbook

  February 21, 2018 | Allison Snow, Lori Wizdo

  B2B marketing execs need a solid business case to invest in lead-to-revenue management (L2RM). This report helps B2B marketers project the revenue impact of automating and further digitizing their...