Alisa Groocock

VP, Principal Analyst, Forrester

Alisa Groocock brings over 18 years’ experience launching and scaling initiatives that enable successful collaboration between marketing and sales, driving growth and retention at strategic accounts.

Prior to joining SiriusDecisions, Alisa was the principal of her own strategic consulting firm, Pivotal Insights Group. Alisa worked with marketing executives to translate customer insights into effective marketing and sales acceleration strategies. Her client engagements spanned multiple areas: sales alignment and account-based marketing; customer research and buyer personas; and customer advocacy.

Before founding Pivotal Insights Group, Alisa spent 17 years as a senior marketer with Hewlett-Packard, Cisco and Informatica. She held several management roles over ten years at HP, and launched the company’s first account-based marketing program. At Cisco, Alisa led primary market research efforts, launched solutions to market, and led Cisco’s largest customer advisory board, strengthening ties with the company’s largest customers. Alisa then served as Marketing Director at Informatica, where she transformed and grew the company’s customer marketing organization, working closely with sales to grow revenues at Informatica’s largest accounts.

Alisa earned a BA in political science with honors from the University of California at Berkeley and an MBA in marketing from The Wharton School.