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For B2B Marketing Professionals

WEBINAR: Uncovering The Hidden Costs Of The Random Acts of Sales Support

April 12, 2011

  • Presented by Brian Lambert,
  • Scott Santucci


Each month, Forrester analysts describe recent sales enablement trends, relate customer experiences, present best practices, and answer participants' questions.

Technology industry CEOs are frustrated with the performance of their selling system and increasingly solicit the help of their direct reports to address their lack of profitable growth. With so many different people involved in trying to fix the problem, more and more resources are being thrown at the sales force -- overwhelming both salespeople and customers in the process. These "random acts" of sales support account for as much as 19% of all SG&A expenses and create organizational drag that prevents the execution of new business strategies that leaders are putting into place. Forrester examined the financials of 100 public technology vendors over a 10-year period, and Scott Santucci will be sharing the findings of that research along with some best practices other clients are taking to address these issues.


  • What are the major cost categories of a selling system and where does all the money go?
  • What do these random acts of sales support cost the typical company?
  • Why has the finance organization been unable to address this problem?
  • How does letting this problem go unchecked negatively impact sales and marketing organizations?
  • How are other clients using Forrester SIMPLE framework to combat the complexity in the trenches?

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