Aggregated enterprise architecture wisdom
It is such a pleasure to be back at Forrester, especially now when our firm is actively embracing and helping you, our customers, leverage new technologies to innovate and differentiate your business. After three years leading technology strategy and m…
Where is your company on this continuum of sales digital transformation? After writing about, speaking about, and advising clients on this topic for more than two and a half years, I believe we have crossed the chasm where it’s now a business imperativ…
Sell, Sell, Sell? Up-selling and cross-selling are extremely popular activities to boost profit margins. In my many years of consulting with financial services organizations, I have seen various shades of getting customers to buy up and buy into an ass…
This past Tuesday evening (October 17), TechTarget and Discover.org invited me to share some wisdom about success strategies for account-based marketing (ABM) with a couple dozen customers, prospects, and friends. If you missed it, here’s a quick synopsis: It’s 2017. ABM was new in 2004, but not any longer. What’s different today? It’s much easier to access and use […]
Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]
If I asked you for a list brands that might air a commercial during the Super Bowl, you’d probably include a brand like Pepsi, perhaps a Tom Brady-endorsed Foot Locker, or yet another mega consumer brand. Turns out that during the 2017 sporting event, B2B brands produced some of the most-talked-about commercials. Tom Brady put […]
Commerce platforms provide the tools to power eCommerce, enabling online catalogs, shopping carts, and promotions. We recently published our updated Forrester Data: Commerce Platform Technology Forecast, 2016 To 2021 (Global). The market has changed considerably since we last published this forecast in December 2014. The biggest surprise? How quickly the market for SMB platforms has […]
How much are you spending on Marketing Technology? How do you know if you’re spending it on the right solutions? What about your peers and competitors – what are they doing? Are you sure you’re delivering what your customers really need? If you’re a B2B marketer and wondering about these or similar questions, you’re not alone. […]
I hope that nobody in your organization needs convincing that you should join us at the B2B Marketing Forum in Austin, Texas, this year (October 5 and 6, 2017). We have an incredible agenda with a fantastic lineup of inspirational speakers. What’s unique is that we’ve designed the agenda to help B2B marketing leaders succeed at […]
For my most recently published research, I set out to find or define the metrics that capture account-based marketing (ABM) success. It’s a question I hear from clients very often, and one we often discuss on the internal team. “How will I know my ABM program is working?” I was after the end-all be-all answer, […]
ABM … Account-based marketing … A – Bee – Em. Unless you have been living under a rock, you can’t have helped but notice the hype around ABM. And some of the confusion too. But here’s the thing about ABM – it does produce results for both marketing and sales. May not be this quarter, […]
The shift in technology buying trends favoring line-of-business (LOB) leaders is having a significant impact on traditional partnering, reselling, and value-added services. With business buyers now leading or influencing 65% of new technology projects, partner business models that we built around product sales are struggling to stay relevant. Business leaders do not have the patience […]