Alisa Groocock

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

Targeting Better Together: Six Insights-Driven Best Practices For Sales And Marketing Leaders

Alisa Groocock March 8, 2021
There is enormous power in building a proprietary set of insights that drive sales and marketing to the best-fit and most lucrative targets.
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Blog

Under The Forrester Tree: Twelve Surprise Gifts From Our Analysts To You!

Alisa Groocock December 7, 2020
The holidays are upon us, and a cohort of analysts who are experts in demand and account-based marketing are ready to deliver eminently practical little gifts to you, the marketers we support.
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Blog

Spotlight on Award-Winning Account-Based Marketing: JLL Wins Program of the Year at Summit 2019

Alisa Groocock July 9, 2019
  • At SiriusDecisions Summit 2019, two organizations that exemplify best-in-class account-based marketing were recognized
  • This blog post follows one winner, JLL, from recognizing its challenges to finding effective solutions
  • Through implementing best practices, JLL saw tangible results, including $7 million in pipeline created or supported
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Blog

Seven Best Practices for Account-Based Digital Display Advertising

Alisa Groocock October 11, 2018
  • When designing a comprehensive account-based marketing (ABM) strategy, it is a key requirement to deliver advertising assets to audiences in specific accounts with custom messaging
  • Account-based digital display advertising allows marketers to generate higher clickthrough rates, web engagement and pipeline
  • Best practices for account-based digital advertising focus on areas such as piloting, testing and personalization
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Blog

The Power of Sales and Marketing Alignment for Account Planning

Alisa Groocock March 31, 2017
  • Companies can utilize a named-account account-based marketing (ABM) approach, grouping accounts to achieve scale.
  • When planning for a named ABM pilot, have sales and marketing collaborate in person for aligned outcomes and a fast start.

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Blog

Jumpstarting an ABM Pilot: The Power of Sales and Marketing Joint Planning

Alisa Groocock November 3, 2016
  • Companies that are successful in large account account-based marketing often cite marketing and sales alignment as the single most important factor of success
  • Sales and marketing working together in one room for a full day on joint account planning can be very powerful for jumpstarting an ABM pilot
  • Sales and marketing benefit from jointly developing a common language, aligning on goals, and developing concrete plans
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