Amy Hawthorne

Buyers are in control of the revenue process — and B2B marketing, sales, and customer success teams need to align their approaches with that reality. Discover the Forrester Opportunity Lifecycle and how it can drive durable, long-term revenue growth.

Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.

There are five key ways that marketing’s role changes when making the shift to buying groups and opportunities. Find out what they are in this week’s Saying Goodbye to MQLs blog.

A major challenge when switching from MQLs to buying groups is changing your organization’s culture and mindset, as well. Learn more in this week’s Saying Goodbye to MQLs blog.

Whether you realize it or not, revenue development reps are already working with buying groups. Learn how to formalize this process internally today.

Curious of how long the shift to buying groups and opportunities takes? Register for Forrester’s webinar to find out how Reltio made this transformation in just 60 days.

In this week’s Saying Goodbye To MQLs blog, we address some of the questions we’ve received while publishing this blog series.

In this week’s Saying Goodbye to MQLs blog, we identify three common points in the revenue process where organizations can create the opportunity entity.

Learn what changes and what stays the same when you're shifting away from MQLs and toward opportunities and buying groups.

This Saying Goodbye to MQLs blog identifies the role of the opportunity entity and why your team should use it in the revenue process today.

In this week’s Saying Goodbye to MQLs blog, we discuss the relationship between accounts, buying groups, and opportunities.

This week’s Saying Goodbye to MQLs blog post looks at how leveraging signals to identify buying groups can drive value for your organization.

Welcome back to this multipart blog series answering why leads-centric marketing approaches don’t work. In this post, we look at what happens to the individuals if we focus on buying groups.

We received many great questions in our webinar on why leads-centric marketing approaches don’t work. In the first post of a multipart blog series, we focus on the shift from leads to opportunities.

The “Saying Goodbye to MQLs” blog series is dedicated to answering your questions when making the shift from leads to buying groups and opportunities. You can find all blogs published in this series below.   Making the shift from MQLs (marketing-qualified leads) to buying groups and opportunities continues to be a hot topic that boils […]

Our recent B2B marketing Predictions webinar explored how some organizations will try to strengthen marketing-sales alignment. Learn how that could fall short — and what the better alternatives are.

The Forrester Wave™ evaluation covering sales engagement vendors in 2020 was released at a point during the COVID-19 epidemic when sellers could no longer visit customers and 53% of white-collar workers were planning to work from home for the foreseeable future. One year later, the Forrester/Human Resource Executive© Magazine Q3 2021 US HR Decision-Maker Survey […]

In this fast-moving sales technology environment, the sales engagement feature set has never been more valuable. Our new research provides insight into what the future may hold.

• Businesses whose teleservices reps are working from home are having to evolve how they engage with prospects
• Teleservices teams should use remote working time  to experiment with new approaches, connect buying groups in target accounts, improve product and tool knowledge, and polish their external appearance
• While marketing teams are adjusting programs and outreach plans, teleservices teams are focusing on documenting best practices, processes, and plans for next steps