Mary Shea

Principal Analyst

Author Insights

Blog

It’s Time To Crack The B2B Sales Gender Diversity Code

Mary Shea January 26, 2021
Women hold just 12% of top B2B sales positions — though the evidence shows greater profitability and performance when women are represented at the highest levels. Recent research by Forrester analysts outlines what needs to change.
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The Race Is On: Allego Acquires Refract As Sales Tech Consolidation Accelerates

Mary Shea December 10, 2020
As the reality of a current and future world where B2B buying and selling largely takes place in remote and digital formats sets in, sellers must evolve their skill sets, sales leaders must reimagine their go-to-market strategies, and sales enablement providers must increase the value they deliver to their customers. The pace of COVID-induced trends […]
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Predictions 2021: Grounded Sellers Fly In The Face Of Old Norms

Mary Shea October 23, 2020
COVID-19 has accelerated the digital next normal for B2B sales. What lies ahead? Read an overview of our 2021 B2B sales predictions.
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Sales Engagement Vendors Are Ready To Meet The Moment

Mary Shea September 9, 2020
As sellers face a prolonged remote selling environment, slower decision cycles, and myriad other challenges, sales enablement technology vendors are stepping in to help.
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“Roads? Where We’re Going, We Don’t Need Roads”

Mary Shea August 13, 2020
Doc Brown might have been five years off, but he was completely right. 2020 is here, and we don’t need roads or planes — all we need is a steady internet connection. The tale of the road warrior has a different ending now. There’s no going back to the future that once was — the future is here, and it’s very different from how we left it. […]
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Today’s Business Buyers Crave Digital Interactions And Human Connections

Mary Shea June 16, 2020
Despite a growing reliance on digital tools and routes, B2B buyers long for empathetic, highly tailored human interactions. Learn how sellers can deliver.
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Mend The Gap Between B2B Buyers And Sellers With Us At Summit 2020

Mary Shea March 27, 2020
Sales leaders need to move fast to keep up with buyers' evolving expectations. Find strategies to do this at our virtual event this May.
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A Deeper Dive Into Forrester’s Sales Enablement 2020 Predictions: A Conversation With Caroline Robertson And Mary Shea

Mary Shea December 30, 2019
Understand the forces behind our predictions — and how innovative organizations are leading change.
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Blog

Sales Performance International And Richardson To Merge Forces

Mary Shea November 26, 2019
On Friday, November 22, European private credit firm Kartesia announced the acquisition of Richardson, a North American sales training company. Kartesia will merge Richardson with Sales Performance International (SPI), a European sales training and transformation company that it has owned since 2017. SPI and Richardson will soon operate as a single full-service global sales training […]
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Blog

The Business Case For Modern Sales Enablement

Mary Shea November 6, 2019
In this video, I introduce my latest report, “Building The Business Case For A Modern Sales Enablement Toolset.” This research features a customizable financial analysis of the ROI of sales enablement technologies, co-created with Total Economic Impact™ consultant Dean Davison. For more on the topic, Forrester clients can view my research here.
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Anaplan Doubles Down On Predictive With Mintigo Acquisition

Mary Shea August 28, 2019
On August 27, 2019, Anaplan, a San Francisco-based business performance management software company, announced its intention to acquire the Israeli-founded predictive marketing and sales analytics company Mintigo. Much like Salesforce’s Q3 2018 acquisition of Datorama and Dun & Bradstreet’s June 2019 acquisition of Lattice Engines, the Mintigo pickup will allow Anaplan to embed and deepen […]
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Current Malpractice Handicaps Social Selling’s Potential

Mary Shea August 5, 2019
We first published research on social selling in 2016, and B2B sellers continue to flock to various networks to interact with their customers and prospects. Social provides the opportunity for authentic connections, mutually beneficial professional relationships, and positive business outcomes for both buyers and sellers. But sellers’ inconsistent and boorish behaviors and a lack of […]
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Blog

The Future Of Sales Enablement Is The C-Suite

Mary Shea April 30, 2019
Sales enablement is poised to be a formidable engine of growth in the years to come. Watch the video below to see Principal Analyst Mary Shea lay out her vision of the future of sales enablement, and read her full report, “The Future Of Sales Enablement Is The C-Suite,” to learn what all this means […]
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A 21st-Century Refresh Revitalizes Sales Performance Management Solutions

Mary Shea January 18, 2019
Gold-Standard Products Get Updated For The 21st Century What’s old is new again. Corduroy, fanny packs, and overalls are all the rage. Star Wars, Jurassic Park, and Jumanji are at the top of the box office. Is it 1995 or 2018? Like so many of our favorite ’90s products, sales performance management (SPM) solutions are […]
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Blog

Redefining Influencer Marketing: Key Insights For B2B Marketing Leaders

Mary Shea September 10, 2018
  Influencer marketing is often characterized as a trendy tactic for B2C marketers to tap into the far-reaching audiences of the Insta-famous. As a result, the practice regularly receives negative coverage for short-term-oriented, poorly executed B2C campaigns where consumer brands pay vapid lifestyle influencers outrageous sums in exchange for questionable ROI. There’s no doubt that […]
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Blog

The GDPR And The B2B Seller: Keep Calm And Sell On

Mary Shea August 27, 2018
The European Union’s General Data Protection Regulation (GDPR) went into effect on May 25, 2018. It’s been a few months, and the repercussions are yet to be fully realized, leaving practitioners anxious and wondering if they have fully prepared. So far, GDPR compliance efforts have largely targeted customer data management, digital marketing, and security. However, […]
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Blog

Are You Ready For Sales Readiness?

Mary Shea April 3, 2018
When was the last time you noticed that a colleague was excited about sales training? After having created many a training deck myself, I frequently feel badly about my inability to muster enthusiasm and prioritize time to invest in skills development. When today’s prospects and clients have high expectations for highly personalized consultative interactions, how […]
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Blog

Sales Digital Transformation: It’s Now Or Never!

Mary Shea January 8, 2018
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 imperative for companies of all shapes and sizes to move forward. Sales digital […]
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Leading Brands Tap New Enablement Tools

Mary Shea September 27, 2017
It’s no secret that digitally savvy buyers are having a profound effect on selling organizations of all kinds. In the past two years, the percentage of B2B buyers who reported that they found going online superior to interacting with a salesperson increased from 53% to 68%. Come join us at Forrester’s B2B Marketing 2017 forum […]
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Blog

Make Each Route The Best Path For Buyers

Mary Shea August 22, 2017
Is your organization considering how to holistically optimize all of its routes-to-market? Curious how other firms are thinking about their direct and indirect selling channels in 2017 and beyond? Forrester’s B2B marketing, sales, and channel analysts have conducted new research that will prove invaluable in the quest to modernize your company’s selling systems and deliver […]
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