Paul Ferron

Throughout the year, there is an ebb and flow to the things that I look forward to, often triggered by a certain event. For example, once my family has the winter-sport holiday behind us, I look forward to warmer weather and sunshine. The same happens to me when Forrester’s B2B Summit in North America is […]

With Forrester’s B2B Summit EMEA fast approaching, the call for entries is now open for our coveted B2B Return On Integration Honors and Program Of The Year Awards. If you’ve delivered a B2B sales or marketing initiative that you believe to be best in class in the last 12 months, this is your opportunity to […]

After two long years of virtual, we are getting ready to deliver Forrester’s B2B Summit EMEA in a hybrid format. It will be exciting to join hundreds of customers on October 11–12, 2022, as we uncover endless possibilities to drive measurable impact. Below are the three key reasons and supporting sessions that portfolio marketers should […]

Les leaders marketing doivent comprendre les changements et être le relais afinde partager les informations clés avec le reste de l’organisation, s’ils veulent obtenir un avantage concurrentiel et stimuler la croissance.

Marketingexperten müssen verstehen, wie sich ihre Kunden verändern, um sich Wettbewerbsvorteile zu verschaffen und das Wachstum zu fördern.

Marketers need to understand how their buyers are changing and enable their buyer-facing roles with key insights to gain competitive advantage and drive growth.

The war in the Ukraine is disrupting companies' go-to-market strategies and Portfolio Marketers need to adapt. This blog provides four things to consider.

Even with the best intentions and C-level support, it is difficult to transform a B2B organization from having a product-centric to an audience-centric go-to-market strategy.

Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?

• Many companies have founded their go-to-market strategies on a single European market
• Uncertainty continues to exist today about how and when the U.K. will leave the European market
• This uncertainty creates an opportunity for portfolio marketing leaders to prepare for a post-Brexit go-to-market strategy

• Consider your sales audiences and their circumstances when setting up sales knowledge transfer programs to be successful
• Leverage the SiriusDecisions Sales Persona Framework to capture the needs of various sales audiences
• Work with sales enablement and the Activity-Based Learning Framework to deliver just-in-time learning to the sales force

• Misalignment between portfolio marketers and sales teams leads to unused collateral and failed launches
• Portfolio marketers are responsible for adoption of their messaging and sales knowledge transfer is a primary mechanism to do so
• Sales knowledge transfer should not be a one-way street; use the tribal knowledge within sales to create alignment

• Sales personas are as diverse as buyer personas – therefore, portfolio marketers must have a deep understanding of their needs
• Many B2B organizations have global account managers, solution specialists and sales engineers
• Treating these three sales roles similarly would not produce the right results for sales or portfolio marketing