Paul Ferron

Principal Analyst

Forrester Bio

Author Insights

Blog

Four Steps To Overcome The Audience-centric Transformation Paradox

Paul Ferron April 8, 2021
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.
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Blog

Three Ways To Protect Your Customer Base From Competitors

Amy Bills March 10, 2021
Forrester benchmark data shows that retained business accounts for the lion's share of company revenue. How well are you protecting that share?
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Blog

Four Key Considerations for Portfolio Marketers After Brexit

Paul Ferron November 6, 2019
  • 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
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Blog

Three Learnings From Leading Sales Knowledge Transfer Programs

Paul Ferron June 4, 2019
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Blog

Ready, Set, Launch: How Portfolio Marketers Can Avoid Failed Launches By Aligning With Sales

Paul Ferron February 6, 2019
  • 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
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Blog

The Hunter and the Pointer Dog: Why Portfolio Marketing Must Understand Sales Personas

Paul Ferron January 8, 2019
  • 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
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