Steven Wright

Senior Analyst

Author Insights

Blog

The Financial Services Focus On Sales Enablement

Steven Wright May 22, 2017
In the past few months, we’ve seen a big uptick in inquiries from financial services firms, including life insurance. They are becoming much more focused on sales enablement automation and sales enablement in general. At the same time, sales enablement automation vendors are highlighting their successes with financial services companies. Based on discussions with practitioners, […]
Read More
Blog

B2B Marketers Need To Apply The Lessons Of Customer Obsession To Seller Development

Steven Wright May 17, 2017
“We need to train the sales force!” comes the cry. Whether marketing or product management, sales ops or finance, IT or legal, everyone wants to train the sales force. The reasons are always good: efficiency, effectiveness, and excellence. But frequent and tactical training can distract sellers from and delay them in performing their most important […]
Read More
Blog

Advocating For Bespoke Content For Sellers

Steven Wright April 26, 2017
If you’re a B2B marketer and take responsibility for building content for sellers, here's one of those déjà vu moments that you’ve come to dread. During a presentation, a slide comes up. You’ve seen this slide before. In fact, you built that slide — a few years ago. What is it doing in this presentation? […]
Read More
Blog

Practice Makes Perfect: Lessons From Practitioners About Sales Enablement Automation

Steven Wright March 9, 2017
Register now for the March 21, 2017, Forrester Webinar: "Sales Enablement In Action: Learning From B2B Practitioners." The Forrester Wave™ process involves more than vendors. It also requires interviews with two to three reference customers for each solution. The new report, which Jacob Milender and I wrote, "Applying Sales Enablement Best Practices: Reference Customers For The Sales Enablement […]
Read More
Blog

Sales Enablement Automation Systems Are Ready To Help B2B Marketers Support The Seller Of Today And Tomorrow

Steven Wright December 15, 2016
Just published, The Forrester Wave™: Sales Enablement Automation Systems, Q4 2016 highlights the nine leading vendors in the space using 33 criteria. Following on from the Forrester report Vendor Landscape: Sales Enablement Automation, the Forrester Wave report whittles down 18 vendors to nine of the strongest players in the sales enablement market. The Forrester Wave […]
Read More
Blog

Asking The Right Questions: A Socratic Approach To Sales Enablement Automation

Steven Wright September 20, 2016
 “The answers you get depend on the questions you ask.”  ― Thomas S. Kuhn The Socratic method proposes that you can learn much by asking questions to test the logic of various facts and beliefs to stimulate critical thinking. Forrester's 30-minute inquiries often become a miniature version of the Socratic approach, usually with the client […]
Read More
Blog

Passing the Lead And Dropping The Ball: B2B Marketers And Sales Operations Need To Play Well Together

Steven Wright August 9, 2016
It’s tempting to think that with all the power of automation for marketing, sales enablement and a multitude of sales processes that marketing and sales work together smoothly.  The vision is one of a well-oiled machine generating leads, qualifying opportunities, and winning deals. The reality is somewhat different. While marketing and sales have moved closer […]
Read More
Blog

Hedgehogs, Foxes, And Third-Party Data: What Sellers Need From Marketers

Steven Wright June 9, 2016
In Isaiah Berlin's most popular essay, “The Hedgehog and the Fox,” the famous Latvian-British social and political theorist quoted a fragment of ancient Greek: “The fox knows many things, but the hedgehog knows one big thing.” Since its publication in 1953, this concept has become an intellectual parlor game (something Berlin said himself) that those […]
Read More
Blog

Open The Door To Sales Enablement Success

Steven Wright May 26, 2016
Open The Door To Sales Enablement Success After seven months as a Forrester research analyst, with scores of vendor briefings and customer inquiries under my belt, I've seen certain patterns to unlocking sales enablement success emerge. Five Keys To Sales Enablement Automation Success brings together lessons learned from vendors and practitioners to show where B2B […]
Read More
Blog

Simplifying the Seller’s Journey — Real World Sales Enablement Experts Weigh In

Steven Wright April 18, 2016
In this, the age of the customer, the value of simplifying the customer’s journey seems abundantly clear. But what is sometimes left in its shadow – especially as B2B marketers work to better align sales and marketing efforts – is how to simplify the seller’s journey. For the new report, “Simplifying the Seller’s Journey,” I […]
Read More
Blog

Sales Enablement Automation – A View Of The Landscape

Steven Wright March 22, 2016
In the days before Waze, Google Maps, or even Mapquest, when I needed to figure out how to get somewhere in Southern California, I relied on the Thomas Guide. Still available for many areas, the thick, spiral-bound tome was the location bible. It was not the easiest thing to use. Everyone’s copy was dog-eared through […]
Read More
Blog

Kick Up The Stakes For Your Sales Kickoff

Steven Wright February 2, 2016
The first quarter of the year is that magical time for sales kickoffs. For this analyst, 2016 is the first in over 20 years when I haven’t been involved in one. My sigh of relief far outweighs any twinges of nostalgia. After all that time, some things about kickoffs are clear: The more about products, […]
Read More
Blog

Betwixt And Between: Finding Space For Sellers Squeezed By Marketing And Sales Enablement Automation

Steven Wright January 6, 2016
A new analyst at Forrester quickly learns about some rites of passage: the first report (insert link to Brief: Sales Enablement Needs A Platform), the first research agenda, and the first blog post. Of the three, the first report is the toughest — reviewed and edited by your Research Director (the inestimable Peter O’Neill) and […]
Read More