SiriusDecisions Research

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.

Product management leaders continue to identify team upskilling as a key priority for business success. At Forrester, we’ve been upskilling product management teams for years and have identified the best training approaches for driving the understanding and adoption of best practices for product managers.

Learn how dynamic guided selling gives sales teams a competitive edge — and join us at this year's B2B Summit to go deeper.

Still jamming leads down a funnel? Buying-group obsession is more likely to achieve growth for demand and ABM. John Arnold explains the mind shift and what teams need to focus on.

How can campaign leaders balance their desire for economies of scale with the need to deliver campaigns that resonate in local markets?

Sales compensation plans have not kept up with the realities of how B2B sales are won. This will change as insights are increasingly folded into the compensation planning process.

From pandemics to local disasters, product innovations to mere budget cuts, it's easy for campaign plans to fall out of synch with their environment. Join us at B2B Summit North America to learn how to stay aligned to market conditions and business priorities.

To achieve growth and success, B2B marketing leaders need both a long-term strategy and actionable annual plans.

Enablement practitioners proved to be incredibly innovative and agile when making the shift to working remotely in 2020.

Building a global campaign content strategy that works across local markets is a challenge for most B2B marketing organisations. In her latest blog post and upcoming webinar, Lisa Gately outlines how regional marketers can drive the conversation in three areas to improve audience-centricity, decision-making, and content collaboration.

Content engines in B2B organisations have their own fuel, care, and feeding needs to drive the right level of audience engagement.

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

There is enormous power in building a proprietary set of insights that drive sales and marketing to the best-fit and most lucrative targets.

Mergers and acquisitions and other major changes can place enormous pressure on frontline sales organizations. Learn when the strain becomes too much in this B2B Summit session preview.

If you want functional and individual goals to be meaningful and actionable, keep them simple, limit their number, and make sure they link clearly to your mission.

Pretty soon, we’re going to start booking business travel again. After the initial endorphin release, how much will we have learned from selling in a work-from-home world?

Audience planning is a fundamental crisis mitigation strategy — is your company prepared for the unexpected? In her latest blog post for Forrester, analyst Jennifer Rouse serves up a lesson from recent emergencies to help emerging companies mitigate risk.

Now more than ever, B2B marketing leaders need a clear strategic vision that drives their companies' growth agenda. Learn how to create an actionable marketing strategy — and join us at B2B Summit North America to dive even deeper.

Moving from click-based engagement to real-time buyer enablement requires a change in approach. You likely already have signal-detection capabilities — the challenge is fine-tuning and scaling them.