VP, Principal Analyst, Forrester

Nicky has spent more than 15 years in B2B technology marketing, working across a range of marketing disciplines including strategy and planning, branding, content creation, digital, customer and industry marketing, demand generation, events, and PR and analyst relations.

Prior to joining SiriusDecisions, Nicky was global head of account-based marketing at Avanade, an Accenture/Microsoft joint venture. Nicky was brought in in 2012 to establish the account-based marketing function from scratch, scale it and create an ABM centre of excellence.

Before that, Nicky spent eight years at Logica (now CGI — an 80,000-person systems integrator). It was here, while working in the aerospace and defense industry in 2007, that she began specializing in account-based marketing and saw its power to deliver growth and customer intimacy. Later, as the global marketing lead for oil and gas, she became more closely involved as Logica formally established its own ABM program in 2009, with one of her major oil clients becoming the anchor client for the pilot.

Nicky holds a BSc Hons in accountancy and management from the University of Leeds in the U.K.