Forrester Research uses a highly effective sales process to sell their subscription research and advisory consulting services to large companies. They have two interlinked sales processes - one to identify and move potential clients through the sales cycle, and another to ensure existing clients renew and expand their licenses. The sales pipeline process moves prospects through 6 stages from initial contact to becoming a client. The sales organization structure assigns accounts to managers based on account value and potential, with "hunters" focusing on new prospects and "farmers" managing existing clients. Forrester has refined their sales process over several years to be one of the best developed processes.
3. Forrester Uses Two Interlinked Sales Processes The New Business Process identifies potential clients and moves them through the sales cycle until they become a client Existing Client Management And Development ensures clients are satisfied with the value they are receiving from Forrester and there by renew, and expand their license
4. The Sales Pipeline Process Moves A Prospect Through 6 Stages To Client Status Sales Development Specialists are part of the discovery process Account Managers 1) align clients problems with Forrester’s capabilities, 2) propose relationship, 3) close the business and 4) transition to client management by Account Development Managers Account Development Managers serve as day-to-day contact to ensure the client finds value 1. Discover 2. Align 3. Propose 4. Commit 5. Close 0 – undertake initial prospecting calls 1 – schedule presentation to Power 2 – present initial SOE 3 – gain commitment to buy 4 – negotiate final terms and conditions 6. Engage
![[object Object],[object Object],[object Object],[object Object],Forrester’s Services](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)