Forrester is a global research and advisory firm with a major presence in North America, Europe, Asia Pacific, South America.If someone asks what the blue dots represent:The blue filled in represents where we have research teams on the ground and/or collect consumer, business, and workforce data.
Forrester’s unique value is that we help you make better decisions in a world where technology is radically changing your customers. And by your customers that could be your end consumers if you are B2C organization, business buyers if you are a B2B marketer or your internal customers.For example, for marketers, we look at that changing consumer behavior like mobile and social and what that means to your marketing organization. Do you have the right skill sets, where do you make your bets. ---------------------------------How do we know all this?
At Forrester, we believe we have entered into a new business era that we call “The Age of the Customer.” In the “age of the customer” the old sources of advantage like manufacturing strength, distribution power, and information are business as usual -- and now to be truly competitive companies must become customer obsessed – which means they need to have deep knowledge of and engagement with their customers. We believe that in this Age of the Customer, companies must focus on four market imperatives:Transform the customer experienceEmbrace the mobile mind shiftTurn big data into business insightsAnd Become a digital disruptor - which will be our focus today
Improving Content and Conversation For B2B Sales Success
Making Leaders Successful
Optimize Content and Conversation
for 21st Century Sales Success
Peter O‟Neill, Vice President & Principal Analyst
Forrester Breakfast Seminar
Amsterdam, February, 2014
Our marketing is not even aligned to the
preferred buyer behaviour anymore
based on offers
O-R-F scales with media
Source: May 07, 2008, ―Community Marketing: A New Discipline For Business Technology Marketers‖ Forrester report
Buyers have adopted new technologies
and changed their behaviour
Virtual trade shows Virtual worlds
Introducing lead-to-revenue management
L2RM is everything that
we, as marketers, do to
engage our customers
on their journey from
need to value.
As we engage, we learn
more about them and
develop a relationship
for our company as a
trusted advisor and
And it’s the process we
develop to optimize
It‟s not about . . .
. . . moving masses of ―leads‖ through a sequential
process of attrition until tens or hundreds of deals
Our goal now is to . . .
. . . take a single
lead through an
. . . and then repeat
Engage with Forrester through . . .
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