B2B marketers in demand and account-based marketing (ABM) have more data and insights available to them than ever before. But many still struggle to put signals to work and bring the insights-driven approach of ABM to everything they do. Challenges abound — whether it’s not knowing where to start or how to interpret signals.Hear from Matthew Miller, global ABX principal at Workday, as he shares how the company put a dynamic scoring model in place to prioritize opportunities by fit and intent using a data-driven approach. Learn more about how this initiative was born, how it has adapted over time, and what the results have been, plus tips on how to get started and address challenges along the way.This conversation will be hosted by Nora Conklin, principal analyst at Forrester, and will include open discussion with participants, so please bring your questions and experiences to share with the group!Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
With the continued rise in the importance of partner ecosystems, many B2B organizations increasingly rely on partners for a significant portion of revenue, customer reach, and innovation. Business leaders don’t always fully appreciate that cultivating trust among partners is necessary for winning business, sustaining long-term relationships, and building a strong brand. Hear from Martin Hasenstrauch, global partner marketing at Siemens Digital Industries Software, as he shares how the company innovated by connecting systems and addressing IT resourcing challenges, bringing transparency to the often-opaque world of supplier and partner relationships. Building partner trust requires consistent, long-term investment. By identifying processes, harvesting data, and creatively connecting technology, Siemen’s built a dashboard to share relevant data with partners rebuilding critical partner trust. Learn more about how this initiative was born, how it has adapted over time, and what the results have been, plus tips on how to get started and address challenges along the way. This conversation will be hosted by Maria Chien, vice president, principal analyst at Forrester, and will include open discussion with participants, so please bring your questions and experiences to share with the group! Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
In this webinar, we share insights from The Forrester Wave™: Marketplace Development Platforms, Q4 2024. Marketplaces enable you to sell things you don’t own to the customers you know best. But this business model comes with a price: Your operational changes will be distinct to you, so you must plan carefully with executive sponsorship. We explain what this means for users and which factors they should evaluate when choosing a marketplace development platform.Key takeaways: Learn how the marketplace development platforms market has evolved.Understand how to use these capabilities to drive value.Target audience level: all levels
This report explains the best practices for using the Forrester Initiative Ranking Matrix to prioritize B2B marketing initiatives.
Digital leaders rightfully prioritize emerging tech; however, this varies by region and industry, meaning they must equip their teams to make a difference.
Learn how companies collect zero-party data across three use cases: product recommendations, consumer segmentation, and market research.
Use the Forrester Initiative Ranking Matrix to prioritize potential marketing efforts for a major initiative based on customer value and revenue impact.
The most recent Forrester Wave evaluation of order management system (OMS) vendors uncovered a story of evolution —on the part of both the vendors and the brands and retailers that use them. Learn how businesses are leveraging these tools to optimize inventory, fulfillment, and digital operations.Key takeaways: OMS rip-and-replace projects are rarer than ever; learn how digital businesses are making these changes.Target audience level: all levels
This peer discussion was originally scheduled for February 4th, 2025.Join Forrester experts and fellow government leaders in an engaging discussion on the opportunities and challenges of leveraging cloud technologies to enhance operational efficiency, service delivery and to deliver secure, scalable solutions in government organizations. Share your insights, best practices, and lessons learned in navigating modernization initiatives and meeting critical mission objectives. This peer discussion will be most relevant for technology leaders at US federal, state and local governments, as well as European government organizations.Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
US sales expense as a percentage of revenue is higher for organizations generating greater revenue, while marketing investment remains consistent.