Responsibilities

• Serve as the expert for a body of research that demand and ABM leaders and team members with best practices, trends, actionable tools, templates and future thinking predictions. This research will encompass guidance on 1) revenue process transformation from vision to implementation; 2) shift from MQLs to buying groups and opportunities; and 3) aligning other GTM roles to support RPT
• Collaborate with cross-functional teams and services across Forrester to develop a complete research portfolio that drives customer delight and revenue.
• Develop a deep understanding of what Forrester clients require to be successful as B2B demand and ABM leaders.
• Conduct primary research to better understand how to 1) sell the RPT/buying group vision internally to gain consensus and move forward, 2) effectively pilot and implement an RPT project, 3) ensure revenue process transformation efforts encompass the entire customer lifecycle, including the integration of sales processes with marketing and customer success, 4) operationalize buying groups across systems, 5) connect the revenue process to the “upstream” inputs that feed it, from programs to campaigns, to messaging and positioning, all the way up to overall go-to-market strategy. Use this research to help clients navigate operational challenges by providing assessments of current states as well as insights to desired states with actionable step-by-step guidance.
• Conduct deep analysis of demand and ABM challenges and preferences balanced with CMO preferences and expectations.
• Create high quality, actionable, analytically deep and fact-based research content consistently throughout the year, including a media mix of written reports, tools, webinars, videos, blogs, podcasts, infographics, and other intellectual property. Build visibility for research and contribute to Forrester client communities.
• Drive and lead key technology market evaluations through our Forrester Wave™ and Landscape methodologies for the practice and adjacent areas.
• Consult with clients to apply Forrester’s research in the context of their specific business environment and help solve their problems through inquiry, guidance, advisory, and consulting engagements.
• Present at Forrester hosted and industry-related events and deliver client webinars and speaking engagements.
• Establish an industry presence as an influential speaker and thinker, build relationships with journalists and industry-groups who cover the sector, and participate in vendor briefings and field press inquiries as necessary.
• Support business development and prospect conversations as arranged by Forrester’s account leadership teams.
• Foster a leadership style that drives a culture of cross-team collaboration, mentorship, integrity, and relentless positive pursuits.

Requirements

• At least 10 years of experience as a director-level and above in B2B or B2B2C demand and ABM, revenue marketing or frontline marketing.
• Direct, first-hand experience successfully implementing buying groups and opportunities is a plus.
• A strong record of driving revenue achievement for B2B organizations.
• A demonstrated ability to serve as an advisor to senior management and C-level executives.
• Superior client-facing communication, listening, critical thinking, and collaboration skills with researchers, subject-matter experts, and client leaders.
• Solid operational, process, technology, analytics, and planning experiences with an ability to understand and communicate vision and guide others to take action from that vision to accomplish goals.
• Understanding of the martech ecosystem that supports revenue process transformation, such as CRM, marketing automation platforms, ABM platforms, revenue intelligence platforms, sales orchestration platforms, customer data platforms, and AI.
• Strong knowledge of the issues and challenges that go-to-market executives and leaders face and an ability to surpass barriers when go-to-market functions interact with marketing teams.
• The ability to take complex, disparate ideas and distill them into simple, provocative concepts; willingness to take a stand on outcomes with clients, vendors, press, and competition.
• Superior analytical, writing, editing, and presentation skills.
• The ability to travel 25% of the time or more.

Preferred

• Direct, first-hand experience successfully implementing buying groups and opportunities is a plus.

Benefits

• For information on benefits, please visit: https://forresterbenefits.com/
• Benefits at a Glance
• Benefits at a Glance - Cambridge