Amy Hawthorne

Austin

Principal Analyst at Forrester Research

Principal Analyst, Demand/ABM Strategies @ Forrester. Art lover, taco enthusiast and born, raised and still loving everything local to Austin!

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Articles

Participate in Forrester's 2024 State of ABM Survey

Jul 25, 2024 | forrester.com | Nora Conklin |Kelvin Gee |Amy Hawthorne

Forrester’s biennial State of ABM survey is back, and we’re inviting you to participate! Everyone who completes the survey will gain access to the latest trends regarding the current state of ABM and how their peers are focusing their efforts. OverviewWe at Forrester have been speaking about the convergence of Demand and ABM for years. But how is this playing out in practice today?
The Paid Media Paradox

Jul 15, 2024 | forrester.com | Nikhil Lai |Conrad Mills |Amy Hawthorne

I’ll never forget seeing Edward Hopper’s “Nighthawks,” which portrays the loneliness of crowded urban life, in 2005 at the Art Institute of Chicago. Like other powerful paradoxes, such as expending effort to appear effortless and fearing what you most must do, Hopper’s art highlights an ironic truth that would otherwise remain hidden.
Four Questions To Ask When Selecting An All-In-One Event Management Platform

Jul 11, 2024 | forrester.com | Conrad Mills |Laura Ramos |Amy Hawthorne

Too many organizations treat their event technology as a tactical rather than a strategic asset, with different teams selecting and deploying solutions in silos. This leads to wasted resources, overlapping capabilities, and data silos. Consolidating on to a single All-In-One event management platform solves these challenges, and also helps teams deliver more personalized, and digital-centric audience experiences.
Scaling Customer Success Through Digital Can Double Your ROI

Jul 10, 2024 | forrester.com | Laura Ramos |Carlos Casanova |Amy Hawthorne

Customer success (CS) teams continue to improve as important business functions. As B2B firms dedicate more resources to CS, leadership wants reassurance that this investment delivers solid returns. Proving this becomes challenging when scaling customer success happens primarily through headcount, and teams segment coverage into low through high-touch models. As the costs grow, so do the calls to tier CS support by monetizing higher-touch interactions.
Every Revenue Process Transformation Will Be Unique — Just Get Started

Jul 9, 2024 | forrester.com | Amy Hawthorne |John Buten |Dipanjan Chatterjee

The balance of power has shifted, and today’s B2B buyers are in control of their purchasing journey. They have access to a wealth of information, and as my colleague Terry Flaherty says, the buyer now gets to decide if and when they “MQL.” This new reality requires organizations to shift their mindset and prioritize the buyer’s goals over their own.
Struggling with B2B Data Quality? Let me guess…

Jun 21, 2024 | forrester.com | Brett Kahnke |Amy Hawthorne

Why Are You Struggling with B2B Data Quality? Let Me Guess…It doesn’t take a crystal ball to predict these underlying causes. Legendary late-night comedian Johnny Carson played a classic character named Carnac the Magnificent, a sooth-sayer who could correctly predict answers without having even seen the question. Over the years, Forrester analysts have helped thousands of B2B clients grapple with data quality challenges.
Improving B2B Data Quality: Changing the Tires on a Moving Car

Jun 21, 2024 | forrester.com | Brett Kahnke |Amy Hawthorne |Seth Marrs

B2B Data Quality: Changing the Tires on a Moving CarWhen building a marketing and sales data strategy, operations teams don’t have the luxury of designing from scratch. You don’t get to whiteboard out clean process flows and design a fresh tech stack. Business is already in progress and, more than likely, the resources in your organization most responsible for marketing and sales data are already stretched thin. You’ve heard it before – you’re changing the tires on a moving car.
That's A Wrap For CX Summit North America. Now, The Hard Work Begins.

Jun 20, 2024 | forrester.com | Rick Parrish |Katy Tynan |Amy Hawthorne

We’ve just wrapped up another memorable CX Summit North America. It was amazing to spend the past few days with so many people who are exicted about the extraordinary new possibilities that the fusion of human and AI capabilities present us. Now, as we leave Nashville and return to our organizations, the hard work begins. In our closing keynote, Katy Tynan gave leaders advice on how to build the workforce of the future.
It’s Time For A Revenue Process Transformation

Jun 20, 2024 | forrester.com | Amy Hawthorne |Rick Parrish

Many marketers and sellers believe that they’re building windows into their customers by carefully constructing personas and ideal customer profiles. But these “windows” quickly turn into mirrors once they’re paired with familiar, inward-focused processes and tactics reflective of marketers and sellers’ own beliefs and goals. Organizations that continue sticking with this pattern, unwilling to break old habits will continue to struggle.
Revenue Operations: Hot Topics from B2B Summit EMEA 2023

Oct 31, 2023 | forrester.com | Simon Daniels |Amy Bills |Amy Hawthorne

As always, the Analyst 1-on-1 sessions at this year’s Forrester B2B Summit EMEA that took place in London a couple of weeks ago filled up fast! Providing delegates with the opportunity to speak with an analyst on a specific topic or particular piece of research, 1-on-1s always prove popular. Here are some of the revenue operations hot topics that came up this year. What Are The Key Steps To Consider When Adopting Revenue Operations?