Lisa Gately

1 month ago | forrester.com | Lisa Gately

Zero-click search, where buyers get information without clicking through to a website, isn’t new, but what it means for B2B marketers has fundamentally changed. What started as quick answers and featured snippets has evolved into full-scale AI-generated responses that summarize, interpret, and often replace your content. In this new reality, visibility depends on whether your content is useful, trustworthy, and structured enough to be surfaced by AI and respected by buyers.

1 month ago | forrester.com | Lisa Gately

B2B marketing leaders face a harsh reality: Buyers aren’t searching for information the way they used to, but most marketing teams are optimizing as if they are. Even as organic traffic declines, many teams continue to rely on outdated digital marketing playbooks to plan, publish, and measure content. These habits are hard to break. They’re reinforced by legacy KPIs, familiar workflows, and pressure to show immediate results.

Feb 25, 2025 | forrester.com | Vicki Brown |Laura Ramos |Lisa Gately

In today’s fast-paced business environment, operational excellence is crucial for organizational success. The key to achieving this lies in understanding all processes. Successful organizations excel by having their operations teams categorize and sequence every B2B process, identifying where breakdowns occur and addressing them effectively. However, go-to-market teams seem to drown in processes, and operations teams struggle to understand how these processes connect.

Feb 24, 2025 | forrester.com | Laura Ramos |Lisa Gately |Karen Tran

The Forrester Opportunity Lifecycle is a framework for transforming revenue processes to maximize value for B2B customers. As my colleague Amy Hawthorne explains, top revenue transformers:1) Share signals and create a common view of the customer – throughout the postsale. So you can achieve a true understanding of what makes customers succeed. And when they are deviating away from or toward that goal. 2) Adopt opportunities and retention/buying groups.

Feb 21, 2025 | forrester.com | Lisa Gately |Manuel Geitz |Gina Bhawalkar

When I talk to B2B leaders about their generative AI (genAI) adoption efforts, I hear a mix of frustration, FOMO, and skepticism. Many feel stuck. They’re unsure whether their organization is behind, and they suspect other leaders have cracked the code. They also field tough questions about the ROI of adoption efforts. But the conversation quickly shifts when they ask the most impactful questions: “What can we do with where we are today?