Lisa Gately
Principal Analyst at Forrester Research
Principal Analyst @Forrester. Runner. Reader. B2B marketing, content strategy and customer experience.
Articles
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1 month ago |
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.
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1 month ago |
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.
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2 months ago |
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?
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Oct 23, 2024 |
forrester.com | Lisa Gately |Shari Srebnick |Seth Marrs
When we look back at the evolution of creative and content work, 2023 and 2024 will stand out as the great divide: the period when genAI fundamentally changed how we create. Last week at Adobe MAX, this sense of “before and after” deepened as Adobe unveiled its latest innovations and reinforced its position as a leader in this revolution for creatives.
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Oct 16, 2024 |
forrester.com | John Arnold |Lisa Gately
I just completed over seven months of research on the subject of sales and marketing alignment in B2B organizations with my colleague Rick Bradberry. And we uncovered some huge concerns that amount to a precarious future for alignment between these two functions. Our research found high perceptions of alignment but a low degree of actual alignment. We heard quite a few tales of trust, respect, and coordination.
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What does #AdobeMAX tell us about the future of the creative stack? It's about delivering more power, more precision, and better collaboration across the full creative lifecycle. Explore my top takeaways: https://t.co/zFZnZ2l2nM
Marketers ask how AI will reshape their content strategy and creation processes. Today's news from @Siteimprove + @MarketMuseCo points to a smarter, data-driven AI future. Read my take: https://t.co/koPslfU0jP
The insights and inspiration from #MAICON24 are still resonating.💡 You don't have to be a deep AI expert to lead your team into the future. But you've got to build your AI action plan now. Here are three lessons to help you prepare: https://t.co/aDwIZEQpgw