Peter Ostrow

Boston

Vice President, Research Director at Forrester Research

Sales Enablement analyst, author, advisor, speaker @Forrester. Trying to use #facts responsibly. #salesenablement #dadjokes

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Articles

What Do Buying Networks Mean For Revenue Enablement?

3 weeks ago | forrester.com | Peter Ostrow |Brent Ellis |Alla Valente

Today at Forrester’s largest annual customer event in Phoenix, my colleague Barry Vasudevan opened B2B Summit North America with his keynote address, “Introducing Buying Networks: Your Buyers’ New Reality,” which introduced the new concept of buying networks. This wasn’t an easy narrative to deliver, because there are a significant number of challenging and hard-to-stomach realities in B2B today that compel us all to acknowledge that much about how we’ve sold in the past won’t work in the future.
Should Your Organization Adopt An Internal Product Team Approach?

2 months ago | forrester.com | Tony Plec |Dave Frankland |Peter Ostrow

Pet adoption is often a high point for many people when creating memories. Do you remember the excitement of bringing home your first pet? The joy of a new furry family member, however, comes with responsibility and preparation. You likely spent hours researching breeds, finding veterinarians, debating names, and preparing your home. Well, adopting an internal product management approach also requires careful planning, commitment, and a readiness to embrace change.
Voices From The Field: Best Practices In Filtering Sales Communications

2 months ago | forrester.com | Peter Ostrow |Laura Ramos |Rani Salehi

This week, Forrester published Introducing The B2B Sales Communications Rules Engine. This new model is designed to help revenue enablement teams better filter all the incoming requests, demands, and downright “noise” that well-meaning colleagues aim at sales and other customer-facing personas.
SEO Must Solve Its Marketing Problem

2 months ago | forrester.com | Nikhil Lai |Peter Ostrow |Conrad Mills

Marketers spend hundreds of millions of dollars a year on paid search but only hundreds of thousands on search engine optimization (SEO). Marketers know SEO isn’t thousands of times less valuable, but it can feel thousands of times harder to realize its value.
’Tis The Season … For B2B Summit

2 months ago | forrester.com | Peter Ostrow |Conrad Mills |Thomas Husson

It’s B2B Summit season again here at Forrester, and we’re having fun getting ready. Actually, the season for this year’s event in Phoenix began in September, so our research, events, editorial, graphics, and production teams spend more time on this event than not, making “season” a relative term. For me, every B2B Summit cycle provides a number of journeys that are legitimately more valuable than their destination.
A Year In Blogging: Seven Lessons For Revenue Enablement Success

Dec 12, 2024 | forrester.com | Peter Ostrow

As I reflect on my 2024 blog posts, one theme stands out: excellence in revenue enablement. The primary mission should be to serve your internal customers. Every micro effort — whether in learning, adoption, management, or culture — must be laser-focused on seller success. Nothing else matters.
Revenue Enablement And Change Management: Two Sides Of The Same Coin

Sep 11, 2024 | forrester.com | Eric Zines |Peter Ostrow |Diego Giudice

I have the pleasure of helping revenue enablement professionals with strategic initiatives such as enhancing seller competency, improving sales onboarding, and choosing a sales methodology, among many others. However, one common request I get from clients goes something like,” We implemented x but no one is using it, so we’re thinking of replacing x with y.” In response to these inquiries, I conduct discovery regarding why the initiative failed. Was it an issue with the platform/technology?
Why You Can’t Afford to Miss Forrester’s B2B Summit EMEA 2024

Aug 26, 2024 | forrester.com | Paul Ferron |Jerry Zhao |Peter Ostrow

Are you ready to transform your B2B marketing and sales strategies? Forrester’s B2B Summit EMEA 2024 is just around the corner, and it’s the event you can’t afford to miss. Here’s why you need to be there. Revolutionize Your B2B Strategy. In today’s fast-paced business environment, staying ahead of the curve is crucial. B2B Summit EMEA is designed to provide you with the latest insights, strategies, and tools to revolutionize your B2B approach.
Unleash The Power Of Tech: Technology & Innovation Summit APAC

Aug 20, 2024 | forrester.com | Frederic Giron |Jerry Zhao |Peter Ostrow

In an era where AI’s potential is burgeoning, technology, data, and security leaders face unprecedented challenges and opportunities. The Forrester Technology & Innovation Summit APAC 2024 is your gateway to navigating this transformative landscape. Join us in Sydney on October 29, 2024, to harness the power of tech, talent, and AI, and drive your business to new heights. Last year, there was a lot of talk (and even more questions) about the AI revolution.
Why Revenue Operations (RevOps) Should Be on Your Radar

Aug 20, 2024 | forrester.com | Jerry Zhao |Peter Ostrow |Tom Mouhsian

Does “Revenue Operations” seem like someone else’s responsibility? Think again! Marketing Ops, Sales Ops, and Customer Success Ops are integral components of a B2B organization’s revenue operations. Traditionally, these teams have developed their capabilities to support their specific domain. However, in today’s challenging economic landscape, just supporting your own team is no longer sufficient for the organization to achieve sustainable and predictable revenue growth.