Rick Bradberry

Dec 30, 2024 | forrester.com | Rick Bradberry

With the rise of self-service buying, sales and marketing teams must adopt new customer engagement techniques. Fortunately, awareness of this need is high. Sales leaders participating in Forrester’s B2B Sales Survey, 2024, most frequently cited “transforming to support buyer preferences for self-service and e-commerce” as a priority. Regrettably, buyer enablement priorities and practices are far apart.

Jun 4, 2024 | forrester.com | Srividya Sridharan |Rick Bradberry |Nora Conklin

It’s hard to believe that Forrester’s B2B Summit North America was almost a month ago. But wow, what an incredible week it was! The energy was palpable, and the momentum is set to carry B2B leaders and their organizations forward to growth and reinvention. Between the 100+ sessions, inspirational keynotes, impactful success stories from practitioners, analyst led roundtables, and so much more, it was an event to remember.

Jun 3, 2024 | forrester.com | Rick Bradberry |Peter Ostrow |Nora Conklin

Digital buying and self-service are everywhere. In all buying stages, B2B buyers use tools to complete tasks and purchases on their own. Reassuringly, they still value interactions with sales reps and product experts. However, sales teams haven’t kept up with the digital practices of buyers – leading to thinner pipelines, longer sales cycles, and greater customer frustration. Digital selling and buyer enablement are top of mind for chief revenue officers (CRO) and chief sales officers (CSO).