Scott Santucci
Scott Santucci
As a principal analyst at Forrester Research, Scott Santucci has deep knowledge and hands-on experience working cross-functionally with product, marketing, and sales teams to develop innovative and effective integrated programs designed to improve the entire revenue cycle.
Stealing Ideas from Baseball to Change the Game of Sales Enablement
I’ve been covering the sales enablement space here at Forrester for six years. While the concept is certainly more common than it was “back...
When Three’s a Crowd: Navigating an Agreement Network is Key to Sales Success in the Age of the...
In most cases, the answers to life’s more complex questions have really simple answers. In today’s selling environment it’s often hard to determine who...
Conversations are the Fuel for the 21st Century Selling System
Why are sales and marketing professionals working harder and longer than ever before? Why are they seemingly in a constant firefighting mode, moving from...
Sales Enablement and the CEO: Partners to Drive Growth in the Age of the Customer
There sure are a lot of often quoted factoids / observations about the state of affairs among sales forces. We are hearing and reading...
Closing the Divide between Sellers and Executive-Level Buyers – A PLEA!
I hate to admit it, but I need to quote a line from the movie “Beaches”. In the attached clip (its only 4 seconds)...
CEO lens on the revenue performance problem – Psst
Three years ago, we asked our CEO, George Colony, to interview other CEO's about their opinions of their sales force. One of...
Bending the Sales Productivity Curve in the Right Direction – Examples in our “cross selling” Track at our Forum...
During my keynote presentation, I will talk about new ways to bend the sales productivity curve and take a more strategic view of sales...
Getting Zen about Sales Enablement
When you put the word "sales" and "enablement" together – it sure can mean a lot of different things – to a lot of...
Q&A with Tamara Schenk, Vice President of Sales Enablement – TSystems
Many of our clients are building named account or strategic customer programs in order to drive more revenue from their existing customers. ...
Q&A With Daniel West, Vice President Informatica Academy and Enablement at Informatica
Many people who set out on the quest to evolve from being the steward of broken things to a more strategic role of a...
Q&A with Carol Sustala, Sr Director, Global Sales Enablement at Symantec
The sales enablement profession is evolving from stewards of "broken things" into a more strategic function that helps CEO's bridge the gap between the...
Effective Sales Enablement Depends On Your Definition Of “Sales”
During the first week of June, we had one of our quarterly Sales Enablement Leadership Council meetings in Barcelona, Spain. (A leadership council is...
Effective Sales Enablement Depends On Your Defintion of “Sales”
During the first week of June, we had one of our quarterly Sales Enablement Leadership Council meetings in Barcelona, Spain. (A leadership council is...
Is Your Sales Force Really That Dumb… or Are They Just Misundersood?
Ah, that pesky sales force. Why don’t they: Follow the selling methodology you’ve developed with much expense, and rolled out with great sweat. Call on…
Sales Enablement Is Strategic and Cross-Functional, so Says Panel
On August 27th, Forrester hosted the first Sales Enablement roundtable in the industry focused on addressing challenges related to profitable growth objectices for large...
Sales Enablement or the Rise of C-Rate Consultants?
Technology companies are under pressure to accelerate growth and improve margins. However, the enterprise accounts these vendors sell into are increasingly viewing their...
Manufacture Customer Insight: Industrial Revolution Principles for Today’s Information Age
The industrial revolution happened over a period of about 200 years starting in the mid-1700's and lasting to the mid-1900's. The core pattern...
Consultative Selling May Lead to Fewer Sales and Unhappy Customers
Knowing they need their front line sales force to develop relationships with executives to gain access to bigger budgets and differentiate themselves from the...
What Do You Say When the CEO Asks, “What Did I Get for My CRM Investment?”
When your CEO asks, "Why haven't we realized the sales performance boosts we expected when we (insert investment of your choice) ...implemented our SFA system?…
A “Pattoned” Formula for Executing a Customer-Centric Business Strategy
General George Patton's unparalleled ability to execute in WWII sometimes gets overshadowed by his colorful (and stupid) public relations. Because of his quick...