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.
Sales and Marketing Alignment: Why Should You Care?
You've heard it before — the seemingly endless "he said, she said" debate between sales and marketing. Many CEOs feel like they are counselors...
Do Your Value Propositions “Go to 11”?: The Rise of Customer-Centric Messaging
In Rob Reiner's 1984 "rockumentary" This Is Spinal Tap, one of the main characters, Nigel Tufnel, proclaims they are different than other bands because...
Seven Irrefutable Laws of Customer-Centricity
B2B vendors are struggling to combat margin pressures that result from an increasing perception of commoditization in the market place. Many have concluded...
Are Your Salespeople Stupid?
Come on, admit it. It's what you think, isn't it? If I had a dollar for every time I heard "our salespeople lack the...
A Quest for Vision: Structure Ahead of the RFP?
It used to be that sales people could hit their numbers by responding to inbound inquiries (leads, RFI's, RFP, etc) from various companies within...
Value Is as Value Does: How a Fortune 100 Pharmaceutical Company Calculates Value
If you are B2B vendor, chances are you ... Want to be a "trusted advisor" to senior decision makers Are encouraging your sales teams to "sell…
It’s the Conversation, Stupid. People Buy From People
Why are sales and marketing professionals working harder and longer than ever before? Why are they seemingly in a constant firefighting mode, moving from...