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Beth Caplow

As seen in: Forrester Research
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Articles by Beth Caplow

A Faster Pace of Innovation Demands More Agile Ways to Bring Products to Market

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By Beth Caplow, Jeff Lash, Matt Papertsian
| Forrester Research
Hundreds of B2B organizations have adopted the SiriusDecisions Product Marketing and Management (PMM) Model as the gold standard for commercializing offerings and bringing them to market With external forces causing rapid changes in buyer needs, the importance of a repeatable yet flexible commercialization process has never been greater The newest iteration of the PMM Model adds value for marketing, product, customer success, and sales leaders by helping stakeholders remain strategic,...
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Seven Actionable Takeaways From the SiriusDecisions 2017 Buying Study

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By Sam Somashekar, Amy Bills, Beth Caplow
| Forrester Research
SiriusDecisions conducted a survey of 868 buyers around the world to understand their buying preferences Buyers came from 15 different industries, and from organizations varying in size from less than $50 million to more than $3 billion Findings encompass buyer roles, engagement levels, decision drivers, content preferences and interaction preferences SiriusDecisions conducts a global buying study every two years to understand buying preferences across different regions, industries and buyer...
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Three Changing Buyer Expectations That Portfolio Marketers Must Watch

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By Beth Caplow, Sam Somashekar, Amy Bills
| Forrester Research
The dynamics between vendors and buyers is shifting rapidly, and even more so with the COVID-19 pandemic Understanding the expansion of buyer expectations will be instrumental for portfolio marketers to meet their needs and successfully progress them along the buyer’s journey Join us at Summit EMEA in October to learn what actions to take to address these rapidly changing buyer expectations Even before the COVID-19 pandemic changed the world, the dynamics between vendors and buyers was...
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