Forrester Research

Analyst's Photo	Name and Title	Contact information
	Brian Lambert Senior Analyst

Research Coverage

Benchmark, Best Practices, Best Practices Self Assessment, Big Idea, Case Study, Competency & Skills Management, Corporate Culture, Corporate Strategy, Decision Tools, Emerging Trends, Gap Analysis, Go-To-Market Strategies, High-Tech, Human Capital Management, IT Management, IT Organization, IT Strategy, Planning, & Governance, Information & Knowledge Management, Large Enterprises, Learning Strategy, Market Overview, Marketing & Sales Strategies, Organizational Design & Change Management, Organizational Strategies, Presentation, Product & Solutions Strategies, Sales & Marketing Alignment , Sales Enablement, Sales Processes , Sales Training & Coaching, Sales, Marketing, & Product Strategy, Small-To-Medium Businesses, Solution-Based Marketing and Selling , Staff Development, Training, & Succession Management, Stakeholder Alignment, Strategy Execution & Measurement, Strategy Frameworks & Models, Tech Marketing Strategies, Tech Marketing Tools & Best Practices, Tech Marketing Value Proposition Development & Messaging, Trends, Vendor Positioning

Research Focus

Brian serves Technology Sales Enablement Professionals who are focused on the human aspect of sales enablement disciplines and practices. He helps sales, marketing, and portfolio leaders plan, deliver, and operate services that bridge the gap between strategy and execution with buyer-relevant initiatives. He is a thought leader in and advises leaders on overcoming the key challenges associated with changing go-to-market strategies through changing behaviors and building more sales-driven cultures. He also helps clients improve the performance of sales teams through their portfolio, marketing, and sales leadership approaches to driving more valuable sales conversations that focus on the outcomes buyers desire.

Previous Work Experience

Brian has more than 15 years of experience in sales, sales training, sales management, consulting, sales readiness, and learning and development. He came to Forrester from the American Society for Training and Development (ASTD), where he led the sales team training, competency, and research practice. Prior to joining ASTD, he consulted with organizations on their go-to-market strategies, sales performance initiatives, and human capital and talent management initiatives. He also developed new hire training, sales coaching, sales management performance, and sales certification programs designed to help sales teams move from product selling to consultative selling behaviors. Brian has personally worked with, trained, and spoken with 10,000-plus sales team members on four continents and has rolled out large sales transformation projects designed to align processes, tools, and content to reorient sales and marketing initiatives to buyers' information requirements. A highly sought-after speaker, Brian has conducted sales kickoff keynote sessions and sales skills training sessions for new and experience salespeople alike. He has written four books on professional selling and has been a featured thought leader in well-known media outlets such as Forbes.com and CNN Radio.

Brian has managed a sales team for a midsize services firm and has sold data and technology solutions for technology companies. He's won winner's circle awards for quota performance and president's awards for sales leadership. Additionally, he served as a logistics officer within the United States Air Force, where he managed ongoing and recurring training while leading several high-tempo/high-alert departments as well as managing training and development teams.

Education

Brian received a Master of Science in human resources and information resource management from Central Michigan University. He also has a Ph.D. in organization and management. He is the chairperson of the ASTD Sales Training Committee and served on the board of directors for the United Professional Sales Association. He has written four books on professional selling, including Sales Chaos, World-Class Selling: New Sales Competencies, and 10 Steps to Successful Sales. He is a member of ASTD and ISPI..