Forrester Recognizes Three Organizations for Accelerating Revenue Growth Through Marketing, Sales, and Product Alignment

At Forrester’s B2B Summit North America, Integration Feedback winners will showcase their successes and share how they’ve used Forrester’s research and models to drive cross-functional alignment

CAMBRIDGE, Mass., April 20, 2022 /PRNewswire/ — Forest (Nasdaq: FORR) today announced that ArcBest, FARO Technologies and Siemens Digital Industries Software are the winners of this year’s Return on Integration (ROI) award. These organizations are known for integrating marketing, sales, and product functions to align business goals and achieve measurable results.

ROI winners will be recognized at the B2B Summit North America, taking place May 2-4 in Austin, TX, and numerically. B2B Summit North America is the premier event for B2B leaders to align their growth strategies with the latest research, models and case studies, designed with the priorities of B2B organizations in mind. At the event, winners will showcase their business transformation journeys and discuss how they have used Forrester research, models, and methodologies to drive alignment and growth.

“We are thrilled to celebrate this year’s Return on Integration Honors winners in person,” said Monica Behncke, vice president of Forrester and chief research officer of the group. “These organizations made bold decisions to transform their businesses. Each company worked with Forrester to overcome obstacles and make incremental decisions, resulting in accelerated growth, increased productivity, and better business visibility. are a true inspiration to other B2B organizations looking to transform their businesses. We look forward to hearing about their success stories at the event.”

Key highlights include:

  • ArcBest, a leader in supply chain logistics, refocused its marketing and sales efforts to better align resources with customers and drive growth. Using Forrester’s buyer-aligned sales methodology, the company implemented new workflows, processes, and technologies to integrate its marketing and sales engines. As a result, ArcBest achieved a revenue increase of more than 50% year over year on its strategic growth products. Participate in this opening session to learn how ArcBest used a data-driven approach to optimize resources and better meet customer needs.

“Aligning with our goal of being customer obsessed, we recognized the need for our marketing and sales efforts to meet buyer expectations. We needed intentional focus to develop the right strategies and processes. that would position us to scale our business,” said Steven Leonard, director of sales and customer engagement at ArcBest. “To drive ArcBest’s growth as an integrated logistics company with solutions for all supply chains, strategic alignment across our business was imperative. We worked with Forrester to align our efforts with our best opportunities using their buyer-aligned sales process.

  • FARO Technologiesa world leader in 4D digital reality solutions, repositioned from an engineering-driven, product-centric organization to a market-driven solutions provider. To do this, FARO used Forrester analysts, research, and frameworks, including the Eight Cs of Effective Organizational Design, the B2B Revenue Waterfall, the B2B Marketing Ecosystem Model, and the Business Design Framework. customer experience to drive close cross-functional alignment and accelerate its business transformation. In this introductory sessionFARO Technologies will share strategic milestones and lessons learned from its transformation journey.

“We have completely transformed our marketing function from an activity-based cost center to a profitable revenue generator,” said Lisa Cole, Vice President of Corporate Marketing at FARO Technologies. “Just a few months before the onset of the pandemic, and over the next two years, we embarked on an end-to-end transformation, completely changing the perception of marketing and its role in the business. We started by assessing sales and marketing capabilities and developing a business case for change We made decisions on what needed to be improved, established an order of operations, gave everyone a clear roadmap and operating philosophies to serve as a compass, then rebuilt our revenue engine to deliver a better customer experience and accelerate revenue We questioned everything, even battling the massive disruption caused by the pandemic, without stopping until we achieve our goals.

  • Siemens software for digital industries, the leader in digital business transformation, worked closely with Forrester to shift the marketing organization from focusing on leads to developing opportunities and identifying buying groups. Forrester B2B Revenue Waterfall Executives and Buying Groups have driven the transition from Leads to Opportunities across all of its revenue engine processes. In its opening session, Siemens Digital Industries Software will share how it used Forrester’s tools and frameworks to better align its sales and marketing functions.

“Siemens has embarked on a project to streamline data and improve process efficiency from investigation to close,” said Liz Arndt, senior director of global inside sales at Siemens Digital Industries Software. “Siemens worked with Forrester to establish a single view of engagement per contact so our sales teams could have smarter, more informed conversations with the right buying group members. Throughout the project, we benefited Forrester’s ongoing support, from the initial on-site discovery workshop to countless telephone and written inquiries, worksheets, templates, research reports, and monthly status updates. advancement, they were with us all the way.”


About Forrester
Forrester (Nasdaq: FORR) is one of the world’s most influential research and consulting companies. We help technology, marketing, customer experience, product and sales leaders use customer obsession to accelerate their growth. With Forrester’s research, consulting, and exclusive events, leaders around the world are empowered to be bold at work, manage change, and put their customers at the center of their leadership, strategy, and their operations. Our unique insights are based on annual surveys of more than 700,000 consumers, business and technology leaders around the world; rigorous and objective research methodologies, including Forrester Wave™ assessments; 70 million real-time feedback votes; and the shared wisdom of our customers. To learn more, visit

Amanda Chordas
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