Sales Enablement Analysts

In a market as dynamic as sales enablement, independent research and analysis is important as companies formulate their long-term strategy. Independent firms can also be helpful when selecting and evaluating sales enablement tools. In addition to reports and consultations available exclusively to their clients, many analysts share insights publicly via LinkedIn, Twitter, and their blog. 

Identifying the right analysts and finding their various online resources is not always easy. So we have compiled a list of analysts (in alphabetical order) from leading firms that have sales enablement as an important part of their practice.

Heather Cole
Service Director

Heather brings more than 20 years of hands-on, b-to-b experience in a variety of disciplines including sales enablement, sales operations, field marketing and sales leadership. She has a passion for helping organizations define and execute on effective sales enablement strategies and has hands on expertise in developing sales learning, asset and communications programs for global b-to-b organizations.Prior to joining SiriusDecisions in the Sales Enablement Strategy (SES) service, Heather was the Director of Sales Learning and Enablement for Wolters Kluwer where she led the enterprise sales effectiveness strategy focused on generating defined business results from enablement activities.  Her focus included role-based learning programs, on-boarding, asset development, field enablement support center, messaging, field communication, as well as their annual kickoff meeting and leadership summits.Heather also led several sales and marketing functions in the document technology industry in director roles at Ricoh, IKON and Pitney Bowes including enablement, field marketing, training and pre-sales discovery services.

Jim Dickie
Research Fellow

Jim Dickie is a Research Fellow of CSO Insights. He has over 29 years of sales and marketing management experience. Jim began his career with IBM and Sterling Software and then went on to launch two successful software companies. Jim is also a contributing editor for CRM Magazine, CustomerThink,, a contributing author for the Harvard Business Review; and the author of The Chief Sales Officers Guide to CRM, Insights into High Tech Sales and Marketing, and the co-author of The Sales & Marketing Excellence Challenge and The Information Technology Challenge. He has served as an advisor to Baylor University’s Center for Professional Selling, William Patterson University’s Russ Berry Institute for Professional Selling, and as a lecturer at the University of Georgia’s Terry College of BusinessOver the past twenty years, CSO Insight’s survey of over ten thousand sales transformation initiatives has become the benchmark for tracking the evolution of how the role of sales is changing, the challenges that are impacting sales performance, and most importantly what companies are doing to address those issues. CSO Insight’s clients span multiple industries and include such firms as 3M, ADP, GE Capital, Cisco Systems, Corning, Fairchild Semiconductor, Harte Hanks, Federal Express, IBM, Accenture, VISA, Xilinx, Hewlett Packard, McKesson, Unocal, Cessna Aircraft, Fiserv, Barclays, Rockwell, Vishey Electronics, Intel, as well as many small to midsize enterprises.

Jim Lundy
Founder, CEO, and Lead Analyst

Jim Lundy is the founder and CEO of Aragon Research. Jim also serves as Lead analyst for collaboration, mobile, social, content management, user interface and knowledge. Jim has over 29 years of technology and management experience as a vendor, user and analyst. Jim spent twelve years at Gartner and where he formed and led the Collaboration and Social Software Research Team and also served as lead analyst for Enterprise Content Management and Corporate Learning. Jim has extensive experience in product strategy, development and go-to-market plans.

Prior to founding Aragon Research, Jim was the VP/General Manager of the Collaboration Business Unit at Saba Software. Jim also spent fifteen years at Xerox Corporation in a variety of software and hardware sales and marketing positions.

Jim has a B.S. in Finance from Penn State University.

Peter O'Neill
VP, Research Director Serving B2B Marketing Professionals

Peter leads Forrester’s research and advisory for B2B Marketing Professionals. He manages a group of analysts focused on B2B marketing in the age of the customer, understanding and navigating the complex sphere of buyer stakeholders, ensuring contextual and relevant content to accelerate the sales process, and describing the technology infrastructure to build and support sales relationships.

His background is in international marketing, with a specific emphasis on field marketing strategy/execution coupled with the interaction dynamics between HQ and field marketing. Peter is renowned for his industry thought leadership and expertise in content marketing, partner marketing, as well as social media and online community strategies.

He has written more than 50 research documents that cover various topics on B2B marketing, including contributions to Forrester’s lead-to-revenue playbook, B2B online community playbook, and channel partner loyalty playbook. In Q2 2012, he received a Forrester Research award for “Content Marketing Is A Key Differentiator For Tech Marketers.” He provides advisory and consulting to various Fortune 500 and Fortune 100 companies on their B2B marketing strategy, organization, and processes and is part of Forrester’s B2B Groundswell Awards judging team, awarding innovative social marketing practices from companies of various sizes (SMBs and enterprises). He is also a member of the judging panel for annual UK-based B2B Marketing Awards ( He has been cited in numerous media publications, including The Economist, Financial Times, and industry publications, and he maintains a regular blog on B2B channel issues on The Channel Register.

He has a broad knowledge of the general European IT market and profound industry-specific knowledge of the relevant issues and is therefore an experienced advisor about many different areas of the IT industry. Peter is based in Forrester’s Frankfurt office but advises vendors and users around the world. He continues to participate in research on IT management software and has a deep knowledge of IT management software technologies and all of the vendors in this area.

Peter Ostrow
Research Director

Peter Ostrow is Research Director within the Sales Enablement practice, working with end-user leaders to improve rep productivity through enablement strategies. Our approach includes identifying and sharing best practices and providing advice and consultation through data-driven research, advisory services, webcasts, in-person forums and workshops, consulting, and e-learning. Service coverage for the enablement space covers enablement structure/ function/measurement, sales talent management and learning, sales asset management, sales communication, and other topics relevant to driving the effectiveness and efficiency of sales roles.

Peter holds a Bachelor of Arts in History and Political Science from Brown University.

Laura Ramos
Vice President, Principal Analyst Serving B2B Marketing Professionals

Laura Ramos serves B2B Marketing Professionals. She is a leading expert in business-to-business marketing with hands-on senior management experience in corporate, industry, and product marketing; demand management; and social media. She helps Forrester’s B2B Marketing clients plan, build, and deliver marketing programs that combine traditional and digital approaches that lead with business issues, create thought leadership, and fuel their company’s top line growth. Her research addresses the skills, technology, process, and customer experience concerns that top B2B marketers need to understand and integrate into programs that address the ongoing evolution in buyer behavior, markets, channels, and competition.

Laura previously worked at Forrester from 2001 to 2010, where she pioneered its B2B Marketing practice, wrote leading research, and advised clients on integrated B2B marketing, demand generation, lead management automation, social media best practices, digital marketing strategy, and customer engagement.

Shanta Samlal-Fadelle

Shanta is a researcher on the B2B Marketing team, delivering research on content marketing, sales enablement, marketing automation, and other areas of B2B marketing focus in the age of the customer.

Prior to her current role, Shanta was at Akamai Technologies, where she was primarily responsible for the Americas Region, helping to launch and facilitate sales and services onboarding programs, value selling solutions, and channel programs as well. Before that she worked as a marketing associate for Variable Graphics in New York.

Shanta attained her MBA in Marketing and B.Sc. in Finance, minoring in Spanish, from St. John’s University in New York.

Tamara Schenk
Sales Enablement Leader and Analyst

My name is Tamara Schenk. I serve as Research Director for CSO Insights, a division of MHI Global.

Sales Enablement Perspectives is dedicated to a topic, I’m passionate about – Sales Enablement, Sales Force Enablement, Customer-Core Enablement – however, you name it and wherever you are on this journey. My focus is to establish a strategic and holistic perspective to drive sustainable sales results and to drive sales force transformation. Even if transformation may be a scary word for some of you, it is essential to unlearn pushing and pitching sales behaviors and to (re)learn value-creating activities and behaviors that are relevant and timely for prospects and customers.

My expertise is knowledge, understanding and experience, coming from the real world. I had the responsibility for enablement in a large corporation where I could evolve the discipline from zero to a program, and then to a function and then to a strategic discipline at a VP level. Furthermore, I also walked in sales shoes along my twenty plus years of professional experience in different roles and industries. 

Mary Shea, PhD
Principal Analyst

Mary Shea is a principal analyst serving B2B Marketing Professionals. In this role, she writes about and advises clients on sales enablement strategies, execution, and technologies and how to address change in the age of the customer. Mary’s research specifically looks at

the evolving buyer and seller journeys; how marketing organizations can prioritize and maximize their sales enablement investments; how to arm client-facing personnel with content, tools, and systems to have more impactful conversations in the marketplace; and how new constructs, designed to increase collaboration and alignment across marketing and sales organizations, can be leveraged to maximize revenue.

As a senior executive with experience in general management, commercial leadership, marketing, and direct selling, Mary has led global sales and marketing organizations at companies ranging from high-growth startups to publicly traded firms. She has an exciting track record of building, developing, and leading teams and driving significant growth across domestic and international markets.

Jill Stanek
Research Analyst

Jill brings nearly 20 years’ experience in information technology, software and research advisory services. Prior to joining SiriusDecisions, she worked in a variety of roles for both small startups and large enterprise companies, including PwC, where she was a marketing and sales manager on the global account team for the company’s largest global consulting engagement. At Eprise, a Boston-based Web content management software startup company, she prepared, designed and delivered high-level sales presentations and demonstrations as a pre-sales engineer selling into manufacturing, financial and high tech organizations.

Jill also spent eight years at Gartner, where she was an executive advisor providing key insight, knowledge and research to Fortune 500 media CIOs through the Gartner Executive Program. Prior to this role, she provided system, network and web development support on Gartner’s internal and external remote development/staging and production Unix servers, as well as administration and maintenance on company firewalls.

Jill received a Masters of Information Systems from the School of Computer Science at Pace University, where she earned the Information Systems Distinguished Achievement Award, and a BS from the College of Human Development at Syracuse University.

Todd Berkowitz
VP Research

Todd Berkowitz is a Research Vice President focusing on B2B technology marketing and sales. He advises product marketing leaders, CMOs and sales enablement leaders on how to improve the effectiveness of their demand generation, sales enablement, account-based marketing and upsell/cross-sell efforts. He also looks at how data, analytics, content and tools can improve marketing-sales alignment and overall effectiveness.

Mr. Berkowitz has more than 15 years of high-technology marketing experience for enterprise software and service vendors. He has leadership positions with market leaders, including Oracle, TriZetto and Aprimo/Teradata, and he led the entire marketing function for NewsGator, a high-profile, venture-backed social media startup. He was an early employee of Nuance, which went public in 2000. He began his career in public and analyst relations, working for several technology public relations firms. Mr. Berkowitz has significant experience in marketing technology services, including application outsourcing, professional services and customer support. He has also marketed products with a diverse range of deployment options, including on-premises, hosted, SaaS and mobile. Before joining Gartner, Mr. Berkowitz performed a wide range of product marketing and management activities, including sales enablement, product launch and life cycle, new market entry and expansion, mergers and acquisitions, and competitive intelligence for new and existing products.

Tad Travis
Research Director

Tad Travis is a Director in Gartner Research. He is responsible for the CRM for Sales research agenda, which includes the sales force automation (SFA) and the sales performance management (SPM) Magic Quadrants. Mr. Travis has extensive knowledge of SFA systems, sales enablement processes, sales enablement tools, sales incentive compensation, quota management and sales analytics. He has additional expertise in CRM governance, end-user adoption programs, end-user training, customer success programs, IT governance and change management.

Mr. Travis has more than 15 years of experience in the IT industry. Prior to joining Gartner, he served as a Customer Success Manager and Application Architect at, where he guided more than 100 clients with their implementations and governance programs. He owned post-sales business relationships with executives of enterprise-level clients and provided valuable strategic advice on vision definition, adoption metrics, governance processes, road map planning, ROI analysis and business process best practices. Prior to, he managed the CRM and BI sales operations processes at Solvay Pharmaceuticals and served as a CRM consultant at several CRM vendors.

Steven Wright
Senior Analyst

Serving B2B Marketing Professionals with a focus on sales enablement, Steven targets how new technologies and practices can better equip sellers to focus on customers’ needs.

With over 20 years of experience in sales enablement, training, and enablement in the high-tech sector, Steven has created and delivered the tools, content, and training focused on improving sellers’ skills at all levels for sales groups ranging from 300 to over 17,000 sellers.

Before joining Forrester, Steven focused on sales enablement for a worldwide sales audience at IBM for both specialized and cross-brand sellers. He managed events and programs and partnered with all levels of marketing, product, and sales management in producing seller-centered deliverables. Prior to that, he founded and managed a sales enablement group at Candle, later acquired by IBM.