ETMA Virtual Conference Oct 2020 Jay McBain Forrester

Jay McBain Principal Analyst, Forrester Channels, Partnerships, & Ecosystems
Industry Outlook, Opportunities & Trends

"71% of buyers reach vendor selection without filling out a web form or talking with a salesperson.
They’re avoiding the marketing and sales cycle – getting to vendor selection without anyone knowing.
You will have lost a deal without ever knowing there was a deal."