Forrester Research

Analyst's Photo	Name and Title	Contact information
	Bradford J. Holmes Vice President, Practice Leader - Sales Enablement & Technology Marketing

Research Coverage

Government, Healthcare & Life Sciences, Sales Enablement, Sales, Marketing, & Product Strategy, Tech Marketing Strategies, Tech Marketing Tools & Best Practices

Research Focus

Brad leads Forrester's Technology Sales Enablement role team, which helps Technology Sales Enablement professionals achieve greater sales productivity and efficiency. Brad is responsible for a team of analysts and consultants that help clients:

Lead their organizations through the transformation of their sales enablement practices.
Structure sales support tools and messaging to match the buyer's sales process and stakeholder needs to reduce sales cycle times.
Distill client insights and product propositions to ensure messaging consistency and relevance across the product portfolio and throughout the customer engagement process.
Standardize sales tools, training programs, and internal communication protocols to provide repeatable and reliable outcomes across all sales channels.
Automate sales enablement processes to reduce waste and cut the total cost of sales.

Brad has been with Forrester since 2000, leading the research organization and building Forrester's business in the healthcare, government, and tech industry markets.

Previous Work Experience

Brad's 17 years of professional experience before Forrester include his role as vice president at UnitedHealthcare, where he led product development and provider contracting groups and launched United's Options PPO product. At Mobil Oil, Brad engineered a healthcare benefits overhaul, which resulted in two years of premium rebates to Mobil's employees. He also led marketing and sales at a startup provider of eCommerce pharmacy systems.

An experienced public speaker, Brad has addressed numerous organizations in recent years, including the annual Institute meeting of the America's Health Insurance Plans (AHIP), the World Healthcare Congress, the National Managed Healthcare Congress (NMHCC), and Convergence — The Life Sciences Leaders Forum. He has been quoted regularly in the media, including on Marketplace and CNBC, as well as in the Los Angeles Times and The New York Times.

Education

Brad holds a bachelor's degree in policy studies from Dartmouth College. He earned his M.B.A. degree from the Darden School at the University of Virginia, winning the Faculty Award for Academic Excellence.