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Terry Flaherty

VP, Principal Analyst at Forrester

  • Company:Forrester

Terry Flaherty

VP, Principal Analyst at Forrester

Terry Flaherty is Vice President and Principal Analyst at Forrester Research. Terry’s analyst career started at SiriusDecisions (acquired by Forrester), and for the last 11 years he’s been helping clients improve the performance of their revenue process. For the last 7 years, Terry’s main focus has been to help move organizations away from a lead-centric process to one focused on buying groups and opportunities. Terry was a co-author of both the Demand Unit Waterfall and the B2B Revenue Waterfall and has been an industry thought leader helping organizations drive this transformation. Terry’s latest work has been to help organizations understand the business impact of making this change. Terry is also a co-author of Forrester’s new Revenue Process Transformation initiative that features the new Opportunity Lifecycle, a framework that redefines how marketing, the BDRs, sales and customer success all better collaborate to deliver value to the customer throughout their entire buying process.