Alisa Groocock

Enduring ABM. It's not easy to build an ABM initiative that is understood by everyone at your organization, one which has a clear raison d'etre and generates results. Not just any results - but credible results that can be measured, sustained and scaled. Supporting Agent3’s growth momentum, I'm honored to helm the design and delivery of client advisory services in the Americas.

Previously, as a Forrester VP and Principal Analyst, I was responsible for helping hundreds of companies to build, execute and optimize their ABM strategies. I authored groundbreaking models that accelerated the identification and use of buyer insights to design high-performing campaigns. Highly requested by clients, I had a reputation for providing actionable guidance. Earlier in my career, I spent 20 years on the client-side in field marketing roles at HP, Cisco and Informatica. I started HP’s first-ever ABM program many years ago, and the through-line of my career ever since has been working closely with Sales to execute key account programs.

At Agent3, I do what I love and what I do best - coaching, mentoring and advising clients on their journeys to enduring ABM.