Dave is a vice president and research director serving B2B leaders focused on customer retention, growth, and advocacy and content strategy and operations. His analyst teams help clients succeed at Read full bio
Dave is a vice president and research director serving B2B leaders focused on customer retention, growth, and advocacy and content strategy and operations. His analyst teams help clients succeed at customer marketing, customer success, and customer advocacy, as well as content and communications innovation, strategy, and development.
Dave has over 25 years of marketing and customer engagement experience. Before rejoining Forrester, Dave was a principal analyst and desk lead at Insider Intelligence, where he led a team of analysts covering B2C and B2B marketing, CX, and demographics.
Dave is the coauthor of Marketing to the Entitled Consumer (Mascot Books, October 2018), has spoken at industry events around the world, and is widely quoted in marketing, business, and technology publications and national broadcast outlets.
Forrester's Research Director Dave Frankland reveals why go-to-market models built for the last decade are collapsing under the weight of AI, economic volatility, and a buyer who is invisible until the decision is nearly made. Forrester data shows that 55% of B2B deals are decided before a seller ever enters the conversation. Dave unpacks what Forrester calls the GTM Singularity – and introduces the ARC framework (Augmented, Resilient, Collaborative) that separates the companies headed for a black hole from those about to become supernovas. Close
Session: The GTM Singularity: Why the Old Rules Are Collapsing – and What Comes Next