Barbara Winters
Inspirer · DISC type idBarbara Winters is the VP, Principal Analyst for portfolio marketing at Forrester, leveraging 30 years of technology marketing experience. She advises B2B leaders on go-to-market strategies, buyer engagement, and product launches. People often describe her as a "gifted marketing strategist. "
Her research focuses on the state of business buying, analyzing how generative AI is reshaping buyer behavior, leading to increased skepticism and a greater demand for proof of value from vendors.
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They usually prefer to drive the conversation. They don’t mind taking a stand if they believe in something. They respond well to objective pitches but also attach some value to relationships.
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Influence (I) reflects the degree to which a person prefers to work by influencing or persuading others. Those scoring high tend to be people oriented, motivated by social recognition and building relationships.
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