Jeffrey Baker is vice president of salesforce effectiveness at The Forum Corporation, a Boston-based learning organization. He directs research efforts, new product and service development, and market positioning. Baker recently completed a major research effort into how sales people engage senior-level decision makers, and developed a new Forum sales skills training program based on findings from this research. His previous research projects included investigating the impact of the 2008-2010 recession on buyer behavior and effective strategies for selling in that challenging environment. He has spent most of his career selling and leading sales teams, as well as managing customer care operations.