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Chris Stutzman

Vice President, Principal Analyst serving CMO & Marketing Leadership PROFESSIONALS

Chris serves CMO & Marketing Leadership Professionals as well as agency leaders. He is a leading expert on modern brand strategy, digital-era advertising, and the evolving agency landscape.

Previous Work Experience

Chris has more than 17 years of experience in management consulting and advertising. He helps marketers navigate emerging media and technology, transform their advertising strategy, and adapt their organizations for the digital age. Clients such as Facebook, L'Oreal, Kraft Foods, HP, and IBM have turned to Chris for his thought leadership. Additionally, he has worked across a broad spectrum of agencies — including holding companies such as Omnicom and WPP, network agencies such as JWT and DDB, and digital agencies such as Digitas, Rosetta, VML, and Blast Radius — to improve their strategic capabilities, competitive positioning, and new business strategies.

Prior to Forrester, Chris worked in advertising for more than eight years, developing brand strategies and discovering breakthrough consumer insights for clients such as Mars, Michelin, Novartis, and Wachovia. Chris started his career as a management consultant for Accenture, where he developed customer experience and marketing technology strategies for clients such as AT&T and Bell South.

Chris is a member of The Wharton School's Future of Advertising project. He is also a regular contributor to industry publications and events, including Advertising Age CMO Strategy and the ANA.


Education

Chris received an M.B.A. from Duke University and a B.A. in English from Bucknell University.

Research Coverage:

Adaptive Brand Marketing, Advertising, Advertising Agencies, Brand Tactics, Branding, Consumer Promotion, Marketing Communications, Marketing Executive Leadership, Marketing Messaging, Marketing Organization & Culture, Marketing Organizational Structure, Marketing Talent Management

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16 results in Everything

  • Mark Bartrick

  • For Sourcing & Vendor Management Professionals

    Blog:SOURCING BUSINESS OUTCOMES REQUIRES A SEA-CHANGE IN THE WAY SOURCING BUYS AND SELLERS SELL

    Mark BartrickApril 12, 2013

    Over 40% of senior business executives are looking to suppliers and external parties to co-develop and deliver measureable business outcomes. Telling suppliers to forget their old pricing metrics and...

    • For Sourcing & Vendor Management Professionals

      Report:How To Negotiate A Better Microsoft Office 365 Deal

      Concentrate On Who You Are Buying For And How You Want To Buy

      Mark BartrickJuly 12, 2012

      As many businesses are now evaluating moving their Microsoft Office applications online and into the cloud as a way of reducing infrastructure and staffing costs, sourcing and vendor management (SVM)...

      • Downloads: 250

    • For Sourcing & Vendor Management Professionals

      Blog:Is Software Pricing A Science Or An Art?

      Mark BartrickJanuary 23, 2012

      I’ve been with Forrester for just over a month now. It’s great to be involved with our clients and communities and to be helping businesses across the world evaluate the quality of...

      • Charts & Figures results for

      • Charts & Figures:Saving Money Is The Primary Motivator For Considering Third-Party Support

        Find Out Which Vendors Promise To Save 50% Or More And How They Plan To Do It

        Mark BartrickOctober 22, 2012

      • For Sourcing & Vendor Management Professionals

        Report:How To Reduce IBM System z Mainframe Software Costs

        Two Strategies And Six Tips To Save Money In 2012

        Mark BartrickMarch 13, 2012

        If your organization is running an IBM System z mainframe, there are several ways you may be able to do more with less. As a sophisticated sourcing and vendor management (SVM) professional, you've...

        • Downloads: 224
        • Comments: 2
        • Rating:

      • For Sourcing & Vendor Management Professionals

        Blog:Software Audits: A Story Of Home Truths, Horror Stories, And Money

        Mark BartrickFebruary 16, 2012

        Software audits are a bit like public transport; you can wait for ages for a bus and nothing turns up and then all of a sudden five come along at the same time. It shouldn’t surprise anyone...

        • For Sourcing & Vendor Management Professionals

          Report:A Quick Guide To Help You Prepare For An IBM Software Negotiation

          Three Areas You Must Understand If You Want To Save Money For Your Organization

          Mark BartrickJanuary 29, 2013

          IBM has been a major player in the software industry for decades. However, instead of simplifying its pricing and licensing over the years, IBM has become more complex as its product portfolio has...

          • Downloads: 186
          • Rating:

        • For Sourcing & Vendor Management Professionals

          Report:A Quick Guide To Help You Prepare For An Oracle Software Negotiation

          Three Areas You Must Understand If You Want To Save Money For Your Organization

          Mark BartrickFebruary 13, 2013

          Next time an Oracle sales rep steps into your office, remember this: You are facing some of the more motivated and experienced sales professionals in the software industry. They are well trained to...

          • Downloads: 172
          • Rating:

        • For Sourcing & Vendor Management Professionals

          Report:A Quick Guide To Help You Prepare For A SAS Software Negotiation

          Three Areas You Must Understand If You Want To Save Money For Your Organization

          Mark BartrickJanuary 17, 2013

          SAS's software products help organizations apply analytics to business scenarios. Now deeply embedded in many large organizations around the world, SAS has become a market leader. It's common to see...

          • Downloads: 129

        • For Sourcing & Vendor Management Professionals

          Blog:Microsoft — Innovator Or Aggregator?

          Mark BartrickSeptember 10, 2012

          Vanity Fair ran a terrific article in its recent August issue, entitled "Microsoft’s Lost Decade." The gist of the article is that since 2000, Microsoft, under the guidance of CEO Steve...

          • For Sourcing & Vendor Management Professionals

            Report:Evaluating Microsoft's Software Assurance

            Are You Making The Most Of The Benefits On Offer?

            Mark BartrickApril 08, 2013

            Whether acquired via the Microsoft Select Plus agreement or Enterprise Agreement (EA), many organizations have signed up to the Microsoft Software Assurance (SA) program, but time and again we find...

            • Downloads: 96

          • For Sourcing & Vendor Management Professionals

            Report:Rimini Street Challenges Big Software Maintenance Fees

            The Company Proposes To Reduce Your Oracle And SAP Maintenance Costs By Half, But Is It Right For Your Organization?

            Mark BartrickJuly 20, 2012

            The popularity of Oracle and SAP software is clear. All you need to see is their long client list and substantial revenues to know they are giants in the technology marketplace. But their high...

            • Downloads: 212
            • Rating:

          • For Sourcing & Vendor Management Professionals

            Report:The Emerging Third-Party Software Support Marketplace: Questions And Answers

            Find Out Which Vendors Promise To Save 50% Or More And How They Plan To Do It

            Mark BartrickOctober 22, 2012

            Your CIO is looking at the software budgets for next year, and the squeeze on cash is tighter than ever. He wants you to find ways to release funds currently earmarked for such prosaic things as...

            • Downloads: 157

          • For Sourcing & Vendor Management Professionals

            Blog:Microsoft’s Tablet And Smartphone Licensing: Still Counting Devices When The World Only Wants To Count Users

            Mark BartrickOctober 26, 2012

            Over the last few years, there have been fantastic advances in technology that have brought us almost a billion smartphones and tablets. These handy mobile computers give us access to our Microsoft...

            • For Sourcing & Vendor Management Professionals

              Report:Business Outcomes Are The Future Of Technology Contracts

              Driving Change In The Way You Buy Products And Services

              Mark BartrickMay 08, 2013

              Digital capability — mobile, social, cloud, and data and analytics — disrupts business models and value streams, introduces new competitive threats, and comes with new demands for shorter...

              • Downloads: 96

            • For Sourcing & Vendor Management Professionals

              Report:Microsoft SQL Server 2012 Licensing Changes — What You Need To Know

              Repackaging And The Move From Per-Processor To Per-Core Licensing Will Affect The Way Your Organization Uses SQL Server

              Duncan Jones, Mark BartrickAugust 29, 2012

              Microsoft's recent announcements will affect the way your organization licenses its SQL Server product and what you have to pay to use it. To prepare for these changes, sourcing and vendor management...

              • Downloads: 215

            • For Sourcing & Vendor Management Professionals

              Report:Best Practices: Software Contract Negotiation

              Processes: The Strategic Software Sourcing Playbook

              Mark BartrickJanuary 04, 2013

              This report describes best practices for the negotiation process, in the context of Forrester's strategic software sourcing approach. We get many inquiry calls from sourcing and vendor management...

              • Downloads: 251
              • Rating:
             
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