Forrester Research

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Overview

Media fragmentation, new communication channels, fast-changing customer behavior, and the pressure to prove the effectiveness of marketing spending require that companies rethink marketing's role, redefine the marketing organization, and radically change age-old processes. In order to succeed, companies must transform their mission and organize around customers ¿ not products or channels. Marketing organizations have the opportunity to lead their companies through this period of change, and forward-thinking marketing executives will embrace the opportunity. They will transform their firm's communications strategy to be more responsive to customers; they will listen and establish a dialogue with customers; and they will become the voice of the customer for the enterprise. These marketing executives will also embrace technologies and tactics that enable them to communicate more effectively and seamlessly with their constituents.

At this Event, leading Forrester analysts will present research on how marketing organizations are leading their firms toward customer centricity. Industry executives will share their companies¿ experiences and best practices for transforming their organizations and effectively partnering to reach their clients within this changing environment. Whether you are looking for advice on how to successfully lead a marketing organization or how to best reach your customer base, Forrester's Marketing Forum 2007 will provide specific answers to critical issues confronting marketing organizations today. This Event will tackle questions like:

How can marketing lead the way toward customer centricity?
What is a customer-centric marketing organization, and how do I get there?
What skills does my marketing organization require to lead my firm through this change?
With whom should I partner to help support this shift to customer centricity?
How do I leverage new channels, tactics, and media to drive customer engagement and intimacy?
How do I effectively integrate traditional, maturing, and new media, channels, and tactics?
What technologies should I leverage to best reach our clients and integrate our activities?
Are there B2B and B2C differences in approaching customer centricity?

At this Event, Forrester analysts and industry speakers will share their views on reinventing marketing for customer centricity within five distinct tracks: