Sheryl Pattek

Vice President, Principal Analyst serving CMO PROFESSIONALS

Sheryl Pattek serves Chief Marketing Officers (CMOs) to provide the strategic guidance they need to succeed in the age of the customer. She is an accomplished business-to-business (B2B) marketing expert with extensive global experience in leading marketing organizations for both Fortune 500 and early-stage companies, encompassing the full marketing mix. Sheryl helps Forrester clients address their business issues by developing customer insight based go-to-market strategies and plans that span both digital and traditional channels. Her research focuses on the evolving market dynamics requiring CMOs to develop a tightly integrated approach to marketing strategy development, delivery, and measurement. Sheryl also addresses the impact of broader issues including technology infrastructure, organizational design, and developing the customer understanding necessary to help CMOs evolve their influence and fuel sustainable business growth for their organizations.

Previous Work Experience

Over the past 25 years as an executive-level marketing practitioner and B2B expert, Sheryl has led high-performing teams in the logistics, transportation, software, software-as-a-service (SaaS), technology, and telecommunications industries. Before joining Forrester, Sheryl served as vice president of marketing for Ryder System. She has held senior executive marketing positions at Océ North America (a Canon company), Citrix Systems, Daleen Technologies, and Digital Equipment Corporation (HP). Her career has touched every aspect of corporate marketing management. Specific areas of expertise include strategic planning, brand management, product management, customer relationship management (CRM), lead generation, marketing automation, content marketing, and digital marketing strategies. She is well-versed in customer analytics, customer retention and loyalty, and the importance of delivering a positive and comprehensive customer experience.

Sheryl has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the Forbes CMO Summit, The CMO Club, CMO Exchange, Argyle CMO Conferences, Direct Marketing Association Executive Summit, Dell World, and Marketing Operations Executive Summit.

Education

Sheryl received her B.A. and M.S. in communications from the University of New Mexico.

Sheryl Pattek's Research

  • For CMO Professionals

    Report: The Evolved CMO In 2014

    Forrester and Heidrick & Struggles fielded a global survey of 212 CMOs in July 2013 to assess their current remit and how they prove their value as business and strategy leaders. In this report,...

    • Downloads: 296
  • For CMO Professionals

    Report: Predictions 2014: B2B CMOs Will Juggle Data, Brand, And Organizational Investments

    In 2014, business-to-business (B2B) CMOs will have to determine the right balance of investments in data and analysis, brand building efforts, and organizational adaptations that help handle the...

    • Downloads: 311
    • Rating:
  • For CMO Professionals

    Report: Quick Take: Three Ways That The Right CMO-CIO Partnership Can Pack A Powerful Punch

    For two days at our recent Forrester's Forum For CMOs And CIOs in Napa Valley, California, 100 CMOs and CIOs engaged in a conversation about the roles each of them play in helping their companie...

    • Downloads: 164
  • For CMO Professionals

    Report: How To Build A Strong B2B Brand

    Business-to-business (B2B) organizations find themselves dependent on a strong brand to maintain a place in the consideration set as business buyers gain control over the purchase process with e...

    • Downloads: 371
  • For CMO Professionals

    Report: The CMO And CIO Must Accelerate On Their Path To Better Collaboration

    Chief marketing officers (CMOs) need to engage their chief information officers (CIOs) to develop the most effective strategy for putting marketing technology into practice. But the two organiza...

    • Downloads: 299
    • Rating:
  • For CMO Professionals

    Report: 2013 B2B CMO Imperatives

    Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must w...

    • Downloads: 979
    • Rating:
  • For CMO Professionals

    Report: Rethink Marketing In The Buyer's Context

    Business-to-business (B2B) marketers must face a new reality: Empowered customers are educating themselves through professional and peer-created content that is available online. Many claim to p...

    • Downloads: 563
    • Rating:
  • For CMO Professionals

    Report: The CMO's Role In Technology Purchasing

    It's no longer a question of whether technology plays a role in marketing; it's about what role the CMO needs to play in selecting the best solution to drive marketing and overall business succe...

    • Downloads: 430
    • Rating:
  • For CMO Professionals

    Report: How To Build A Strong B2B Brand

    Business-to-business (B2B) organizations find themselves dependent on a strong brand to maintain a place in the consideration set as business buyers gain control over the purchase process with e...

    • Downloads: 371
  • For CMO Professionals

    Report: Predictions 2014: B2B CMOs Will Juggle Data, Brand, And Organizational Investments

    In 2014, business-to-business (B2B) CMOs will have to determine the right balance of investments in data and analysis, brand building efforts, and organizational adaptations that help handle the...

    • Downloads: 311
    • Rating:
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