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For Customer Insights Professionals

The Marketing Of Market Insights: How To Build Internal Relationships And Influence

February 22, 2012

By Richard Evensen with Reineke Reitsma, Samantha Yanling Jaddou

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Why Read This Report

Market insights professionals often face challenges in building awareness and influence within their companies. To better understand how market insights can overcome these issues, Forrester spoke with five companies with empowered market insights organizations, as well as one CMO, for an executive view of what market insights should do. This report contains their stories and guidance on overcoming roadblocks to success, optimizing internal relationships ("making friends"), and learning how to deliver high-impact insights to build influence, in some cases all the way up to the executive level.
Tags: Market Research
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TABLE OF CONTENTS

  • Get The Market Insights House In Order First
  • You Have To Market And Sell
  • Analyze Hard, But Keep Delivery Soft And Simple
  • Listen To The Executives
  • Use Forrester's Influence Evaluator

  • RECOMMENDATIONS

    Evolve And Add Value To Gain Influence And Evangelists
  • Supplemental Material
  • Related Research Documents
 
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