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Caroline   Robertson

Caroline Robertson

VP, Research Director Serving B2B Marketing Professionals

Caroline is a leader of Forrester's research and advisory serving B2B marketing and sales professionals. As vice president, research director, she manages analysts who help B2B marketing and sales leaders navigate complex buyer dynamics; develop and execute effective strategies and select appropriate technologies to drive business impact through compelling messaging and content, with account and buying team-based programs around the entire customer lifecycle, through channel activation and performance management, and by enabling more personalized customer engagement and sales efficacy. Her team also supports analyst relations professionals.

Previous Work Experience

In her roles as market analyst and marketing and business development leader, Caroline has brought numerous cross-functional teams together to drive growth in dynamic markets. Prior to joining Forrester, Caroline led marketing and market analyst teams as an executive at both IBM and Cisco. While at IBM, Caroline helped market pre-cloud businesses, develop the first marketing program targeting the C-suite, introduce hosted industry solutions, and market infrastructure solutions integrating products and services. As director of marketing at Cisco, Caroline helped shape and drive marketing strategies and messaging for the company's second-largest division. Caroline was also a director at IDC, where she established its business network services practice.

Caroline is experienced working with the media and presenting at both corporate and trade events.

Education

Caroline holds a BA from Smith College in Northampton, Mass.

Caroline Robertson

VP, Research Director Serving B2B Marketing Professionals

Caroline is a leader of Forrester's research and advisory serving B2B marketing and sales professionals. As vice president, research director, she manages analysts who help B2B marketing and sales leaders navigate complex buyer dynamics; develop and execute effective strategies and select appropriate technologies to drive business impact through compelling messaging and content, with account and buying team-based programs around the entire customer lifecycle, through channel activation and performance management, and by enabling more personalized customer engagement and sales efficacy. Her team also supports analyst relations professionals.

Previous Work Experience

In her roles as market analyst and marketing and business development leader, Caroline has brought numerous cross-functional teams together to drive growth in dynamic markets. Prior to joining Forrester, Caroline led marketing and market analyst teams as an executive at both IBM and Cisco. While at IBM, Caroline helped market pre-cloud businesses, develop the first marketing program targeting the C-suite, introduce hosted industry solutions, and market infrastructure solutions integrating products and services. As director of marketing at Cisco, Caroline helped shape and drive marketing strategies and messaging for the company's second-largest division. Caroline was also a director at IDC, where she established its business network services practice.

Caroline is experienced working with the media and presenting at both corporate and trade events.

Education

Caroline holds a BA from Smith College in Northampton, Mass.

Caroline Robertson's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook

    November 22, 2019Caroline Robertson, Brigitte Majewski

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation maturity assessment so that you can gauge where your firm is on its journey and discover which core competencies you need to strengthen or develop.

  • For B2B Marketing Professionals

    REPORT: Predictions 2020: B2B Marketing And Sales

    Accelerating Response To The Great Expectations For The B2B Buying Experience

    October 29, 2019Caroline Robertson, Steven Casey, Jay McBain, Laura Ramos, Mary Shea, Lori Wizdo

    We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant and self-directed. But we're now seeing that buyers increasingly expect to be served — by both marketing and sales — with an experience of their choosing. And as our predictions reveal, we believe 2020 will be a pivotal year as buyers' demand for a compelling experience increases and B2B marketers strive to own the moment.

  • For B2B Marketing Professionals

    REPORT: Predictions 2019: B2B Marketing And Sales

    Leaders Embrace Full Life-Cycle Engagement

    October 25, 2018Caroline Robertson

    As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design that encompasses both digital and human interactions. In 2019, we predict that vendors' response to this need will accelerate as their customers commit to full life-cycle marketing.

  • For B2B Marketing Professionals

    REPORT: Evaluate Your Capacity For Customer-Obsessed Marketing

    January 4, 2018 Laura Ramos, Caroline Robertson

    B2B marketers know that the journey to become customer obsessed will fundamentally reset current routines and day-to-day operations. This report includes a self-evaluation tool that helps you identify the strengths and weaknesses that keep marketing from leading the charge toward customer obsession. After completing this self-assessment, B2B marketers can use the results to craft a strategy that moves marketing practices along the path from Customer-Naive to Customer-Obsessed.

  • For B2B Marketing Professionals

    REPORT: Getting A Grip On Seller-Focused Content

    Leverage Content Marketing Best Practices For An Effective Seller Experience

    October 31, 2017Caroline Robertson

    B2B marketers have learned great content is a key component for engaging buyers. And they need to apply that learning to internal content to enable and train sales. Marketing, often unknowingly, provides sellers with irrelevant, indigestible, or just plain excessive amounts of material. Read this report to learn how to build and distribute content for an effective seller experience. Helping sellers understand how, when, and where to use various forms of content is an opportunity for marketing to ensure it creates the right content and has sales use it effectively.

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