Drew   Green

Drew Green

Researcher Serving CMO Professionals

Drew is a researcher on the CMO team. He helps senior marketers understand how to adapt their teams, practices, and processes to align with the demands of their customers' changing behaviors and attitudes. Drew's research focuses on identifying the structures and designs underlying successful marketing organizations and addresses the types of organizational design, budgeting, talent and skill mix, and innovation design that can improve the operation of marketing organizations.

Previous Work Experience

Prior to joining Forrester, Drew conducted research at the University of Connecticut on the dynamics of brand development, brand perception, and executive leadership. He also worked as an assistant research executive at Millward Brown, performing survey-based research to test the impact of individual advertising and campaigns and provide insight into short- and long-term brand health.

Education

Drew earned a Bachelor of Science in marketing from Bryant University and a Master of Arts in political science from the University of Connecticut.

Drew Green

Researcher Serving CMO Professionals

Drew is a researcher on the CMO team. He helps senior marketers understand how to adapt their teams, practices, and processes to align with the demands of their customers' changing behaviors and attitudes. Drew's research focuses on identifying the structures and designs underlying successful marketing organizations and addresses the types of organizational design, budgeting, talent and skill mix, and innovation design that can improve the operation of marketing organizations.

Previous Work Experience

Prior to joining Forrester, Drew conducted research at the University of Connecticut on the dynamics of brand development, brand perception, and executive leadership. He also worked as an assistant research executive at Millward Brown, performing survey-based research to test the impact of individual advertising and campaigns and provide insight into short- and long-term brand health.

Education

Drew earned a Bachelor of Science in marketing from Bryant University and a Master of Arts in political science from the University of Connecticut.

Drew Green's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Predictions 2018: The CMO Bar Rises With More Pressure For Growth

    Customer Obsession Disrupts Any Remaining CMO Complacency

    November 6, 2017 Keith Johnston, Dipanjan Chatterjee, James L. McQuivey, Drew Green

    Customer obsession is the foundation of organizational success in 2018. This sets the stage for CMOs to step up as a leader of growth or quietly cede influence to another C-suite member, such as a chief growth officer. With customers craving close connections, the data floodgates opening, and talent in constant short supply, CMOs will remodel their organizations and strategies to stimulate one thing in particular — growth.

  • For CMO Professionals

    REPORT: Marketing Teams Today: Not Deft

    Mindsets, Structures, And Skills Aren't Yet Customer Obsessed

    August 9, 2017 Shar VanBoskirk, Drew Green

    Today's marketing organizations aren't yet designed to flex to the changing attitudes and behaviors of empowered customers. Marketing mindsets, structures, and skills still align with legacy marketing methods. This report profiles current marketing organizations and recommends ways CMOs can help them become more nimble.

  • For B2C Marketing Professionals

    REPORT: How To Advertise To Consumers Who Hate Ads

    Create Customer-Obsessed Advertising By Making Ads That Are Human, Helpful, And Handy

    July 21, 2017 Jim Nail, Drew Green

    With advertisers struggling against ad blocking, cord cutting, and fragmented audiences, the ad industry seems doomed. But while these trends are factual and challenging, they are not necessarily damning. Advertisers can rebound from this nadir if they adapt to consumers' new expectations. B2C marketers, read this report to understand consumers' changing relationship with advertising and how you must evolve advertising strategies to align with consumer needs.

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