Sarah Sikowitz

Principal Analyst serving B2C Marketing PROFESSIONALS

Sarah Sikowitz serves B2C Marketing Professionals. Sarah's chief role is to help marketing leaders navigate the needs from and relationships with the agencies that serve them. She analyzes the role of agencies as a part of the post-digital landscape, including agency portfolio management and in-house agency strategy.

Previous Work Experience

Before joining Forrester, Sarah was vice president, group media director at 360i, leading the media team in the New York office. Previously, she was a senior product marketing manager at Yahoo, developing go-to-market strategies for key Yahoo properties. She previously held roles focused on digital media and marketing at Razorfish and OMD.


Sarah has a bachelor's degree in American studies from Wesleyan University and an MBA in marketing from Kellogg School of Management.

Sarah Sikowitz's Research

  • For B2C Marketing Professionals

    Report: Blow Up Your Lead Agency RFP

    No relationship has a bigger impact on brand success than that between the brand and its lead agency. Despite that criticality, brands have failed to adjust their lead agency search criteria to ...

  • For B2C Marketing Professionals

    Report: Prioritize Problem Solving In Media Agency RFPs

    Marketers need strategic support from media agencies to navigate the complex media buying ecosystem. Media agency requests for proposals (RFPs), however, still read like capability laundry lists...

  • For B2C Marketing Professionals

    Report: Add A Digital-Centric Lead Agency To Your RFP

    "The Forrester Wave™: Lead Agencies, Q4 2016" evaluated eight of the top agencies leading brand experience, creative strategy, and campaign development across both traditional and digital market...

  • For B2C Marketing Professionals

    Report: The Forrester Wave™: Lead Agencies, Q4 2016

    We identified eight lead agencies — 360i, Barkley, Havas Worldwide, Hill Holliday, mcgarrybowen, Publicis NA, R/GA, and VML — and researched, analyzed, and scored them. This report shows how wel...

  • For B2C Marketing Professionals

    Report: Predictions 2017: Media Disrupts Itself With New Business Models And Unexpected Partnerships

    The media industry has had a rough couple of years: Digital disruption forced content providers to change the way they develop and deliver their products; programmatic changed the way advertiser...

  • For CMO Professionals

    Report: The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

    Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort and forces marketing to plan messages and actions that it base...

  • For CMO Professionals

    Report: Adopt The Customer Life Cycle To Win In The Age Of The Customer

    The old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and digital disruption. CMOs now need to align mar...

  • For CMO Professionals

    Report: Make The Switch To The Customer Life Cycle

    Marketers agree that the customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but they still struggle to adopt it. To manage the nece...

  • For CMO Professionals

    Report: Customer Life-Cycle Marketing Demands New Metrics

    To win, serve, and retain customers, Forrester believes that modern marketers must make the transition from the traditional marketing funnel to the customer life cycle. Marketers must understand...

  • For CMO Professionals

    Report: Enrich Customer Life-Cycle Understanding With Customer Journey Maps

    Customer experience is rapidly increasing in importance across all phases of the customer life cycle — including early phases that have traditionally been the exclusive purview of marketing. As ...

View all of Sarah Sikowitz's Research

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