Shar   VanBoskirk

Shar VanBoskirk

VP, Principal Analyst Serving CMO Professionals

Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.

Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the internet and has written research on customer loyalty, display media, search marketing, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, ShopTalk, DMA, Shop.org, and the Email Service Provider Coalition events, among others. She is widely quoted in the press, including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal. Shar is a frequent guest on CNBC and National Public Radio.

Education

Shar is a graduate of Harvard University.

Shar VanBoskirk

VP, Principal Analyst Serving CMO Professionals

Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.

Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the internet and has written research on customer loyalty, display media, search marketing, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, ShopTalk, DMA, Shop.org, and the Email Service Provider Coalition events, among others. She is widely quoted in the press, including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal. Shar is a frequent guest on CNBC and National Public Radio.

Education

Shar is a graduate of Harvard University.

Shar VanBoskirk's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: The Model For Modern Marketing

    The Vision Report In The Marketing Innovation Playbook

    March 8, 2019Shar VanBoskirk

    Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal rubrics over solving customer problems. This report explains how CMOs should transform the marketing functions at their firms into creators of post-digital brand experiences and leaders of enterprisewide customer obsession. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: The US Digital Marketing Forecast, 2018 To 2023

    Diverse Budget Priorities Will Boost Spend To Nearly $150 Billion

    February 7, 2019Shar VanBoskirk, Brandon Verblow

    By 2023, CMOs will spend nearly $150 billion on search marketing, banner and outstream advertising, instream advertising, and email marketing in the US. Paid search will lose share to shopping and voice search; programmatic banner buys will retrench; television innovation will drive instream growth; and email will woo B2B adopters. These changes reflect budget priorities that vary by marketer sophistication and digital marketing experience. Growth will improve workplaces, agency relationships, and retail outlets.

  • For B2C Marketing Professionals

    REPORT: The Email Marketing Review

    Evaluate The Customer Centricity Of Your Email Programs

    January 4, 2019Shar VanBoskirk

    This report for B2C marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic review methodologies, it uses a -2 to +2 scale. Applying Forrester's email marketing review allows marketers to identify internal processes that improve and humanize email experiences. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For CMO Professionals

    REPORT: Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    November 5, 2018 Keith Johnston, Thomas Husson, Jay Pattisall, James L. McQuivey, Shar VanBoskirk, Dipanjan Chatterjee

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As organizations continue their transformations toward more customer-obsessed practices, 2019 will be the year when CMOs prioritize strategies that ignite and harness their customers' energy to reinvigorate marketing.

  • For B2C Marketing Professionals

    REPORT: Empowered Customers Inspire Email Innovation

    Your Best Subscribers Will Help You Do More With Email

    October 26, 2018Shar VanBoskirk

    Forrester routinely studies its consumer data to understand attitudes toward email marketing. This time, we applied Forrester's Empowered Customer Segmentation to our analysis to learn how the most progressive customers use the medium. B2C marketing professionals should read this report to learn how to leverage empowered customers to pilot innovative email marketing efforts.

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