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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: Marketing Teams Today: Not Deft

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

    August 9, 2017Shar 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 CMO Professionals

    REPORT: The Model For Modern Marketing

    July 10, 2017Shar 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.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Digital Maturity Model 5.0

    March 14, 2017Shar VanBoskirk

    Are you ready to transform your digital business but unsure where to start? Are you curious about how you compare with other firms trying to tackle the same problem? Forrester's Digital Maturity Model 5.0 helps you plot your organizational maturity to offer strategic guidance on how to graduate to higher levels of maturity. This report updates our Digital Maturity Model 4.0 with new global data in order to see what progress firms made in 2016.

  • For CMO Professionals

    REPORT: The Digital Maturity Model 5.0

    March 14, 2017Shar VanBoskirk

    Are you ready to transform your digital business but unsure where to start? Are you curious about how you compare with other firms trying to tackle the same problem? Forrester's Digital Maturity Model 5.0 helps you plot your organizational maturity to offer strategic guidance on how to graduate to higher levels of maturity. This report updates our Digital Maturity Model 4.0 with new global data in order to see what progress firms made in 2016.

  • For CMO Professionals

    REPORT: The Digital Maturity Model 5.0 Interactive Tool

    March 14, 2017Shar VanBoskirk

    You've read Forrester's report explaining our most recent digital maturity model and how mature companies are today. Now you want to apply our assessment to your own business to determine your maturity level and plan for moving forward. Complete this interactive questionnaire to plot how digitally ready your culture, organizational structure, technology platforms, and use of insights are compared with other enterprise firms.

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