Sheryl Pattek

Vice President, Principal Analyst serving CMO PROFESSIONALS

Sheryl Pattek serves Chief Marketing Officers (CMOs) to provide the strategic guidance they need to succeed in the age of the customer. She is an accomplished business-to-business (B2B) marketing expert with extensive global experience in leading marketing organizations for both Fortune 500 and early-stage companies, encompassing the full marketing mix. Sheryl helps Forrester clients address their business issues by developing customer-insight-based go-to-market strategies and plans that span both digital and traditional channels.

Her research focuses on the evolving market dynamics requiring CMOs to develop a tightly integrated approach to marketing strategy development, delivery, and measurement. Sheryl also addresses the impact of broader issues, including technology infrastructure, organizational design, and developing the customer understanding necessary, to help CMOs evolve their influence and fuel sustainable business growth for their organizations.

Previous Work Experience

Over the past 25 years as an executive-level marketing practitioner and B2B expert, Sheryl has led high-performing teams in the logistics, transportation, software, software-as-a-service (SaaS), technology, and telecommunications industries. Before joining Forrester, Sheryl served as vice president of marketing for Ryder System. She has held senior executive marketing positions at Océ North America (a Canon company), Citrix, Daleen Technologies, and Digital Equipment Corporation (HP). Her career has touched every aspect of corporate marketing management. Specific areas of expertise include strategic planning, brand management, product management, customer relationship management (CRM), lead generation, marketing automation, content marketing, and digital marketing strategies. She is well versed in customer analytics, customer retention and loyalty, and the importance of delivering a positive and comprehensive customer experience.

Sheryl has spoken at industry and company events in her Forrester and non-Forrester roles. She is a well-regarded speaker and moderator at such venues as the Forbes CMO Summit, The CMO Club, CMO Exchange, Argyle CMO Conferences, Direct Marketing Association Executive Summit, Dell World, and Marketing Operations Executive Summit.


Sheryl received her B.A. and M.S. in communications from the University of New Mexico.

Sheryl Pattek's Research

  • For CMO Professionals

    Report: Brief: Connect The Brand And Customer Experience To Drive Engagement

    At Forrester's Forum For Marketing Leaders in New York, marketing leaders and Forrester's presenters shared best practices for building customer-obsessed enterprises. Our industry keynote speake...

    • Downloads: 112
  • For CMO Professionals

    Report: Build Digital Intelligence Into Your Marketing Operating System

    This report, originally written for customer insights professionals, includes content relevant to CMOs. Here's why: As customers take control of their relationship with brands across digital, tr...

    • Downloads: 89
  • For CMO Professionals

    Report: Revamp Strategic Planning From The Outside In

    Fail to help your firm adapt to increasingly powerful customers, and you risk more than near-term disruption — you risk your company's long-term viability. Today's strategic planning must ...

    • Downloads: 198
  • For CMO Professionals

    Report: Don't Let Muddled Messaging Compromise Customer Experience

    Savvy CMOs know that contextual, relevant engagement helps their company connect with customers through all stages of the customer life cycle. But communication can become muddled as different s...

    • Downloads: 177
  • For CMO Professionals

    Report: Engage The Enterprise To Reach Brand Experience Maturity

    In 2014, Forrester surveyed senior marketers to get a pulse on their progress toward building a resonant brand experience. The results show that marketers are still in the early stages of brand ...

    • Downloads: 641
  • For CMO Professionals

    Report: 2013 B2B CMO Imperatives

    Business-to-business (B2B) CMOs will have three key initiatives to execute on in 2013 in order to separate themselves from the competition in front of empowered business buyers. Marketers must w...

    • Downloads: 1108
  • For CMO Professionals

    Report: Rethink Marketing In The Customer's Context

    Business-to-business (B2B) marketers must face a new reality: Customers seek a range of inputs as they embark on solving business needs. Some executives prefer vendors that can create and delive...

    • Downloads: 1047
  • For CMO Professionals

    Report: How To Build A Strong B2B Brand Experience

    As business buyers gain control over their purchase process with easy access to product specs, peer reviews, and competitive intelligence, business-to-business (B2B) organizations must depend on...

    • Downloads: 817
  • For CMO Professionals

    Report: Reboot Your Organization For Modern Marketing

    Hierarchical and channel-obsessed marketing organizational structures do not effectively support the customer-obsessed approach that Forrester believes will help firms win, serve, and retain emp...

    • Downloads: 778
  • For CMO Professionals

    Report: The Evolved CMO In 2014

    Forrester and Heidrick & Struggles fielded a global survey of 212 CMOs in July 2013 to assess their current remit and how they prove their value as business and strategy leaders. In this report,...

    • Downloads: 648
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