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: Brand Experience Redefines Brand Management

    In the age of the customer, CMOs battle to build their brands with distracted, technology-empowered consumers who have as much to say about what the brand stands for as the organization does. In...

    • Downloads: 1416
  • For CMO Professionals

    Report: Chart A New Course For A Connected Brand Experience

    As brand and customer experience become intertwined, brand building must move beyond the purview of just the marketing department to become an organizationwide effort. To respond, CMOs require a...

    • Downloads: 1120
  • 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: 1105
  • For CMO Professionals

    Report: Evaluate Marketing's Customer Life-Cycle Maturity

    The world your customers live in is complex — a maze of media, devices, conversations, and interactions. Making a connection between your customers and your brand means finding new ways to...

    • Downloads: 948
  • 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: 1134
View all of Sheryl Pattek's Research

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