For CMO Professionals

REPORT: Brand Management For A New Age: Experience And Resonance Transform Brand Leadership

November 3, 2017 Dipanjan Chatterjee, Sheryl Pattek

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 company does. CMOs must lead an enterprisewide shift from a company-centric, top-down branding mindset to a customer-centric view that creates an emotionally resonant brand experience that transcends product and service transactions. This report establishes a vision for CMOs to lead brand development and management. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

For CMO Professionals

REPORT: Predictions 2017: The Post-Digital CMO Appears

How CMOs Will Develop Their Brands, Practices, And Skill Sets Toward Customer Obsession Next Year

October 31, 2016 Shar VanBoskirk, James McQuivey, PhD, Dipanjan Chatterjee, Sheryl Pattek, Laura Ramos

The arrival of 2017 will bring with it a post-digital climate in which customers feel disenfranchised and more interested in product usage than in ownership. In response to these trends, we expect CMOs to invest in building emotional, one-to-moment connections with their customers. This brief highlights the specific changes that CMOs will make next year to their brand and customer experience strategy as well as to their teams' skill sets and processes.

For CMO Professionals

REPORT: The Evolved CMO In 2016

CMOs Broaden Their Influence And Leadership

July 6, 2016 Sheryl Pattek, Michelle Moorehead

Forrester and Heidrick & Struggles fielded a global survey of 275 CMOs in Q4 2015 to better understand the role's evolution and the keys for future success. Collaborating closely with John M. Abele, managing partner of Heidrick & Struggles' Marketing, Sales & Strategy Officers Practice, we learned that CMOs must now articulate exactly how marketing creates business value and master an increasingly broad skillset. Evolved CMOs who are committed to understanding customers and to driving that philosophy throughout the organization are those who will take charge in the C-suite.

For CMO Professionals

REPORT: A Customer-Obsessed Operating Model Demands A Close Partnership With Your CIO

Marketing And Technology Drive Growth Together

April 12, 2016 Sheryl Pattek, Nigel Fenwick

The new customer-obsessed operating model required to win in the age of the customer is a hallmark of successful digital transformation. But it requires changes across the executive team, most keenly felt by CMOs and CIOs. To learn how customer-obsessed CIOs and CMOs are leading the needed changes, we asked these executives at customer-obsessed companies about their best practices. This report explores the leadership initiatives adopted by successful CMO-CIO partnerships and offers recommendations for adopting a customer-obsessed operating model.

For CIO Professionals

REPORT: A Customer-Obsessed Operating Model Demands A Close Partnership With Your CMO

April 12, 2016 Nigel Fenwick, Sheryl Pattek

The new customer-obsessed operating model required to win in the age of the customer is a hallmark of successful digital transformation. However, it requires changes across the executive team that are most keenly felt by CIOs and CMOs. To learn how customer-obsessed CIOs and CMOs are leading the needed changes, we asked these executives at customer-obsessed companies about their best practices. This report explores the leadership initiatives adopted by successful CIO-CMO partnerships and offers recommendations for adopting a customer-obsessed operating model.