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Sheryl   Pattek

Sheryl Pattek

VP, Executive Partner Serving CMO Professionals

Sheryl serves as Forrester’s CMO executive partner, working with CMOs, senior-level marketing executives, and their teams to advance their major initiatives, with a special focus on creating customer-obsessed strategies that drive business growth. As a strategic advisor, she plays the role of “on-call expert,” providing her clients with an objective, external viewpoint to tackle their toughest challenges and capitalize on market opportunities as quickly as possible.

Sheryl works across all of Forrester, bringing research, advisory, consulting, events, and data services together with her marketing expertise to provide the insights CMOs need to successfully navigate and win in the age of the customer.  Key challenge areas she helps CMOs confront include: developing and implementing a customer-obsessed operating model, driving digital transformation and innovation, and constructing go-to-market digital and offline strategies based on customer insights.

Sheryl has been named "CMO Whisperer" and "One of 18 People in Marketing You May Not Know . . . but Should," as well as “one of the thirty most influential women in marketing technology.” She is also a recipient of a PRTech Award honoring leading minds of PR, marketing, technology, and media.

Previous Work Experience

Sheryl formerly served as vice president, principal analyst on Forrester's CMO research team. In this role, she helped Forrester clients become customer-obsessed by developing customer-insight-based go-to-market strategies that span both digital and traditional channels.

Sheryl has over 30 years of experience leading global marketing organizations for both Fortune 500 and early-stage companies in the logistics, transportation, software, software-as-a-service (SaaS), technology, and telecommunications industries.

Education

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

Sheryl Pattek

VP, Executive Partner Serving CMO Professionals

Sheryl serves as Forrester’s CMO executive partner, working with CMOs, senior-level marketing executives, and their teams to advance their major initiatives, with a special focus on creating customer-obsessed strategies that drive business growth. As a strategic advisor, she plays the role of “on-call expert,” providing her clients with an objective, external viewpoint to tackle their toughest challenges and capitalize on market opportunities as quickly as possible.

Sheryl works across all of Forrester, bringing research, advisory, consulting, events, and data services together with her marketing expertise to provide the insights CMOs need to successfully navigate and win in the age of the customer.  Key challenge areas she helps CMOs confront include: developing and implementing a customer-obsessed operating model, driving digital transformation and innovation, and constructing go-to-market digital and offline strategies based on customer insights.

Sheryl has been named "CMO Whisperer" and "One of 18 People in Marketing You May Not Know . . . but Should," as well as “one of the thirty most influential women in marketing technology.” She is also a recipient of a PRTech Award honoring leading minds of PR, marketing, technology, and media.

Previous Work Experience

Sheryl formerly served as vice president, principal analyst on Forrester's CMO research team. In this role, she helped Forrester clients become customer-obsessed by developing customer-insight-based go-to-market strategies that span both digital and traditional channels.

Sheryl has over 30 years of experience leading global marketing organizations for both Fortune 500 and early-stage companies in the logistics, transportation, software, software-as-a-service (SaaS), technology, and telecommunications industries.

Education

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

Sheryl Pattek's Research

Most RecentMost Popular
  • For CMO Professionals

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

    Vision: The Brand Experience Playbook

    November 9, 2016 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 L. McQuivey, 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

    Technology: The Customer Life-Cycle Marketing Playbook

    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.

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