Laura Cross is a seasoned B2B marketing leader with 25 years of experience helping organizations drive measurable outcomes across demand marketing, marketing technology, marketing planning, marketing operations, and revenue operations. Known for her proactive mindset and sharp analytical skills, Laura excels at bringing clarity and structure to complex challenges, connecting the dots across teams, tools, and processes to unlock efficiency, scalability, and impact.

At Forrester, Laura partners with B2B marketing operations, revenue operations, PMO leaders, and chiefs of staff to the CMO or CRO to optimize and orchestrate core processes across the marketing and sales lifecycle. Her expertise spans aligned revenue planning and budgeting, integrated marketing planning and investment, campaign and program design, centers of excellence, operating models, organizational structure, and team capabilities. She brings deep experience in process optimization, helping clients design disciplined, scalable workflows that improve performance, streamline operations, and accelerate business outcomes. Laura is also a recognized expert in demand and ABM strategy, having authored extensive research on how to design, build, and execute high-performing campaigns and programs. Her guidance on lead and opportunity, management, waterfall optimization, and performance measurement helps clients improve operational rigor and drive growth.