Bob McKinnon

Principal Analyst

Bob brings more than 20 years of financial services experience, managing teams in marketing, sales, research, and product development. He has a truly global understanding of the challenges facing marketing and sales leaders across the financial services industry. Bob has managed sales and marketing organizations based in Latin America, EMEA, and North America, specializing in implementing data-driven strategies to enhance institutional sales and marketing operations in asset management, capital markets, and investment banking.

December 18th, 20205 min read

In this report, we examine how CMOs can more effectively communicate how marketing creates value, identify key audiences and activities, and assemble metrics and KPIs to measure and manage audience and business value performance.

Planned Research

What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.

Download Planned Research