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.

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Recent Research

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Report

B2B Marketing Executives: Planning Assumptions 2022

September 7th, 2021•7 min read

In this report, we identify five trends that will define the priorities B2B CMOs must address to ensure success for their organizations in 2022.

Report

Customizing The B2B Marketing Value Model

January 22nd, 2021•5 min read

In this report, we provide a three-step process for implementing and operationalizing a more comprehensive view of marketing’s value.

Bob McKinnon

Report

The B2B Marketing Value Model: Use Cases

December 18th, 2020•5 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.

Bob McKinnon

Report

The B2B Marketing Value Model: Defining Components Of Value

November 23rd, 2020•6 min read

In this brief, we define the individual components used to demonstrate value to the relevant audiences marketing serves and the business value derived from those interactions.

Bob McKinnon

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.