Carrie Rediker

VP, Principal Analyst

Carrie is a strategic professional with 20 years of experience in marketing and sales, spanning a range of industries from global B2B technology organizations to B2C companies. She has a passion for using creative strategies to design and measure global integrated demand generation campaigns. Her experience includes most aspects of marketing, including communications, advertising, digital marketing, content strategy, managing global budget allocations, and implementing industry best practices to maximize revenue. She enjoys working with cross-functional teams to optimize alignment between marketing, channel, and sales to improve results.

Global Demand Center Implementation: Defining Scope And Roles
Report
August 2nd, 2021 15 min read

As B2B organizations pursue various strategies to achieve their growth objectives, marketing leaders are recognizing the critical role of global demand centers in driving consistent, repeatable, and scalable demand marketing efforts. Whether establishing a demand center that stands alone or in tandem with a regional demand center, marketing leaders must be careful to maximize the value and agility a demand center brings to the organization while minimizing waste and bottlenecks. In this report, we revisit the topic of demand center implementation to examine the considerations associated with defining the scope of services for a global demand center.

The Demand Center Implementation Guide
Report
August 2nd, 2021 15 min read

A demand center is a central or regional hub of shared marketing services, infrastructure, and processes, intended to drive consistent, repeatable, and scalable demand efforts across an organization in a more efficient manner. Before deciding to establish a demand center, B2B organizations must carefully consider the impact that this new function will have on other demand generation processes and functions. Implementation must be planned to maximize the benefits of the demand center while minimizing the risks of disruption and underperformance. In this report, we examine the steps involved in successfully implementing a demand center.

Applying The Eight Cs Of Effective Organizational Design To The Demand Team
Report
August 2nd, 2021 7 min read

B2B marketing organizations must be properly integrated to complete the complex tasks necessary for successful operation. The Eight C’s Of Effective Organizational Design provides CMOs with a methodical approach that ensures the entire marketing structure is created in the context of corporate growth objectives. Demand leaders working across a variety of teams also can apply these effective organizational design principles. In this report, we define the pillars of the Eight C’s Of Effective Organizational Design and provide key considerations for demand leaders evaluating their organizations and seeking to build resilient ecosystems.

Demand Marketing Program Owner
Report
August 2nd, 2021 4 min read

This Forrester B2B Role Profile provides a job description and competencies for the demand marketing program owner, who is responsible for planning, organizing, and executing demand programs focusing on new prospects in new and existing accounts.

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.