Cristina De Martini

VP, Research Director

With more than 20 years of marketing experience, Cristina joined Forrester through the acquisition of SiriusDecisions as a marketing operations executive with extensive expertise in domestic and international planning, market intelligence, measurement and analytics, and business process management. Cristina has pioneered marketing performance management technologies and tools and served as the change agent for ISV channel program development, recruitment, and enablement. She has also led industry marketing, product marketing, and competitive intelligence functions.

Marketing Operations: Stakeholder Interview Guide
August 2nd, 2021 6 min read

As the marketing operations function evolves, its leaders must continuously assess stakeholders’ needs. A complete assessment should be performed at least annually. By asking questions, marketing operations can learn about stakeholder expectations and satisfaction levels and prioritize deliverables that add value. In this report, we present a guide to facilitate marketing operations’ discussions with its stakeholders, including how to receive feedback, what questions to ask, and how to act on the findings.

Introducing The Marketing Operations Functional Design Process
August 2nd, 2021 7 min read

Building a successful marketing operations function requires leaders to design an organizational model with careful consideration of the value that the function must deliver to the marketing organization. Key factors to take into account include goals, competencies, processes, and costs. In this report, we introduce the Marketing Operations Functional Design Process, which provides a structured approach for designing a marketing operations team.

Introducing The Marketing Operations Range Of Responsibilities Model
August 2nd, 2021 12 min read

Marketing operations has a valuable role to play in the marketing ecosystem, enabling the organization to deliver a superior customer experience and grow revenue. Without an effective marketing operations function, CMOs will struggle to succeed. To assist organizations in designing a best-practice marketing operations team, Forrester has developed the Marketing Operations Range of Responsibilities Model. This model depicts the prioritized scope of a fully functioning marketing operations team and tiers responsibilities for each scoped discipline from strategic to tactical. In this report, we explain how organizations can use the Forrester Marketing Operations Range of Responsibilities Model to define the function’s contribution to the business, develop more advanced capabilities to make a greater impact, and distinguish its role clearly from other interlocking teams.

The Variety Of Revenue Opportunities That Shapes B2B Revenue Engine Performance
August 2nd, 2021 8 min read

B2B pipelines are not built with either leads or accounts; pipeline and revenue are generated by identifying and converting opportunities. Organizations encounter a variety of opportunity types, including opportunities to win first-time customers, retentions, and cross-sell and upsell opportunities (see Figure 1). Virtually all B2B revenue plans contain a mix of these distinct opportunity types — each with its own characteristic conversion and velocity rate as the opportunity moves from being targeted to closed/won. As a result, the mix of opportunity types in an organization’s revenue plan strongly influences revenue engine performance. In this report, we examine B2B opportunity types, their main variants, and the characteristics of each that impact how revenue engines perform.

First 90 Days: Marketing Operations Leader
August 2nd, 2021 7 min read

A new marketing operations leader must assess the key challenges facing the marketing organization, based on the agenda of the CMO and the results of an initial discovery process. He or she must then prioritize areas of initial focus, gain agreement on short- and long-term initiatives, and then take action to address critical issues and opportunities. In this report, we outline a marketing operations leader’s key activities for the first 90 days in the role and reference relevant Forrester research to ease the transition.

Vice President/Director Of Marketing Operations
August 2nd, 2021 4 min read

This Forrester B2B Role Profile provides a job description and competencies for the vice president/director of marketing operations role, which leads the marketing operations function in a B2B organization and is responsible for enabling the execution of the CMO’s vision. This function evolves into the chief of staff to the CMO in many organizations as the organization continues to grow and mature.

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.

September 28th, 2021 - September 29th, 2021 Forum

B2B Summit EMEA

B2B Summit EMEA is the only event that leverages the insights, analysis, and experience of the brightest B2B marketing, sales, and product leaders across EMEA. Top analysts, inspirational thinkers, innovative technology providers, and your peers will come together as a community to learn from each other and stake out audacious plans for success in 2021. B2B Summit EMEA provides you with the unbiased perspective, inspiration, and real-world solutions you need to be successful.​