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Caroline Robertson

VP, Research Director

Caroline is a leader of Forrester's research and advisory serving B2B marketing and sales professionals. As vice president, research director, she manages analysts who help B2B marketing and sales leaders navigate complex buyer dynamics; develop and execute effective strategies and select appropriate technologies to drive business impact through compelling messaging and content, with account and buying team-based programs around the entire customer lifecycle, through channel activation and performance management, and by enabling more personalized customer engagement and sales efficacy. Her team also supports analyst relations professionals.

Previous Work Experience

In her roles as market analyst and marketing and business development leader, Caroline has brought numerous cross-functional teams together to drive growth in dynamic markets. Prior to joining Forrester, Caroline led marketing and market analyst teams as an executive at both IBM and Cisco. While at IBM, Caroline helped market pre-cloud businesses, develop the first marketing program targeting the C-suite, introduce hosted industry solutions, and market infrastructure solutions integrating products and services. As director of marketing at Cisco, Caroline helped shape and drive marketing strategies and messaging for the company's second-largest division. Caroline was also a director at IDC, where she established its business network services practice.

Caroline is experienced working with the media and presenting at both corporate and trade events.

Education

Caroline holds a BA from Smith College in Northampton, Mass.

Caroline is a leader of Forrester's research and advisory serving B2B marketing and sales professionals. As vice president, research director, she manages analysts who help B2B marketing and sales leaders navigate complex buyer dynamics; develop and execute effective strategies and select appropriate technologies to drive business impact through compelling messaging and content, with account and buying team-based programs around the entire customer lifecycle, through channel activation and performance management, and by enabling more personalized customer engagement and sales efficacy. Her team also supports analyst relations professionals.

Previous Work Experience

In her roles as market analyst and marketing and business development leader, Caroline has brought numerous cross-functional teams together to drive growth in dynamic markets. Prior to joining Forrester, Caroline led marketing and market analyst teams as an executive at both IBM and Cisco. While at IBM, Caroline helped market pre-cloud businesses, develop the first marketing program targeting the C-suite, introduce hosted industry solutions, and market infrastructure solutions integrating products and services. As director of marketing at Cisco, Caroline helped shape and drive marketing strategies and messaging for the company's second-largest division. Caroline was also a director at IDC, where she established its business network services practice.

Caroline is experienced working with the media and presenting at both corporate and trade events.

Education

Caroline holds a BA from Smith College in Northampton, Mass.

Caroline Robertson's Most Recent Research

Research

The Forrester Wave™: Sales Social Engagement Solutions, Q1 2021

The Eight Providers That Matter Most And How They Stack Up
March 10th, 2021 | Caroline Robertson , Mary Shea

In our 38-criterion evaluation of sales social engagement solution providers, we identified the eight most significant ones — EveryoneSocial, Hearsay Systems...

10 min read
Research

Gauge Your Marketing Innovation Maturity

The Assessment Report In The Marketing Innovation Playbook
November 22nd, 2019 | Caroline Robertson , Brigitte Majewski

To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs...

2 min read
Research

Predictions 2020: B2B Marketing And Sales

Accelerating Response To The Great Expectations For The B2B Buying Experience
October 29th, 2019 | Caroline Robertson , Steven Casey , Jay McBain

We are approaching the end of the first half of the age of the customer. Over the past decade, we've seen business buyers become increasingly self-reliant...

5 min read
Research

Predictions 2019: B2B Marketing And Sales

Leaders Embrace Full Life-Cycle Engagement
October 25th, 2018 | Caroline Robertson

As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design...

4 min read
Research

Evaluate Your Capacity For Customer-Obsessed Marketing

January 4th, 2018 | Laura Ramos , Caroline Robertson

B2B marketers know that the journey to become customer obsessed will fundamentally reset current routines and day-to-day operations. This report includes...

5 min read