Jennifer Baker

Director, Research Operations

Forrester Bio

Author Insights


The Top 10 Ways SiriusDecisions’ Global CMO Study Can Benefit You

Jennifer Baker October 11, 2017
  • SiriusDecisions’ 2017 Global CMO Study results are in
  • Data and insights from the study can benefit CMOs in multiple ways, from vetting growth strategies and validating marketing plans, to preparing for a job interview
  • Stay tuned for upcoming webinars on the study data and insight from our analysts

Putting Transformation Into Action: Insights From Summit 2017

Jennifer Baker September 20, 2017
  • One of the biggest challenges CMOs face is understanding the needs of new buyer personas and buying centers
  • Organizations reach inflection points when product-centric go-to-market strategies no longer capture buyers’ attention
  • Summit 2017 introduced key frameworks to help CMOs accelerate transformation initiatives

How Four Marketing Leaders Are Tackling Transformation: Insights From Summit 2017

Jennifer Baker June 26, 2017
  • One recurring theme at Summit was marketing transformation – nearly every CMO is going through some sort of transformation today
  • Summit’s “B2B Alignment: An Executive Conversation” panel exemplified why transformation is top of mind for marketing leaders
  • Product- to audience-centricity is a common form of transformation

SiriusDecisions 2017 Summit: Analyst Session Picks for CMOs

Jennifer Baker April 24, 2017
  • More than 3,000 B2B leaders will attend this year’s Summit, looking for best practice research and new innovations
  • CMOs can make the best use of their time by attending sessions recommended by SiriusDecisions analysts
  • CMOs should also attend the Executive Leadership Exchange, a half-day meeting at Summit with first access to new research

Customer Experience in an Augmented World

Jennifer Baker January 25, 2017
  • Business model changes and disruptive technologies are raising the customer experience bar
  • Disruptive technologies – such as augmented reality – promise limitless possibilities
  • CMOs should do their best to assess augmented reality in terms of customer experience and engagement

Leading Marketing Change: Impressions of a SiriusDecisions CMO Roundtable

Jennifer Baker December 20, 2016
  • Change is becoming the new norm for B2B marketing leaders
  • SiriusDecisions roundtables facilitate discussions around change management and other critical CMO issues
  • It is more important than ever that CMOs not only respond to business change, but embrace and lead it

Customers Should Dictate Community Platform Choice

Jennifer Baker October 31, 2016
  • People join communities for specific reasons – do you know why your customers would join yours?
  • Each customer’s needs for joining must be aligned with the online platform chosen to fulfill those needs
  • Public and private platforms promise different things, and combining them may not achieve the expected result

What Michael Phelps Can Teach Us About High-Performance Marketing

Jennifer Baker August 17, 2016
  • Marketing leaders are be.coming increasingly aware of the importance of buyer behavior, customer experience, and audience centricity and the impact they have on business performance
  • Competitive analysis has its place upstream in the marketing planning process.
  • In order to beat the competition, focus more on the customer as opposed to your competitors

Are We Engaged? It’s a Matter of Trust

Jennifer Baker June 27, 2016
  • Before customers will engage in your online community, you need to gain their trust in you and your social collaboration platform
  • Alignment between community goals and corporate objectives is critical for success
  • Don’t be eager to throw money at technology unless you are 100 percent sure it works with your environment

Making Sense of Marketing Organizational Models: A Preview

Jennifer Baker April 29, 2016
  • Most marketing organizational models in use today have little to do with what is best for the business
  • There are four typical model types, with the CMO model being the most effective
  • CMOs need to take an evidence-based approach to determining which model is right for their organization

The Top Six Things I’d Do Differently as a B2B Marketing Director, Part 2

Jennifer Baker July 1, 2015
  • This is the second installment in a series exploring hindsight in the B2B marketing industry
  • Passing intelligence – not just leads – to sales requires alignment and predictive analytics
  • Today, there is no excuse for marketers to not apply analytics in their daily work

The Top Six Things I’d Do Differently as a B2B Marketing Director, Part 1

Jennifer Baker June 19, 2015
  • This blog post is the first installment in a series written by a marketing leader with 15 years of experience
  • The author her insights on the shifting marketing director role after recently be.coming a SiriusDecisions analyst
  • Above all, don’t miss the opportunity to utilize as many tools and initiatives – like those presented at Summit