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
Every year, SiriusDecisions’ Global CMO Study explores how B2B marketing leaders representing a variety of industries, geographies and revenue bands are adapting their marketing strategies to support their organizations’ growth objectives. It examines the priorities with the greatest influence on marketing strategies planned for the next two years. Insights from the study reinforce what we […]

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
SiriusDecisions recently kicked off a series of CMO Roundtables on customer experience and engagement. These events were on the heels of the 2016 Technology Exchange, an event focused on how organizations can leverage technology to enhance alignment and outperform the competition. This led me to think about how disruptive technologies (e.g. augmented reality) will have […]

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
Since SiriusDecisions’ annual CMO study revealed that marketing leaders ranked “customer communities to drive customer engagement” as one of their top areas of focus for driving innovation over the next two years, I felt it timely to review critical steps for driving successful customer engagement through online communities in my recent blog post. Although this […]

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