Jennifer Ross

VP, Research Director

Forrester Bio

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Six Things B2B Leaders Can Do To Create A Customer-Obsessed Culture

Jennifer Ross May 2, 2022
Customer-centered B2B organizations outperform their peers in nearly all the metrics that matter. Leaders set the tone in shaping a culture focused on the customer.

Unlocking The Power Of Purpose For B2B Leadership

Nancy Maluso March 9, 2022


On The Eve Of Another COVID-19 Year, Planning Matters More Than Ever 

Jennifer Ross December 16, 2021
Amid lingering uncertainty, it may be tempting to question the value of long-range planning. The post-COVID landscape will look very different from the landscape pre-COVID — and B2B leaders who are unprepared will lose out.   

B2B CMOs Chart New Paths To Growth Post-COVID

Jennifer Ross August 5, 2021
Forrester’s 2021 Global Marketing Survey reveals how B2B marketing leaders are adapting their strategies to accelerate recovery while keeping customers front and center. Here are three key takeaways.

Four Common Strategy Mistakes B2B Marketing Leaders Make

Jennifer Ross April 20, 2021
At a time when many firms are trying to regain their footing or set a new course, having a clear, comprehensive marketing strategy that supports the business’s future vision is critical. Avoid these common missteps.

2020 B2B Marketing Practices That You Should Keep (Or Adopt) In 2021

Jennifer Ross December 14, 2020
Eager as B2B marketers may be to turn the page on 2020, there were clear positives amid the challenges. Here are eight lessons to carry into the new year.

Is It 2021 Yet? Five Things B2B CMOs Must Do To Prepare For The Year Ahead

Jennifer Ross September 18, 2020
B2B marketing leaders should continue to expect the unexpected and embrace change as a constant. These five actions can help you build a path forward through the unknown.

Survival Tips for the B2B CMO In Changing Economic Conditions

Jennifer Ross April 1, 2020
The Forrester 2019 Global CMO Study, representing responses from over 350 B2B marketing leaders, revealed that adapting to changing economic conditions was the top influence on their marketing strategy over the next two years — long before COVID-19 descended upon us. Now, it’s on everyone’s mind. Economic adaptation refers to changes in behavior on the […]

Eight Essential B2B Leadership Characteristics That Drive Growth

Jennifer Ross October 16, 2018
Being a B2B product, marketing or sales leader is a tough job.  Not only does it require being an exceptional leader of people who can unify, enable and grow teams, but it also requires being a revenue leader who can turn business objectives into actionable plans that drive company growth. That’s a tall order. Wouldn’t […]

Top Five Things CMOs Must Have on Their Radar for 2019 Planning

Jennifer Ross August 28, 2018
With planning season underway for many B2B organizations, marketing leaders have a lot on their minds. Not only are they dealing with the challenges of leading their teams day in and day out, but they also have to manage the expectations of the business, which means anticipating what lies ahead and knowing where to focus […]

CMOs Rank Skills Enhancement for 2018 and Beyond

Jennifer Ross September 19, 2017
At some point in our lives we’ve all heard the phrase, “would you jump off a bridge just because everyone else is doing it?” It’s a question intended to make us think about potential dangers or bad influences, but what if knowing what everyone else was doing could be a positive influence? Are there instances […]

Marketing Measurement: What’s the CMO Got to Do With It?

Jennifer Ross March 21, 2017
The ability to effectively measure and communicate marketing’s contribution to the business is clearly a priority for every B2B CMO, but most would admit that they’re still on a journey to getting it right. In fact, SiriusDecisions’ 2016 global CMO study revealed that a third of the more than 270 global marketing leaders surveyed plan […]

Is it Time for MRM Software?

Jennifer Ross February 23, 2017
There’s a great deal of focus on technologies that help marketers better identify, attract, qualify and engage their potential buyers. But what about software that enables the marketing organization to operate more efficiently and effectively? Increased productivity is also a driver of growth and, therefore, an equally important consideration for marketing leaders. In our 2016 […]

Bridging the Marketing Skills Gap – Revisited

Jennifer Ross December 15, 2016
The more things change, the more they stay the same. Want proof? Take a look at the blog post I wrote back in 2013, “Bridging the Marketing Skills Gap.” Though it’s three and a half years later, not much has changed. Marketing leaders still cite a lack of required skills as one of their primary […]

Eight Essential Elements of Marketing Organizational Design

Jennifer Ross September 14, 2016
If you’re wondering if the structure of your marketing organization is the right one, you’re in good company. Our recent Global CMO Study revealed that to support their organization’s growth strategy, 86 percent of the more than 270 global B2B marketing leaders surveyed plan to make changes to their marketing orgs over the next two […]

CMOs Tell Us How Their Businesses Will Grow

Jennifer Ross June 16, 2016
If you joined us for the 2016 SiriusDecisions Summit you heard a number of references throughout the week to our Intelligent Growth Model. It illustrates the five pillars of growth that B2B companies can choose from or combine as their path to achieving their desired growth objectives:  Markets. Expansion into new geographies, segments or industries. […]

Where B2B CMOs Are Placing Technology Bets

Jennifer Ross May 3, 2016
It’s always a good feeling when something you said or did years ago still holds true, especially because we all know that isn’t always the case. Although it feels like it was just yesterday, my very first blog post as a SiriusDecisions research director – “Is Technology Really ‘Eating Marketing’?” – was published in 2012. […]

Agility Through Cross-Functional Committees: 10 Tips for Success

Jennifer Ross March 3, 2015
  • B2B organizations are increasingly forming cross-functional committees to drive business-critical initiatives
  • The negative connotation associated with decisions by committee is the result of poorly designed committees
  • To avoid poor results, establish clear objectives, choose a strong leader and ensure accountability

Give Stakeholders a Marketing Plan They Can Sink Their Teeth Into

Jennifer Ross May 13, 2014
I don’t usually advocate looking to reality TV for marketing lessons. Aside from “House Hunters International,” which lets me play out my fantasy to live in Paris’s Saint-Germain quarter and spend my days shopping at Chanel, I struggle to find any value in these programs. One reality TV show, however, actually delivers some valuable marketing […]

From Likes to Leads: Tips for an Effective Conversion Strategy

Jennifer Ross March 11, 2014
The overuse of the word “like” in our everyday communications is flagrant. As much as I hate it when I hear others tossing the word meaninglessly into their conversations, I still catch myself doing it. Like so many others before me, I blame Frank and Moon Unit Zappa and their 1982 song “Valley Girl” for […]
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