Katie Linford

Principal Analyst

Forrester Bio

Author Insights


What’s Marketing Ops And MRM Got To Do With It? (Got To Do With It?)

Jessica Liu May 2, 2024
Tina Turner famously questioned, “Who needs a heart when a heart can be broken?” Marketing operations is the beating heart of marketing teams. Strong marketing operations yields better decision-making, improved capacity and efficiency, and stronger governance and compliance. Yet the marketing operations heart is broken in many companies. Don’t despair — this vital organ can […]

Is Your Quest To Build A Modern, Automated, Optimized Tech Stack Leaving Your Customers Behind? Probably.

Katie Linford May 3, 2023
Organizations that prioritize internal criteria for making tech decisions often miss the mark. Discover how embracing customer obsession can turn your B2B tech strategy into a revenue-generating powerhouse at this year’s B2B Summit North America.

Marketing Operations Must Rationalize Revenue Technology To Achieve Customer Experience Goals

Simon Daniels March 17, 2023
Marketing operations must rationalize revenue technology by removing point solutions to both reduce costs and achieve customer experience goals.

How Do You Know If Your Martech Is Working For You?

Katie Linford January 10, 2023
Do you know if your martech stack is actually working for you? From assessing current tech investments to considering new solutions to enhance your martech stack, ensuring maximum return on marketing technology spend can be challenging.

Gaining Alignment On Martech Decisions

Katie Linford December 21, 2022
Regularly evaluating your martech stack helps ensure that your technology continues to provide value and supports business objectives. Ask five key questions to help bring clarity to your decision-making.

Marketing Efficacy And Operations Hinge On Marketing Resource Management

Jessica Liu August 8, 2022
Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]