Keith Johnston

While the long-term implications of the Silicon Valley Bank collapse are still unfolding, technology and digital business leaders can learn some valuable lessons about resilience, innovation, and trust.

The Supreme Court’s leaked draft opinion on Roe v. Wade has intensified calls for brands to respond to the abortion debate. But your primary focus should be on your employees and your customers.

Forrester continue de couvrir la tendance croissante des marques à entrer en collision avec la politique. Nous avions même prédit qu’en 2022, 10 grandes marques interviendront où les gouvernements sont impuissants. Mais la situation ukrainienne ne ressemble pas aux autres problèmes (passés ou présents) pour lesquels les entreprises ont pris des mesures. Il n’est plus […]

Während die Meinungen zu den meisten Themen gespalten sind, herrscht unter den Verbrauchern ein überwältigender Konsens darüber, dass sich Marken gegen die russische Invasion der Ukraine aussprechen sollten.

Forrester continues to cover the increasing collision of brands and politics. We’ve even predicted that, in 2022, 10 big brands will step in where governments fail to act. But the situation in Ukraine is different than other (past or present) issues on which companies have taken action. It’s not caught up in the current culture […]

Leonardo da Vinci said, “To develop a complete mind, study the science of art. Study the art of science. Learn how to see. Realize that everything connects to everything else.” This couldn’t be more profound in an era of marketing, advertising, and digital experience, where the distinction between a brand’s promise, how it’s communicated, and […]

The “Do More With Less” Paradox Is No Longer Sustainable Approximately half of C-suite professionals prioritize growing revenue. Meanwhile, CMOs have long been expected to acquire more customers with less marketing. Yet, four in 10 executives prioritize reducing costs. So, how will the C-suite grow revenue? New customer acquisition tops the list. Then, if you […]

Larry Ellison proves that customer acquisition cost (CAC) is no barrier in Oracle’s conquest to expand its cloud credibility and market share. The announcement is murky at the moment, but the particulars indicate that Oracle and ByteDance will enter into a technology partnership to host the US operations of TikTok. This allows TikTok to escape […]

We’ve pulled together a collection of Forrester's research that will aid our clients in supporting their employees in this “adjusted normal” and maintain employee engagement.

There is a surprising link between sports and the C-suite. Many of the same attributes that define a successful athlete also apply to a strong executive: the drive for greatness, resilience, determination, love of competition, and appreciation for leading and being a part of a team.

Publicis Groupe announced today the creation of “The Pact, Powered by Epsilon,” a new digital media planning and buying service that offers money-back performance commitments that guarantee the business outcomes from digital marketing campaigns. The introduction of The Pact is a timely move to give brands a mechanism to manage the risk of marketing during […]

Thanks to COVID-19, the future of work starts now. Uncover the four shocks that were already going to pass through today's workplaces, affecting employees, leaders, and organizational mandates. But now, they are all accelerated.

The ongoing Executive Crisis Tracker survey takes the business pulse of executives by rapidly collecting and sharing data about how companies are experiencing, managing, and planning for the coronavirus crisis at work.

The age of the customer has redefined the CMO role. Failure to adapt could lead to a loss of relevance. Vice President and Research Director Keith Johnston explains what chief marketers must do in the near term.

CMO-CIO collaboration is critical to delivering the rich digital experiences that customers have come to expect. Forrester VP and Research Director Keith Johnston explains why good CMO-CIO partnerships are still rare and what it will take to change that.

Academics to consultants are prognosticating on the future of work, picking winners and losers, often to the detriment of employees. Forrester’s data shows that job losses will reach 29% by 2030, and the creation of equivalent jobs will total only 13%. Job losses and gains dominate the headlines. Humanity remains at the center. The future-of-work […]

Marketing has changed forever. Will it cause the CMO role to disappear? Learn what the rise of the Chief Growth Officer could spell for CMOs.

In November 2018, we predicted that CMOs would target societal tensions to gain an advantage in competitive markets. Nike’s 30th-anniversary campaign featuring controversial activist Colin Kaepernick would serve as an opening salvo for other brands to just do it. And so they did. AdAge’s “Campaign of the Year” is producing a tapestry of evidence that CMOs […]

After a tumultuous 2018, Facebook’s fate looks bleak. While the characteristic hope of the New Year lingers, you might look at the glimmers of positive news around Facebook with optimism: Advertisers are still using it; the company is investing in local news partnerships in a public display of its commitment to quality reporting; and consumers […]