Mavis Liew

Principal Analyst

Forrester Bio

Author Insights


It’s Time More CMOs Gained A Seat At The Corporate Strategy Table

Mavis Liew March 29, 2022
Despite the wealth of customer knowledge CMOs possess, relatively few have an active hand in corporate strategy-setting. That needs to change.

APAC Marketing Planning For 2022: When “New Normal” Morphs Into “Business As Usual”

Mavis Liew October 18, 2021
Marketing leaders have had an exciting 18 months, if “exciting” is really the accurate word to use. Some would probably argue that “turbulent” is a more accurate description. But as each month rolls into the next, there is no doubt that some semblance of balance and normality is in place today, even if “normal” means […]

Optimising Global Campaigns In The Region

Mavis Liew August 18, 2021
What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.

Why Your Brand Needs More Of Your Attention

Mavis Liew April 12, 2021
Brand is a primary purchase-decision driver, yet it often takes a backseat in terms of investment. At this year's B2B Summit North America, learn how to better manage this critical asset.

Four Building Blocks To Help Campaign Leaders Balance Economies Of Scale And Localization Requirements

Mavis Liew March 31, 2021
How can campaign leaders balance their desire for economies of scale with the need to deliver campaigns that resonate in local markets?

Bold At Work Profile: UiPath’s Marketing Transformation

Mavis Liew December 9, 2020
At Forrester SiriusDecisions Summit Asia Pacific, UiPath received a Return on Integration Honours award. Rajesh Kumar and his team defined a new marketing strategy for the India & South Asia region and enabled the organization to meet ambitious goals.

The Forrester SiriusDecisions Summit Asia-Pacific 2020: The Role of Brand and Communications

Mavis Liew August 3, 2020
  • The Forrester SiriusDecisions Summit Asia-Pacific virtual event is taking place on September 1–2
  • This year’s event is an integrated virtual experience that combines CX Singapore with Forrester SiriusDecisions Summit Asia-Pacific
  • We take a deep dive look at the B2B keynote session “Brand and Communications: What Role Does the Region Play?”

How Asia-Pacific Marketing Leaders Are Managing the COVID-19 Crisis

Mavis Liew May 12, 2020
  • Asia-Pacific was the first region that had to pivot and cope with the COVID-19 crisis
  • SiriusDecisions asked APAC marketing leaders for their insights into what they are doing in place of physical events
  • APAC marketing leaders share guidance for other regions that are two to three months behind in coping with COVID-19

2019 CMO Study: APAC Priorities Affecting Marketing Strategies

Mavis Liew April 20, 2020
  • APAC CMOs have prioritized new markets as their top growth lever
  • Because channels can accelerate their market reach, APAC CMOs place channel capabilities at the second position of their priorities
  • APAC CMOs see budget management excellence as a key operational enabler that they must continue to improve

Tug of War: The CMO vs. Regional Business Leader

Mavis Liew September 17, 2019
  • Regional marketing leaders must learn how to align two different sets of priorities: the CMO vs. regional business leader
  • Determining what and how to allocate resources to fulfill objectives is critical for the success of regional marketers
  • A framework to support marketing leaders to reconcile corporate and regional priorities will be presented at the SiriusDecisions Summit APAC event

What You Can’t See Is Hurting You (And Your Pipeline)

Mavis Liew May 29, 2019
  • Marketing leaders are always looking for ways to understand how to increase the quality and volume of marketing’s contribution to pipeline
  • B2B buyers buy as a group (rarely alone) but many systems for orchestrating and measuring interactions fail to account for these groups
  • Marketing leaders must understand their buying group blindness and drive organizational alignment and buy-in to re-engineer demand management strategies