CMO Trends

We are about three months into a conflict that has shaken the world. Many, such as the people of France and the UK, are on edge as the specter of war returns to haunt the European continent. For others, like those in the United States, virtual proximity has brought a war being fought far away […]

Whether you refer to digital transformation, customer experience transformation, or sustainable transformation, the most important success factor is often the same, whatever the industry. It is all about the role leaders play in evolving the culture of their organisation. As my colleague Katy Tynan sums it up, this is more about leadership change than about […]

As attracting and retaining talent becomes ever more challenging, employer branding is moving to the top of the CEO’s agenda. CMOs have a vital role to play.

Fresh data from Forrester’s Q2 B2C Marketing CMO Pulse Survey, 2022, reveals the top five most critical CMO priorities for B2C brands. Learn more.

Brands fund misinformation and disinformation with their ad dollars, whether they know it or not. Top brands have served immeasurable impressions on sites containing misleading content, from Russian propaganda fueling the war in Ukraine to COVID-19 conspiracy theories. This vicious cycle, driven by bad incentives, lack of coordination, and marketer ignorance, fuels geopolitical unrest and […]

Forrester’s Marketing Survey, 2022, revealed insights that can help B2B marketing leaders strengthen their marketing strategy. CMOs are currently confronted with a challenging environment, rapidly evolving requirements, and the need for change, which impacts organizations’ growth strategy and operating business. Most companies are already in the midst of or have planned an entire transformation process […]

While definitions vary, the modern, Western-world concept of a sandwich is two slices of bread with filling in between. When analyzing a survey question from Forrester’s Marketing Survey, 2022 (during lunch), it became apparent that high-growth (>20% increase in annual revenue) companies and companies with flat-to-declining annual revenue both will use the same proverbial slices […]

Alongside the COP26 Conference, many businesses communicated their green pledge and how much they are acting to protect the environment. Expect more of this to happen this week, with Earth Day falling on Friday, April 22 — and get ready to see many brands accused of greenwashing. Greenwashing — when a business is perceived to […]

Marketing’s shift to digital and its importance in a rapidly changing world will accelerate marketing investment. But growth will vary by industry.

We’ve been diving deep into a number of topics that financial services executives and their teams care about (or should care about). Here are just five of the topics we find particularly interesting: Embedded finance. A crop of fintech startups and large financial providers are investing in embedded finance — in which financial products and […]

One of the most consequential and long-lasting decisions a marketing leader can make is to change the organization’s brand. A brand’s messaging, positioning, and visual identity permeate all aspects of the company’s go-to-market activities and usually endure for many years. We frequently engage with clients on rebrands, helping them sort through the business justification and […]

Sourcing metrics provide precious little insight. Why do marketing leaders and teams still embrace them as the primary gauge of their success?

Empowered customers are greener customers, and they demand sustainable brands. Unsurprisingly, European consumers lead on green adoption, while Australian and US consumers are the least green. There is no “one size fits all” approach when it comes to green consumers, as their behaviors, attitudes, and expectations are evolving quickly. A couple of counterintuitive facts from […]

Disinformation is fueling war, and advertisers are inadvertently funding the problem. It's time to fight inertia and take action against disinformation.

The most successful companies put their customers at the heart of all they do. Yet customer obsession is not an all-or-nothing proposition.

Brands Thrive In The Pandemic’s Aftershock In 2020, companies braced for upheaval, navigating a century-defining pandemic through a fog of uncertainty. What followed in 2021 was a series of aftershocks: a tumultuous year of vaccines and variants, hope, and despair that shredded any semblance of normalcy.  In an incredibly challenging year, these brands exemplified the […]

Your values-based branding playbook may have won over consumers, but to improve employer branding you're going to need new tactics. Meet your obstacle: Asymmetric Information.