Emerging Growth Marketing

Emerging companies face unique and complex challenges. Among them: Set a clear strategy and detailed plans to bring their vision to life. Read our insights tailored to emerging companies to help translate high-level goals into actionable steps and capitalize on market opportunities.

Discover how Forrester supports B2B marketing leaders.



What 2024 Has In Store For Indian CMOs

Subhendu Pattnaik January 4, 2024
Discussions at recent events in Delhi, Bangalore, and Mumbai revealed what's top of mind for Indian marketing leaders.

How B2B Marketing Executives Can Plan For Unpredictable Weather

Nick Buck October 6, 2021
Though the forecast for 2022 remains unsettled, B2B marketing leaders can take decisive steps to set themselves and their teams up for success.

Harness The Power Of A NEW Customer-Centric Revenue Framework

Join our LIVE webinar on June 25 to unlock the potential of Forrester's NEW Opportunity Lifecycle Framework. Revolutionize your revenue process by breaking down barriers that neglect customers, fail buyers, and distort focus.


The Top Nine Emerging-Company CEO Expectations For Marketing And Sales Leaders

Matt Papertsian September 27, 2021
To successfully scale the business for growth, revenue engine leaders at emerging-growth companies must share the same goals. Those goals must also align with the CEO’s expectations, which change as the company moves through the early-growth, extended-growth, and prepare-for-exit stages. Nancy Maluso and I recently interviewed CEOs from emerging companies — which Forrester defines as […]

How To Talk To Executives And Avoid A Boardroom Ambush

Jennifer Rouse June 4, 2021
You rarely get to follow a script when presenting to the board — which is why the best strategy may be not so much to plan as to prepare. Learn four strategies.

APEX Overcasts Dell Technologies World 2021

Naveen Chhabra May 11, 2021
Since its inception, Dell Technologies has had many achievements, of which it should be proud. Dell revolutionized the PC market, made its way into the enterprise data center business, and created the largest tech company of its time. However, the shifting technology industry is forcing Dell to adapt faster than ever, more than ever, and […]

Lessons From A Cold Texan: How Marketers Can Prepare For A Crisis

Jennifer Rouse February 25, 2021
Audience planning is a fundamental crisis mitigation strategy — is your company prepared for the unexpected? In her latest blog post for Forrester, analyst Jennifer Rouse serves up a lesson from recent emergencies to help emerging companies mitigate risk.

Emerging-Company Leaders, Are You Prepared For Exit?

Barbie Mattie January 7, 2021
Only one in 10 startups lasts longer than 10 years. In her latest blog post for Forrester, analyst Barbie Mattie shares how she wants to help increase those odds. Take our five-minute survey and learn how!

Time to Shift! The Top Priorities For Emerging-Company Marketing Leaders

Matt Papertsian September 22, 2020
For emerging-company marketers, too much of a good thing can be just as difficult to deal with as too little. Focusing all components of the revenue engine on the primary growth strategy with shared goals is critical in good and difficult times.

Listen Up: Podcasts Can Elevate Your Brand’s Marketing Strategy

Collin Colburn September 16, 2020
I’ll admit it: I’m a podcast newb. I just got into them at the end of last year because of Wondery’s Business Wars, which sucked me in on my daily commute. While I’ve been late to the game, my colleague Sarah Dawson — a podcast lover and aficionado — listens regularly and knew much more […]

CMOs Helping Other CMOs Through Crisis

Matt Papertsian April 28, 2020
  • CMOs and Forrester shared insights about crisis management at our recent virtual marketing leadership happy hours
  • Emerging-growth businesses have been forced by COVID-19 to shift their priorities to meet the needs of key stakeholders
  • High-growth emerging companies that thrive on change share their adjusted plans and insights

If You Build It, They Will Come … Well, Not Really

Jennifer Rouse April 23, 2020
  • Product marketing and audience-centric marketing are not mutually exclusive
  • Hypergrowth depends on identifying the best path to revenue with the least amount of resistance
  • Audience-centric marketing attracts an organization’s current audience and those who have yet to associate their needs with its solution

Responding to Coronavirus: What to Do When the Rules No Longer Apply

Jennifer Rouse April 14, 2020
  • Surviving a crisis requires a shift in both marketing and sales strategies
  • To survive the immediate crisis, companies must focus on their customers first
  • To continue to thrive following a crisis, marketing must think short term and sales must think long term

Empower Your Marketing Org To Drive A Bigger Impact With GenAI

Download our generative AI (genAI) guide for CMOs to create a clear vision and strategy for B2B marketing genAI adoption with guardrails to mitigate risk — and a framework to assess your readiness.


How to Win Friends and Influence People (So They’ll Approve Your Tech Stack Investment Recommendations)

Robin Whiting December 12, 2019
  • One of the keys to securing investment for your tech stack: Know your audience
  • Those who seek budget for technology would be wise to build a use case that ties that technology to a business need
  • If at first you don’t succeed, find out why, and try, try again

Three Ways CMOs Can Boost Marketers’ Capabilities in 2020 and Beyond

Forrester November 1, 2019
  • Empowering your teams to execute is critical to marketing enablement
  • SiriusDecisions is the gold standard for B2B marketing education, and we have a new path that enables B2B marketers at varying skill levels to certify on core skills through a university-style online course
  • Now is the time to get your teams on board with your 2020 plan and help them succeed

Leading the “Strong Ones” – Why Successful Managers Are Leaders First

Jennifer Rouse July 11, 2019
  • The strong ones on your team need attention, too
  • Influence and inspiration separate leaders from managers
  • To create a strong team, you need to encourage growth and training

“SQUIRREL!” – Or, How to Avoid the Disease of Distraction

Jennifer Rouse May 17, 2019
  • Shifting priorities too often can kill the momentum and motivation in your company
  • Every new opportunity is not necessarily the right opportunity
  • Know your audience, create a plan and stay focused

Confessions of a Pinterest Recipe Addict: How Marketers Can Share Recipes for Success

Jennifer Rouse March 19, 2019
  • Seventy percent of leads will get disqualified or discarded at some point, but 80 percent of those leads will buy from you or a competitor within 24 months, so marketing cannot focus only on lead generation but must also add nurture to the recipe for success
  • The primary ingredient for sales and marketing alignment is a strong service-level agreement
  • When possible, create a new marketing “dish” from scratch – use a recipe that is already proven and amend as needed

Skyrocket Your Growth And Revenue With Our B2B Predictions

Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.


Sales Is NOT Your Customer

Jennifer Rouse March 13, 2019
  • Marketing and sales are partners – one function does not work for the other
  • Your customer should be your focus, not an internal team
  • Conducting an audience framework exercise aligns all teams’ focus on customer needs

To Gate or Not to Gate – Is That Really the Question?

Jennifer Rouse January 24, 2019
  • Too often, gating content is the fallback of an emerging company’s marketing team under pressure to deliver leads
  • Instead, the goal must be to focus on creating a compelling buyer’s journey
  • Organizations need to know the difference between a contact and a lead – and educate your executives and sales team accordingly

Build Instead of Buy: Investing in Training Helps Teams at Emerging Companies to Grow

Jennifer Rouse January 17, 2019
  • At emerging growth companies, expanding your team’s skill set is often more advantageous than hiring new talent
  • According to the SiriusDecisions 2018 Global CMO Study, investing in training substantially increases the growth potential of an emerging company
  • A culture of learning and growth will drive efficiencies to help emerging companies scale for hyper-growth
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