Chief Marketing Officer
The stakes for marketing leaders are high as buyer expectations climb and pressures to prove ROI intensify. Explore our marketing executive insights to help drive marketing and sales alignment, connect marketing to business strategy, and show clear marketing ROI.
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Insights
Blog
What A Possible Dentsu Sale Means For CMOs
The news that dentsu has secured M&A partners to identify potential buyers for its international business is just the latest shakeup in the agency landscape. Find out what makes dentsu attractive and who the most likely buyers are.
Blog
2026 Budget Planning: Keys To Success For B2B Marketing, Sales, And Revenue Operations Leaders
The coming year will test the resilience of B2B operations leaders. Here's how you can help your marketing organization get ahead.
Blog
Fueling Revenue Process Transformation Through B2B Events
Events are not an add-on. For B2B organizations, they can play a critical role in revenue process transformation. Learn how.
Blog
Turn Marketing Planning From A Source Of Anxiety To A Source Of Clarity
There’s no textbook or course on how to build a marketing budget that aligns with business goals, supports cross-functional collaboration, and adapts to change. But instead of adapting last year’s plan and hoping for the best, marketing leaders can take these three proven steps.
Blog
Meet The AI Agents Redefining B2B GTM Strategies And Approaches At B2B Summit EMEA
AI agents are augmenting the B2B GTM workforce — and workflows — at a rapid pace. Get to know them and their capabilities better at our B2B Summit EMEA event.
Blog
Five Strategic CMO Moves Heading Into 2026
The stakes for senior B2B marketing leaders are high heading into budget planning season. Learn how to navigate turmoil and come out ahead.
Blog
CMO Fortunes Falter Amid Economic And Role Uncertainty
The past 12 months have seen a noticeable decline in the number of CMOs in the Fortune 500. While economics is partly to blame, we’re witnessing a deeper transformation for marketing leaders.
Missed The Webinar On B2B Marketing Budget Retooling?
Watch on demand as Forrester analysts reveal smarter 2026 planning, streamlined budgeting, and agility tips. Watch by Sept. 10 for early access to our B2B Marketing Leader’s Guide to Strategic Budgeting!
Blog
Shrinking Budgets And Rising Expectations Challenge B2B Agency Partnerships
In 2025, B2B marketing leaders are navigating a complex landscape shaped by economic uncertainty, rising performance expectations, and the rapid evolution of AI. According to Forrester’s 2025 B2B Brand And Communications Survey, agency partnerships remain nearly universal among large companies, but the nature of those relationships is shifting. Many marketers are under pressure to deliver […]
Webinar
Retool Your B2B Marketing Budgeting For 2026 Success
Discover strategies and tools to optimize 2026 B2B marketing budget planning with Forrester. Build adaptable, goal-driven plans that align with business objectives.
Blog
Beyond The Metrics: How B2B Marketing Pros Should Use Storytelling Techniques To Communicate Value
To truly resonate with stakeholders, B2B CMOs and other marketing leaders must do more than recite KPIs off their dashboards. They need to tell a compelling story. Learn more about Forrester’s five-step framework to help CMOs and marketing leaders craft compelling, data-informed narratives that elevate their role and marketing’s contribution.
Blog
Adtech’s Inflection Point Signals More Compelling Customer Experiences
Advertising technology is overly complicated — and everyone is fed up. Here's how adtech can right-size and refocus on compelling customer experiences.
Blog
B2B Marketing Budgets 2026: Markets Are Volatile, But Planning Needn’t Be
Optimism about budget growth is high among B2B marketing leaders — but so is the pressure to deliver results. Focusing on resilience, changing buyers, and strategic use of AI will help these senior leaders thrive in an unpredictable climate.
Blog
Budget Boom Or Budget Bust? Be Ready For Both In 2026
Though volatility has tempered budget expectations, business and tech leaders should prepare for the unexpected. Forrester’s 2026 Budget Planning Guides can help you make the right strategic moves this budget planning season.
Blog
B2B Brand Measurement Is Broken, But There’s A Way To Fix It
While marketing teams chase “performance marketing” metrics, conversion rates, and launch plans, arguably the biggest growth engine for your business overall — your brand — is being neglected, misunderstood, and (very likely) grossly undervalued.
Podcast
Fear In B2B Buying, Future Of Experiences, Cisco Live Recap
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
Blog
GenAI Reshapes Shopping And Revives SEO
The multibillion-dollar question I’m often asked is: Will a critical mass of consumers shop and check out on Google’s AI Mode, ChatGPT, and Perplexity? Consumers’ loyalty to convenience makes a “yes” most likely. Thirty-eight percent of US online adults, according to Forrester’s Retail Topic Insights 1 Survey, 2025, checked how fast products would arrive before […]
Blog
Power, Precision, And Production Create A New Media Agency Landscape
It’s a new media agency landscape. The last six months have witnessed more change in media agencies than what’s occurred over the last six years.
Webinar
Accelerate Reach, Authority, And Relevance With Third-Party Content
This is your chance to elevate your content performance and stay ahead in a rapidly changing landscape. Don’t miss out.
Blog
The AI Cost Center Crisis
AI reshapes the way marketing agencies deliver value — increasing productivity, accelerating the speed of insights, assisting creative ideation, amplifying production velocity, and sharpening media and search activation. But they are not being compensated for the value creation. It’s an AI cost center crisis.
Blog
Step Up To Deliver The Total Experience
We’ve just wrapped up another successful CX Summit EMEA. Now it’s time to put those lessons to work — and deliver on your customers’ total experience.
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