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.
Discover how Forrester supports B2B and B2C marketing leaders.
Insights
Blog
Your AI Strategy Already Made A Risk Decision. Have You?
How do you know when an AI use case is too risky to pursue? The answer has less to do with the technology itself and more to do with whether your organization has the governance, processes, and decision-making discipline needed to support it.
Blog
Meet Digital Experience Tech’s New Interface: Agentic AI Systems Of Action
User interfaces and workflows built with agentic AI are emerging as the next frontier of digital experience tech’s evolution. For two decades, digital teams accelerated business results by implementing better software. Monolithic digital experience and content management solutions gave way to composable architectures that allowed digital teams to assemble specialized capabilities faster and create better […]
Does Your Content Drive Revenue In An AI World?
Drowning in content metrics but can’t prove impact? Join us live to learn how to connect content performance to engagement, pipeline, and revenue — and get Forrester’s B2B AI-Agent-On-A-Page Template For Go-To-Market Teams.
Blog
Is Your Marketing Function Capable Of Growth?
I’m a very inexperienced gardener. I’m lucky that the annuals in the yard I inherited from a previous green-thumbed owner are fairly hearty and thrive despite my lackluster efforts. But even I know that if I manage to nurture a seed into a seedling, I wouldn’t then start to measure success by how many bunnies […]
Blog
Your Processes Are The Weakest Part Of Your AEO Strategy
Many marketers know the best practices they must implement to get mentioned and cited by ChatGPT, Google, and Claude but still struggle to implement answer engine optimization (AEO). Marketers sync with web developers about the technical prerequisites of visibility: server-side rendering, Bing’s IndexNow protocol, monitoring for indexation issues, and more. They’re well aware of the […]
Webinar
Does Your Content Matter? Measuring Buyer Engagement In An AI World – APAC
Join us September 8: Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.
Blog
Preference Matters More Than In-Market Intent Alone In Modern B2B Buying
The traditional performance marketing model assumes that marketers can influence buyers once they enter the market, but today’s B2B buyers often begin their search with strong preferences already in place. Intent signals frequently reveal existing demand rather than create it, making many late-stage marketing efforts a pursuit of opportunities that are already leaning toward a competitor.
Webinar
Does Your Content Matter? Measuring Buyer Engagement In An AI World
Join us September 2: Learn how to identify and measure the content that influences buyers and drives revenue — and receive Forrester’s Agent-On-A-Page Template.
Activate Buying Groups. Accelerate Growth.
Your buyers don’t make big purchase decisions as individual leads. Learn how to operationalize the Forrester B2B Revenue Waterfall™ and align marketing, sales, and revenue development teams around the buying-group opportunities that fuel growth.
Blog
The Content Bottleneck Has Shifted: Why Enterprise AI Isn’t Enough
The constraint marketing leaders are running into is no longer about content generation. It’s scaling marketing without losing trust, quality, or control.
Blog
B2B Marketing Has A Purpose Problem
Most B2B marketing leaders see their function as a strategic partner or primary growth driver, yet they believe that their peers don't share that perception. To bridge the gap, marketing leaders must be clear about what marketing is for.
Blog
Use 2027 Budget Optimism To Drive An AI Reset
Budget optimism is rising as 2027 approaches — but more spend alone won’t improve outcomes. Use this moment to reset your AI investments. Prioritize the readiness, governance, and context required to make it truly work.
Blog
CMOs Are Asking The Wrong Question About AI And Marketing Roles
Every B2B CMO I talk to right now is asking a version of the same question: What roles do I need on my team for the future? It is a fair question. It is also the wrong one to lead with. AI is not changing marketing by introducing a fixed set of new jobs to […]
Blog
Budget Planning 2027: B2B Marketing Leaders Must Prioritize Focus For Resilience
B2B marketing leaders entering the 2027 planning cycle must rethink traditional budget planning and shift toward focused, outcome-driven investment strategies. In an era of AI-driven disruption and market volatility, success will depend on where organizations concentrate spend, divest low-impact initiatives, and invest in resilience-building capabilities.
Real-World Buyer Data To Hone Your GTM Strategy
Discover Forrester's Buyer Insights research, built on survey responses from nearly 18,000 global B2B buyers. Understand how buying preferences, decision criteria, and purchase drivers vary by industry, role, region, and more.
Blog
New Analysis Suggests The CMO’s Role In The Fortune 500 Is At A Crossroads
For years, the chief marketing officer has been one of the most scrutinized roles in the C-suite, and that scrutiny isn’t easing, according to Forrester’s third annual analysis of CMOs in the Fortune 500. But the data suggests that the prevailing narrative of CMO decline masks the real story: reinvention.
Blog
The Next Era Of B2B Events: Eight Data-Backed Shifts Defining 2026
Tighter budgets, rising expectations, and increased competition are reshaping B2B events — driving a shift toward fewer, more targeted experiences, greater audience participation, and a renewed role for digital.
Blog
The Cost Of AI Productivity Is Less Creativity
AI is now standard across marketing agencies — but its impact remains constrained. Forrester’s “The State Of AI Inside US Marketing Agencies, 2026” finds that CMOs must shift their AI ambitions toward creativity, differentiation, and growth to unlock real value.
Blog
AI Forces A Redesign Of How Marketing And Agencies Work
As CMOs take on greater responsibility for AI-driven business outcomes, they must lead changes in how marketing is structured, executed, and measured. This is exposing a gap between what CMOs need and what traditional agencies deliver, creating an opportunity for a new class of partner focused on transformation, not just execution.
Blog
Google Dethrones OpenAI As Agencies’ Preferred AI Partner
New Forrester and 4As research shows that agencies are prioritizing ecosystems that connect data, creative, media, and commerce at scale, with Google emerging as the leading partner. As marketing moves from isolated tools to integrated operating systems, the ability to orchestrate end-to-end workflows is becoming the new competitive edge.
Save 10% On Our Technology & Innovation Forums This Summer
Register by September 4 to lock in summer advantage savings — 10% off your ticket to our Technology & Innovation Forums in Austin, New York City, or London. Turn ideas into action with frameworks and strategies you can use immediately.
Blog
Building The Human Foundation For AI At CX Forum East
AI raises the stakes for experience leaders. Insights from CX Forum East show that without trust, strong data, and prepared teams, AI simply scales what’s already broken — but with the right foundation, it can unlock entirely new kinds of customer experiences.
Blog
A Fake PLG Strategy Is Exposed Through Your Digital Commerce Experiences
Most B2B companies claim product-led growth, but their digital commerce experience tells a different story. Here’s why PLG fails in execution — and how to fix it.
Blog
Build The Human Foundations Before You Scale AI
CX Summit EMEA explored the real AI opportunity: building trust, strengthening foundations, and reimagining experiences — not just making them more efficient.
More posts