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

Video

How B2B Marketing Leaders Will Build A Path To Growth: A Discussion

Shirley Macbeth 3 days ago

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Blog

What’s Next In B2B Content? Five Important Focus Areas For 2022

Christine Polewarczyk October 7, 2021
Content is the backbone of the buyer's journey and the customer experience. Keep it strong with these five best practices.
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Six Trends That Will Define B2B Marketing In 2022

Explore our Planning Assumptions guide for marketing executives and functional leaders and learn how to harness disruptive forces to drive growth.

Blog

Moving From A Lead-Centric To A Buying-Group Focus Is Key To Demand And ABM Success

Laura Cross October 7, 2021
As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical.
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Webinar

2022 Priorities & Planning: EMEA B2B Marketing Leaders

Join our top analysts in an upcoming complimentary webinar that will help you capitalise on opportunities and direct your planning efforts for 2022.
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Blog

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.
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Blog

Solving The “Do More With Less” Marketing Paradox: Human Plus Technology Equivalents

Jay Pattisall October 4, 2021
The “Do More With Less” Paradox Is No Longer Sustainable Approximately half of C-suite professionals prioritize growing revenue. Meanwhile, CMOs have long been expected to acquire more customers with less marketing. Yet, four in 10 executives prioritize reducing costs. So, how will the C-suite grow revenue? New customer acquisition tops the list. Then, if you […]
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Blog

In 2022, Channel Marketers Must Prioritize Customer And Partner Value

Kathy Contreras October 4, 2021
A focus on enhancing partner experience and generating customer value are key to channel marketing success in the year ahead.
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Planning Assumptions 2022

Discover the trends that will define B2B leaders' priorities in 2022 and learn what it will take to capitalize on them. Explore our guides, blog posts, podcasts, and more.

Blog

The Keys To Better Post-Sale Customer Relationships In 2022

Amy Bills October 1, 2021
Existing customers account for more than three-quarters of annual revenue for B2B organizations, Forrester data shows. Find insights to deepen customer relationships in our "B2B Customer Engagement: Planning Assumptions 2022" report.
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Blog

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 […]
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Blog

Consumers Aren’t Ready For The Metaverse Yet

Mike Proulx September 21, 2021
In its current state, the metaverse is prime (virtual) real-estate for brands looking to make press headlines, test and learn, and reach a subset of the Gen Z audience. Brands that expect a revenue-based ROI from their metaverse custom media buys will be sorely disappointed.
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Webinar

North America Planning Assumptions 2022: B2B Marketing

Get crucial clarity on the trends that will impact marketing in 2022 and discover how to profit from the changes they’ll bring.
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Blog

For B2B Marketers, This Is The Next Best Thing To Time Travel

Craig Moore September 13, 2021
It's impossible to know what the future holds for marketing campaigns in development. But you can audit your progress and course-correct when needed.
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The Six Elements Of A Meaningful Marketing Plan

Without the right inputs, a marketing annual plan may simply be a list of tactics. Learn how to build a plan that drives business value.

Blog

To Build A Better Marketing Plan, Revisit Your Approach To Planning

Marcia Trask September 2, 2021
Static annual plans often collect dust on a shelf. Leaning into the planning process can help you build a more dynamic and effective marketing plan that drives forward the objectives of the business.
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Blog

Choose Your Loyalty Service Provider Based On Three Capabilities

Mary Pilecki August 25, 2021
Globally, we’re seeing a proliferation of brands that are investing in loyalty — whether for the first time or to revamp their existing strategy and programs. In fact, 83% of the brands we surveyed for our new Forrester Wave™ evaluation on loyalty service providers are increasing their investment in loyalty by 5% or more this […]
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Blog

Demand Planning: Five Steps To Determine The Right Marketing-Approach Mix

Conrad Mills August 24, 2021
The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.
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Blog

The CMO’s Da Vinci Code: Unlocking The True Power Of Marketing

Dipanjan Chatterjee August 17, 2021
IBM's research found that when CEOs were asked to identify the most crucial members of the C-Suite, CMOs came in well behind their CFO and COO peers. But it doesn't have to be that way.
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Webinar

Marketing Strategy And Planning: It’s All About The “And”

Learn what you can do to create two-way flow between your 3-5-year strategy and your annual plan. 
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Get Our 2022 Predictions First

Sign up to get an alert the minute Forrester's 2022 Predictions are available, and be the first to know about the dynamics impacting your organization in the year ahead.

Blog

Promotions And Offer Management Providers Want To Help You Deliver Personalized And Compelling Incentives

Mary Pilecki August 11, 2021
Have you noticed the growing link between commerce and loyalty? Forrester has, and we’ve set out to explore it. Our first deep dive was into promotions and offer management tools, which we define as: Software that helps businesses personalize, distribute, automate, and track promotions, incentives, and other offers across digital and physical touchpoints. We included […]
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Blog

B2B CMOs Chart New Paths To Growth Post-COVID

Jennifer Ross August 5, 2021
Forrester’s 2021 Global Marketing Survey reveals how B2B marketing leaders are adapting their strategies to accelerate recovery while keeping customers front and center. Here are three key takeaways.
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Video

Why The CFO Is Key To Proving Marketing’s Business Value

Mike Proulx August 5, 2021

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