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

Webinar

Navigating Economic Uncertainty: Insights From B2B Marketing Peers

Join us for a live webinar to explore the B2B marketing trends critical for thriving in 2023. 
Blog

What’s Wrong With Your CMO Dashboard?

Subhendu Pattnaik 4 days ago
At the recent NASSCOM event in Mumbai, I had some great conversations with CMOs from many B2B organisations. In those discussions, a few topics bubbled up to the top more often than others. The unpredictability of the business landscape and changing buyer behaviours challenge every organisation; it does not matter what growth goals they’re pursuing. […]

Thrive In Economic Uncertainty

Get actionable advice to navigate the 2023 downturn. Explore our resources for tech, marketing, CX, sales, and product leaders.

Blog

Is Your Revenue Tech Strategy Beach-Ready?

Anthony McPartlin 6 days ago
Despite heavy investment in tech, many B2B organizations struggle to show related business impact due to implementation, integration, and adoption issues. It’s time for revenue technology management to be elevated as a strategic capability to drive sustainable business value from tech.
Blog

Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content

Lisa Gately 6 days ago
Learn how smart B2B marketers are navigating the hype around generative AI and achieving quality content at scale.
Blog

Transformation Ahead For Channel Marketers: Insights From Our B2B Marketing Predictions Webinar

Kathy Contreras March 15, 2023
Channel organizations are at a pivotal moment. As partner networks have grown more complex, a more holistic, ecosystem-oriented approach is needed.
Blog

How B2B Companies Will Win The Competition For Growth

John Arnold March 14, 2023
The competition for growth is fiercer than ever for B2B companies. To win, marketing, product, and sales leaders need to build a growth engine based on three fundamentals that are also simple, powerful, challenging, and achievable.
Podcast

Social Media Turmoil Drives New Ad Strategies

What It Means March 9, 2023
The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.

How B2B Marketing Can Thrive In An Economic Downturn

Learn what decisions will equip marketing leaders and organizations for success this year. Explore our complimentary report.

Blog

Launch Your B2B Customer-Obsessed Growth Engine

Srividya Sridharan March 7, 2023
Short-term strategies aimed at extracting value from your customers will fail. Learn why you need — and how to build — a growth engine that drives value for your customers and your company.
Blog

Resist Short-Termism To Avoid Brand Budget Cuts

Karen Tran March 2, 2023
High-growth companies see brand activation as a vital part of their strategy — even in economic uncertainty. Here are some of the ways that these organizations prioritize it.
Blog

Optimizing Product Launches In Regions: Four Steps

Mavis Liew February 24, 2023
Launching multiple products in a region can be complex due to variations in language, culture, maturity, and buyer needs across countries. On top of this, tailoring the launch to each market increases the complexity and need for resources. In addition, regional marketers are often faced with three critical challenges: lack of visibility and information about […]
Blog

The Top Five Reasons To Attend B2B Summit North America 2023

Srividya Sridharan February 22, 2023
Over 100 analyst-led sessions, detailed case studies and success stories, and unparalleled networking opportunities are just a few of the things that B2B marketing, sales, and product leaders can expect at this year’s event.
Blog

Align Around Your Customers To Power Growth In Today’s Economic Climate

Sharyn Leaver February 21, 2023
Outdated, short-term growth strategies that focus on extracting value from customers will fail. To succeed, companies must build, run, and continually optimize a customer-obsessed growth engine.

Align B2B Marketing With our 2023 Predictions

Attend our live webinar on the two top B2B marketing predictions impacting your marketing organization and structure.

Blog

Meet The New VP, Research Director For The B2B Marketing Executives Service

Matthew Selheimer February 16, 2023
The quality of the people, the collaborative culture, and the ability to help clients shorten the distance between bold vision and superior impact through customer obsession are why I joined Forrester.
Blog

CPG Marketers, Take Some Lessons From Super Bowl LVII

Eric Epstein February 14, 2023
OK, let’s get this out of the way: As a lifelong Eagles fan, I was devastated by the outcome of the Super Bowl, and my TV was lucky to survive the last 2 minutes of the game. But as a career marketer, I managed to shake it off and put a professional lens on my […]
Blog

Younger Business Buyers Are Having Their Say

Amy Hayes February 14, 2023
Millennials and Gen Zers now represent the majority of business buyers globally. Understanding how they approach the buying process is increasingly essential.
Blog

Call For Entries: Forrester B2B Summit North America Awards

Cristina De Martini February 14, 2023
Nominations are now open for Forrester’s B2B North America Return On Integration Honors and Program Of The Year Awards. If you have a great revenue engine alignment story, now is your time to shine.
Blog

Publicis Groupe Brings Substance To Super Bowl LVII Commercials

Jay Pattisall February 13, 2023
Super Bowl LVII was full of firsts. The first Super Bowl matchup between two Black starting quarterbacks The first Super Bowl sibling rivalry, between Jason and Travis Kelce The first Super Bowl military flyover piloted by seven female naval aviators The first Super Bowl commercial debut by an agency holding company Global advertising firm Publicis […]

B2B Summit North America

Discover research-based insights, tools, and frameworks to power your success in a tumultuous 2023. Join us for the year's premier event for B2B marketing, sales, and product teams.

Blog

How To Navigate Retail Media Mania

Nikhil Lai February 2, 2023
The question I’m asked most often is “Is retail media overhyped, or is it the next big thing?” This question comes, in part, from media coverage and forecasts, including Forrester’s, that project a significant share of ad spend — nearly $100 billion, according to Boston Consulting Group — being absorbed by retail media networks (RMNs) […]
Blog

B2B CMOs Must Form A Rebel Alliance To Bull’s-Eye Their 2023 Target

Barbie Mattie February 1, 2023
Joining forces with other key stakeholders will enable marketing leaders to triumph amid vast uncertainty.
Blog

Advance Digital Marketing Capabilities And Competencies To Achieve New Outcomes

Rani Salehi January 31, 2023
Using a digital pyramid of purpose helps communicate the capabilities and competencies that are needed to effectively deliver digital customer experiences and advance the business strategy.
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