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.



Fix Your Hyper-Focus On Revenue That Neglects Customers, Fails Buyers, And Distorts Focus

Learn how to use this transformative framework to shift from revenue-centric to customer-obsessed activity to achieve long-term sustainable growth. 

Call For Entries: Forrester B2B Summit APAC 2024 Awards

Daryl Wright 4 days ago
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.

B2B Marketers Expect To Do More With More — But It’s Not As Good As It Sounds

Matthew Selheimer 5 days ago
Forrester's latest Marketing Survey shows that marketing executives and operations leaders anticipate budget increases this year. Capitalizing on this opportunity requires overcoming formidable challenges.

Accelerating Advertising With AI Comes At A Cost

Nikhil Lai May 7, 2024
It’s mathematically obvious to apply AI to advertising, but its efficiencies can come at the expense of advertisers’ control and transparency. Learn more about how AI benefits the advertising process and why advertisers must curate AI.

Brand Is A Long Game: The Tangible Value Of B2B Brand Investments

Karen Tran May 3, 2024
Brand investments are like retirement investments. The idea is to invest regularly and consistently starting as early as possible, knowing that by the time retirement hits, the value will have accrued over time and the investments will have compounding returns. When we begin the uphill climb of investing, the returns may feel modest. It’s difficult […]

B2B Marketing Leaders Don’t Trust Their Measurement, And What They Measure Isn’t Helping

Ross Graber May 1, 2024
Nearly two-thirds of marketing leaders say that they don’t believe their measurement and analytics are well aligned with organizational objectives. A continued focus on marketing sourcing is emblematic of the problem.

From Taylor Swift To “Civil War” — Brand AI Models Clean Up AI Creative Pollution

Jay Pattisall April 26, 2024
What is creative pollution and how can organizations avoid it? Find out in this preview of a new report on brand AI models.

Supercharge Your APAC B2B Success — And Save $200

Register by June 28 to save $200 on B2B Summit APAC in Singapore. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.


Google Chrome Settlement Shows The Power Of Privacy-Minded Consumers

Stephanie Liu April 4, 2024
The details of Google’s settlement in a multiyear lawsuit over Incognito mode became public this week. Find out what changes Google will make as a result of the settlement and what it means for marketers everywhere.

What I Learned About GenAI From Over 100 Indian CMOs

Subhendu Pattnaik April 4, 2024
Discussions with 100 CMOs and key marketing leaders in India revealed the massive transformation genAI is already bringing to many marketing organizations across the Indian subcontinent. Read some of their comments in this post.

Announcing Forrester’s B2B Program Of The Year Award Winners For North America

Cristina De Martini April 4, 2024
Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.

Announcing The Winners Of Forrester’s Coveted B2B Return On Integration Honors For North America

Cristina De Martini April 4, 2024
These three companies have transformed their businesses to maximize customer value and relentlessly drive internal alignment. Get a preview of the success stories they will share at B2B Summit North America in May.

Call For Entries: B2B Summit EMEA Awards

Paul Ferron April 2, 2024
EMEA B2B companies: If you have a cross-functional alignment success story or have achieved exceptional results within a single function, we want to hear from you. Learn more about Forrester’s B2B Summit EMEA Awards.

One Year Since Bud Light’s Marketing Blunder: What Did We Learn?

Audrey Chee-Read April 1, 2024
With the benefit of some hindsight, learn three counterintuitive reasons why Bud Light was particularly vulnerable to cancellation in this blog post previewing a full case study on the issue.

Younger Generations Are Shaking Up B2B Buying — Are You Prepared?

Amy Hayes March 25, 2024
Millennials and Gen Zers now comprise nearly three-quarters of B2B buyers. To succeed, B2B marketing, sales, and product teams must understand these buyers’ preferences.

Frontline Marketing: The Evolution Of B2B Growth Teams

John Arnold March 14, 2024
Learn about frontline marketing, the teams that it comprises, and why it’s essential to driving customer-centered B2B growth.

Unleashing Field Marketing To Drive Growth In Asia Pacific

Daryl Wright March 11, 2024
We explore key findings for APAC from Forrester’s 2023 State Of B2B Field Marketing Survey to help organizations understand the state of field marketing regionally and what this means for the operation and organization of a future-ready field marketing organization.

What Human And Technical Skills Will Matter Most To B2B Marketers?

What It Means March 7, 2024
What skills and competencies will B2B marketers need most to succeed in the future? In this episode, Principal Analyst Naomi Marr and VP and Principal Analyst Katy Tynan discuss what’s driving the need for new technical and human skills and how to close the gap.

Adapt To EMEA B2B Buyer Change — And Save £200

Register by July 19 to save £200 on B2B Summit EMEA in London. Discover how to adapt your marketing, sales, and product strategies for complex buyer scenarios, longer sales cycles, genAI, and more.


Are You Advertising During This Election Cycle? Read This First.

Audrey Chee-Read March 5, 2024
The US election cycle in 2024 will it be the priciest media buy to date. Get three tips on how to prepare your advertising spend for the upcoming cycle.

Participate In Forrester’s Q1 2024 State Of B2B Events Survey: Unlock Valuable Insights For Your Organization

Conrad Mills February 27, 2024
Forrester’s B2B event trends survey is back, and we’re inviting you to participate! Everyone completing the survey will gain access to the latest market trends and crucial information on building an audience-centric, integrated event strategy within their organization. Overview In the wake of the COVID pandemic, the B2B events landscape has undergone significant transformations. While […]

Ditch The Old Playbook: B2B CMOs, It’s Time To Lead The E-Commerce Charge

Christina Schmitt February 26, 2024
In the fast-paced world of B2B marketing, where change is the only constant, CMOs find themselves standing at a critical crossroads. The traditional playbook is becoming obsolete, and B2B buyers demand seamless online experiences. The landscape is shifting, and those who fail to adapt are bound to be left behind in the dust of their […]
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