Marketing Operations
Executing on B2B marketing objectives requires optimal performance from people, processes, and technology. Marketing operations leaders and teams must stay focused on marketing and business strategy, but also be agile to adapt to changing conditions. Explore our insights to strengthen and streamline marketing operations.
Discover how Forrester supports B2B and B2C marketing leaders.
Insights
Blog
A Defining Moment For CPQ: Inside The Conga-PROS Merger
The Conga-PROS merger unites market leaders in CPQ configuration, quoting, workflows, and AI‑driven pricing optimization. Together, they will create an enterprise‑grade platform that connects pricing strategy to execution across the full quote‑to‑commit lifecycle. If integrated effectively and broadly adopted, the combined solution promises faster deal cycles, stronger pricing discipline, improved workflows, and a more consistent omnichannel customer experience.
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Introducing Marketing Operations Management Solutions (MOMS), The Artist Formerly Known As Marketing Resource Management (MRM)
The ’90s are back! Like crop tops, oversized blazers, baggy jeans, Lauryn Hill, and partying like it’s 1999, we’re reviving marketing operations technology with a remixed name: marketing operations management solutions (MOMS). But these aren’t your frumpy mom jeans of the ’90s; these are a sleeker deconstructed 2026 version (and now with AI™!). Forrester defines MOMS as: […]
Will You Stay On The Sidelines — Or Lead Big Change?
Turn ideas into action at Forrester’s 2026 global events, designed for leaders ready to move fast. Gain fresh thinking, real-world strategies, and skills to make breakthroughs happen now.
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Seven Roles, One Goal: How To Organize For Answer Engine Optimization
AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.
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Bolster Your B2C Marketing Operations Function With This Step-By-Step Blueprint
As consumer marketing grows more complex in the age of AI, B2C marketing operations must evolve to provide structure, efficiency, and governance. Our new initiative blueprint offers a step‑by‑step framework to help marketing leaders establish purpose, define remit, and leverage technology to strengthen their operations function.
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From Prompts To Presents: The Marketer’s Guide To Answer Engine Optimization
Answer engines such as OpenAI’s ChatGPT and Google’s AI Mode will deliver convenience to holiday shoppers. Brands: Provide resonant, technically sound, fresh content to improve your chances of persuading shoppers throughout their journeys on answer engines’ results pages.
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Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
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AI Doesn’t Fix Bad Processes — It Amplifies Them
In the rush to adopt AI and drive growth, many B2B organizations overlook the one thing that makes it all work: process. Discover why fixing broken processes is the key to scalable success.
Meet The GTM Singularity: A Shift You Can’t Ignore
AI-driven buyer autonomy is collapsing GTM models — and rewriting the rules for growth. At B2B Summit North America, reinvent your strategy with frameworks to drive measurable growth in the AI era.
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What Sets Leading B2B Marketers Apart?
Forrester’s most recent Marketing Survey revealed a sharp divide between leading and lagging B2B marketing organizations. Find out what why leading marketers report significantly stronger revenue and profit while lagging marketers fall short.
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Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
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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.
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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.
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The Secret To Martech Success? Think Like A Product Manager
Marketing technology is the backbone of modern customer engagement. It enables businesses to generate customer insights, personalize experiences, and orchestrate campaigns.
Your Buyers Use AI Search — Here’s How To Stay Visible
Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.
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A B2B CMO’s Imperative To Drive Growth: Champion Revenue Process Transformation
According to Forrester’s Marketing Survey, 2025, only 21% of marketing leaders report that a “transition from lead-focused efforts to buying groups and opportunity management” is among the most important priorities for their marketing strategy in the next 12 months. But with buyers becoming more autonomous, buying groups increasingly more complex, and customer expectations higher than […]
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How To Evaluate Intent Data Providers
While most B2B organizations have an established process for evaluating traditional data providers, many have less practice in the evaluation of second- and third-party intent sources. The diversity of collection methodologies, complexity of keyword mapping, and rapid decay of insight value present unique challenges for comparing providers of these data types. Balancing Insight Potential, Data […]
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Shine Bright At The B2B Summit APAC 2025 Awards!
Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements.
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B2B Summit EMEA Awards — Call For Entries
The deadline for submissions into the Forrester B2B Summit EMEA Awards is July 14, 2025. Read this blog to find out how to apply, what makes a strong entry, and what set our past winners apart.
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The Good, The Bad, And The Beauty Of B2C Marketing Operations
Learn the latest positive and negative trends in B2C marketing operations based on data from recent Forrester surveys and how to respond.
Plan & Prosper — Together
Register for B2B Summit North America 2026 with our 2-for-1 Plan & Prosper offer. Bring a teammate, stretch your budget, and start 2026 with the tools to align your team and accelerate your strategy.
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Six Key Findings From My First 60 Days As Forrester’s DAM Analyst
The opportunities are vast for both digital asset management (DAM) vendors and users. Learn six capabilities that are increasing their fidelity and will likely have a big impact on the future of digital experiences.
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It’s Time To Change The Rules For Defining The Value Of B2B Data
To prove that data investment should be a priority in your business, you need to adopt a rulebook that expands the definition of business value. Here's what to consider.
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Sync Or Swim: Mastering B2B Processes
In today’s fast-paced business environment, operational excellence is crucial. Successful organizations categorize and sequence every B2B process, identifying and addressing breakdowns effectively. The Forrester B2B Process Chain Framework provides seven categories — strategize, plan, design, build, deploy, measure, and optimize — that help visualize and synchronize interconnected B2B processes. This alignment ensures excellence and adaptability, supporting sales and marketing teams.
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