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.
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Marketing Operations Must Rationalize Revenue Technology To Achieve Customer Experience Goals
Marketing operations must rationalize revenue technology by removing point solutions to both reduce costs and achieve customer experience goals.
Is Your Revenue Tech Strategy Beach-Ready?
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.
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.
How B2B Companies Will Win The Competition For Growth
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.
Techniques For Revenue Technology Requirements Discovery
Learn about approaches for conducting revenue technology discovery, depending on the situation, timescales, available resources, and solution type.
The 10 Biggest Intent Data Mistakes For B2B Marketing And Sales
Learn the top 10 mistakes to avoid for B2B marketing and sales organizations to maximize the competitive advantage that intent data offers.
Practitioner To Analyst: What I Would Have Done Differently If I Had Access To The Research I Have Now
Being a Forrester marketing operations analyst for 60+ days, my learning journey has been quite informative. Check out what I have discovered so far. From the view of an ex-marketing operations practitioner, I highlight what I would have done differently if I had access to the Forrester assets when I was a practitioner. This blog shares recommendations for marketing operation leaders.
How Do You Know If Your Martech Is Working For You?
Do you know if your martech stack is actually working for you? From assessing current tech investments to considering new solutions to enhance your martech stack, ensuring maximum return on marketing technology spend can be challenging.
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.
No, March Isn’t Toilet Paper And Pasta Month
Historical data collected during the pandemic might suggest that UK consumers buy their annual supply of toilet paper and pasta in March. Today, that information remains in companies’ insights and marketing databases alongside data that predicts buyer behaviours. The same applies to B2B data, both in terms of areas where sales grew and declined. The question is: Which behaviours are part of a trend and which are simply anomalies, and what can B2B marketing leaders do to ensure they don’t sleepwalk into making data-driven mistakes?
Data Quality Is For Life, Not Just For The Holidays
Marketing data quality maintenance is an ongoing activity, not something that can be carried out every so often and then forgotten.
Gaining Alignment On Martech Decisions
Regularly evaluating your martech stack helps ensure that your technology continues to provide value and supports business objectives. Ask five key questions to help bring clarity to your decision-making.
Marketing Enablement Improves Business Outcomes — Show Me The Value
Marketing leaders understand that enablement drives better business outcomes, yet companies spend only about 10% of what they spend to enable sales. Learn what it takes to establish and communicate the value of marketing enablement efforts.
B2B Revenue Engine Alignment: A Cultural Transformation That Begins With Customer Obsession
A customer-obsessed organization requires an optimized revenue engine. Revenue engine alignment maximizes the buyer’s experience and, in turn, the success of the organization.
2023 Spending Strategies For CMO Success
Get our 2023 Planning Guide to see how savvy B2B marketing executives are spending their money to achieve long-term profitable growth.
How Marketing Operations Leaders Set Clear Boundaries Using Project Acceptance And Prioritization Strategies
B2B marketing depends on processes to develop and execute marketing activities efficiently and effectively. To succeed, B2B marketing functions must manage various processes, each delivering specific outputs for stakeholders.
Marketing Operations: Hot Topics From B2B Summit EMEA
One of the most popular attractions at Forrester’s B2B Summit EMEA is the Analyst 1-on-1s. This year's hot marketing operations topics included martech, measurement, data and more.
B2B Marketing Leader 2023 Planning Panel Discussion Q&A
Having run out of time to answer all the questions received on the recent Forrester LinkedIn Live B2B Marketing Leaders 2023 Planning Panel Discussion, here's a quick recap of the session and some follow-up Q&A.
Gain Insight Into B2B Martech Decisions And Trends
Have you wondered what other B2B leaders think of martech solutions? Here’s your chance to help shape the future of B2B marketing technology decisions.
Overcoming The Insights Gaps Of The B2B Revenue Engine
Advanced insights-driven B2B orgs are 2.2 times more likely to drive growth of 10% or more than peer organizations. Find out why in this preview of our Data Strategy & Insights event.
Turn 2023 Predictions Into Bold Action
Join us for Predictions 2023 Live to learn how to focus your priorities for success in the year ahead.
The B2B CMO And Marketing Operations: A Symbiotic Relationship
CMOs and marketing operations teams benefit greatly by partnering and working together.
B2B CMOs: Your Marketing Ops Leader Is A Four-Leaf Clover
As prolonged economic unpredictability introduces the potential for short-termism, CMOs should look to their marketing ops leader for guidance.
Customer Data Platforms: Buy Or Build?
Should Marketing Operations leaders buy a Customer Data Platform (CDP) or build one from scratch? While the idea of building something to exactly meet your needs is compelling, ultimately a packaged solution is likely to be the better approach.