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

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What Salesloft’s Acquisition Of Drift Means

Seth Marrs February 13, 2024
Salesloft’s acquisition of Drift is a first step into marketing technology for sales tech vendors.
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What Ninth-Grade Biology Has In Common With Optimizing B2B Content

Phyllis Davidson January 30, 2024
Apply scientific experimentation to achieve the best B2B content personalization results.

Empower Your Marketing Org To Drive A Bigger Impact With GenAI

Download our generative AI (genAI) guide for CMOs to create a clear vision and strategy for B2B marketing genAI adoption with guardrails to mitigate risk — and a framework to assess your readiness.

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Understanding The Real-Time Revenue Execution Platform Landscape

Seth Marrs January 24, 2024
Real-time revenue execution platforms strengthen prospect identification and digital engagement while also providing capabilities that ensure the best buyer experience. Learn more about how they can improve business outcomes.
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Seven New Year’s Resolutions To Maximize The Value Of Your Event Data

Simon Daniels January 5, 2024
Effectively operationalizing B2B events data is crucial to leveraging an underutilized yet invaluable source of first-party audience data.
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What Content Actually Matters? Find Out With A Touch Analysis.

Phyllis Davidson December 21, 2023
Gain a better understanding of content engagement.
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Revenue Operations Past, Present, And Future

Simon Daniels December 20, 2023
A recent trip to see Charles Dickens’ “A Christmas Carol” leads to considering the past, present, and future of revenue operations ...
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Event Data Could Be The Best Gift To Your Organization This Holiday Season

Conrad Mills December 8, 2023
Access to audience data is becoming more restrictive and B2B events represent an underutilized yet invaluable source of first party data.

Skyrocket Your Growth And Revenue With Our B2B Predictions

Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.

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The State Of B2B Marketing Measurement In 2023: Five Key Observations

Ross Graber November 27, 2023
When it comes to insight-driven decision-making, too many B2B organizations are simply falling short. Forrester survey data points to opportunities for improvement.
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Saying Goodbye To MQLs: A Parting That Is All Sweet And No Sorrow

Simon Daniels November 21, 2023
Adopting the revenue waterfall for demand management brings many benefits, meaning that parting with leads can be all sweet and no sorrow.
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Planning Season Is The Time To Revisit Your CMO Dashboard

Ross Graber November 8, 2023
Planning season is that time of year when B2B marketing objectives get set, tweaked, and reestablished. It’s also the perfect time to revisit your CMO dashboard to ensure that it’s up to the task — here’s how.
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Revenue Operations: Hot Topics From B2B Summit EMEA 2023

Simon Daniels October 31, 2023
Providing delegates at Forrester events with the opportunity to speak to analysts always proves popular. Here are some of the revenue operations hot topics that came up this year at B2B Summit EMEA 2023.
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Customer Community Platforms: A Little More Conversation, A Lot More Action

Amy Bills October 30, 2023
Have you ever heard a leader of a successful business proudly announce that they don’t much care about understanding their customers’ needs? Yeah, me neither. The data from Forrester’s recent report, The State Of Customer Obsession In B2B, 2023, is clear on the value of knowing what drives your customers. Customer-obsessed organizations outperform their peers […]
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Incrementality Testing Boosts Marketing ROI

Tina Moffett October 20, 2023
Incrementality testing is a game-changing measurement approach for marketers. In the ever-evolving marketing landscape, this method holds the key to smarter decision-making, better allocation of resources, and, ultimately, greater ROI. Our most recent report, Testing, Testing: Use Incrementality Tests To Lift Your Marketing ROI, has best practices to get started with building an incrementality testing […]
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Revenue Waterfall Functionality To Look For When Choosing Revenue Technology

Simon Daniels September 25, 2023
Here’s what to consider when evaluating platforms as part of adopting an opportunity-based waterfall.
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Revenue Operations: Nine Myths And Two Realities

Laura Cross September 15, 2023
Revenue operations has exploded in popularity, but misconceptions about it abound. Here, we reveal nine common myths and highlight two key realities.
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How To Overcome Revenue Operations Constraints And Boost The Growth Engine

Simon Daniels August 24, 2023
Learn how revenue operations leaders can achieve more with less in the face of executive constraints and still deliver for the growth engine.
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Is Your B2B Organization Insights-Driven?

Jerry Zhao August 17, 2023
Few organizations argue with the need to become insights-driven, but they may not fully understand what that requires.
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2024 Planning: Revenue Operations And Four B2B Must-Do’s

Ross Graber August 9, 2023
With 2024 planning season rapidly approaching, preview Forrester’s four B2B revenue operations “must-do’s” to drive customer value and business growth.
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B2C Marketing Operations: It’s Time To Shine

Jessica Liu August 2, 2023
Hey B2C marketers, who else is feeling the pain of: A proliferation of consumer touchpoints? Unpredictable and fast-changing macroeconomic conditions? And industry variability with no one-size-fits-all model? B2C marketing has undergone so much change since the 2010 dawning of the age of the customer that companies have no choice but to become customer-obsessed now. Marketing […]
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2024 Planning: Asia Pacific Leaders Can Afford To Tone Down The Caution

Dane Anderson August 1, 2023
After a challenging past few years, business leaders in Asia Pacific can expect a brighter 2024. Learn how to capitalize with Forrester’s Planning Guides.
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