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
Revenue Waterfall Functionality To Look For When Choosing Revenue Technology
Here’s what to look for in revenue technology when evaluating platforms as part of adopting an opportunity-based waterfall.
Blog
Revenue Operations: Nine Myths And Two Realities
Revenue operations has exploded in popularity, but misconceptions about it abound. Here, we reveal nine common myths and highlight two key realities.
How Should CMOs Invest To Fuel Customer-Obsessed Growth?
Download our 2024 Planning Guide for B2B Marketing Leaders to see where to invest, divest, and experiment with funding your growth agenda.
Blog
How To Overcome Revenue Operations Constraints And Boost The Growth Engine
Learn how revenue operations leaders can achieve more with less in the face of executive constraints and still deliver for the growth engine.
Blog
Is Your B2B Organization Insights-Driven?
Few organizations argue with the need to become insights-driven, but they may not fully understand what that requires.
Blog
2024 Planning: Revenue Operations And Four B2B Must-Do’s
With 2024 planning season rapidly approaching, preview Forrester’s four B2B revenue operations “must-do’s” to drive customer value and business growth.
Blog
B2C Marketing Operations: It’s Time To Shine
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 […]
Blog
2024 Planning: Asia Pacific Leaders Can Afford To Tone Down The Caution
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.
Grow Your B2B Revenue With Customer Obsession
Stop extracting customer value -- and start creating it. Read our report to learn how to sustain B2B success with a customer-obsessed growth engine that creates buyer value and revenue.
Webinar
Planning Guides 2024: B2B Marketing Leaders
Learn how you can put Forrester’s 2024 annual planning research to align your B2B marketing planning for success.
Blog
When It Comes To Revenue Technology, The Grass Isn’t Always Greener …
Before contemplating changing a revenue technology platform, make sure that the prospect of greener grass isn’t luring you into making a bad decision.
Blog
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.
Blog
One Destination, Many Paths: The Content Engagement Solutions Landscape
B2B marketers spend ample time seeking better ways to engage their audiences, convert them to buyers, and retain them as customers. While content is central to engagement, audience expectations for contextually relevant, personalized content know no limits. To get content right, technology is key, but there are many paths to the ideal content destination. In […]
Blog
Check It Out: Now Is The Time to Examine Your Revenue Operations Capabilities
Realize your maximum revenue operations potential and define your revenue operations strategy by starting with a maturity assessment of your revenue operations capabilities.
Advance B2B Marketing With Bold 2024 Budget Moves
Join us on Aug. 22 for a LIVE webinar to learn how your peers are shifting their 2024 B2B marketing budgets to drive business growth and revenue in unpredictable times.
Blog
The WIIFM (“What’s In It For Me?”) Of Revenue Operations
We interviewed a variety of sales, marketing, and revenue operations leaders to understand why revenue operations has grown dramatically in recent years and what assumptions leaders make about establishing a revenue operations function. Here's what they told us.
Blog
Is Your Marketing Campaign Impactful, Manageable, And Measurable?
A recent roundtable surfaced challenges that B2B marketing leaders are struggling with. Here, we provide some solutions.
Webinar
How To Raise Your B2B Marketing Game With Revenue Process Optimization
Discover how and why revenue process efficiency and productivity are crucial to reaching your B2B marketing goals.
Webinar
The Future Of Revenue Operations
If you’re a B2B marketing leader in a high tech organization, watch this on-demand webinar to hear how organizations are evolving strategic marketing operations, sales operations, and revenue operations functions to deliver on customer value and commercial impact.
Blog
Revenue Operations Is The Key To Winning Today’s B2B Adventure Race
Data, insights, and technology have become a superpower for aligning sales and marketing organizations. The relay race has shifted to an adventure race, supported by a fully integrated revenue lifecycle toolset.
Blog
Revenue Operations: Driving Better Customer Experiences And Growth
In constantly changing and highly complex B2B markets, organizational growth hinges on the ability to uncover value for customers. Forrester Decisions for Revenue Operations is designed to help organizations strengthen alignment across the revenue ecosystem to maximize customer value and company performance.
Blog
Navigating Centralized Operations: A Guide For B2B Regional Leaders
Modern marketing organizations are constantly changing and optimizing to stay competitive. We often see large corporations restructure their marketing functions from regionalized to central groups, from centralized to regional, or a certain level of hybrid. As a regional marketing leader, in any one of these states, the right mindset and capabilities to find balance and synergy are important to keep your team continuing to perform and shine. This blog shares quick thoughts for marketing executives and operations leaders in those areas with recommendations for building these capabilities.
Blog
Where Does Marketing Measurement Fit In A B2B Revenue Operations Org?
When deciding whether to merge your marketing measurement and insights team into a combined revenue operations function, it’s critical to understand the full remit for a marketing measurement team and how well those accountabilities align with the priorities of the RevOps organization.
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