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
Change And A New Forrester Analyst’s Perspective
Organizations should be positioned to recognize change as a new opportunity, not a daunting task. But we know that's not always easy.
Blog
Marketing Enablement Improves Business Outcomes — Show Me The Value
Marketing leaders understand that enablement drives better business outcomes, yet companies are spending only about 10% of what they spend to enable sales on marketing enablement, based on our benchmark studies and Forrester’s Q1 2022 Sales Learning And Development Professionals Survey. A large part of the challenge is that marketing leaders struggle to clearly establish […]
Predictions 2022: B2B Marketing
Discover the five most critical imperatives for B2B marketing leaders in the year ahead. Join our webinar to plot your course to organizational growth and success.
Blog
Marketers: Technology May Make Your Job Obsolete; Now Here’s The Good News
Automation, artificial intelligence (AI), and analytics are eating into marketers' roles. But with that change comes opportunity.
Blog
Customer Marketers: It’s Your Time To Shine
Customer marketing leaders, get ready for the spotlight. We’re having a “told you so” moment in customer marketing. As companies turn more attention to keeping their existing customers, the job of strengthening engagement, building loyalty, and developing advocates is front and center. A full 60% of marketing organizations plan to increase spend on customer engagement. […]
Blog
Revenge Of The Data Nerds
(Or, Why You Should Have A Revenue Operations Data Center Of Excellence) “Nerd” is a term of pride in my household. My kids and I embrace the label for its appreciation of learning, its respect for trivia, and its … well … accuracy. Our friends know the topics that might get us nerding out and […]
Blog
Experience Rooms Are Back At B2B Summit To Help You Align Across Your Revenue Engine
Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.
Blog
Three Critical Factors For Designing A Marketing Operations Function That Supports Growth
One of the first questions every marketing leader must be able to answer for every major effort they oversee, and even some they do not, is: “What are the tools, processes, data, resources, and measurements I need to have in place to be as effective and efficient as possible?” To answer this question, marketing leaders […]
Predictions 2022 Live
Set off on a confident path to business success in 2022. Discover the top trends for CIOs, CMOs, CX Leaders, and CEOs in 2022.
Blog
Don’t Set Yourself Up To Fail: Move Away From Marketing Sourcing Metrics
Sourcing metrics provide precious little insight. Why do marketing leaders and teams still embrace them as the primary gauge of their success?
Blog
Recycle Opportunities To Make The Most Of Your B2B Investments
When you’re tracking B2B opportunities, some will inevitably take a detour. Learn how to manage those opportunities to successfully reengage these potential deals.
Blog
Get It Together — Now Is The Time For Marketing Resource Management
What Is A Marketing Resource Management (MRM) Solution? A tool or suite of tools that enables marketers to manage planning and budgeting, project and program management, collaboration and calendaring, content production, asset management, and performance analytics. Why Do Marketers Need MRM? First, the most glaring and acute issue is that the 2020 pandemic forced companies […]
Blog
Asking The Right Questions For B2B Marketing ROI
How should marketers calculate the efficiency of their spend? The answer may not be immediately obvious — but it may also be simpler you think.
Blog
On The Eve Of Another COVID-19 Year, Planning Matters More Than Ever
Amid lingering uncertainty, it may be tempting to question the value of long-range planning. The post-COVID landscape will look very different from the landscape pre-COVID — and B2B leaders who are unprepared will lose out.
Predictions 2022 Live
Chart a bold path to success in 2022. Hear our predictions for the year ahead.
Blog
B2B Marketers: It’s Time To Ditch Sourcing Metrics
Marketing sourcing metrics aren't meeting the needs of B2B marketing organizations and continue to fall out of favor. Here's why to ditch them and move on to something better.
Blog
Demand Programs — Using Rules To Design Program Flows
Demand marketers need a scalable and repeatable process to support buying group needs while in a demand program. Demand programs have program objectives with corresponding program plays to get and move opportunities with connected buying group members through the B2B Revenue Waterfall. Demand program plays are different types of programs to support demand program objectives of activate, […]
Blog
Marketing Operations Wears Many Hats: Find The Best Fit For 2022
Where should you focus your efforts in 2022 to deliver the best possible customer experience and better organizational performance? Start with these five areas.
Blog
To Build A Better Marketing Plan, Revisit Your Approach To Planning
Static annual plans often collect dust on a shelf. Leaning into the planning process can help you build a more dynamic and effective marketing plan that drives forward the objectives of the business.
Blog
Campaign Planning Is Part Of The Budgeting Process — Or, At Least, It Should Be
Many B2B marketers find joy in campaign planning — but not so much in budgeting. It turns out the two are intimately connected.
European Predictions 2022
Visit our resource hub to discover the key trends impacting European businesses in 2022.
Blog
Promotions And Offer Management Providers Want To Help You Deliver Personalized And Compelling Incentives
Have you noticed the growing link between commerce and loyalty? Forrester has, and we’ve set out to explore it. Our first deep dive was into promotions and offer management tools, which we define as: Software that helps businesses personalize, distribute, automate, and track promotions, incentives, and other offers across digital and physical touchpoints. We included […]
Blog
B2B CMOs Chart New Paths To Growth Post-COVID
Forrester’s 2021 Global Marketing Survey reveals how B2B marketing leaders are adapting their strategies to accelerate recovery while keeping customers front and center. Here are three key takeaways.
Podcast
A CFO Within Marketing? For Mastercard, The Move Paid Off
As the pressure to prove marketing’s ROI intensifies, marketing leaders should work to build a strong alliance with their finance counterparts. Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar went one step further, hiring a CFO to serve within marketing. He explains the benefits of this unconventional approach on this week’s What It Means.
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