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

Struggling With B2B Data Quality? Let Me Guess …

Brett Kahnke 19 hours ago
Over the years, Forrester analysts have helped thousands of B2B clients grapple with data quality challenges. Across those highly custom sets of business issues, a few clear patterns have emerged.
Blog

Improving B2B Data Quality: Changing The Tires On A Moving Car​

Brett Kahnke 19 hours ago
Managing data quality requires a defined strategy to tackle data management, domain insight gathering, and team enablement, with planning cycles focused on governance, compliance, and technology.

Harness The Power Of A NEW Customer-Centric Revenue Framework

Join our LIVE webinar on June 25 to unlock the potential of Forrester's NEW Opportunity Lifecycle Framework. Revolutionize your revenue process by breaking down barriers that neglect customers, fail buyers, and distort focus.

Blog

Could It Be You? Share Your Success Story For Our B2B Summit EMEA Awards

Simon Daniels May 20, 2024
EMEA B2B companies with success stories in cross-functional alignment or best-practice program implementations within a single function should learn more about Forrester’s B2B Summit EMEA Awards and prepare a submission.
Blog

Call For Entries: Forrester B2B Summit APAC 2024 Awards

Daryl Wright May 15, 2024
APAC B2B marketers: If you have a cross-functional alignment success story or have achieved exceptional results from a single function, we want to hear from you. Learn more about our B2B Summit APAC awards and how to apply.
Blog

What’s Marketing Ops And MRM Got To Do With It? (Got To Do With It?)

Jessica Liu May 2, 2024
Tina Turner famously questioned, “Who needs a heart when a heart can be broken?” Marketing operations is the beating heart of marketing teams. Strong marketing operations yields better decision-making, improved capacity and efficiency, and stronger governance and compliance. Yet the marketing operations heart is broken in many companies. Don’t despair — this vital organ can […]
Blog

When It Comes To Sales And Marketing Alignment, Data Needs To Come Before People

Seth Marrs April 24, 2024
Perfecting the execution of a complex system requires data to enable revenue teams to deliver the best results on every deal.
Blog

Designing B2B Operating Models For Customer-Obsessed Growth

Laura Cross April 23, 2024
Operating models optimize organizations to drive value in dynamic B2B markets. Forrester's High-Performance Operating Model Framework helps align all aspects of the organization to deliver customer value and prioritize decision-making.
Blog

Five Ways That Generative AI Brings Superpowers To Portfolio Marketers

Beth Caplow April 5, 2024
Portfolio marketers have a broad role, from keeping up to date on market intelligence and developing go-to-market strategies and messages to launching offerings and training sellers. Learn five ways generative AI can help portfolio marketers automate tasks and increase productivity and creativity.
Blog

Peer Discussion Highlights Best Practices In Marketing Data Strategy

Simon Daniels February 28, 2024
At a recent peer discussion with Forrester clients on the topic of best practices in marketing and sales data strategy and management, we discovered that data quality, ownership, and aggregation, among others, are common issues and shared experiences for their resolution.
Blog

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.
Blog

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.
Blog

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.
Blog

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.
Blog

What Content Actually Matters? Find Out With A Touch Analysis.

Phyllis Davidson December 21, 2023
Gain a better understanding of content engagement.
Blog

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 ...
Blog

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.
Blog

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.

Supercharge Your APAC B2B Success — And Save $200

Register by June 28 to save $200 on B2B Summit APAC in Singapore. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.

Blog

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.
Blog

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.
Blog

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.
More posts