Marketing Operations

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 […]

Automation, artificial intelligence (AI), and analytics are eating into marketers' roles. But with that change comes opportunity.

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. […]

(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 […]

Join us next month in Austin to gain some hands-on experience in improving marketing, sales, and product alignment.

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 […]

Sourcing metrics provide precious little insight. Why do marketing leaders and teams still embrace them as the primary gauge of their success?

When you’re tracking B2B opportunities, some will inevitably take a detour. Learn how to manage those opportunities to successfully reengage these potential deals.

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 […]

How should marketers calculate the efficiency of their spend? The answer may not be immediately obvious — but it may also be simpler you think.

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.   

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.

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, […]

Where should you focus your efforts in 2022 to deliver the best possible customer experience and better organizational performance? Start with these five areas.

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.

Many B2B marketers find joy in campaign planning — but not so much in budgeting. It turns out the two are intimately connected.

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 […]

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.

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.