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.
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Insights
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A B2B CMO’s Imperative To Drive Growth: Champion Revenue Process Transformation
According to Forrester’s Marketing Survey, 2025, only 21% of marketing leaders report that a “Transition from lead-focused efforts to buying groups and opportunity management” was among the most important priorities for their marketing strategy in the next 12 months. However, with buyers becoming more autonomous, buying groups increasingly more complex, and customer expectations higher than […]
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How To Evaluate Intent Data Providers
While most B2B organizations have an established process for evaluating traditional data providers, many have less practice in the evaluation of second- and third-party intent sources. The diversity of collection methodologies, complexity of keyword mapping, and rapid decay of insight value present unique challenges for comparing providers of these data types. Balancing Insight Potential, Data […]
Summer Team Up: B2B Summit EMEA
From 1 July to 29 August, purchase passes for B2B Summit EMEA and get two tickets for the price of one with the voucher code SUMMER2FOR1.
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Shine Bright At The B2B Summit APAC 2025 Awards!
Attention, all B2B leaders! The stage is set, and the spotlight is on you. The B2B Summit APAC Awards are calling for entries — this is your golden opportunity to showcase your extraordinary achievements.
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The Good, The Bad, And The Beauty Of B2C Marketing Operations
Learn the latest positive and negative trends in B2C marketing operations based on data from recent Forrester surveys and how to respond.
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Six Key Findings From My First 60 Days As Forrester’s DAM Analyst
The opportunities are vast for both digital asset management (DAM) vendors and users. Learn six capabilities that are increasing their fidelity and will likely have a big impact on the future of digital experiences.
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It’s Time To Change The Rules For Defining The Value Of B2B Data
To prove that data investment should be a priority in your business, you need to adopt a rulebook that expands the definition of business value. Here's what to consider.
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Sync Or Swim: Mastering B2B Processes
In today’s fast-paced business environment, operational excellence is crucial. Successful organizations categorize and sequence every B2B process, identifying and addressing breakdowns effectively. The Forrester B2B Process Chain Framework provides seven categories — strategize, plan, design, build, deploy, measure, and optimize — that help visualize and synchronize interconnected B2B processes. This alignment ensures excellence and adaptability, supporting sales and marketing teams.
Navigate B2B Volatility Like A Pro With Forrester
Struggling to adapt to shifting priorities and economic challenges? Our webinar reveals how to thrive with smart scenario planning, quick decisions, and solid compliance strategies.
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The Essential Role Of Process In Executing Your B2B Strategy
Process is not merely a conduit for efficiency; it’s the backbone for converting strategy into results. Without a robust process in place, reaching your goals becomes almost impossible. Learn a four-step method to turning process into a powerful execution tool.
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If Process Is So Important, Why Isn’t Process Prioritized?
In today’s unstable market driven by shifting buyer expectations and AI disruption, strong processes are an organization’s lifeline, ensuring predictability, consistency, and scalability, yet many organizations overlook their importance. Investing in process improvement isn’t a nice-to-have — it’s essential. It boosts innovation, creates competitive differentiation, improves efficiency, cuts waste, and makes an organization agile.
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Align B2B Strategy, Planning, And Execution To Achieve Growth With Precision And Purpose
Translating corporate strategy into actionable plans at the product, revenue, functional, and operational levels is no easy feat. Learn how teams can do this successfully.
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How Nationwide Building Society Upgraded Its Marketing Mix Model
Learn how a new marketing operations team made marketing mix modeling a well-oiled machine in this case study overview.
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The Forrester Wave™: All-In-One Event Management Platforms, Q4 2024 — Navigating The Evolving Event Tech Landscape
The B2B event technology landscape has continued to transform apace over the past two years. In this environment, standalone virtual event platforms have struggled as leading vendors have broadened their capabilities to support a wider range of event types. Despite these expanded capabilities, enterprises continue to run multiple, overlapping event technology platforms, with 22% of […]
Turn Buying Groups Into Revenue Machines
Ready to close bigger deals faster? Learn how with Forrester’s B2B Revenue Waterfall™ and master the six steps to identifying, engaging, and converting buying groups.
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The Key To AI Success? Don’t Start With The Technology
With all the relentless buzz about AI, it’s easy to start with the tool and then go searching for a way to use it. The problem with that is you’re letting the technology, not your customers and your goals, drive your strategy. Set your company up for success with AI by following these steps.
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The Average B2B Firm Invests 8% Of Revenue In Marketing — But That’s Not The Whole Story
Global averages mask a great deal of nuance. Get an overview of our B2B marketing budget benchmark reports and find out how they can help you evaluate your marketing investment.
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Twelve Days Of Loc[alization] Mess — In The Age Of AI
❄ 🥂 🎇 🎀 🎄 🥳 Last year, I wrote a pastiche called the Twelve Days Of Loc[alization] Mess after a client asked about the root causes of localization problems. This week, I wondered if I should repost the blog, perhaps with a few updates — and was amazed to realize that, after one short […]
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The Twelve Days Of Revenue Operations Christmas
What would you want your RevOps true love to give to you on the twelve days of Christmas?
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B2B Marketing Measurement Isn’t Trusted, And It’s About To Get Worse — A Bonus Prediction
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor, and left unchecked, it’s poised to get 20% worse. Learn about the challenges and market forces contributing to this decline, and find out the steps that you can take to enhance trust in marketing measurement.
See How Top Brands Shifted From MQLs To Buying Groups
Missed the live session? Watch on demand to see how Siemens, Zendesk, and Palo Alto Networks transformed revenue strategies by moving from outdated MQL models to a buying group approach.
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Data Provider Selection Depends On The Entire Revenue Ecosystem Working Together
Selecting a new marketing and sales data provider requires planning and coordination across the revenue ecosystem and revenue operations has a key role to play.
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Revenue Operations: Hot Topics From B2B Summit EMEA 2024
Read this blog for revenue operations hot topics from the ever-popular analyst sessions at this year’s Forrester B2B Summit EMEA.
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B2B Go-To-Market Budgets Will Continue To Be Tight In 2025: Here’s What Marketing And Sales Operations Leaders Need To Do About It
Facing tight budgets in 2025, here are the main areas where B2B revenue, marketing, and sales leaders should prioritize their investments.
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