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
RevOps And AI: The Cobbler’s Children Need Shoes Too
Generative AI is already widely adopted in B2B marketing across a range of applications, often deployed by Revenue Operations teams on behalf of the wider revenue ecosystem. How should revops teams themselves use AI though to maximise their own efficiency and performance?
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B2B Summit APAC 2024: Transform Your Growth Engine
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
Align Marketing And Sales Teams On Customer Value
Want to maximize revenue by prioritizing customer value? Discover how the Forrester Opportunity Lifecycle keeps teams engaged with customers at every stage of their journey.
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Struggling With B2B Data Quality? Let Me Guess …
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.
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Improving B2B Data Quality: Changing The Tires On A Moving Car
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.
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Could It Be You? Share Your Success Story For Our B2B Summit EMEA Awards
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.
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Call For Entries: Forrester B2B Summit APAC 2024 Awards
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.
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What’s Marketing Ops And MRM Got To Do With It? (Got To Do With It?)
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 […]
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When It Comes To Sales And Marketing Alignment, Data Needs To Come Before People
Perfecting the execution of a complex system requires data to enable revenue teams to deliver the best results on every deal.
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Designing B2B Operating Models For Customer-Obsessed Growth
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.
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Five Ways That Generative AI Brings Superpowers To Portfolio Marketers
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.
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Peer Discussion Highlights Best Practices In Marketing Data Strategy
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.
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What Salesloft’s Acquisition Of Drift Means
Salesloft’s acquisition of Drift is a first step into marketing technology for sales tech vendors.
Harness The Power Of A NEW Customer-Centric Revenue Framework
Watch our webinar replay 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.
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What Ninth-Grade Biology Has In Common With Optimizing B2B Content
Apply scientific experimentation to achieve the best B2B content personalization results.
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Understanding The Real-Time Revenue Execution Platform Landscape
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.
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Seven New Year’s Resolutions To Maximize The Value Of Your Event Data
Effectively operationalizing B2B events data is crucial to leveraging an underutilized yet invaluable source of first-party audience data.
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What Content Actually Matters? Find Out With A Touch Analysis.
Gain a better understanding of content engagement.
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Revenue Operations Past, Present, And Future
A recent trip to see Charles Dickens’ “A Christmas Carol” leads to considering the past, present, and future of revenue operations ...
Join Us In Singapore To Supercharge Your B2B Success
Register for B2B Summit APAC, coming to Singapore on October 1. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.
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Event Data Could Be The Best Gift To Your Organization This Holiday Season
Access to audience data is becoming more restrictive and B2B events represent an underutilized yet invaluable source of first party data.
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The State Of B2B Marketing Measurement In 2023: Five Key Observations
When it comes to insight-driven decision-making, too many B2B organizations are simply falling short. Forrester survey data points to opportunities for improvement.
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Saying Goodbye To MQLs: A Parting That Is All Sweet And No Sorrow
Adopting the revenue waterfall for demand management brings many benefits, meaning that parting with leads can be all sweet and no sorrow.
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