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

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Revenue Operations: Hot Topics From B2B Summit EMEA 2024

Simon Daniels 4 days ago
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

Ross Graber October 28, 2024
Facing tight budgets in 2025, here are the main areas where B2B revenue, marketing, and sales leaders should prioritize their investments.

Ready For 2025? Discover Key B2B Marketing And Sales Predictions!

Check out our 2025 predictions for B2B CMOs and CSOs! Discover the groundbreaking shifts in AI, product-led growth, buying groups, and digital sales headed your way.

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Red Flags Revealed: Navigating The Path To B2B Operational Excellence

Laura Cross October 28, 2024
This blog explores the importance of effective process management in B2B organizations, highlighting common challenges and providing strategies to achieve operational excellence through the mitigation of six red flags. The full report offers a comprehensive analysis, detailed breakdowns, and actionable insights for preventing these red flags to improve business outcomes.
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Predictions 2025: CMOs Clear Out The Clutter

Mike Proulx October 24, 2024

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Predictions 2025: The Media Industry Resolves 2024’s Unruly Unknowns

Kelsey Chickering October 24, 2024
Marketers will gain confidence as some lingering media and advertising questions are resolved. But they shouldn’t get too confident or comfortable. Learn what the coming year will hold.
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What’s Top Of Mind For B2B CMOs In Asia Pacific

Subhendu Pattnaik September 23, 2024
Last week, Mavis Liew and I had the pleasure of hosting Forrester’s B2B Peer Discussion session with a small group of CMOs from enterprises across the Asia-Pacific (APAC) region. The private event format allowed an open and honest exchange about the challenges and opportunities these leaders were facing as they started planning their marketing budgets […]
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Leaders Face Five Challenges When It Comes To Event Measurement

Conrad Mills September 16, 2024
Spending on B2B events is perennially one of the largest items on the CMO’s budget, with upwards of 30% of program spend going on event activity. High spend demands accountability: According to Forrester’s Q1 2024 State Of B2B Events Survey, the number one priority for event teams over the next 12 months is demonstrating ROI. […]

How Will 2025 B2C Trends Shape Your Strategy?

Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.

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Map Your B2C Marketing Operations Destiny With A Formal Charter

Jessica Liu August 6, 2024
Source: Office Space, GIPHY “What would you say … your marketing operations function does here?” If you can’t quickly and easily answer that question, you need a formal marketing operations charter, STAT! It’s imperative that marketing operations functions codify their existence, remit, and who they serve – for themselves, the broader marketing department, and senior […]
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RevOps And AI: The Cobbler’s Children Need Shoes, Too

Simon Daniels July 26, 2024
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

Dane Anderson July 25, 2024
Learn what to expect at Forrester's premier event for B2B marketing, sales, and product leaders and teams in Asia Pacific this October.
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Struggling With B2B Data Quality? Let Me Guess …

Brett Kahnke June 21, 2024
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​

Brett Kahnke June 21, 2024
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.

Make The Right Marketing Budget Moves In 2025

Need budget perspective? Watch our 2025 budget planning webinar to hear benchmarks and analyst advice on where to invest, divest, and experiment with your budget.

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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.
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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.
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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 […]
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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.
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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.
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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.
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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.
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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.
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