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

Blog

B2B Revenue Engine Alignment: A Cultural Transformation That Begins With Customer Obsession

Laura Cross November 21, 2022
A customer-obsessed organization requires an optimized revenue engine. Revenue engine alignment maximizes the buyer’s experience and, in turn, the success of the organization.
Blog

How Marketing Operations Leaders Set Clear Boundaries Using Project Acceptance And Prioritization Strategies

Laura Cross November 17, 2022
B2B marketing depends on processes to develop and execute marketing activities efficiently and effectively. To succeed, B2B marketing functions must manage various processes, each delivering specific outputs for stakeholders.

Turn 2023 Predictions Into Bold Action

Join us for Predictions 2023 Live to learn how to focus your priorities for success in the year ahead.

Blog

Marketing Operations: Hot Topics From B2B Summit EMEA

Simon Daniels November 17, 2022
One of the most popular attractions at Forrester’s B2B Summit EMEA is the Analyst 1-on-1s. This year's hot marketing operations topics included martech, measurement, data and more.
Blog

B2B Marketing Leader 2023 Planning Panel Discussion Q&A

Simon Daniels November 4, 2022
Having run out of time to answer all the questions received on the recent Forrester LinkedIn Live B2B Marketing Leaders 2023 Planning Panel Discussion, here's a quick recap of the session and some follow-up Q&A.
Blog

Gain Insight Into B2B Martech Decisions And Trends

Fernando Pena October 25, 2022
Have you wondered what other B2B leaders think of martech solutions? Here’s your chance to help shape the future of B2B marketing technology decisions.
Blog

Overcoming The Insights Gaps Of The B2B Revenue Engine

Ross Graber October 21, 2022
Advanced insights-driven B2B orgs are 2.2 times more likely to drive growth of 10% or more than peer organizations. Find out why in this preview of our Data Strategy & Insights event.
Blog

The B2B CMO And Marketing Operations: A Symbiotic Relationship

Cristina De Martini October 13, 2022
CMOs and marketing operations teams benefit greatly by partnering and working together.

Tackle 2023 With Bold Action & Clear Focus

Get our Predictions 2023 Guide to see the 12 big-impact dynamics that leaders will have to navigate in the coming year.

Blog

B2B CMOs: Your Marketing Ops Leader Is A Four-Leaf Clover

Barbie Mattie October 4, 2022
As prolonged economic unpredictability introduces the potential for short-termism, CMOs should look to their marketing ops leader for guidance.
Blog

Customer Data Platforms: Buy Or Build?

Simon Daniels September 14, 2022
Should Marketing Operations leaders buy a Customer Data Platform (CDP) or build one from scratch? While the idea of building something to exactly meet your needs is compelling, ultimately a packaged solution is likely to be the better approach.
Blog

Dive Deep Into Marketing Operations At B2B Summit EMEA, October 11–12 In London

Brett Kahnke September 8, 2022
Marketing operations professionals have a tremendous opportunity coming up to drive their strategic impact by attending Forrester’s B2B Summit EMEA. With a dedicated Operations track, this year’s Summit offers content for everyone, from beginners looking to learn the ropes all the way to established leaders who are transforming their organisations. Attend sessions geared toward your […]
Blog

For Marketing Operations Leaders, 2023 Brings Opportunity Amid Uncertainty

Fernando Pena August 30, 2022
Data-driven, actionable insights will be critical for weathering economic turbulence. Providing these insights ranks high among marketing operations teams’ priorities in the year ahead.
Blog

Marketing Efficacy And Operations Hinge On Marketing Resource Management

Jessica Liu August 8, 2022
Today’s marketers face an existential crisis of looming irrelevance. To combat this, companies must follow the model for modern marketing: customer understanding informs brand strategy, which leads to brand experience. To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective, especially among pandemic-induced decentralized workforces. Proactivity is paramount for […]

See Why 2023 Fortune Favors The Bold And Focused

Explore our 2023 Predictions to see where strategies are shifting – and where opportunities for bold moves exist.

Blog

What To Expect At Forrester’s B2B Summit EMEA 2022

Nicky Briggs July 19, 2022
This year’s agenda brings together forward-looking vision and actionable insights for B2B marketing and sales professionals.
Blog

Six Tips Marketing Operations Leaders Can Use To Prepare For A Potential Recession

Laura Cross June 16, 2022
What the coming months will bring is uncertain. Marketing operations leaders can use these tips and resources to ensure their plans stay on track.
Blog

Four Takeaways From B2B Summit North America

Fernando Pena June 8, 2022
Here are my key takeaways from my first time at Forrester's B2B Summit North America.
Blog

Change And A New Forrester Analyst’s Perspective

Fernando Pena May 13, 2022
Organizations should be positioned to recognize change as a new opportunity, not a daunting task. But we know that's not always easy.
Blog

Marketing Enablement Improves Business Outcomes — Show Me The Value

Matt Papertsian May 6, 2022
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 […]

Explore B2B Marketing Shifts For 2023

Get our Predictions 2023 guide to see the CMO priorities accelerating outcomes and value.

Blog

Marketers: Technology May Make Your Job Obsolete; Now Here’s The Good News

Cristina De Martini April 22, 2022
Automation, artificial intelligence (AI), and analytics are eating into marketers' roles. But with that change comes opportunity.
Podcast

Content Localization Is A Competitive Differentiator

What It Means April 21, 2022
Tailoring content for regional buyers is key to good customer experience, yet many global B2B companies don’t give it the attention it deserves. On this week’s What It Means, Principal Analyst Kathleen Pierce explains what a good content localization strategy entails and previews research that she’ll unveil at Forrester’s B2B Summit North America.
Blog

Customer Marketers: It’s Your Time To Shine

Amy Bills April 19, 2022
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. […]
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