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
Demand Programs — Using Rules To Design Program Flows
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, […]
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Blog
Marketing Operations Wears Many Hats: Find The Best Fit For 2022
Where should you focus your efforts in 2022 to deliver the best possible customer experience and better organizational performance? Start with these five areas.
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Six Trends That Will Define B2B Marketing In 2022
Explore our Planning Assumptions guide for marketing executives and functional leaders and learn how to harness disruptive forces to drive growth.
Blog
To Build A Better Marketing Plan, Revisit Your Approach To Planning
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.
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Blog
Campaign Planning Is Part Of The Budgeting Process — Or, At Least, It Should Be
Many B2B marketers find joy in campaign planning — but not so much in budgeting. It turns out the two are intimately connected.
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Blog
Promotions And Offer Management Providers Want To Help You Deliver Personalized And Compelling Incentives
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 […]
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Blog
B2B CMOs Chart New Paths To Growth Post-COVID
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.
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Podcast
A CFO Within Marketing? For Mastercard, The Move Paid Off
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.
Listen Now
Planning Assumptions 2022
Discover the trends that will define B2B leaders' priorities in 2022 and learn what it will take to capitalize on them. Explore our guides, blog posts, podcasts, and more.
Blog
Putting Forrester’s B2B Revenue Waterfall Into Action: Six Tips For Laser-Focused Targeting
Your product demos, content, and delivery channels won't matter if you're pursuing the wrong targets. Learn how the new Waterfall can help you zero in on the most promising opportunities.
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Blog
Your Buyer Is A Group, Not A Person. What Are You Doing About It?
Nearly all B2B buying decisions are made by groups. So why are so many marketers still oriented toward leads? Learn why, and see how Forrester's B2B Revenue Waterfall can give you better insights and results.
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Blog
Why We Have A New Waterfall For 2021 (And Why You Should Care)
At next week's B2B Summit North America, Forrester will debut a brand new waterfall model. Get a preview now of the value it will bring to B2B organizations.
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Blog
The Perfect Multitouch Attribution Model Doesn’t Exist
If we can’t even build a car that can be all things to all people, why would we expect one model to be able to answer every tactic performance question? We work with clients to understand the specific intention of their marketing tactics, and then judge their performance within that custom context.
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Blog
Reaching A Verdict On Channel Marketing’s Return
The channel organization must have a strong interlock with the marketing operations team to ensure the measurement roadmap is focused on the right areas.
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The Six Elements Of A Meaningful Marketing Plan
Without the right inputs, a marketing annual plan may simply be a list of tactics. Learn how to build a plan that drives business value.
Blog
Clairvoyance Should Not Be Required For Revenue Planning
Marketing, sales, and customer engagement leaders need a structured, facts-based approach to achieving revenue and growth goals. Learn what that requires.
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Blog
What B2B Marketing Leaders Are Measuring: Five Key Takeaways
Instead of asking leaders which metrics they feel are most important, we asked which metrics actually appear on their top-level dashboards. Here's what we learned.
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Blog
Are You Ready For The Convergence Of ABM And Demand Technologies?
Since the earliest days of Forrester’s coverage of account-based marketing (ABM) in 2016, we made sure to emphasize that while ABM is a strategy and not a technology, it’s also a strategy that has been revitalized and made more scalable by a range of new technology solutions. And while we noted in a New Wave™ […]
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Blog
You Can Quantify The ROI Of SEO
SEO Has Been Misunderstood For A Long Time I had a computer class in high school, and every day that we walked into the classroom, our teacher expected us to take part in a daily routine: Sit down at our computer and open Google. Search for “Notre Dame” (my high school’s name … the same […]
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Blog
Adobe Buys Workfront To Boost Upstream Creative Support
Adobe announced yesterday it’s shelling out $1.5 billion to acquire work management tool Workfront, cementing a longstanding partnership between the two companies. Together, Adobe and Workfront can spin a tale of coupling a Forrester Wave™ Leader digital asset manager (DAM) and a work management tool that can handle all the planning and collaboration aspects of […]
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North America
The Trends That Will Shape B2B Marketing Priorities (And What To Do About Them)
Learn how marketing executives, marketing operations leaders, and demand and ABM leaders can drive growth and meaningful change through continued disruption.
Webinar
Aligning Marketing And Sales Operations With Buyer Expectations
Today’s buyers expect visibility and personalization across the entire customer lifecycle. In this new reality, marketing and sales operations must align to drive efficiency and growth.
Watch Now
Blog
Handling Complication And Complexity In Marketing Measurement
How to quantify the full value delivered by a B2B marketing organization is a problem that continues to inspire and frustrate in equal measure, even though technology has enabled tracking and reporting that was out of reach for most organizations a decade ago.
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Blog
Beware False Precision In Your Analytics
When using data to understand our world, we’re often comforted by exactness in measurement. But end users can rarely see the formulas behind our dashboards, so we need to ensure they don’t make decisions with false confidence.
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