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
From Prompts To Presents: The Marketer’s Guide To Answer Engine Optimization
Answer engines such as OpenAI’s ChatGPT and Google’s AI Mode will deliver convenience to holiday shoppers. Brands: Provide resonant, technically sound, fresh content to improve your chances of persuading shoppers throughout their journeys on answer engines’ results pages.
Blog
Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
Plan & Prosper — Together
Register for B2B Summit North America 2026 with our 2-for-1 Plan & Prosper offer. Bring a teammate, stretch your budget, and start 2026 with the tools to align your team and accelerate your strategy.
Blog
AI Doesn’t Fix Bad Processes — It Amplifies Them
In the rush to adopt AI and drive growth, many B2B organizations overlook the one thing that makes it all work: process. Discover why fixing broken processes is the key to scalable success.
Blog
What Sets Leading B2B Marketers Apart?
Forrester’s most recent Marketing Survey revealed a sharp divide between leading and lagging B2B marketing organizations. Find out what why leading marketers report significantly stronger revenue and profit while lagging marketers fall short.
Blog
Today’s Leaders Must Heed AI Advice For Future Disruptors
Startup founders, investors, technologists, and operators are all working frantically to get an early jump onto the AI train. Find out why and get more of the key takeaways from the recent Startup Boston Week event.
Blog
2026 Budget Planning: Keys To Success For B2B Marketing, Sales, And Revenue Operations Leaders
The coming year will test the resilience of B2B operations leaders. Here's how you can help your marketing organization get ahead.
Blog
Turn Marketing Planning From A Source Of Anxiety To A Source Of Clarity
There’s no textbook or course on how to build a marketing budget that aligns with business goals, supports cross-functional collaboration, and adapts to change. But instead of adapting last year’s plan and hoping for the best, marketing leaders can take these three proven steps.
Predictions 2026: Your Planning Starts Here
2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.
Blog
The Secret To Martech Success? Think Like A Product Manager
Marketing technology is the backbone of modern customer engagement. It enables businesses to generate customer insights, personalize experiences, and orchestrate campaigns.
Blog
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” is among the most important priorities for their marketing strategy in the next 12 months. But with buyers becoming more autonomous, buying groups increasingly more complex, and customer expectations higher than […]
Blog
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 […]
Blog
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.
Blog
B2B Summit EMEA Awards — Call For Entries
The deadline for submissions into the Forrester B2B Summit EMEA Awards is July 14, 2025. Read this blog to find out how to apply, what makes a strong entry, and what set our past winners apart.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
AI, Buying Networks, Revenue Growth — Master It All
Forrester’s B2B Summits connect you with analysts and insights to help you navigate buying shifts, win with AI, accelerate growth, and transform revenue.
Blog
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.
Blog
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.
Blog
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.
More posts