Build A Unified, Customer-Centric Marketing Approach

Roberta Passerini, senior director and global head of omnichannel customer engagement and demand generation at Philips, recognized that her team’s marketing efforts were too heavily product-focused. Like many marketing leaders, she also struggled with having too few resources to tackle all of the objectives the team wanted to achieve. In this video, she describes how working with Forrester helped her and her team adopt a customer-centric approach to marketing content as well as common processes and frameworks for working toward shared priorities.