Trends Report

Brief: Five Behaviors Inspire Organizations' Shift To A Marketing Operating System Approach

July 15th, 2014
Sheryl Pattek, VP, Executive Partner
Sheryl Pattek VP, Executive Partner
With contributors:
Lori Wizdo , Elizabeth Perez

Summary

Forrester recommends that chief marketing officers (CMOs) shift from hierarchical and channel-obsessed structures to a new organizational framework — the marketing operating system (MOS) — to develop the flexible and customer-aware marketing that teams need to better win, serve, and retain today's empowered customers. Successful transition to a MOS requires breaking some legacy practices and establishing new paradigms that govern how marketing works. It's transformational change, and CMOs must exercise a high degree of leadership competence to sidestep the perils that derail many organizational change initiatives. This brief will define the new values that CMOs must adopt and the new behaviors that CMOs must master to succeed in leading this charge.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.