Demand and account-based marketing (ABM) leaders are being pulled in so many different directions — by customers, prospects, vendor partners, C-suite executives, revenue operations, and sales — that they are having a crisis of confidence. In Forrester’s Q4 2023 Demand Marketing Organizational Design And Process Survey, only 12% of marketing leaders felt their marketing teams’ current organizational design would be effective at meeting their revenue goals over the next 12 months, and just 7% felt they had the correct skills and competencies on their teams. Disconnected marketing program strategies, planning, execution timing, and metrics aligned to specific marketing subfunctions — all based on different sources of data and insights — limit an organization’s growth abilities.A frontline marketing approach creates alignment to accelerate growth via nurturing a unified vision and strategy for the full customer lifecycle; taking advantage of signals to deliver increased value for the buyer; relying on program orchestration wholly centered on the customer experience; and positioning marketing for success in a larger revenue process transformation.Key takeaways:Learn what frontline marketing is and why it is needed.Understand why frontline marketing is important to the future of demand marketers.Learn what an orchestration manager is and why the role is needed.Discover how ignoring frontline marketing will expose marketing's inability to transform alongside the other revenue-generating functions.Uncover what good looks like with a unified demand marketing strategy and plan.Target audience level: all levels
Join this interactive discussion with principal analyst Aurelie L'Hostis and fellow digital business and strategy leaders to discuss the powerful trends shaping the future of consumer digital experiences. Consumers use more devices, platforms, and channels than ever before, and their expectations for relevance, speed, and outcomes are high. In the meantime, emerging technology is progressively transforming digital experiences by amplifying speed, automation, and insights from data. On-the-glass technology creates increasingly immersive digital experiences for users, while below-the-glass technology enables more invisible experiences, helping organizations anticipate and proactively address customer needs. During this session, we'll discuss:How digital experiences evolve to become simultaneously more immersive and invisible.How participants are building their journey toward these types of experiences.The competencies required to deliver the next generation of digital experiences.Please bring your questions, experience, and perspective to the conversation. Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
This report explores Forrester’s five predictions for environmental sustainability in 2025 and actions to take to successfully prepare for them.
In 2025, healthcare organizations will confront new regulatory and policy challenges and better align investments with value-add processes.
In 2025, efforts to regulate big tech will result in digital treaties and the inclusion of AI harms in health and safety legislation, as government CX ebbs and IT initiatives fail.
Join this interactive discussion series with VP, Principal Analyst Terry Flaherty, Principal Analyst Amy Hawthorne, and fellow marketing and sales leaders focused on saying goodbye to marketing-qualified leads (MQLs). When saying goodbye to MQLs, many organizations start with a pilot program to test the concept, get stakeholders involved, and prove the value. During this session, we’ll discuss:How participants are piloting the transition from MQLs to buying groups.Key attributes to identify a good pilot.How to get started.Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
Banks grappling with declining CX quality and profitability must look to product and service innovation — enabled by next-generation digital platforms.
This report reveals our four predictions for investment and wealth management firms for 2025.
This report helps technology executives organize for success around technical debt management.
Digital and technology leaders can use this report to strategically select the right CMS and conduct a value-based analysis to shortlist vendors.