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For CMO Professionals

The Marketing Innovation Playbook

Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that prioritizes solving customer problems over promoting product. This playbook guides CMOs and their lieutenants on their journey to customer-obsessed marketing innovation.

Discover

Plan

Act: Beginner Level

Put in place all the activities, staffing, processes, and assets to ensure that your organization has established solid and rigorous practices.

Act: Intermediate Level

Apply best practices with rigor, cadence, accountability, and coordination to be on equal footing with the companies that do it best.

Act: Advanced Level

Discover cutting-edge tactics, so you can emulate and experiment to ensure that your organization maintains its standing among those few who do it best.

Optimize

Engage with Forrester

Get help putting our playbook research into practice. Connect directly with a Customer Success Specialist to identify what additional research can help you with your specific business challenges.

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