Best Practice Report

Firms With Advanced Marketing Teams Grow Faster And Focus On People

Landscape: The Experience-Led Marketing Playbook

February 22nd, 2021
Mary Pilecki, VP, Principal Analyst
Mary Pilecki VP, Principal Analyst
With contributors:
Cole Walsh , Caroline Robertson , Christine Turley

Summary

Firms with advanced marketing teams have dedicated functions for customer experience (CX) and employee experience (EX), with very clearly defined visions that are closely aligned to their brand promise. Companies that are advanced in marketing innovation are much more likely to report significantly higher growth rates than beginners according to our respondents. The Forrester Analytics Business Technographics® Marketing Survey, 2020 assessed the marketing innovation maturity of firms around the world. Using this survey, this report offers CMOs insights into what the most mature firms are doing right and delivers evidence to support the need for marketing groups to put people first.

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