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For CMO Professionals

Marketing Insights Are The Engine For Customer Obsession

Intermediate Level: Insights Practices For Marketing Innovation

September 13, 2019

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This report is part of "Act: Intermediate Level" in The Marketing Innovation Playbook.

Why Read This Report

Many marketing organizations have established an insights practice to leverage marketing and customer data for insights that will help their decision making. Once "insights" has become a common term around the department, it's time to move to the next step — reorganizing and branching out beyond marketing to share insights with other business leaders. This report lays out how CMOs can help their businesses advance their customer-obsessed marketing efforts through insights. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • Upgrade Your Insights Capabilities To Fuel Customer Obsession
  • Develop Three Capabilities To Advance Your Insights
  • Recommendations

  • Drive Insights Forward Through The Organization
  • Supplemental Material
  • Related Research Documents

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