Predictions Report

Predictions 2017: The Post-Digital CMO Appears

How CMOs Will Develop Their Brands, Practices, And Skill Sets Toward Customer Obsession Next Year

October 31st, 2016
With contributors:
Sharyn Leaver , Brigitte Majewski , Jeremy Swire , Rachel Birrell , Anna Berman


The arrival of 2017 will bring with it a post-digital climate in which customers feel disenfranchised and more interested in product usage than in ownership. In response to these trends, we expect CMOs to invest in building emotional, one-to-moment connections with their customers. This brief highlights the specific changes that CMOs will make next year to their brand and customer experience strategy as well as to their teams' skill sets and processes.

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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.