Predictions Report

Predictions 2018: The CMO Bar Rises With More Pressure For Growth

Customer Obsession Disrupts Any Remaining CMO Complacency

November 6th, 2017
Drew Green, null
Drew Green
With contributors:
Sharyn Leaver , Olivia Morley , Jeremy Swire , Rachel Birrell


Customer obsession is the foundation of organizational success in 2018. This sets the stage for CMOs to step up as a leader of growth or quietly cede influence to another C-suite member, such as a chief growth officer. With customers craving close connections, the data floodgates opening, and talent in constant short supply, CMOs will remodel their organizations and strategies to stimulate one thing in particular — growth.

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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.