Trends Report

The Marketing Of Market Insights: How To Build Internal Relationships And Influence

February 22nd, 2012
Richard Evensen, null
Richard Evensen
With contributors:
Reineke Reitsma , Samantha Jaddou

Summary

Market insights professionals often face challenges in building awareness and influence within their companies. To better understand how market insights can overcome these issues, Forrester spoke with five companies with empowered market insights organizations, as well as one CMO, for an executive view of what market insights should do. This report contains their stories and guidance on overcoming roadblocks to success, optimizing internal relationships ("making friends"), and learning how to deliver high-impact insights to build influence, in some cases all the way up to the executive level.

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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.