Trends Report

The Model For Modern Marketing

The Vision Report In The Marketing Innovation Playbook

March 8th, 2019
With contributors:
Keith Johnston , Melissa Parrish , Carlton A. Doty , Caroline Robertson , Olivia Morley , Alex Sobchuk , Rachel Birrell


Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal rubrics over solving customer problems. This report explains how CMOs should transform the marketing functions at their firms into creators of post-digital brand experiences and leaders of enterprisewide customer obsession. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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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.