Trends Report

The State Of Marketing Innovation Maturity, 2020

Benchmarks: The Marketing Innovation Playbook

February 4th, 2020
With contributors:
Cole Walsh , Caroline Robertson , Christine Turley


Using data from the Forrester Analytics Global Business Technographics® Marketing Survey, 2019, this report provides CMOs with a benchmark of the marketing innovation maturity of firms around the world, offers insights into what the most mature firms are doing right, and delivers evidence to support the need for marketing groups to be customer obsessed.

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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.