Trends Report

Trends For The CMO To Watch In 2011

Brands Need To Prepare Now For The Next Digital Decade

January 7th, 2011
Luca Paderni, null
Luca Paderni
Chris Stutzman, null
Chris Stutzman
Jeff Ernst, null
Jeff Ernst
Mary Beth Kemp, null
Mary Beth Kemp
Steven Noble, null
Steven Noble
With contributors:
Cory Munchbach , David Cooperstein

Summary

2011 promises to be a year of uncertainty for chief marketing officers (CMOs) and marketing leaders, as consumer confidence remains uncertain and media consumption continues to splinter. But that doesn't mean marketers should act cautiously. Forrester believes it's just the opposite. 2011 is a year for marketing leaders to act courageously and take the calculated risks that will enable their brands to grow in a rapidly changing digital world. CMOs will find that courage to lead by: 1) unleashing digital assets to build the brand franchise; 2) empowering the enterprise; and 3) raising the bar for media creativity and accountability.

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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.