Planning Guide Report

Chief Marketing Officers: Planning Assumptions 2021

August 28th, 2020

Summary

Resilience in the face of unprecedented and unpredictable change requires a high degree of agility. Business and societal changes are creating new rules of business, driving digital acceptance, and accelerating the empowerment of buyers. Successful CMOs must be agents of change, not advocates for a comfortable status quo. CMOs are well positioned to be change agents because they understand that many of these changes will be transformative rather than incremental. In this report, we identify five trends that will affect the priorities of CMOs and marketing leaders in 2021.

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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.