Vision Report

CMOs, It’s Time To Modernize Your Marketing Capabilities

Evolve Your Roadmap Around Three Strategic Pillars: Data Strategy, Tech Strategy, And Ethics

August 2nd, 2021
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:


To deliver on brand experiences, CMOs must modernize their marketing capabilities, focusing on three core competencies: data strategy, technology strategy, and marketing ethics. A holistic roadmap incorporates all three by building from a foundation of properly enriched first-party data and activating that data with a connected and future-proof technology strategy, all informed by and pressure-tested against marketing and data ethics. This report explains these three pillars in detail and provides a starting point for CMOs to build and execute a marketing capabilities roadmap.

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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.