Data Snapshot

Embracing Data Best Practices Helps Marketing Operations Leaders Achieve Their Objectives

May 2nd, 2024
With contributors:
Cristina De Martini , Julia Swerdlow

According to Forrester’s Data And Analytics Survey, 2023, increased business agility and adaptability (50%) is the most selected benefit of using data, data management, data science, and analytics for B2B respondents. Another frequently selected benefit is better customer relationships (45%). According to Forrester’s Marketing Survey, 2024, one of marketing operations’ biggest points of focus to support growth is redesigning marketing processes to improve adaptability, alignment, and customer experiences. This data snapshot illustrates the benefits of B2B marketing operations leaders embracing data and analytics to achieve their most important objectives.

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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.