First 90 Days Report

First 90 Days: Emerging-Company Marketing Leader

January 1st, 2018
Jennifer Rouse, null
Jennifer Rouse
With contributor:
Matt Papertsian


New marketing leaders at emerging companies must demonstrate quick results that gain credibility with executive leadership and other stakeholders. This requires the ability to quickly gather the insights needed to develop and execute a marketing plan that aligns to company goals, and to define marketing’s responsibilities based on available resources, capabilities, and time. In this report, we outline an emerging-company marketing leader’s key activities for the first 90 days and reference relevant Forrester research to ease the transition.

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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.