Trends Report

Geographic Expansion: Key Drivers and Barriers to Success

January 1st, 2018


We asked 225 CMOs and marketing leaders to select the biggest driver of change impacting their customer-facing and prospect-facing plans for the next two years. As new markets continue to open, and as many industries experience an influx of emerging-market competitors, it stands to reason that responding to the competitive landscape ranks as the top reason for geographic expansion. Geographic expansion requires the CMO to conduct a thorough assessment of internal and external conditions to mitigate any associated barriers and risks.

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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.