Case Study

Illumina: Cutting Through Content Clutter

January 1st, 2018
Christine Polewarczyk, null
Christine Polewarczyk


As B2B organizations endeavor to increase content efficiency and decrease waste, many find that implementing a content operations function provides a single source of organizationwide visibility and accountability. By creating a cross-functional content workflow process and view into systems and repositories, these organizations are prepared to get the right content to the right person at the right time. In this case study, we describe how Illumina built a content operations function to transform marketing’s ability to meet the content needs of sales and support and drive organizational growth through increased sales productivity.

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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.