Best Practice Report

Marketing Insights Are The Engine For Customer Obsession

Intermediate Level: Insights Practices For Marketing Innovation

September 13th, 2019
With contributors:
Brandon Purcell , Caroline Robertson , Allison Snow , Tina Moffett , Chahiti Asarpota , Diane Lynch


Many marketing organizations have established an insights practice to leverage marketing and customer data for insights that will help their decision making. Once "insights" has become a common term around the department, it's time to move to the next step — reorganizing and branching out beyond marketing to share insights with other business leaders. This report lays out how CMOs can help their businesses advance their customer-obsessed marketing efforts through insights. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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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.