Planning Guide Report

Marketing Operations: Planning Assumptions 2020

August 5th, 2019


Forrester has identified six areas of opportunity that marketing operations leaders can use to improve marketing effectiveness and enable marketing to reach its goals. Marketing operations leaders can play a vital role in aligning marketing, sales, and customer success operations to drive faster growth and higher profitability. By leveraging agile methodologies and AI, marketing operations can drive more precision increased productivity, and data-driven decision-making. In this report, we describe the six planning assumptions marketing operations professionals should consider to drive interconnectedness globally and reach business 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.