Planning Guide Report

Marketing Operations: Planning Assumptions 2021

September 3rd, 2020


The global health crisis in 2020 was a catalyst for change for nearly all organizations. Markets shifted abruptly, face-to-face marketing channels were eliminated, and buyers’ needs expanded. These shifts presented an opportunity for marketing operations professionals to reposition short- and long-term priorities. The fast-changing market conditions have illuminated how critical marketing operations is in building marketing’s infrastructure for agility, data-driven decisions, and technologies that empower the business to take quick action. In this report, we define five trends that will affect the priorities of marketing operations leaders in 2021.

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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.