Vision Report

Marketing Proves Its Value In Three Ways

Connect The Customer, The Brand, And The Business

August 2nd, 2021
Jim Nail, null
Jim Nail
With contributors:
Emily Collins , Mike Proulx , Lexie Lawhon , Madison Bakalar


Marketing is responsible for driving revenue and for building a strong brand. But Forrester believes that marketing has a higher calling: to be the end-to-end voice of the customer — aligning strategic and operational decisions to what customers value. In addition to KPIs like return on ad spend and brand value, CMOs must also make the case that marketing facilitates your company’s vision for customer obsession, which in turn makes customer obsession operational and amplifies business performance. This report sets the stage for demonstrating marketing’s business value.

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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.