Mitigating Risk When Transforming Your Marketing Operating Model

The Speed Bumps, Hurdles, And Brick Walls CMOs Must Anticipate And Manage

May 12th, 2022


Despite the best efforts of the teams that lead marketing organizational transformations, these initiatives can often fail to achieve their full potential. When fully focusing on core elements of planning, design, and implementation, marketing leaders can unintentionally overlook factors that lead to resistance — either deliberate or inadvertent — from colleagues affected by the new ways of working. Issues can range from minor gaps that teams may miss when defining workflows to more complex disconnects between the expectations and motivations of stakeholders. In this report, we summarize the types of risks B2B marketing leaders might encounter and offer recommendations on how to mitigate those risks.

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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.