Vision Report

Orchestrate The Value Of A Partner Ecosystem To Supercharge Marketing

Master A Blended Partner Model To Tap Into Co-Innovation

August 2nd, 2021
Jay Pattisall, VP, Principal Analyst
Jay Pattisall VP, Principal Analyst
Ted Schadler, VP, Principal Analyst
Ted Schadler VP, Principal Analyst
Collin Colburn, null
Collin Colburn
With contributors:
Mike Proulx , Keith Johnston , Lexie Lawhon

Summary

For marketing to be an engine of growth and tool for transformation, CMOs must evolve their partner model. This requires orchestrating the unique contributions of each provider as partners that innovate, not vendors that execute. To make a disruptive leap into innovation through ecosystems, CMOs and providers need to work together differently. Forrester calls this new service paradigm a “co-innovation partnership” — one that puts value at the core of partner relationships. This report details how a successful partner strategy blends complementary expertise to be collaborative and customer-obsessed.

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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.