Case Study

PerkinElmer: Transforming a Marketing Organization to Improve Alignment and Business Impact

June 8th, 2018

Summary

The Forrester 2017 Global CMO Study revealed that 83% of B2B and B2B2C CMOs are planning to make organizational changes to balance or reallocate resources, add subfunctional centers of excellence such as demand centers, content hubs, and marketing operations teams, or enhance marketing teams’ skills. The study also showed that twice as many organizations are centralizing marketing (65%) as decentralizing (33%). In this report, we describe how PerkinElmer’s new marketing leader used the Forrester Eight Cs Of Effective Organizational Design model to transform the marketing organization according to principles of high performance and audience focus.

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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.