Best Practice Report

The 2015 CMO Study: A Two-Year View of Business Drivers and Actions

January 1st, 2018


In a recent Forrester study, 225 CMOs and marketing leaders reported what is driving them to change their marketing plans in the next two years. Each change driver spurs examination of external or market-facing plans as CMOs work to become more customer-centric, and to revise their marketing mix and routes to market. CMOs must consider whether their marketing skill mix, spend levels and investments in technology are on target for the future, and potentially make internal operational changes.

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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.