Vision Report

The CMO Must Own Marketing Again

Customer-Obsessed Marketing Is Elevated, Evolved, And Emboldened

August 2nd, 2021
With contributors:


CMOs face an inflection point with a dramatically shifted landscape forcing them to reinvent their roles or risk irrelevance. To create value and win the trust of their CEO and other C-suite partners, CMOs must deliver on three fronts: 1) Elevate across the full marketing mix; 2) evolve with the ever-changing media and tech landscape; and 3) embolden the marketing function to be indispensable to the business. This report outlines the three E’s of customer-obsessed marketing, which help fuel near-term growth and long-term 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.