Best Practice Report

The CMO’s Role In Elevating Marketing Operations As A Strategic Function

Improve Marketing Performance And Value With Marketing Operations

January 23rd, 2024
David Parry, null
David Parry
With contributors:
Matthew Selheimer , Nicole Bouchie , Julia Swerdlow , Kate Pierpont


A positive symbiosis between the B2B CMO and their marketing operations team ensures a critical benefit: company growth. When the CMO and the marketing operations leader are fully aligned, marketing can fully demonstrate its value to the business. To achieve this, CMOs must organize marketing operations to provide its traditional support to the wider marketing team while elevating it as the crucial link between marketing, other operations teams, and business and marketing planning and strategy. This report outlines four ways CMOs can elevate marketing operations, best practices for supporting each method, and some common pitfalls to avoid.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.