Best Practice Report

Three Steps To Modernize Marketing Thinking

Beginner Level: Mindset Practices For Marketing Innovation

May 13th, 2019
Jim Nail, null
Jim Nail
With contributors:
Shar VanBoskirk , Brigitte Majewski , Stephanie Liu , Melissa Parrish , Caitlin Wall , Christine Turley


Current marketing approaches are out of sync with today's empowered buyers. Customer-obsessed marketers from Amazon to Zappos disrupt their industries by creating experiences that exceed consumers' expectations. Their secret: a new mindset that abandons brand-centric principles popularized during the mass marketing era while transcending digital marketing's narrow, technology-centric focus. CMOs, read this report to begin to transform your mental model of what marketing is and how it influences customers. This is an update of a previously published report. Forrester reviews and revises it periodically for continued relevance and accuracy.

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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.