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• Report Firms With Advanced Marketing Teams Grow Faster And Focus On People

  Landscape: The Experience-Led Marketing Playbook

  February 22, 2021 | Mary Pilecki

  Using data from the Forrester Analytics Business Technographics® Marketing Survey, 2020, which assessed the marketing innovation maturity of firms around the world, this report offers CMOs insights...

• Report Geopolitical Disruption Demands Local Trust

  CMOs At Global Brands Must Pivot To Truly Multilocal Operations

  February 11, 2021 | Thomas Husson

  Even before COVID-19, significant economic, political, and tech trends were fragmenting the global order. The pandemic's economic and social crises and associated geopolitical shifts will drive...

• Report Prioritize The Tech That Paves The Path To People-First Marketing

  Tools And Technology: The Experience-Led Marketing Playbook

  January 12, 2021 | Stephanie Liu

  CMOs and marketers are increasingly aware of their potential impact on the customer experience (CX). Nearly half of global marketing decision-makers say it's a high or critical priority. CMOs and...

• Report Use Adaptive Intelligence To Power Next-Generation Customer Relationships

  Outside-In Customer Insights Future-Proof Your Marketing Strategy

  July 30, 2020 | Fatemeh Khatibloo, James Staten

  CMOs who want to better understand their customers, market, and competitive landscape can't afford to limit their insights to their first-party data alone. They must instead collect and base their...

• Report AI Is A New Kind Of Creative Partner

  Data Promises To Enhance Creative Capability And Capacity

  December 20, 2019 | Thomas Husson

  Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media's measurability have driven the...

• Report Seven Steps To Kick Off A Customer-Obsessed Insights Program

  Beginner Level: Insights Practices For Marketing Innovation

  December 17, 2019 | Srividya Sridharan, Allison Snow

  There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

• Report Embrace Innovative Marketing

  Executive Overview Of The Marketing Innovation Playbook

  November 26, 2019 | Melissa Parrish

  Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that...

• Report Gauge Your Marketing Innovation Maturity

  The Assessment Report In The Marketing Innovation Playbook

  November 22, 2019 | Caroline Robertson, Brigitte Majewski

  To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation...

• Report Agile Methodology Embeds Customer Obsession In Marketing

  Intermediate Level: Process Practices For The Marketing Innovation Playbook

  July 1, 2019 | Ryan Skinner

  Once you've established customer-obsessed processes, you're ready to advance them using Agile methodologies. The forces that drove Agile into developer communities have hit marketers just as hard....

• Report Three Steps To Modernize Marketing Thinking

  Beginner Level: Mindset Practices For Marketing Innovation

  May 13, 2019 | Jim Nail, Laura Ramos

  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'...

• Report Three Habits Increase Adoption Of A New Marketing Mindset

  Intermediate Level: Mindset Practices For Marketing Innovation

  May 7, 2019 | Jim Nail, Laura Ramos

  Becoming an innovative marketer will require more than just the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will...

• Report The Model For Modern Marketing

  The Vision Report In The Marketing Innovation Playbook

  March 8, 2019 | Shar VanBoskirk

  Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal...