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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • 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 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 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 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...

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