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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...