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  Playbook The Brand Experience Playbook For 2021

  Create A Customer-Obsessed Brand Experience

  In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

  Read more of the Executive Overview >

• Report Five New Perspectives On Marketing Process

  Beginner Level: Process Practices For The Marketing Innovation Playbook

  February 10, 2020 | Lori Wizdo, Jessica Liu

  Defined, documented, and repeatable marketing processes correlate with revenue growth. But most marketing teams don't have that level of process rigor. For various reasons — organizational...

• Report The State Of Marketing Innovation Maturity, 2020

  Benchmarks: The Marketing Innovation Playbook

  February 4, 2020 | Mary Pilecki

  Using data from the Forrester Analytics Global Business Technographics® Marketing Survey, 2019, this report provides CMOs with a benchmark of the marketing innovation maturity of firms around the...

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  Playbook The Marketing Innovation Playbook

  Embrace Innovative Marketing

  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 How To Build Your Company's Customer Obsession Strategy

  Audit Your Current Ops Against Your Future Vision To Know What To Change

  January 31, 2020 | Shar VanBoskirk

  Most firms aren't yet customer obsessed, but that's not because they don't understand the concept. (We've been writing about it for 10+ years!) Leaders don't know how to operationalize customer...

• Report Focus Your In-House Agency Strategy To Expand Marketing's Influence

  Own, Manage, And Share Digital Marketing Capabilities Across Your Organization

  January 17, 2020 | Jay Pattisall, Nick Monroe

  In-house agencies are suffering the same identity crisis that's plaguing CMOs and the reputation of marketing. Forrester's partnership and joint survey with the In-House Agency Forum (IHAF) reveals...

• Report Brand Spotlight: The Best And Worst Of 2019

  January 13, 2020 | Dipanjan Chatterjee

  This report is about the best and worst of brand building in 2019, a year in which some iconic brands reinvented themselves while others struggled to remain relevant. Read this report to find out...

• Report Brands Must Embrace Gender Evolution

  December 3, 2019 | Dipanjan Chatterjee, Nick Monroe

  Today, a majority of consumers reject what they perceive as outdated cultural constructs of gender. And where consumers go, so do brands. As society navigates the complex cultural space that is...

• 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 Regularly Rejuvenate Your Marketing Talent

  Advanced Level: Talent Practices For Marketing Innovation

  November 11, 2019 | Shar VanBoskirk, Brigitte Majewski

  When creating customer-obsessed marketing talent, there is no finale. Rather, advanced marketers make sure their thoughtfully developed talent mix and organizational structure doesn't create...

• Report Predictions 2020: CMO

  CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

  October 28, 2019 | Keith Johnston, Shar VanBoskirk, Anjali Lai

  It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has...

• Report Four Steps To Establish An Innovative Marketing Function

  The Strategy Report In The Marketing Innovation Playbook

  October 28, 2019 | Keith Johnston

  True marketing innovation focuses on evolving from staid, traditional marketing approaches to a new worldview that prioritizes solving customer problems over promoting product. To do this, you must...

• Report The Marketing Talent Casting Call

  Intermediate Level: Talent Practices For Marketing Innovation

  September 24, 2019 | Shar VanBoskirk, Brigitte Majewski

  You know your marketing function should lead your company's pivot to customer obsession. And you've already started orchestrating the right mix of old and new talent to change marketing's role....

• Report Marketing Insights Are The Engine For Customer Obsession

  Intermediate Level: Insights Practices For Marketing Innovation

  September 13, 2019 | Mary Pilecki

  Many marketing organizations have established an insights practice to leverage marketing and customer data for insights that will help their decision making. Once "insights" has become a common...

• Report Operating A Customer-Obsessed Enterprise

  Know What To Pivot At Your Firm

  September 12, 2019 | Shar VanBoskirk

  Eight years into the age of the customer, just 15% of enterprises are customer obsessed. Our research finds that executives agree with the idea of customer obsession — they just struggle to put it...

• Report Launch Your Marketing Talent Transformation

  Beginner Level: Talent Practices For Marketing Innovation

  August 20, 2019 | Shar VanBoskirk, Brigitte Majewski

  The right people are critical to successfully creating an innovative mindset, processes, and insights within your marketing organization. This report, part of the marketing innovation playbook,...

• Report The Customer Obsession Assessment

  Advance Your Entire Enterprise

  July 29, 2019 | Shar VanBoskirk

  The path to customer obsession doesn't get easier with time. But learning from other firms' progress can make it less rocky for you. This report harnesses the results of a 1,008-executive survey...

• Report Ignite Customer-Centric Thinking Companywide

  Advanced Level: Mindset Practices For Marketing Innovation

  July 26, 2019 | Laura Ramos, Jim Nail

  Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote...

• Report Stop Improving Your Marketing Processes: Start Disrupting

  Advanced Level: Process Practices For The Marketing Innovation Playbook

  June 20, 2019 | Jessica Liu, Lori Wizdo

  Changing markets, shifting competitive conditions, and rapidly evolving customer demands inevitably create a point at which continually improving your existing customer engagement processes fails...

• 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 Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience

  Infuse Your Brand's Essence Into Every Interaction

  May 1, 2019 | Jay Pattisall, Ted Schadler

  "When everyone is super, no one will be." Little did The Incredibles villain Syndrome know that he was predicting the challenge of experience creation. Sure, your coffee app and online retail store...

• Report The 2020 Leader

  You Can't Give What You Don't Have

  April 24, 2019 | James McQuivey, PhD

  Achieving customer obsession makes your company better in every way, but customer obsession doesn't happen on its own. It requires leadership that puts the customer at the center of your...

• 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...