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• Blog 2021年预测：卓越的首席营销官（CMO）将带领组织重获增长

  December 8, 2020 | Shar VanBoskirk

  勇敢面对吧，继2020年的风波不断之后，2021年也不会太平。2021年预计还会是媒体支出减少、团队紧缺、技术与合作伙伴精简、旅游与酒店行业持续低迷的一年。在此背景下，我们所得出的最乐观预测为美国2022年初的整体营销支出将比2019年底的水平低30%。...

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  Webinar CMO Predictions 2021

  What The Best CMOs Will Do In 2021

  December 8, 2020 | Shar VanBoskirk

  Brace yourself. 2021 will be a rocky follower to roaring 2020. Expect another year of reduced media expenditures, scanty teams, lean tech and agency partner networks, and the continued vacancy of...

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  Webinar Customer Insights Predictions 2021

  December 2, 2020 | Gene Leganza, Faith Adams, Cinny Little

  Forrester has solid data that shows that insights-driven firms outperform their peers, and our year-on-year data shows that advanced firms are widening the gap even further. Why? If 2020 has taught...

• Blog Marketing For A Healthy Holiday Season

  November 24, 2020 | Shar VanBoskirk

  Consumer marketing leaders have a tall order every holiday season: to drive 30% of their firm’s annual sales. This year, their task also includes making up for sales lost due to COVID-19...

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  Webinar How Brands And Manufacturers Thrive In The Age Of Marketplaces: Strategic Issues (Part 1 of 2)

  October 23, 2020 | Sucharita Kodali, Michael O'Grady, Joanna O'Connell

  Brands and manufacturers that typically sell through wholesale channels are facing seismic shifts due to the transparency around goods online and the growing prevalence of e-commerce marketplaces...

• Blog Predictions 2021: Strong CMOs Will Own Their Companies’ Regrowth

  October 15, 2020 | Shar VanBoskirk

  Brace yourself. 2021 will be a rocky follower to roaring 2020. Expect another year of reduced media expenditures, scanty teams, lean tech and agency partner networks, and the continued vacancy of...

• Blog Determine Your Pandemic Mode To Plot Your Path To Recovery

  October 14, 2020 | Shar VanBoskirk

  The best actions you can take right now as a business leader for your company depend on the mode your firm is in during the current recession.  The new report, “Assess Your Recovery...

• Blog CMOs: Shift To People-Led Planning

  September 14, 2020 | Shar VanBoskirk

  CMOs, you won’t make it through the harsh economic conditions coming in 2020 if you can’t adjust your planning approach to respond to changing customer needs and operational...

• Report Consumer Goods Companies Spend More On Digital Marketing

  The COVID-19 Pandemic Hastens Trends That Were Already In Motion

  August 6, 2020 | Shar VanBoskirk, Brandon Verblow, David Novitzky

  For CPG marketers, the COVID-19 pandemic and its associated shelter-at-home restrictions created both a burst of product demand and unexpected media behavior. The result is that digital spend by...

• Blog Forrester Can Help You Craft Your Customer Obsession Strategy

  August 4, 2020 | Shar VanBoskirk

  When I was working on the research for “How To Build Your Company’s Customer Obsession Strategy,” I decided that customer obsession was the good idea that everyone agreed with but...

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  Webinar Retail This Week, Part 7

  June 26, 2020 | Fiona Swerdlow, Tina Moffett, Shar VanBoskirk

  Join Forrester VP and research director Fiona Swerdlow for the next episode of the "Retail This Week" webinar series, in which she recaps key developments and new insights in retail news and...

• Report CMO Priorities In Light Of The Pandemic Crisis

  What To Do Now, In Early 2021, And By Year-End 2021

  June 11, 2020 | Shar VanBoskirk, Tina Moffett

  With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

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  Webinar How The COVID-19 Pandemic Will Stun Marketing Plans, Budgets, And Priorities

  June 1, 2020 | Tina Moffett, Shar VanBoskirk

  The world turned upside down for all of us in March 2020. And with COVID-19 still spreading, shutdowns expanding, unemployment rocketing, business spending contracting, and consumers staying at...

• Report The Forrester Wave™: Email Marketing Service Providers, Q2 2020

  The 13 Providers That Matter Most And How They Stack Up

  May 12, 2020 | Shar VanBoskirk

  In our 23-criterion evaluation of email marketing service providers, we identified the 13 most significant ones — Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, dotdigital, Epsilon,...

• Blog How The COVID-19 Crisis Will Impact Marketing Spend Between Now And 2022

  May 8, 2020 | Shar VanBoskirk

  The current COVID-19 crisis has upended CMO priorities and budgets, leaving many scrambling for alternate revenue sources and all asking, “What in the world do I plan for now?” To...

• Report The 2020 COVID-19 Crisis Will Stun US Marketing

  CMOs: Apply An Adaptive Approach To Manage The Downturn

  May 6, 2020 | Shar VanBoskirk, Tina Moffett, Rick Parrish

  The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media,...

• Report Video: How To Find Your Value-For-Customer Sweet Spot

  Use This Exercise To Find The Differentiating Blend Of Value Dimensions That Matches Your Target Customers' Needs

  March 30, 2020 | Maxie Schmidt-Subramanian, Shar VanBoskirk, Su Doyle

  Even if you think about "value for customer" the right way, you must still find the sweet spot in which you uniquely help your most important target customers create value. To help you do that,...

• Report The Business Case For Marketing Innovation

  Why Investing In Marketing Innovation Will Grow Your Business

  February 11, 2020 | Shar VanBoskirk

  Business leaders expect marketing to deliver revenue growth, improved customer experiences, and innovative products and services — and all at lower costs. Yet most marketing teams still work with...

• 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...

• Blog Ritz-Carlton Vs. Mercedes: My Lessons From Testing Customer Experience Experts

  January 28, 2020 | Shar VanBoskirk

  I read two Joseph A. Michelli books for my research last year: Driven To Delight: Delivering World-Class Customer Experience the Mercedes-Benz Way and The New Gold Standard: 5 Leadership Principles...

• Report Now Tech: Email Marketing Vendors, Q1 2020

  Forrester's Overview Of 34 Email Marketing Providers

  January 22, 2020 | Shar VanBoskirk

  You can use email marketing to create better brand experiences, establish customer relationships, and experiment. But to realize these benefits, you'll first have to select from a diverse set of...

• 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...

• Blog Make Your Email Marketing Sing This Holiday Season

  October 21, 2019 | Shar VanBoskirk

  This blog post is part of Forrester’s Holiday 2019 retail series. Of course we have to talk about email marketing as we enter the 2019 holiday season! It is still the workhorse of the retailer’s...

• 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....