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• Report It's Time For CMOs To Pay More Attention To Employees

  The CMO And CHRO Relationship Grows In Importance As Crises Continue To Emerge

  July 27, 2020 | Thomas Husson

  Brands hold as much meaning for employees as for customers, especially in a crisis. CMOs play a key role in shaping and communicating the company culture, which helps acquire, inspire, and retain...

• Report How The COVID-19 Crisis Is Affecting Consumer Behaviors In France

  Anticipate The New Normal And Embrace Transformations On Steroids

  May 11, 2020 | Thomas Husson

  Forrester recently surveyed more than 1,100 French online adults to analyze the impact of the COVID-19 crisis among consumers in France. This report offers CMOs and other executives a first glimpse...

• 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 Marketing's Business Imperative: Prioritize Innovation

  Introducing Forrester's Marketing Innovation Scorecard

  July 30, 2019 | Thomas Husson

  Tech-led innovation is the future of business and the brand experience. Yet despite a plethora of new technologies at marketers' fingertips and an ever-growing array of platforms, marketing...

• Report Reimagine Mobile To Activate The Total Brand Experience

  A New Mobile Mindset Is Key To Turning Marketing Into A Growth Engine

  May 9, 2019 | Thomas Husson

  From foldable screens to 5G experiences, extended reality, AI, and conversational interfaces, MWC19 Barcelona demonstrated that mobile is still central to marketing innovation. However, most brands...