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  • Report Research Overview: Emotion

    A Guide To Our Emotion-Related Research
    January 11, 2021 | Jim Nail, Sarah Dawson

    Emotion is the foundation of consumer decisions, but organizations often prioritize hard data over the challenge of understanding emotions. New scientific insights as well as new measuring tools...

  • Report Branding Never Sleeps: Relentlessly Measure, Manage, And Improve Your Brand

    Continuous Improvement: The Brand Experience Playbook
    December 15, 2020 | Dipanjan Chatterjee

    Continually improving your firm's brand experience relies on ongoing measurement and management. In the age of the customer, the sheer volume and vast array of available consumer data heightens the...

  • 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...

  • 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...

  • Webinar Use Adaptive Intelligence To Power Next-Generation Customer Insights

    June 30, 2020 | James Staten, Fatemeh Khatibloo

    Far too often, enterprises base their roadmaps, innovations, and business agility purely on insights gleaned from the data available within their four walls. To win in this era of hyperadoption,...

  • Report The CEO's Guide To The Future Of Work

    Build The Adaptive Workforce That Succeeds, Despite Changes To How Work Gets Done

    Most pronouncements about the future of work miss the mark because they fail to account for what executives like you can see clearly in the here and now: how the shocks already reverberating...

  • 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...

  • 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 Embrace Innovative Marketing

    Executive Overview Of The Marketing Innovation Playbook
    November 26, 2019 | Melissa Parrish

    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 Predictions 2020: The Customer In 2020

    Consumer Pressure To Put Idealistic Values Into Action Forces Brands To Evolve Their Purpose
    October 28, 2019 | James McQuivey, PhD, Anjali Lai

    CMOs have been racing to invent content and experiences that are novel, delightful, hyper-personalized, memorable (if not viral), and delivered at the perfect moment to consumers' ever-shrinking...

  • 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 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 PEAK Human: The EX Equation For Dominating Our Transformation-Filled Future

    Vision: The Employee Experience Playbook
    June 7, 2019 | Samuel Stern

    The future of work will require employees to perform in an environment of continuous corporate transformation and under an increasing threat from automation. In the face of that much uncertainty,...

  • 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...

  • Webinar Are You Fit For The Future? You Can't Shape The Future With Tools You Don't Have

    April 23, 2019 | James McQuivey, PhD

    The future is coming, full of AI, robotics, and machine intelligence. Some are readier than others to partner with intelligent machines and shape our shared future, and they will have such a...