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• Report Firms With Advanced Marketing Teams Grow Faster And Focus On People

  Landscape: The Experience-Led Marketing Playbook

  February 22, 2021 | Mary Pilecki

  Using data from the Forrester Analytics Business Technographics® Marketing Survey, 2020, which assessed the marketing innovation maturity of firms around the world, this report offers CMOs insights...

• Report Geopolitical Disruption Demands Local Trust

  CMOs At Global Brands Must Pivot To Truly Multilocal Operations

  February 11, 2021 | Thomas Husson

  Even before COVID-19, significant economic, political, and tech trends were fragmenting the global order. The pandemic's economic and social crises and associated geopolitical shifts will drive...

• Report To Win And Retain Consumers During The Pandemic, Start With Empathy

  Demonstrate Empathy By Designing For Unique Customer Risk Profiles

  December 17, 2020 | Anjali Lai, Martin Gill

  Within the COVID-19 crisis are the seeds of transformation: The boldest leaders will not only adapt their businesses; they will use insights to get closer to their consumers and understand their...

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  Webinar Drive Revenue With New Digital Products

  Using The Forrester Wave™

  July 15, 2020 | Nigel Fenwick

  "The Forrester Wave™: Digital Product Development Services, Q2 2020" highlights the services firms working with clients to bring new digital products to market. In this webinar, Nigel Fenwick...

• 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 CMO's Guide To CES 2020

  Tools And Technology: The Brand Experience Playbook

  February 4, 2020 | Dipanjan Chatterjee

  CES is as much about brands and customer experience as it is about technology. Read this report to lock in on the most important CMO lessons from this year's event.

• Report Computer Vision Makes Contextual Marketing More Powerful

  CMOs Should Prepare For The New Marketing Opportunities That AI Vision Technologies Create

  February 4, 2020 | Thomas Husson

  AI-powered computer vision provides access to a visually rich array of customer insights, creates new customer experiences, and drives emotional engagement. This report helps CMOs understand and...

• 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 Dial Up Consumers' Emotional Energy To Drive Innovation Adoption

  Forrester's Consumer Energy Index In Singapore

  January 2, 2020 | Anjali Lai, Xiaofeng Wang

  Empowered consumers look unstoppable: They latch onto new experiences faster than innovators can generate them. Nearly half of online adults in Singapore are Progressive Pioneers, the most...

• Report The Future Of Marketing Insights

  Advanced Level: Insights Practices For Marketing Innovation

  December 24, 2019 | Tina Moffett

  Customer-obsessed companies use data and insights to alter business and marketing decisions. CMOs are taking this a step further by embracing data, knowledge, and organizational trends to elevate...

• 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 The Employee Experience Bill Of Rights In The Era Of AI And Automation

  Guaranteeing Rights For Employees Ensures Relative Calm For Companies

  December 5, 2019 | J. P. Gownder, Samuel Stern

  The threat of automation and the consequent uncertainty of their long-term relevance have employees on edge. Rightfully so, as most companies haven't taken the necessary steps to reassure their...

• 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 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 Fix Your Culture Gaps To Speed Up Digital Transformation

  Beginner Level: Culture Practices For Digital Business

  November 25, 2019 | Alyson Clarke

  Culture is one of the biggest barriers to digital transformation. Many firms put it in the "too hard" basket, focusing on all the other aspects of digital transformation until they can't ignore it...

• 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 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 Accelerate Your Culture Practices For Digital Transformation

  Intermediate Level: Culture Practices For Digital Business

  October 22, 2019 | Michelle Beeson, Jacob Morgan, Alyson Clarke

  Strong digital culture underpins successful digital transformations. Once the foundations are in place, digital leaders must accelerate change and entrench digital skills, processes, and technology...

• Report Apply Cultural Patterns From Leading Digital Innovators

  Advanced Level: Culture Practices For Digital Business

  October 4, 2019 | Jacob Morgan, Alyson Clarke, Michelle Beeson

  Cultural alignment is a huge enabler of change — when done well, it greases the skids; when poorly executed, it can stop transformation dead in its tracks. Digitally innovative firms are...

• 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 CMO-CIO Collaboration: Resolving The Paradox

  The Relationship Destined To Maximize Your Business

  August 20, 2019 | Thomas Husson

  Growing customer expectations and the accelerating pace of innovation force CMOs to work closely with their CIO counterparts. While relying on external cloud vendors and investing in shadow 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 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...