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  • Report Aligned, Defined, Fluid, Fast: Four Principles Of Effective Structures

    Structure Should Help You Put Your Vision For Customer Obsession Into Practice
    April 23, 2021 | Shar VanBoskirk

    Chasing an ideal org structure won't make you customer obsessed; structure should be an enabler of your strategy for customer obsession, not a substitute for it. Better to learn the truths about...

  • Report Be The Change Leader Your Organization Needs

    Master Change Leadership To Drive Your Expression Of Customer Obsession
    April 21, 2021 | Katy Tynan

    Becoming a customer-obsessed organization is not a single event; it's a transformation that takes place over time and requires many adjustments along the way. Unfortunately, most organizations...

  • Report Forrester Infographic: Work To Maintain Pandemic-Level Email Marketing Engagement

    April 19, 2021 | Shar VanBoskirk

    In the decade spanning 2006 to 2016, consumer data showed stable and often improving perceptions of email marketing. But in the years that followed, a paradox emerged: Behavioral responses to email...

  • Report Now Tech: Cloud-Based Learning Technology Platforms, Q1 2021

    Forrester's Overview Of 24 Learning Technology Providers
    April 15, 2021 | Katy Tynan

    You can use cloud-based learning technology platforms to deliver on-demand learning opportunities, assess and upskill your workforce, and drive more efficient adoption of new technology. But to...

  • Report Brands And Politics Collide

    Company Values Determine When To Take A Stand
    April 14, 2021 | Mike Proulx

    2020 was the year that trounced US brands' "no politics" policies — forcing boardroom debates about whether to respond to specific events around social justice, mask-wearing mandates, voting...

  • Report Case Study: How Verizon Accelerated A Five-Year EX Strategy During The Pandemic

    April 12, 2021 | Angelina Gennis

    Fifty-three percent of US workers want to work remotely at least somewhat even after the pandemic, but just 52% of remote workers believe their companies provide the resources needed for remote...

  • Report European Leaders Must Focus On Five Priorities In 2021

    Leaders Must Master Hybrid Customer And Employee Experiences As Europe Rolls Out The COVID-19 Vaccine

    Against a backdrop of economic uncertainty, social unrest, and changing market dynamics, vaccines promise to move us into a future without COVID-19. But this won't happen overnight. European...

  • Report The CMO's Guide To Green Marketing

    CMOs At Green Brands Go Beyond Marketing Fundamentals
    April 7, 2021 | Thomas Husson

    CMOs at green brands execute authentic sustainability efforts to move from storytelling to storymaking. They truly understand their customers' emotions, demonstrate empathy, innovate with new...

  • Report The Consumer Behaviors That Will Endure After The Pandemic

    Why Marketers Have Been Measuring The Wrong Things, And Which Insights Matter The Most This Year
    March 31, 2021 | Anjali Lai

    As the world starts to recover, leaders are asking burning questions about consumers: Are changes here to stay? Which trends are fleeting; which are permanent? What is the new normal? While we...

  • Report Embrace The Green Business Opportunity

    Profitable Sustainable Businesses Show How Traditional CMOs Must Embrace Green Transformation
    March 30, 2021 | Thomas Husson

    Consumers expect brands to truly embrace environmental sustainability but are suspicious about their sustainability messages; they often believe brands use green marketing purely to drive...

  • Report Seize The Anywhere-Work Opportunity By Taking Calculated Risks

    Mature, "Green-Rated" Companies Should Invest Aggressively In Technology And Process Innovations
    March 29, 2021 | J. P. Gownder

    In our report "Don't Miss Your Anywhere-Work Opportunity," we provided a tool to identify how much opportunity you can capture by pursuing an office + anywhere hybrid work strategy. If you received...

  • Report Greener Consumers Demand Sustainable Brands

    The Green Revolution Will Drive The Next Wave Of Business Transformation
    March 22, 2021 | Thomas Husson

    Green consumers are frustrated — especially in Europe — and demanding that brands go beyond touting their environmental sustainability efforts and take real action. CMOs should embrace...

  • Report Design A Program To Advance Race And Gender Fairness And Equity

    Focus On Your Company, Your Customers, And The Community At Large
    March 22, 2021 | Dipanjan Chatterjee

    The time for brands to turn a blind eye to race and gender equity is long past. Consumers and employees demand change, while knee-jerk responses and mollifying words offer cold comfort. Real change...

  • Report Improve Employee Experience To Better Your Business Performance

    Executive Overview: The Employee Experience Playbook
    March 12, 2021 | David Johnson

    Employee experience (EX) continues to gain momentum as the evidence for its impact on business outcomes mounts. But EX is still early in its evolution as a practice, leaving EX leaders with...

  • Report Creativity Feeds The Future Of Work

    Creative Advantage Is One Of The Last, Best Levers To Pull For Business Advantage
    March 10, 2021 | James McQuivey, PhD

    All firms can access the same tools for business success — capital, business process, and tech — making it hard to generate a sustainable market advantage. The pandemic reveals that adaptive...

  • Report Intelligent Creativity Energizes Marketing Productivity

    Human Intuition Plus Machine Accuracy Ushers In An Era Of Creative Transformation
    March 1, 2021 | Jay Pattisall

    Despite an ever-expanding universe of marketing channels and complexity, the creative process has remained unchanged for nearly a century. The intuition-governed approach to creativity frequently...

  • Report The EX Transformation Workhorse: Employee Journey Mapping

    Roadmap: The Employee Experience Playbook
    February 22, 2021 | David Johnson, Joana de Quintanilha

    Your understanding of the employee experience (EX) at your firm will remain hazy as long as you rely on annual snapshots of employee engagement. Why? Because surveys can't go deep enough to...

  • 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 Gauge Your Digital Business Maturity

    The Assessment Report In The Digital Business Playbook
    February 19, 2021 | Ted Schadler, Pascal Matzke, Martin Gill

    Digital business transformation is a journey, not a destination. This report guides digital business leaders through Forrester's digital business maturity assessment so you can gauge where your...

  • 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 The State Of Consumers And Technology, 2020

    Increasingly Intimate Technologies Spark The Next Mind Shift
    February 2, 2021 | Anjali Lai

    Technology became a lifeline for consumers during the crises of 2020: Consumers now spend more time using more devices for more sophisticated tasks. What is the result of this intense reliance on...

  • Report Build The Business Case For Your Digital Investments

    The Business Case Report In The Digital Business Playbook
    January 27, 2021 | Dan Bieler

    You can only improve what you can measure. Businesses must be able to calculate the return on digital investments to justify them. But calculating a precise ROI for digital transformation at the...

  • Report Marketers Versus Customers: Opposing Forces Erupt

    Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith
    January 20, 2021 | Melissa Parrish

    Marketers set out to be customer-focused with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

  • Report Empowered Consumers Go Green

    Empowerment Drives The Sustainability Transformation
    January 19, 2021 | Anjali Lai, Salvatore Schiano

    The past 20 years has enabled consumers to buy more products from more places more cheaply, but consumers feel unfulfilled. The rapid escalation of self-centered experiences has ignored a core...

  • Report A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

    Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent
    January 14, 2021 | Mike Proulx

    Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just...

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