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  • Marketing Organizational Structure

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  • For CMO Professionals

    Report

    Report Marketing Teams Today: Not Deft

    Mindsets, Structures, And Skills Aren't Yet Customer Obsessed
    August 9, 2017 | Shar VanBoskirk, Drew Green

    Today's marketing organizations aren't yet designed to flex to the changing attitudes and behaviors of empowered customers. Marketing mindsets, structures, and skills still align with legacy...

  • For B2C Marketing Professionals

    Report

    Report Three Staffing Models Help You Build A Socially Fluent Company

    Organization: The Social Marketing Playbook
    February 21, 2017 | Jessica Liu

    Managing social programs was originally the purview of a standalone experimental group. But as social networks matured, so did marketers, recognizing a need to fold social resources into the...

  • For B2C Marketing Professionals

    Report

    Report Organize For Mobile Marketing Success

    Organization: The Mobile Marketing Playbook
    February 15, 2017 | Thomas Husson

    Instead of leveraging mobile as a way to transform the offline experience, marketing teams view mobile as a standalone channel. The result? Marketing leaders are unsure about how to organize and...

  • For Application Development & Delivery Professionals

    Report

    Report Build Your Dream Team: Organizing To Deliver Exceptional Digital Experiences

    Organization: The Digital Experience Delivery Playbook
    January 27, 2017 | Danielle Geoffroy, Anjali Yakkundi

    Customers demand familiar and contextual experiences, yet digital experience (DX) strategies and technologies have traditionally been sovereign, often supported by different teams with different...

  • For B2C Marketing Professionals

    Report

    Report Brief: How To Organize For Email Marketing

    Organization: The Email Marketing Playbook
    April 28, 2016 | Rebecca McAdams

    Email organizations have no standard organization model, have unspecific road maps, are using basic measurement, and are superficially applying customer insights to their marketing. This report...

  • For B2B Marketing Professionals

    Report

    Report The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success

    Organization: The Lead-To-Revenue Playbook
    March 8, 2016 | Lori Wizdo

    Lead-to-revenue management (L2RM) standardizes, automates, and scales the practices needed to engage with customers across their life cycle — from early prospect to loyal advocate. But early...

  • For CMO Professionals

    Report

    Report The New Roles That Will Power Your Marketing Operating System

    Organization: The Customer Life-Cycle Marketing Playbook
    February 8, 2016 | Sheryl Pattek

    As empowered customers take control of their relationship with brands, CMOs must redefine their organization in the form of a marketing operating system (MOS) that best supports the full customer...

  • For B2C Marketing Professionals

    Report

    Report Organize To Boost Social Marketing Potential

    January 19, 2016 | Erna Alfred Liousas

    Have you finally gotten your company to embrace social marketing, but struggle to scale its impact? Is social marketing trapped in one function or business unit? Organizational challenges are the...

  • For CMO Professionals

    Report

    Report Build A Case For The Digital Command Center

    Asia Pacific CMOs Are Starting To Exploit The Benefits Of Digital Command Centers
    October 26, 2015 | Clement Teo

    Not every marketing organization needs a digital command center. Large organizations will need one to consolidate their control, respond faster to market changes, and break down data silos. But...

  • For B2C Marketing Professionals

    Report

    Report Brief: Digital Marketers Are Embracing eCommerce, And China Is Leading The Way

    As Obsolete Organizational Boundaries Fade, Digital Marketers Are Increasingly Taking Responsibility For eCommerce Initiatives
    August 5, 2015 | Xiaofeng Wang

    As B2C digital marketing professionals become more directly responsible for business outcomes, they are gradually taking responsibility for eCommerce. Our research shows a clear trend toward...

  • For B2C Marketing Professionals

    Report

    Report Executive Q&A: How To Staff An Effective Social Marketing Team In Asia Pacific

    March 10, 2015 | Clement Teo

    As marketing professionals in Asia Pacific scale, mature, and optimize their social marketing efforts, they struggle with organizational challenges, often in the form of rigid processes and...

  • For CMO Professionals

    Report

    Report Reboot Your Organization For Modern Marketing

    Use A Marketing Operating System Approach To Reconstruct Your Marketing Organization
    December 5, 2014 | Sheryl Pattek

    Hierarchical and channel-obsessed marketing organizational structures do not effectively support the customer-obsessed approach that Forrester believes will help firms win, serve, and retain...

  • For CIO Professionals

    Report

    Report Design Your Organization To Take Control Of Your Customer Data

    Part Two In A Two-Part Series On Designing Your Data Organization
    November 4, 2014 | Jody Sarno, Marc Cecere

    As firms try to ramp up their data capabilities to make the best use of their customer data, they are finding a lot wrong with the state of their organization. They lack the skills and knowledge...

  • For Customer Experience Professionals

    Report

    Report The State Of Customer Experience Management In Australia, 2014

    August 14, 2014 | Craig Menzies, Michael Barnes

    The only way to compete effectively in the age of the customer is to become truly customer obsessed. To help firms achieve this goal, this report sheds light on the current state of customer...

  • For B2C Marketing Professionals

    Report

    Report Organize To Support Integrated Messaging

    How To Build A Customer-Obsessed Email Team
    May 15, 2014 | Shar VanBoskirk

    The future of email is integration with other marketing channels. But most email organizations today are too small and too operationally focused to be prepared for customer-focused integrated...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Build A Digitally Savvy Organization

    March 26, 2014 | Martin Gill, Shar VanBoskirk

    To survive the destructive forces of digital disruption, eBusiness leaders must drive digital business transformation. Yet most current digital organizations are too tactical to create competitive...

  • For Application Development & Delivery Professionals

    Report

    Report Two Paths To The Ideal Digital Experience Delivery Organization

    Digital Customer Experience Delivery Demands An Organizational Transformation
    February 27, 2014 | John R. Rymer, Anjali Yakkundi

    Many application development and delivery (AD&D) leaders are often on the outside looking in when it comes to their organizations' digital customer experience projects. Yet their role has great...

  • For CMO Professionals

    Report

    Report The CMO And CIO Must Accelerate On Their Path To Better Collaboration

    October 31, 2013 | Sheryl Pattek

    Chief marketing officers (CMOs) need to engage their chief information officers (CIOs) to develop the most effective strategy for putting marketing technology into practice. But the two...

  • For CMO Professionals

    Report

    Report How To Organize For The Digital Future

    Assign An Owner To Digital Strategy, Governance, And Execution
    March 7, 2013 | Shar VanBoskirk

    To survive the destructive forces of digital disruption, firms must use eBusiness and interactive marketing capabilities to become customer obsessed. Yet most current digital organizations are too...

  • For B2C Marketing Professionals

    Report

    Report Interactive Marketing's Isolation Must End

    Landscape: The Interactive Marketing Agency And Organization Playbook
    February 7, 2013 | Jim Nail

    This report of the interactive marketing agency and organization playbook examines the landscape of organizational structures and agency relationships. Three common organizational models have...

  • For B2C Marketing Professionals

    Report

    Report Organize For The Always Addressable Customer

    Vision: The Interactive Marketing Agency And Organization Playbook
    November 14, 2012 | Jim Nail

    This report in the interactive marketing agency and organization playbook lays out Forrester's vision for how you should organize internally and in relation to your agency partners: Move from a...

  • For B2B Marketing Professionals

    Report

    Report Mobile Is A Mainstream Content Source For Tech Buyers

    Deliver What They Want Where They Want It
    June 28, 2012 | Peter O'Neill

    Mobile is becoming the new face of engagement. By 2016, smartphones and tablets will put power in the pockets of a billion business application buyers and/or users. Mobile is not simply another...

  • For B2C Marketing Professionals

    Report

    Report Coordinate Your Social Marketing Stakeholders And Resources

    June 19, 2012 | Nate Elliott

    Most large companies are now working on coordinating their social applications. At this stage, sharing the right resources is the biggest challenge. Interactive marketers must play the role of...

  • For B2C Marketing Professionals

    Report

    Report The Right Way To Globalize Your Interactive Marketing Programs

    Provide Each Local Team With The Right Mix Of Assets And Support
    December 2, 2011 | Nate Elliott

    There are lots of reasons multinational companies' global and local interactive marketing teams are rarely on the same page: Global teams prefer uniform programs and technologies, local teams fear...

  • For B2C Marketing Professionals

    Report

    Report How To Hire And Retain The Best Interactive Marketers

    Attract, Nurture, And Activate Top Talent To Create A Virtuous Cycle For Staffing
    October 27, 2011 | Shar VanBoskirk

    Interactive marketing teams are poised for growth. But acquiring and retaining top talent is tricky because hiring practices don't align with candidate habits and culture — and competition...