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  • Report The Marketing Talent Casting Call

    Intermediate Level: Talent Practices For Marketing Innovation
    September 24, 2019 | Shar VanBoskirk, Brigitte Majewski

    You know your marketing function should lead your company's pivot to customer obsession. And you've already started orchestrating the right mix of old and new talent to change marketing's role....

  • 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 Agile Methodology Embeds Customer Obsession In Marketing

    Intermediate Level: Process Practices For The Marketing Innovation Playbook
    July 1, 2019 | Ryan Skinner

    Once you've established customer-obsessed processes, you're ready to advance them using Agile methodologies. The forces that drove Agile into developer communities have hit marketers just as hard....

  • Report Four Main Players Star In The Future Of Work

    The Multiplying Force Of Automation Can Make Them All Winners

    Politicians, pundits, and prognosticators have pounced on the topic of the future of work, pondering who will win and who will lose. Job losses will reach 29% by 2030, and the creation of...

  • Report Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation
    May 7, 2019 | Jim Nail, Laura Ramos

    Becoming an innovative marketer will require more than just the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will...

  • Report Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience

    Infuse Your Brand's Essence Into Every Interaction
    May 1, 2019 | Jay Pattisall, Ted Schadler

    "When everyone is super, no one will be." Little did The Incredibles villain Syndrome know that he was predicting the challenge of experience creation. Sure, your coffee app and online retail store...

  • Report Assess Analyst Relations Professional Excellence

    Assessment: The Industry Analyst Relations Playbook
    March 20, 2019 | Kevin Lucas

    How do you compare with first-class industry analyst relations (AR) professionals running first-class AR programs? What more do you need to learn and implement to join them? We determined five...

  • Report Maximize Business And Career Value From Industry Analyst Relations

    Executive Overview: The Industry Analyst Relations Playbook
    March 20, 2019 | Kevin Lucas

    Industry analyst relations (AR) is a profession. It offers high business value, but vendors grasp its value poorly and resource it likewise. Forrester's AR playbook shows AR professionals how to...

  • Report Forge Valuable AR Programs With FIAR

    Strategic Plan: The Industry Analyst Relations Playbook
    March 1, 2019 | Kevin Lucas

    Analyst relations (AR) managers need to know how to prove the value of their AR programs. Unfortunately, many struggle because they didn't build plans to deliver business value, and they now rely...

  • Report Understand AR's Beneficiary Landscape

    Landscape: The Industry Analyst Relations Playbook
    December 6, 2018 | Kevin Lucas

    Analyst relations (AR) can help a vendor win, serve, and retain customers. But whether the AR team is supporting its traditional beneficiaries or not, it typically guesses at the detail of their...

  • Report Industry Analyst Relations And Influence

    Influence: The Industry Analyst Relations Playbook
    December 6, 2018 | Kevin Lucas

    Most industry analyst relations (AR) relies on analysts influencing buyers, partners, journalists, investors, etc. So AR must manage two forms of success: influence by vendors over analysts and...

  • Report Blaze A New Path To Successful AR

    Road Map: The Industry Analyst Relations Playbook
    December 5, 2018 | Kevin Lucas

    It's one thing to know how to plan an analyst relations (AR) program, but it's another to do so in an unfamiliar company with unfamiliar colleagues, all of whom may have different expectations of...

  • Report Case Study: Myntra Embraced Artificial Intelligence To Transform Its Business Model

    Experimentation And Discipline Are Key To Thriving On Emerging Technologies
    November 27, 2018 | Leslie Joseph

    Application development and delivery (AD&D) professionals and business leaders struggle with the question of how to adopt emerging technologies such as artificial intelligence (AI) within their...

  • Report Predictions 2019: B2C Marketing

    Consumer Power Pushes Marketers To Better Data And Experiences, But Not Without A Few Fumbles

    Almost halfway through the age of the customer, consumers are making their increasing power felt when dealing with brands. With customer preference and privacy taking center stage in 2018, B2C...

  • Report Predictions 2019: Media

    Five Events Will Reshape The Media Industry
    November 7, 2018 | Collin Colburn, Susan Bidel, Joanna O'Connell

    The media industry has been continuously disrupted since the beginning of this decade. In 2019, change will continue: Digital ad giants Facebook and Google will attempt to get even bigger, and...

  • Report Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As...

  • Report Build Analyst Relations Programs On Buyer Priorities For Analyst Interaction And Insight

    Understand What Information Buyers Want From Analysts And The Interaction Types That Buyers Use To Obtain It
    October 31, 2018 | Kevin Lucas

    When vendors know how buyers interact with analysts, analyst relations (AR) programs can prime analysts to give buyers the most productive information. But different buyer groups use analysts...

  • Report Predictions 2019: B2B Marketing And Sales

    Leaders Embrace Full Life-Cycle Engagement
    October 25, 2018 | Caroline Robertson

    As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design that encompasses both digital and human...

  • Report Four Steps To Establish An Innovative Marketing Function

    The Strategy Report In The Marketing Innovation Playbook
    May 7, 2018 | 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...

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