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  • Report Digital Rewrites The Rules Of Business

    The Vision Report In The Digital Business Playbook
    February 25, 2020 | Nigel Fenwick, Ted Schadler

    Digital technology dramatically improves the economics and capabilities of every business. Using hardware, software, algorithms, and the internet, it's 10 times cheaper and faster to engage...

  • Report Differentiate Your Business With Digital

    The Executive Overview Of The Digital Business Playbook
    February 12, 2020 | Martin Gill

    To compete in the age of the customer, your firm must become a digital business. As a digital business leader, it's your job to shape how. You must enhance your digital customer experience while...

  • 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 Build The Business Case For Your Digital Investments

    The Business Case Report In The Digital Business Playbook
    January 30, 2020 | 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 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 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

    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

    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 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 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 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 Ignite Customer-Centric Thinking Companywide

    Advanced Level: Mindset Practices For Marketing Innovation
    July 26, 2019 | Laura Ramos, Jim Nail

    Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote...

  • Report The Rise Of The Agile Employee: Develop And Evolve Agile Skills

    Advanced Level: Talent Practices For Digital Business
    July 23, 2019 | Alyson Clarke, Mike Chirokas

    Advanced digital businesses are evolving their business models and embracing new tech. And digital business leaders know that in the future of work, the skills and talent they need to execute on...

  • 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 Kick-Start Your Digital Business Strategy

    Beginner Level: Strategy Practices For Digital Business
    June 25, 2019 | Jacob Morgan, Oliwia Berdak

    The digital business landscape is in constant flux: As a digital business leader, it's vital that your strategic plan be just as dynamic as your customers and your competitors. This report is part...

  • Report Five Steps To Evolve Your Digital Business Strategy

    Intermediate Level: Strategy Practices For Digital Business
    June 25, 2019 | Oliwia Berdak, Jacob Morgan

    Traditional strategic planning processes, like annual budgeting cycles, are not fit for purpose. Static strategic planning documents become dated as soon as they leave your desk, while fixed ROI...

  • Report Best-In-Class Digital Leaders Embrace These Four Guidelines

    Advanced Level: Strategy Practices For Digital Business
    June 25, 2019 | Sucharita Kodali

    Digital leaders do several specific things to drive change while remaining market leaders in their domains: They embrace and empower their ecosystems, have extensive customer listening programs,...

  • Report Stop Improving Your Marketing Processes: Start Disrupting

    Advanced Level: Process Practices For The Marketing Innovation Playbook
    June 20, 2019 | Jessica Liu, Lori Wizdo

    Changing markets, shifting competitive conditions, and rapidly evolving customer demands inevitably create a point at which continually improving your existing customer engagement processes fails...

  • 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 Gauge Your Digital Business Maturity

    The Assessment Report In The Digital Business Playbook

    Digital business transformation is a journey, not a destination. And every journey has a starting point. This report guides digital business leaders through Forrester's digital business maturity...

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