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  • 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 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...

  • Report The Rise Of The Agile Employee

    Advanced Level: Talent Practices For Digital Business
    May 30, 2019 | Alyson Clarke, Mike Chirokas

    Advanced digital businesses are evolving their business models and embracing new tech. And digital business leaders know that the skills and talent they need to execute on that will be different...

  • 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 Steps To Modernize Marketing Thinking

    Beginner Level: Mindset Practices For Marketing Innovation
    May 13, 2019 | Jim Nail, Laura Ramos

    Current marketing approaches are out of sync with today's empowered buyers. Customer-obsessed marketers from Amazon to Zappos disrupt their industries by creating experiences that exceed consumers'...

  • 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 Build An Adaptable Organization Structure To Accelerate Digital Business

    Intermediate Level: Structure Practices For Digital Business
    April 5, 2019 | Jacob Morgan

    Digital leaders often ask Forrester, "What's the perfect organizational structure?" There isn't one. While any organizational choice is a tradeoff of efficiency, control, localization, and speed, a...

  • Report The Model For Modern Marketing

    The Vision Report In The Marketing Innovation Playbook
    March 8, 2019 | Shar VanBoskirk

    Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal...

  • Report Embrace Next-Generation Digital Organization Structures

    Advanced Level: Structure Practices For Digital Business
    February 7, 2019 | Martin Gill, Jacob Morgan

    Digital innovators embrace new organizational structures. Cross-functional working is a given, but innovators go further, democratizing trust in the outside world in return for speed, inspiration,...

  • Report Kick-Start Your Digital Organization Structure

    Beginner Level: Structure Practices For Digital Business
    February 6, 2019 | Jacob Morgan, Martin Gill

    A well-organized, empowered digital business team can make or break the early stages of digital transformation. Successful digital business leaders know that building a single, central digital team...

  • Report Build Technology Platforms To Accelerate Growth And Agility

    Intermediate Level: Technology Practices For Digital Business
    February 6, 2019 | Ted Schadler, Brian Hopkins

    Digital business leaders accelerating their digital presence need to engage customers consistently along every step of their journeys, gain agility and leverage from technology platforms, and blend...

  • 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 The Customer-Obsessed Enterprise

    Lead The Competition With A Clear Vision For Customer Obsession
    June 25, 2018 | Keith Johnston, Sharyn Leaver

    Customer-obsessed firms already enjoy higher revenue growth, customer satisfaction, and employee satisfaction — and will prevail as the age of the customer intensifies. Forrester surveyed more than...

  • 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...

  • Report Embrace Innovative Marketing

    Executive Overview Of The Marketing Innovation Playbook
    March 30, 2018 | 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 Ignite Customer-Centric Thinking Companywide

    Advanced Level: Mindset Practices For Marketing Innovation
    March 16, 2018 | 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 Five New Perspectives On Marketing Process

    Beginner Level: Process Practices For The Marketing Innovation Playbook
    March 16, 2018 | Lori Wizdo, Jessica Liu

    Forrester research indicates that defined, documented, and repeatable marketing process correlates with revenue growth. But most marketing teams don't have that level of process rigor. For various...

  • Report Regularly Rejuvenate Your Marketing Talent

    Advanced Level: Talent Practices For Marketing Innovation
    March 7, 2018 | Shar VanBoskirk, Susan Bidel, Brigitte Majewski

    When creating customer-obsessed marketing talent, there is no finale. Rather, advanced marketers make sure their thoughtfully developed talent mix and org structure doesn't create rigidity. This...

  • Report The Marketing Talent Casting Call

    Intermediate Level: Talent Practices For Marketing Innovation
    March 7, 2018 | Shar VanBoskirk, Susan Bidel, 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
    March 7, 2018 | Shar VanBoskirk, Susan Bidel, 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,...

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