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As the coronavirus dominates the global headlines, businesses should take both defensive and strategic actions—focusing on customers, employees, and brand. Read more »

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  • Webinar CMO Predictions 2021

    What The Best CMOs Will Do In 2021
    Tuesday, December 8, 2020, 11:00 a.m.-11:40 a.m. Eastern time (16:00-16:40 GMT) | Shar VanBoskirk

    Brace yourself. 2021 will be a rocky follower to roaring 2020. Expect another year of reduced media expenditures, scanty teams, lean tech and agency partner networks, and the continued vacancy of...

  • Report Consumer Goods Companies Spend More On Digital Marketing

    The COVID-19 Pandemic Hastens Trends That Were Already In Motion

    For CPG marketers, the COVID-19 pandemic and its associated shelter-at-home restrictions created both a burst of product demand and unexpected media behavior. The result is that digital spend by...

  • Report CMO Priorities In Light Of The Pandemic Crisis

    What To Do Now, In Early 2021, And By Year-End 2021
    June 11, 2020 | Shar VanBoskirk, Tina Moffett

    With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

  • Webinar How The COVID-19 Pandemic Will Stun Marketing Plans, Budgets, And Priorities

    June 1, 2020 | Tina Moffett, Shar VanBoskirk

    The world turned upside down for all of us in March 2020. And with COVID-19 still spreading, shutdowns expanding, unemployment rocketing, business spending contracting, and consumers staying at...

  • Report The 2020 COVID-19 Crisis Will Stun US Marketing

    CMOs: Apply An Adaptive Approach To Manage The Downturn

    The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media,...

  • Report The Business Case For Marketing Innovation

    Why Investing In Marketing Innovation Will Grow Your Business
    February 11, 2020 | Shar VanBoskirk

    Business leaders expect marketing to deliver revenue growth, improved customer experiences, and innovative products and services — and all at lower costs. Yet most marketing teams still work with...

  • Report How To Build Your Company's Customer Obsession Strategy

    Audit Your Current Ops Against Your Future Vision To Know What To Change
    January 31, 2020 | Shar VanBoskirk

    Most firms aren't yet customer obsessed, but that's not because they don't understand the concept. (We've been writing about it for 10+ years!) Leaders don't know how to operationalize customer...

  • 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 Predictions 2020: CMO

    CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

    It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has...

  • 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 Operating A Customer-Obsessed Enterprise

    Know What To Pivot At Your Firm
    September 12, 2019 | Shar VanBoskirk

    Eight years into the age of the customer, just 15% of enterprises are customer obsessed. Our research finds that executives agree with the idea of customer obsession — they just struggle to put it...

  • 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 The Customer Obsession Assessment

    Advance Your Entire Enterprise
    July 29, 2019 | Shar VanBoskirk

    The path to customer obsession doesn't get easier with time. But learning from other firms' progress can make it less rocky for you. This report harnesses the results of a 1,008-executive survey...

  • 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 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...