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  • Shar VanBoskirk

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  • Blog $122 Billion: The Marketing Technology and Services Investment Sticker Shock

    April 24, 2018 | Shar VanBoskirk

    At $90 billion today and growing to $122 billion by 2022, CMOs are pouring budgets into investments which align their organization’s operations with greater customer and experience focus. Planning...

  • Report The US Marketing Technology And Services Outlook, 2017 To 2022

    CMOs: Tech And Services Will Top $122 Billion In Five Years
    April 23, 2018 | Shar VanBoskirk, Drew Green

    By 2022, CMOs in the US will spend over $122 billion on investments in marketing technology (martech) and services. The growth of technology spend will outpace that of services as marketers...

  • Report Regularly Rejuvenate Your Marketing Talent

    Advanced Level: Talent Practices For Marketing Innovation

    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

    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

    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 Next Chapter For Email Marketing

    Use Email To Support Customer Journeys, Not To Pitch Promotions
    October 2, 2017 | Shar VanBoskirk

    Customer-obsessed marketers should spend their resources developing email into the linchpin of the customer journey, instead of just continuing it as a promotions vehicle. This report explains how...

  • 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...

  • Report The Model For Modern Marketing

    The Vision Report In The Marketing Innovation Playbook
    July 10, 2017 | 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...

  • Webinar Digital Marketing In The US, 2016 To 2021

    The years of wanton digital media investment are over. As marketers adjust to a post-digital climate, they'll eschew volume-based advertising strategies in order to create quality experiences...

  • Blog Alphabet’s Earnings Emphasize A Skewed Value On Monopolies

    April 28, 2017 | Shar VanBoskirk

    I was speaking with my colleague Fatemeh Khatibloo about the strong Q1 2017 earnings that Alphabet just announced this week (I mean Alphabet the parent company of Google here, not the soup or...

  • Blog Is Email Marketing As Good As It Is Ever Going To Get?

    April 27, 2017 | Shar VanBoskirk

    Many of you may know that at the beginning of March my colleague Rebecca McAdams who had been leading Forrester's email marketing research for the previous 18 months moved into an Advisor...

  • Report The Digital Maturity Model 5.0

    March 14, 2017 | Shar VanBoskirk

    Are you ready to transform your digital business but unsure where to start? Are you curious about how you compare with other firms trying to tackle the same problem? Forrester's Digital Maturity...

  • Report The Digital Maturity Model 5.0

    March 14, 2017 | Shar VanBoskirk

    Are you ready to transform your digital business but unsure where to start? Are you curious about how you compare with other firms trying to tackle the same problem? Forrester's Digital Maturity...

  • Report The Digital Maturity Model 5.0 Interactive Tool

    March 14, 2017 | Shar VanBoskirk

    You've read Forrester's report explaining our most recent digital maturity model and how mature companies are today. Now you want to apply our assessment to your own business to determine your...

  • Blog How To Launch Customer Obsession

    February 9, 2017 | Shar VanBoskirk

    Since 2010, you’ve heard Forrester beating our customer obsessed drum.  It is our idea that in The Age of the Customer, your relationship with your customers are your primary competitive...

  • Webinar How To Launch Customer Obsession

    February 2, 2017 | Shar VanBoskirk

    Companies buy into the notion of customer obsession. And they even understand that this likely means a significant reinvention of their structure, culture, talent, metrics, processes, and...

  • Report Context Enriches Email Marketing

    Make Email A Critical Customer Touchpoint
    January 27, 2017 | Rebecca McAdams, Shar VanBoskirk

    Shifting email marketing efforts to support customer context need not be a complete departure from marketers' existing email best practices. In fact, just expanding your current use of business...

  • Report US Digital Marketing Forecast: 2016 To 2021

    Digital Media Investment Will Near $120 Billion In Five Years
    January 24, 2017 | Shar VanBoskirk

    By 2021, CMOs will spend nearly $119 billion on search marketing, display advertising, online video, and email marketing. Over the next five years, search will lose share to display and social...

  • Blog US Digital Marketing Spend Will Near $120 Billion By 2021

    January 24, 2017 | Shar VanBoskirk

    Hot off the press: Forrester’s US Digital Marketing Forecast 2016 To 2021.  I’m proud to say that Forrester has been sizing spend on online and digital media for nearly twenty years.  My colleague...

  • Report Positive Email Attitudes Continue

    Consumers Are Satisfied With The Email Experience
    January 3, 2017 | Rebecca McAdams, Shar VanBoskirk

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly...

  • Report Balance User Needs With Business Goals

    December 29, 2016 | Rebecca McAdams, Shar VanBoskirk

    This report articulates a strategic plan for how marketing leaders can improve their email programs and create messaging programs that balance user needs with business goals —appropriate for our...

  • Report When To Choose A Niche Email Vendor

    A Guide For Unique Email Requirements
    December 19, 2016 | Rebecca McAdams, Shar VanBoskirk

    Even email marketing service providers (ESPs) with the broadest appeal are not always the right fit for some marketers or for every possible situation. This report: 1) identifies when marketing...

  • Report Context In Email Marketing Pays Off

    Use Forrester's Cost-Benefit Calculator To Measure ROI
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we provide a cost-benefit calculator to help marketing...

  • Report The Best And Worst Of Email Marketing, 2016

    Marketers Struggle To Create A Cohesive Email Program
    November 16, 2016 | Rebecca McAdams, Shar VanBoskirk

    This report helps B2C marketing professionals benchmark their email marketing campaigns against 100 of their peers that Forrester reviewed from multiple industries. Of the 100 campaigns, 90 failed...

  • Report The Customer Obsession Assessment

    Benchmark Your Customer Obsession Maturity
    November 1, 2016 | Shar VanBoskirk

    C-suite executives know that customer obsession will fundamentally reset day-to-day operations. But where do you begin? In this report, we harness the results of a survey of 1,024 global executives...