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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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  • Playbook The Brand Experience Playbook For 2020

    Create A Customer-Obsessed Brand Experience

    In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

  • Report The State Of Marketing Innovation Maturity, 2020

    Benchmarks: The Marketing Innovation Playbook
    February 4, 2020 | Mary Pilecki

    Using data from the Forrester Analytics Global Business Technographics® Marketing Survey, 2019, this report provides CMOs with a benchmark of the marketing innovation maturity of firms around the...

  • 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 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 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 2020 Leader

    You Can't Give What You Don't Have
    April 24, 2019 | James McQuivey, PhD

    Achieving customer obsession makes your company better in every way, but customer obsession doesn't happen on its own. It requires leadership that puts the customer at the center of your...

  • Report New Roles, Skills, And Structures Are Needed For L2RM Success

    January 29, 2019 | Lori Wizdo

    B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand generation program. L2RM standardizes, automates, and scales...

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