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  • Report Improve Your Future Fitness Fast

    Boost Your Curiosity, Agility, And Risk For Rapid Fitness Gains
    October 16, 2019 | James L. McQuivey

    Forrester Future Fit is a simple tool for determining whether you get a high, medium, or low score for your fitness for adapting to the future. Behind the overall score lie nine attributes that...

  • 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 New Corporate Values Require A New Kind Of Commitment

    Use Forrester's Assessment To Evaluate The Depth And Authenticity Of Commitment

    In response to the rise of values-based consumers, more companies are moving beyond milquetoast corporate values to embrace moral, social, or even political values. With customers paying closer...

  • Report Be Future Ready: Invest In Noncollege-Educated Workers

    Make Everyone Fit For The Future Of Work
    September 30, 2019 | James L. McQuivey

    Technology is changing the way we work; for some, it threatens their ability to work at all. There are 104.8 million workers in sectors that will lose more jobs than they will gain in the future...

  • 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 The Agency Data Platforms That Will Power Creativity At Scale

    The Next Agency Creative Leap Composes Data-Powered Human + Machine Creative Teams
    September 23, 2019 | Jay Pattisall

    Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting...

  • Report Marketers Versus Customers: Opposing Forces Erupt

    Reevaluate Your Fundamental Marketing Assumptions To Regain Customers' Faith
    September 18, 2019 | Melissa Parrish

    Marketers set out to be customer obsessed with the best intentions. They build customer profiles and personalize interactions — but inadvertently create creepy and even harmful experiences. CMOs...

  • 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 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 ROI Of EX

    Apply Forrester's Total Economic Impact™ (TEI) Model To Determine The Costs And Benefits Of Employee Experience Improvement
    September 3, 2019 | Samuel Stern, Andrew Hewitt, Adam Schlegel

    EX is becoming ever more important due to an increasingly educated workforce, incredibly low unemployment rates, pervasive AI/automation, and workplaces beset by multiple transformation...

  • Report Live Your Values To Grow Your Business

    Values-Based Consumers And Employees Seed A New Disruption
    August 29, 2019 | Anjali Lai, Rick Parrish, Samuel Stern

    The debate about company values is center stage. Certain moments in history trigger an eruption of passionate voices that rail against companies that appear to violate consumer values: Today, we're...

  • Report Research Round-Up: Data For Marketing

    August 26, 2019 | Mary Pilecki, Stephanie Liu

    Marketing has been a story of eras: from the mass marketing era to direct marketing to digital marketing and, now, data-driven marketing. But applying data to improve marketing is easier said than...

  • Report CMO-CIO Collaboration: Resolving The Paradox

    The Relationship Destined To Maximize Your Business
    August 20, 2019 | Thomas Husson

    Growing customer expectations and the accelerating pace of innovation force CMOs to work closely with their CIO counterparts. While relying on external cloud vendors and investing in shadow 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 Give Your Brand A Voice — Literally

    Vision: The Brand Experience Playbook
    August 12, 2019 | Dipanjan Chatterjee

    Voice is marketing's most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. CMOs: Read this report to learn why voice...

  • Report Marketing's Business Imperative: Prioritize Innovation

    Introducing Forrester's Marketing Innovation Scorecard
    July 30, 2019 | Thomas Husson

    Tech-led innovation is the future of business and the brand experience. Yet despite a plethora of new technologies at marketers' fingertips and an ever-growing array of platforms, marketing...

  • 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 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 Build Brand To Create Value

    Business Case: The Brand Experience Playbook
    July 22, 2019 | Dipanjan Chatterjee

    Marketing leaders must invest in brand to become customer obsessed. Use our presentation template to pitch the business case for brand and help your firm win, serve, and retain customers. It...

  • Report Navigate Four Waypoints To Build Brand Resonance

    Road Map: The Brand Experience Playbook
    July 5, 2019 | Dipanjan Chatterjee

    A powerful brand strives for more than relevance to prospects; it makes itself an invaluable and inextricable part of customers' lives as well. This report outlines a road map for CMOs with four...

  • Report Financial Services Outspends Everyone On Digital Marketing

    Budgets Grow As US Firms Align Budgets To Customer Needs

    In 2019, US financial services owns the largest digital marketing budgets and is projected to hold that title through 2023. CMOs should read this brief to learn how US banks, brokerages, insurance...

  • 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 The Rise Of Intelligent Branding

    Landscape: The Brand Experience Playbook
    July 1, 2019 | Dipanjan Chatterjee

    Intelligent branding — a customer-centric, emotions-driven approach anchored in the neuroscience of how people form brand impressions — has upended the traditional paradigm of brand management....

  • 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...

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