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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 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 The Cost Of Losing Creativity

    The ROI Model For Agency Creativity
    June 17, 2019 | Jay Pattisall

    The CMO's go-to playbook for growth has run its course. Customer experiences are stagnant; digital sameness has taken hold; tech spend is skyrocketing; and cost reductions have cut to the quick....

  • 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 The 2020 Leader

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

    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 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 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 The CMO's Guide To CES 2019: Five Big Brand Ideas

    January 23, 2019 | Dipanjan Chatterjee

    CES, the world's largest tech show, is about much more than technology. For CMOs, CES is rich with innovation ideas, new brand experiences, and conversations about the future of marketing. If you...

  • Report How USAA Sets The Benchmark For Differentiation In Mobile Banking

    May 30, 2018 | James L. McQuivey

    The US mobile banking category suffers from a lack of differentiation among the big players. Many mobile experiences meet basic functionality and usability criteria, but few stand out. USAA is the...

  • 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 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,...

  • Report Accelerate Disruption With The Business Innovation Canvas

    Unlock Your Company's Hidden Potential For Disruptive Innovation And New Revenue Growth
    March 2, 2018 | Nigel Fenwick

    To disrupt your business, you need to think like a startup. But that's easier said than done. This report introduces you to Forrester's Business Innovation Canvas. Forrester designed this framework...

  • Report Accelerate Your Culture Practices For Digital Transformation

    Intermediate Level: Culture Practices For Digital Business

    Successful digital transformations are underpinned by a strong digital culture. Once the foundations are in place, digital leaders must accelerate change and entrench digital skills, processes, and...

  • 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 Digital Rewrites The Rules Of Business

    The Vision Report In The Digital Business Playbook
    February 26, 2018 | Nigel Fenwick, Ted Schadler

    Digital technology dramatically improves the economics and capabilities of every business. Using hardware, software, algorithms, and the internet, it's 10 times cheaper and faster to engage...

  • Report The Future Of Marketing Insights

    Advanced Level: Insights Practices For Marketing Innovation
    February 22, 2018 | Tina Moffett

    Customer-obsessed companies that make insights-driven decisions are growing more than 30% annually on average. CMOs are embracing data, knowledge, and organizational trends to elevate their...

  • Report Marketing Insights Are The Engine For Customer Obsession

    Intermediate Level: Insights Practices For Marketing Innovation
    February 22, 2018 | 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 Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation
    February 22, 2018 | Allison Snow

    There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

  • Report Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook
    February 22, 2018 | Melissa Parrish, Caroline Robertson

    To convert your marketing function into one that leads through innovation, you need to know where to start the transformation. This report guides CMOs through Forrester's marketing innovation...