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  • Report Embrace Innovative Marketing

    Executive Overview Of The Marketing Innovation Playbook
    November 26, 2019 | 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 Fix Your Culture Gaps To Speed Up Digital Transformation

    Beginner Level: Culture Practices For Digital Business
    November 25, 2019 | Alyson Clarke

    Culture is one of the biggest barriers to digital transformation. Many firms put it in the "too hard" basket, focusing on all the other aspects of digital transformation until they can't ignore it...

  • Report Gauge Your Marketing Innovation Maturity

    The Assessment Report In The Marketing Innovation Playbook
    November 22, 2019 | Caroline Robertson, Brigitte Majewski

    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...

  • Report Make Meaning For Consumers And Employees To Drive More Success

    Unlock Customer Value By Understanding What Your Brand Means
    November 20, 2019 | Anjali Lai

    Declaring your values feels like a minefield today: Messages can inflame audiences without warning. CMOs must look beyond values-based consumers' surface-level needs to establish how their brand...

  • Report Modern Employee Experience Practices Are Table Stakes For The Customer-Obsessed Firm

    Executive Overview: The Employee Experience Playbook
    November 15, 2019 | Keith Johnston, Nick Monroe

    The time has come for businesses to retire ineffective employee experience (EX) practices and develop EX programs that attract, retain, and cultivate the modern worker. This playbook helps...

  • Report Supercharge Your Marketing With Creatively Focused Digital Agencies

    Ten Digital Agencies We're Watching
    November 14, 2019 | Jay Pattisall

    A new generation of digital agency is emerging as the agency landscape, disrupted by technology and empowered consumers, begins to coalesce. Today's digital agencies hyperfocus on the confluence of...

  • 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 The State Of US Consumers And Technology, 2019

    Increasingly Intimate Technologies Spark The Next Mind Shift
    November 8, 2019 | Anjali Lai

    Today's abundance of technology means that consumers idealize digital detoxes and device retreats, but our data proves that their willingness and capacity to adopt and use more technology is still...

  • Report The EX Transformation Workhorse: Employee Journey Mapping

    Roadmap: The Employee Experience Playbook
    November 1, 2019 | Joana de Quintanilha, Samuel Stern

    Your understanding of the employee experience (EX) at your firm will remain hazy as long as you rely on annual snapshots of employee engagement. Why? Because insights from these surveys are stale...

  • Report Predictions 2020: Employee Experience

    Companies Will Be Bolder, More Controversial In Their EX Transformation Efforts
    October 31, 2019 | Samuel Stern, J. P. Gownder, David Johnson

    An emphasis on corporate values and heightened employee expectations for living those values will pressure firms to get serious about their employee experience (EX) commitments in 2020. The risk of...

  • Report Predictions 2020: Agencies

    The Cumulation Of Many Pressures Forces Agencies To Upgrade

    CMOs' demand for higher-performing campaigns and experiences will compel agencies to finally embrace their own transformation. In 2020, agencies will either reassemble their process, workforce, and...

  • 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 Predictions 2020: The Customer In 2020

    Consumer Pressure To Put Idealistic Values Into Action Forces Brands To Evolve Their Purpose
    October 28, 2019 | James McQuivey, PhD, Anjali Lai

    CMOs have been racing to invent content and experiences that are novel, delightful, hyper-personalized, memorable (if not viral), and delivered at the perfect moment to consumers' ever-shrinking...

  • Report Four Steps To Establish An Innovative Marketing Function

    The Strategy Report In The Marketing Innovation Playbook
    October 28, 2019 | 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 Accelerate Your Culture Practices For Digital Transformation

    Intermediate Level: Culture Practices For Digital Business

    Strong digital culture underpins successful digital transformations. Once the foundations are in place, digital leaders must accelerate change and entrench digital skills, processes, and technology...

  • Report Improve Your Future Fitness Fast

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

    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 McQuivey, PhD

    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

    Business Case: The Employee Experience Playbook
    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...

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