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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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  • 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 AI Is A New Kind Of Creative Partner

    Data Promises To Enhance Creative Capability And Capacity
    December 20, 2019 | Thomas Husson

    Brands and agencies have always placed creativity at the heart of advertising. But as digital channels proliferate, the cost, complexity, and demand for media's measurability have driven the...

  • Report Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation
    December 17, 2019 | Srividya Sridharan, 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 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 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 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...