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  • Shar VanBoskirk

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  • Report Regularly Rejuvenate Your Marketing Talent

    Advanced Level: Talent Practices For Marketing Innovation

    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 The Marketing Talent Casting Call

    Intermediate Level: Talent Practices For Marketing Innovation

    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 Launch Your Marketing Talent Transformation

    Beginner Level: Talent Practices For Marketing Innovation

    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 The Next Chapter For Email Marketing

    Use Email To Support Customer Journeys, Not To Pitch Promotions
    October 2, 2017 | Shar VanBoskirk

    Customer-obsessed marketers should spend their resources developing email into the linchpin of the customer journey, instead of just continuing it as a promotions vehicle. This report explains how...

  • Report Marketing Teams Today: Not Deft

    Mindsets, Structures, And Skills Aren't Yet Customer Obsessed
    August 9, 2017 | Shar VanBoskirk, Drew Green

    Today's marketing organizations aren't yet designed to flex to the changing attitudes and behaviors of empowered customers. Marketing mindsets, structures, and skills still align with legacy...

  • Report The Model For Modern Marketing

    July 10, 2017 | Shar VanBoskirk

    Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal...

  • Report The Digital Maturity Model 5.0

    March 14, 2017 | Shar VanBoskirk

    Are you ready to transform your digital business but unsure where to start? Are you curious about how you compare with other firms trying to tackle the same problem? Forrester's Digital Maturity...

  • Report The Digital Maturity Model 5.0

    March 14, 2017 | Shar VanBoskirk

    Are you ready to transform your digital business but unsure where to start? Are you curious about how you compare with other firms trying to tackle the same problem? Forrester's Digital Maturity...

  • Report The Digital Maturity Model 5.0 Interactive Tool

    March 14, 2017 | Shar VanBoskirk

    You've read Forrester's report explaining our most recent digital maturity model and how mature companies are today. Now you want to apply our assessment to your own business to determine your...

  • Report Context Enriches Email Marketing

    Make Email A Critical Customer Touchpoint
    January 27, 2017 | Rebecca McAdams, Shar VanBoskirk

    Shifting email marketing efforts to support customer context need not be a complete departure from marketers' existing email best practices. In fact, just expanding your current use of business...

  • Report US Digital Marketing Forecast: 2016 To 2021

    Digital Media Investment Will Near $120 Billion In Five Years
    January 24, 2017 | Shar VanBoskirk

    By 2021, CMOs will spend nearly $119 billion on search marketing, display advertising, online video, and email marketing. Over the next five years, search will lose share to display and social...

  • Report Positive Email Attitudes Continue

    Consumers Are Satisfied With The Email Experience
    January 3, 2017 | Rebecca McAdams, Shar VanBoskirk

    Forrester has evaluated consumer email attitudes over the past four years, using our Consumer Technographics® data from 2012 through 2016. Overall, attitudes toward email have become increasingly...

  • Report Balance User Needs With Business Goals

    December 29, 2016 | Rebecca McAdams, Shar VanBoskirk

    This report articulates a strategic plan for how marketing leaders can improve their email programs and create messaging programs that balance user needs with business goals —appropriate for our...

  • Report When To Choose A Niche Email Vendor

    A Guide For Unique Email Requirements
    December 19, 2016 | Rebecca McAdams, Shar VanBoskirk

    Even email marketing service providers (ESPs) with the broadest appeal are not always the right fit for some marketers or for every possible situation. This report: 1) identifies when marketing...

  • Report Context In Email Marketing Pays Off

    Use Forrester's Cost-Benefit Calculator To Measure ROI
    December 1, 2016 | Rebecca McAdams, Shar VanBoskirk

    Forrester asserts that marketers should add contextual insights to their email programs. That obviously comes at a cost. In this report, we provide a cost-benefit calculator to help marketing...

  • Report The Best And Worst Of Email Marketing, 2016

    Marketers Struggle To Create A Cohesive Email Program
    November 16, 2016 | Rebecca McAdams, Shar VanBoskirk

    This report helps B2C marketing professionals benchmark their email marketing campaigns against 100 of their peers that Forrester reviewed from multiple industries. Of the 100 campaigns, 90 failed...

  • Report The Customer Obsession Assessment

    Benchmark Your Customer Obsession Maturity
    November 1, 2016 | Shar VanBoskirk

    C-suite executives know that customer obsession will fundamentally reset day-to-day operations. But where do you begin? In this report, we harness the results of a survey of 1,024 global executives...

  • Report The Customer Obsession Assessment

    Benchmark Your Customer Obsession Maturity
    November 1, 2016 | Shar VanBoskirk

    C-suite executives know that customer obsession will fundamentally reset day-to-day operations. But where do you begin? In this report, we harness the results of a survey of 1,024 global executives...

  • Report Predictions 2017: The Post-Digital CMO Appears

    How CMOs Will Develop Their Brands, Practices, And Skill Sets Toward Customer Obsession Next Year

    The arrival of 2017 will bring with it a post-digital climate in which customers feel disenfranchised and more interested in product usage than in ownership. In response to these trends, we expect...

  • Report CI Services Users Need More

    Complacency Holds CI Services Providers And Their Clients Back
    October 12, 2016 | Shar VanBoskirk

    Businesses need help to shift from being data-rich to insights-driven. To make this shift, customer insights (CI) professionals must evaluate how well their vendor partners are meeting their needs....

  • Report The Email Marketing Review

    Measure Your Email Success
    September 23, 2016 | Shar VanBoskirk, Rebecca McAdams

    This report for marketers explains how to assess email marketing capabilities as well as the quality of the user experience for recipients of marketing emails. Like Forrester's other heuristic...

  • Report Brief: Bad Email Deliverability Hurts Customer Relationships

    Best Practices Can Save You From The Spam Folder
    August 10, 2016 | Rebecca McAdams, Shar VanBoskirk

    Ensuring that email messages make it to the inbox still matters to email marketers. Spam volumes continue to increase, while internet service providers (ISPs) continuously adjust their spam filters...

  • Report Quick Take: Verizon Takes On Google And Facebook With Yahoo Acquisition

    July 26, 2016 | Shar VanBoskirk

    On July 25, 2016, Verizon announced that it would add Yahoo to its innovation and new businesses division, which picked up AOL in May 2015. This move marks the end of the slow decline of internet...

  • Report Thriving In A Post-Digital World

    Adopt New Marketing Rules To Connect With Entitled Customers

    We've entered a new world order where entitled customers integrate digital fluidly into physical experiences and marketing practices haven't kept up. The fix is a new marketing worldview — not more...