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  • Sheryl Pattek

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  • For CMO Professionals

    Report

    Report Brand Management For A New Age: Experience And Resonance Transform Brand Leadership

    Vision: The Brand Experience Playbook
    November 9, 2016 | Dipanjan Chatterjee, Sheryl Pattek

    In the age of the customer, CMOs battle to build their brands with distracted, technology-empowered consumers who have as much to say about what the brand stands for as the company does. CMOs must...

  • For CMO Professionals

    Report

    Report Predictions 2017: The Post-Digital CMO Appears

    How CMOs Will Develop Their Brands, Practices, And Skill Sets Toward Customer Obsession Next Year
    October 31, 2016 | Shar VanBoskirk, James L. McQuivey

    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...

  • For CMO Professionals

    Report

    Report The Evolved CMO In 2016

    CMOs Broaden Their Influence And Leadership
    July 6, 2016 | Sheryl Pattek, Michelle Moorehead

    Forrester and Heidrick & Struggles fielded a global survey of 275 CMOs in Q4 2015 to better understand the role's evolution and the keys for future success. Collaborating closely with John M....

  • For CMO Professionals

    Report

    Report How To Build A Strong B2B Brand Experience

    Processes: The Brand Experience Playbook
    April 29, 2016 | Sheryl Pattek

    As business buyers gain control over their purchase process with easy access to product specs, peer reviews, and competitive intelligence, business-to-business (B2B) organizations must depend on a...

  • For CMO Professionals

    Report

    Report A Customer-Obsessed Operating Model Demands A Close Partnership With Your CIO

    Technology: The Customer Life-Cycle Marketing Playbook
    April 12, 2016 | Sheryl Pattek, Nigel Fenwick

    The new customer-obsessed operating model required to win in the age of the customer is a hallmark of successful digital transformation. But it requires changes across the executive team, most...

  • For CIO Professionals

    Report

    Report A Customer-Obsessed Operating Model Demands A Close Partnership With Your CMO

    April 12, 2016 | Nigel Fenwick, Sheryl Pattek

    The new customer-obsessed operating model required to win in the age of the customer is a hallmark of successful digital transformation. However, it requires changes across the executive team that...

  • For CMO Professionals

    Report

    Report The New Roles That Will Power Your Marketing Operating System

    Organization: The Customer Life-Cycle Marketing Playbook
    February 8, 2016 | Sheryl Pattek

    As empowered customers take control of their relationship with brands, CMOs must redefine their organization in the form of a marketing operating system (MOS) that best supports the full customer...

  • For CIO Professionals

    Report

    Report The Operating Model For Customer Obsession

    November 3, 2015 | Sharyn Leaver, Michelle Moorehead

    We know and have proven that a better customer experience correlates with higher revenue growth. But what does it take to succeed in your quest for the level of customer obsession needed to drive...

  • For CMO Professionals

    Report

    Report The Operating Model For Customer Obsession

    November 3, 2015 | Sharyn Leaver, Michelle Moorehead

    We know and have proven that a better customer experience correlates with higher revenue growth. But what does it take to succeed in your quest for the level of customer obsession needed to drive...

  • For CMO Professionals

    Report

    Report Predictions 2016: The New Benchmark For Brand Management

    How Smart CMOs Will Embrace The Rise Of Customer Experience
    November 2, 2015 | Sheryl Pattek, James L. McQuivey

    Few companies recognize that managing your brand is all about managing your customers' experiences, but in 2016, smart CMOs will change that — reshaping their teams, delivering connected...

  • For CMO Professionals

    Report

    Report Chart A New Course For A Connected Brand Experience

    August 17, 2015 | Sheryl Pattek

    As brand and customer experience become intertwined, brand building must move beyond the purview of just the marketing department to become an organizationwide effort. To respond, CMOs require a...

  • For CMO Professionals

    Report

    Report Use The Customer Life Cycle To Power Your Transformation To Customer Obsession

    Benchmarks: The Customer Life-Cycle Marketing Playbook
    July 29, 2015 | Sheryl Pattek

    Adopting a customer life-cycle-based approach across the enterprise demands changes to marketing strategy, organizational alignment, analytics, measurement, and marketing technology. Forrester and...

  • For CMO Professionals

    Report

    Report Evaluate Marketing's Customer Life-Cycle Maturity

    Assessment: The Customer Life-Cycle Marketing Playbook
    July 17, 2015 | Sheryl Pattek

    The world your customers live in is complex — a maze of media, devices, conversations, and interactions. Making a connection between your customers and your brand means finding new ways to stand...

  • For CMO Professionals

    Report

    Report Brief: Connect The Brand And Customer Experience To Drive Engagement

    Five Leading Firms Share Their Success At Forrester's 2015 Forum For Marketing Leaders
    May 14, 2015 | Sheryl Pattek

    At Forrester's Forum For Marketing Leaders in New York, marketing leaders and Forrester's presenters shared best practices for building customer-obsessed enterprises. Our industry keynote speakers...

  • For CMO Professionals

    Report

    Report Build Digital Intelligence Into Your Marketing Operating System

    Compete With A Digital Intelligence Organization
    April 23, 2015 | Sheryl Pattek, James McCormick

    This report, originally written for customer insights professionals, includes content relevant to CMOs. Here's why: As customers take control of their relationship with brands across digital,...

  • For CMO Professionals

    Report

    Report Revamp Strategic Planning From The Outside In

    Three Keys To Driving Customer-Obsessed Business Strategy
    April 13, 2015 | Sheryl Pattek, Nigel Fenwick

    Fail to help your firm adapt to increasingly powerful customers, and you risk more than near-term disruption — you risk your company's long-term viability. Today's strategic planning must...

  • For CMO Professionals

    Report

    Report Don't Let Muddled Messaging Compromise Customer Experience

    Accelerate Your Journey To Customer Obsession With Consistent Message Management
    March 31, 2015 | Sheryl Pattek, Lori Wizdo

    Savvy CMOs know that contextual, relevant engagement helps their company connect with customers through all stages of the customer life cycle. But communication can become muddled as different...

  • For CMO Professionals

    Report

    Report Engage The Enterprise To Reach Brand Experience Maturity

    March 9, 2015 | Sheryl Pattek

    In 2014, Forrester surveyed senior marketers to get a pulse on their progress toward building a resonant brand experience. The results show that marketers are still in the early stages of brand...

  • For B2B Marketing Professionals

    Report

    Report B2B Marketers Must Step Up To Message Management

    A Strategic Messaging Architecture Helps Marketing And Sales Stimulate, Sustain, And Scale Consistent Communication
    March 4, 2015 | Lori Wizdo, Sheryl Pattek

    Savvy business-to-business (B2B) marketing leaders know that contextual, relevant content helps their company connect with customers through all the stages of the customer life cycle. But...

  • For CMO Professionals

    Report

    Report Unify Data Expertise To Fuel Your Marketing Operating System

    Define Data Responsibilities To Boost Enterprise Intelligence
    February 6, 2015 | Sheryl Pattek, Jody Sarno

    This report, originally written for customer insights professionals, includes content relevant to CMOs. And here's why: Dramatic changes in how empowered customers now use digital and nondigital...

  • For CMO Professionals

    Report

    Report Reboot Your Organization For Modern Marketing

    Use A Marketing Operating System Approach To Reconstruct Your Marketing Organization
    December 5, 2014 | Sheryl Pattek

    Hierarchical and channel-obsessed marketing organizational structures do not effectively support the customer-obsessed approach that Forrester believes will help firms win, serve, and retain...

  • For CMO Professionals

    Report

    Report Brief: CMOs And CIOs At Four Leading Firms Spur Customer Obsession

    HSN, Akamai Technologies, E-Trade, And The Weather Company Share Best Practices At Forrester's Forum For CMOs And CIOs
    December 3, 2014 | Sheryl Pattek

    For two days at Forrester's invitation-only Forum For CMOs And CIOs in Napa Valley, California, over 100 CMOs and CIOs gathered to engage in conversations and working sessions about the roles each...

  • For CMO Professionals

    Report

    Report CMOs And CIOs Must Turn Collaboration Into Action

    Forrester/Forbes Insights CIO/CMO Survey Results Show Marginal Progress
    November 20, 2014 | Sheryl Pattek, Sharyn Leaver

    Chief marketing officers (CMOs) and their chief information officers (CIOs) must put a unified business technology (BT) agenda into practice that best wins, serves, and retains today's empowered...

  • For CIO Professionals

    Report

    Report CIOs And CMOs Must Turn Collaboration Into Action

    Forrester/Forbes Insights CIO/CMO Survey Results Show Marginal Progress
    November 20, 2014 | Sharyn Leaver, Sheryl Pattek

    Chief information officers (CIOs) and their chief marketing officers (CMOs) must put a unified business technology (BT) agenda into practice that best wins, serves, and retains today's empowered...

  • For CMO Professionals

    Report

    Report Predictions 2015: CMOs Boldly Reach For More Influence In The Enterprise

    More Internal Influence Will Require Marketing Optimization
    November 10, 2014 | Sheryl Pattek, James L. McQuivey

    It's the middle of the decade, and chief marketing officers (CMOs) find themselves in the middle of a dilemma. The CMO role has yet to emerge fully from its historical communications, promotion,...