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  • Sarah Sikowitz

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  • For B2C Marketing Professionals

    Report

    Report Blow Up Your Lead Agency RFP

    Marketers Must Adapt Agency Selection For Post-Digital Realities
    December 22, 2016 | Sarah Sikowitz

    No relationship has a bigger impact on brand success than that between the brand and its lead agency. Despite that criticality, brands have failed to adjust their lead agency search criteria to...

  • For B2C Marketing Professionals

    Report

    Report Prioritize Problem Solving In Media Agency RFPs

    December 20, 2016 | Sarah Sikowitz

    Marketers need strategic support from media agencies to navigate the complex media buying ecosystem. Media agency requests for proposals (RFPs), however, still read like capability laundry lists...

  • For B2C Marketing Professionals

    Report

    Report Add A Digital-Centric Lead Agency To Your RFP

    Use Three Business Criteria To Guide Your Shortlist
    November 29, 2016 | Sarah Sikowitz

    "The Forrester Wave™: Lead Agencies, Q4 2016" evaluated eight of the top agencies leading brand experience, creative strategy, and campaign development across both traditional and digital marketing...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Lead Agencies, Q4 2016

    Eight Agencies Leading Brand Experience And Creative Strategy
    November 7, 2016 | Sarah Sikowitz

    We identified eight lead agencies — 360i, Barkley, Havas Worldwide, Hill Holliday, mcgarrybowen, Publicis NA, R/GA, and VML — and researched, analyzed, and scored them. This report shows how well...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2017: Media Disrupts Itself With New Business Models And Unexpected Partnerships

    Innovation Is No Longer The Sole Domain Of Digital Upstarts
    November 3, 2016 | Melissa Parrish, Sarah Sikowitz

    The media industry has had a rough couple of years: Digital disruption forced content providers to change the way they develop and deliver their products; programmatic changed the way advertisers...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: Media Buying Agencies

    Media Agencies Must Provide Value Beyond Buying
    October 6, 2016 | Sarah Sikowitz

    Changes in consumer behavior and technology are driving seismic shifts in media buying. As a result, media agencies try to carve out ways to differentiate — broadening capabilities and moving into...

  • For B2C Marketing Professionals

    Report

    Report Brief: Ignore Your Agency's Culture At Your Own Risk

    Why Agency Culture Matters To B2C Marketers And How To Assess It
    August 12, 2016 | Sarah Sikowitz

    Selecting and then managing an agency is time-consuming and expensive — not to mention the opportunity cost of working with the wrong agency. B2C marketers must make the most of this investment by...

  • For CMO Professionals

    Report

    Report Revamp Your Agency Roster To Lead A Connected Brand Experience

    Performance Management: The Brand Experience Playbook
    April 27, 2016 | Sarah Sikowitz

    As marketers move from managing their brand to leading a connected brand experience, they will need agency partners that can help develop and execute their vision. To effectively manage agency...

  • For CMO Professionals

    Report

    Report The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

    Vision: The Customer Life-Cycle Marketing Playbook
    January 27, 2016 | Sarah Sikowitz

    Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort and forces marketing to plan messages and actions that it bases...

  • For CMO Professionals

    Report

    Report Adopt The Customer Life Cycle To Win In The Age Of The Customer

    Executive Overview: The Customer Life-Cycle Marketing Playbook
    November 23, 2015 | Sarah Sikowitz

    The old way of marketing — driving awareness through push advertising — has sputtered and slowed in the wake of media fragmentation and digital disruption. CMOs now need to align...

  • For CMO Professionals

    Report

    Report Vendor Landscape: Lead Agencies, 2015

    Agencies Evolve To Meet The Needs Of The Modern CMO
    November 9, 2015 | Sarah Sikowitz

    CMOs are struggling to find a lead agency partner to deliver a connected experience to consumers across communication channels. Global creative, boutique creative, and digital agencies are all...

  • For Application Development & Delivery Professionals

    Report

    Report The Forrester Wave™: Digital Experience Service Providers, Q4 2015

    Digital Customer Experience Implementation Capabilities Are Key Differentiators For AD&D Pros
    November 4, 2015 | Anjali Yakkundi, Sarah Sikowitz

    In Forrester's 31 criteria evaluation of digital experience services providers, we identified the 11 most significant services providers in the category — Accenture Interactive, Deloitte...

  • For CMO Professionals

    Report

    Report The Forrester Wave™: Digital Experience Service Providers, Q4 2015

    Digital Customer Experience Strategy And Design Capabilities Are Key Differentiators For CMOs
    November 4, 2015 | Sarah Sikowitz, Anjali Yakkundi

    In Forrester's 31 criteria evaluation of digital experience service providers, we identified the 11 most significant services providers in the category — Accenture Interactive, Deloitte Digital,...

  • 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 Make The Switch To The Customer Life Cycle

    Strategic Plan: The Customer Life-Cycle Marketing Playbook
    October 8, 2015 | Sarah Sikowitz

    Marketers agree that the customer life cycle provides a better explanation of modern marketing than does the traditional marketing funnel, but they still struggle to adopt it. To manage the...

  • For Customer Experience Professionals

    Report

    Report What CX Pros Need To Know About The Customer Life Cycle

    Enrich Customer Life-Cycle Understanding With Customer Journey Maps
    September 21, 2015 | Tony Costa, Sarah Sikowitz

    Customer experience (CX) is rapidly increasing in importance across all phases of the customer life cycle — including early phases over which marketing traditionally had exclusive purview. As brand...

  • For CMO Professionals

    Report

    Report How To Build An In-House Agency

    Build A Powerhouse In-House Agency From The Ground Up
    September 3, 2015 | Sarah Sikowitz

    Not all organizations need a large retained agency team, and many have brought agency capabilities in-house. But building an in-house agency is hard work — from establishing the overall...

  • For CMO Professionals

    Report

    Report Enrich Customer Life-Cycle Understanding With Customer Journey Maps

    Processes: The Customer Life-Cycle Marketing Playbook
    July 31, 2015 | Sarah Sikowitz

    Customer experience is rapidly increasing in importance across all phases of the customer life cycle — including early phases that have traditionally been the exclusive purview of marketing. As...

  • For CMO Professionals

    Report

    Report Make Customer Obsession Pay Off With The Customer Life Cycle

    Business Case: The Customer Life-Cycle Marketing Playbook
    July 29, 2015 | Sarah Sikowitz

    Forrester's customer life cycle provides a framework for CMOs to reorient marketing from a linear funnel-based approach to a customer-centered approach. Making the switch to customer life-cycle...

  • For CMO Professionals

    Report

    Report Brief: Will Your Organization Benefit From An In-House Agency?

    Assess Your Organization's Need To Insource Agency Services
    June 17, 2015 | Sarah Sikowitz

    An increasing number of organizations are bringing agency services in-house. Why? As marketers strive to meet the demands of the always-on customer, many aim to exert more control and have greater...

  • For CMO Professionals

    Report

    Report Brief: How To RFP For Innovation

    Follow The Four-S Approach To Drive Agencies' And Marketers' Success
    May 6, 2015 | Sarah Sikowitz

    CMOs must innovate or risk missing out on the next category-killing product or falling hopelessly behind their competitors. CMOs who lack the people or processes to drive innovation internally...

  • For CMO Professionals

    Report

    Report Brief: It's The End Of The AOR As We Know It (And We Feel Fine)

    April 7, 2015 | Sarah Sikowitz

    Legacy agency-of-record (AOR) relationships aren't meeting the new needs of the CMO. The modern CMO needs a lead agency with the ability to create a cohesive experience across all touchpoints...

  • For CMO Professionals

    Report

    Report It's Time To Abandon Performance-Based Agency Compensation

    Build A Strong Relationship To Maximize Agency Value
    March 5, 2015 | Sarah Sikowitz

    CMOs are struggling to connect agency work to business outcomes and using contracts with performance-based incentives as a Band-Aid. Despite years of trying different metrics and bonus formulas,...

  • For CMO Professionals

    Report

    Report Evolve Your Marketing Strategy To Outpace Consumers' Behavior

    Landscape: The Customer Life-Cycle Marketing Playbook
    March 2, 2015 | Sarah Sikowitz, Cory Munchbach

    The traditional marketing funnel has been done in by consumers' behaviors that are anything but linear. Instead, in each phase of Forrester's customer life cycle — discover, explore, buy, use, ask,...

  • For CMO Professionals

    Report

    Report Customer Life-Cycle Marketing Demands New Metrics

    Performance Management: The Customer Life-Cycle Marketing Playbook
    February 10, 2015 | Sarah Sikowitz

    To win, serve, and retain customers, Forrester believes that modern marketers must make the transition from the traditional marketing funnel to the customer life cycle. Marketers must understand at...