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  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Enterprise Marketing Software Suites, Q1 2018

    Tools And Technology: The Enterprise Marketing Technology Playbook
    February 13, 2018 | Joe Stanhope

    In our 40-criteria evaluation of enterprise marketing software suite (EMSS) providers, we identified the seven most significant ones — Adobe, IBM, Marketo, Oracle, Salesforce, SAP Hybris, and SAS —...

  • For Infrastructure & Operations Professionals

    Report

    Report Shift To Enterprise Service Management To Improve The Employee Experience

    Processes: The Employee Experience Playbook
    February 12, 2018 | David K. Johnson, Charles Betz

    While new technologies emerge every day, employees can't do their best work because they can't find the services they need, and when they do, bureaucracy causes unacceptable delays. Infrastructure...

  • For B2C Marketing Professionals

    Report

    Report Marketers Must Focus On The KPIs That Count

    Performance Management: The Digital Media Buying Playbook
    February 9, 2018 | Susan Bidel

    For more than 20 years, B2C marketers have used key performance indicators (KPIs) derived from the practices and needs of direct marketers. But consumer content consumption practices have changed,...

  • For CMO Professionals

    Report

    Report Create A Customer-Obsessed Brand Experience

    Executive Overview: The Brand Experience Playbook
    February 7, 2018 | Dipanjan Chatterjee

    In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

  • For B2B Marketing Professionals

    Report

    Report Forget The Funnel: The B2B Marketing Process Drives Revenue Performance

    Processes: The Lead-To-Revenue Playbook
    February 5, 2018 | Lori Wizdo

    High-performing marketing teams have more structured processes. As B2B marketers strive to introduce more process rigor into their execution, they stumble because the go-to concept of B2B marketing...

  • For Analyst Relations Professionals

    Report

    Report Organize And Educate AR's Spokespeople

    February 1, 2018 | Kevin Lucas

    Analyst relations (AR) influence programs rely on a double act between the AR professionals and the spokespeople who front a variety of engagements with the analysts. This report lists the skills...

  • For Analyst Relations Professionals

    Report

    Report Educate AR's Personnel

    February 1, 2018 | Kevin Lucas

    Analyst relations (AR) managers raise the chances of delivering on their business commitments, and impressing their executive colleagues, when they staff their departments with expert...

  • For CIO Professionals

    Report

    Report Great Companies Center Their Tech Strategy On Customers

    Don't Ignore The Basics, But Keep Boldly Adapting Your Strategy To Meet One Goal — Serving Customers
    January 30, 2018 | Dave Bartoletti, Bobby Cameron

    Technology leaders need to rethink strategic planning in the age of the customer. Technology strategies are too often just collections of loosely related project plans and too focused on tech...

  • For Enterprise Architecture Professionals

    Report

    Report The Agile Organization: Take A Portfolio-Driven Approach To Thrive

    Business Case: The Strategic Portfolio Management Playbook
    January 24, 2018 | Margo Visitacion

    Organizations often experience collisions when managing unique workflows that support systems of record and systems of engagement. To minimize this, organizations must embrace their diversity, but...

  • For Infrastructure & Operations Professionals

    Report

    Report An I&O Pro's Guide To Platform-As-A-Service

    There's No Single PaaS To Rule Them All

    Your developer teams seek accelerated productivity, but developing at speed isn't an overnight change. As infrastructure and operations (I&O) professionals enter platform-as-a-service (PaaS)...

  • For CMO Professionals

    Report

    Report Branding Never Sleeps: Relentlessly Measure, Manage, And Improve Your Brand

    Continuous Improvement: The Brand Experience Playbook
    January 24, 2018 | Dipanjan Chatterjee

    Continually improving your firm's brand experience relies on ongoing measurement and management. In the age of the customer, the sheer volume and vast array of available consumer data heightens the...

  • For Application Development & Delivery Professionals

    Report

    Report Five Key CRM Trends For 2018 That Shape How Companies Drive Relationship And Revenue

    Vision: The CRM Playbook
    January 16, 2018 | Kate Leggett

    In the age of the customer, good customer experiences are the only sources of competitive differentiation. CRM has the potential to transform customer relationships, but companies have only started...

  • For CMO Professionals

    Report

    Report From Great To Amazing: Building Brands With Enduring Resonance

    Strategic Plan: The Brand Experience Playbook
    January 12, 2018 | Dipanjan Chatterjee

    Great brands are built on great customer experiences. Amazing brands are built on resonance. A brand that resonates does more than deliver on its product, service, and experience promise: It...

  • For Infrastructure & Operations Professionals

    Report

    Report Refine Your Cloud Maturity Through Continual Assessment

    Continuous Improvement: The Cloud Computing Playbook
    January 12, 2018 | Lauren E. Nelson, Bill Martorelli

    As infrastructure and operations (I&O) leaders consider the next stage in their cloud evolution, Forrester recommends three key measurement and comparison practices: 1) Benchmark cloud adoption...

  • For Infrastructure & Operations Professionals

    Report

    Report Apply Maslow's Hierarchy And Deming's PDCA Cycle For Continuous Infrastructure Improvement

    Continuous Improvement: The Infrastructure Transformation Playbook
    January 12, 2018 | Naveen Chhabra

    Infrastructure and operations (I&O) teams have a broader charter in the age of the customer. I&O pros must optimize their infrastructure people, processes, and technology in pursuit of customer...

  • For CIO Professionals

    Report

    Report Case Study: REA Group Restructures To Deliver Customer Value And Drive Business Growth

    Learn From REA's Transformation To A Model Innovative Digital Business
    January 11, 2018 | Tim Sheedy

    To deliver better digital services faster, CIOs must seek ways to operate their business more like a software company. REA Group, a digital media business focused on the real estate market,...

  • For B2C Marketing Professionals

    Report

    Report How To Re-Energize Your Branded Content

    Continuous Improvement: The Content Marketing Playbook
    January 11, 2018 | Ryan Skinner

    The bar for content quality — whether it's from a brand or a publisher — is continually rising. Marketers' best and only real route to nailing customers' expectations is to embrace an iterative...

  • For B2B Marketing Professionals

    Report

    Report Evaluate Your Capacity For Customer-Obsessed Marketing

    Assessment: The B2B Marketing Playbook
    January 4, 2018 | Laura Ramos, Caroline Robertson

    B2B marketers know that the journey to become customer obsessed will fundamentally reset current routines and day-to-day operations. This report includes a self-evaluation tool that helps you...

  • For Analyst Relations Professionals

    Report

    Report Organize AR's Personnel Around Desired Business Value

    Organization: The Industry Analyst Relations Playbook
    January 3, 2018 | Kevin Lucas

    Once industry analyst relations (AR) departments break out of single-person mode, AR managers must assign responsibilities across the team optimally and manage team member performance against them....

  • For B2C Marketing Professionals

    Report

    Report Measurement Powers Content Marketing Success

    Performance Management: The Content Marketing Playbook
    January 2, 2018 | Ryan Skinner, Erna Alfred Liousas

    How is content influencing audiences? Is your brand forging the basis of better long-term and more-efficient relationships with existing and future customers? And how is all of this activity...

  • For CMO Professionals

    Report

    Report Five CMO Priorities For Driving Customer Obsession

    Learn From 16 Change Agents Leading The Charge
    January 2, 2018 | Michael Barnes

    Customer obsession requires a companywide commitment and clear leadership. As a CMO, it's time to either step up as a leader of growth or cede influence to another C-suite member, such as a chief...

  • For B2B Marketing Professionals

    Report

    Report Turn B2B Marketing Into A Customer-Obsessed Organization

    Executive Overview: The B2B Marketing Playbook
    December 27, 2017 | Lori Wizdo

    The next wave of competitive advantage for B2B companies will come from taking swift action based on deepening customer knowledge and delivering what their customers want before their competitors...

  • For B2C Marketing Professionals

    Report

    Report Elevate Your Approach To Cross-Channel Campaign Measurement

    Performance Management: The Enterprise Marketing Technology Playbook
    December 22, 2017 | Joe Stanhope, Rusty Warner

    The evolution from channel-specific to cross-channel campaigns affords firms the opportunity to improve relevance and marry marketing engagement to customer journeys. The processes of measuring and...

  • For B2B Marketing Professionals

    Report

    Report Measure These Six Things To Improve Revenue Performance

    Continuous Improvement: The Lead-To-Revenue Playbook
    December 20, 2017 | Lori Wizdo

    The seminal idea behind lead-to-revenue management (L2RM) was the need to calibrate marketing activities and budgets to revenue generation. But creating a system to continuously improve the...

  • For B2B Marketing Professionals

    Report

    Report Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

    Strategic Plan: The B2B Marketing Playbook
    December 19, 2017 | Lori Wizdo

    B2B marketers know they need to operate across their sales and marketing silos, going beyond portfolio-centric campaigns to connect with buyers via content that engages across the entire life...

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