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• Report Chevrolet CMO Tim Mahoney Foretells What CMOs Will Care About In 2017

  February 16, 2017 | James L. McQuivey

  For two days in November 2016, CMOs, CIOs, and other C-level executives from around the globe converged on Dana Point, California to participate in Forrester's invitation-only Age Of The Customer...

• Report Global Business Technographics Marketing Survey, 2016: Overview

  A Business Technographics Presentation

  February 10, 2017 | Tyler McDaniel

  This report is our overview of marketers’ priorities, challenges, use of technology, and budgets, based on Forrester's Global Business Technographics Marketing Survey, 2016. We analyzed the data by...

• Report Maximize Media ROI With A Customer-Centric Approach

  March 15, 2016 | Susan Bidel, Richard Joyce

  Moving to a higher level of digital media buying maturity requires digital marketing teams to improve their planning and delivery around four key pillars: organization, planning and execution,...

• Report Big Data's Big Meaning For Marketing

  Use Big Data To Deliver Context And Personalization At Scale

  May 28, 2014 | Fatemeh Khatibloo, Brian Hopkins

  In the age of the customer, it's not enough for your organization to simply meet your customers' needs. Today, your customers often expect you to anticipate their needs, in much the same way as the...

• Report The Importance Of True International Marketing Content

  May 22, 2012 | Peter O'Neill

  Tech vendors are likely underperforming in international markets because their central marketing teams do not successfully integrate inputs from their field marketing colleagues about local market...

• Report Investing In Marketing's Technology Future

  How CI Can Use Technology To Drive Competitive Advantage

  October 24, 2011 | Robert Brosnan

  Marketers require ever more technology to capture, integrate, analyze, and apply customer data to marketing programs. Forrester recommends that marketers establish an enterprisewide marketing...

• Report Bigger B2B Marketing Budgets Come With Great Expectations

  Use The Forrester Marketing Flywheel To Assess Budget Allocation

  March 22, 2011 | Jeff Ernst

  After several years of making cuts, B2B marketing leaders have larger budgets in 2011, but they come with a catch: more scrutiny and greater expectations for results. Budgeting is no longer an...

• Report Investing In Tech Marketing, 2011

  Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

  February 1, 2011 | Peter Burris

  The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry...

• Report Organizing For Interactive Marketing

  You Should Prepare For A Distributed Organizational Model — Here's How

  August 13, 2010 | Shar VanBoskirk

  The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall...

• Report How Technology Supports Distributed Marketing Organizations

  January 20, 2010 | Suresh Vittal

  Most marketing organizations struggle to manage the burgeoning complexity associated with brands, regions, and channels and the resulting issues around brand consistency, program ownership, and...

• Report Where To Find Help For Web Design Projects, 2009

  North American Interactive Agencies Report Their Capacity, Budget, And Industry Capabilities

  May 8, 2009 | Vidya L. Drego

  Web site owners know that selecting the right Web design vendor can be a stressful and complicated endeavor. Budgets for design services are tight, but interactive design agencies are still...

• Report Building An Innovation Team

  Three Approaches To Participation

  December 23, 2008 | Cindy Commander

  Driving innovation within the organization requires focus on culture, team, process, and insights. Looking deeper at building the innovation team, marketers can adapt and combine three main...