Shar   VanBoskirk

Shar VanBoskirk

VP, Principal Analyst Serving CMO Professionals

Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.

Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the internet and has written research on customer loyalty, display media, search marketing, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, ShopTalk, DMA, Shop.org, and the Email Service Provider Coalition events, among others. She is widely quoted in the press, including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal. Shar is a frequent guest on CNBC and National Public Radio.

Education

Shar is a graduate of Harvard University.

Shar VanBoskirk

VP, Principal Analyst Serving CMO Professionals

Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.

Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the internet and has written research on customer loyalty, display media, search marketing, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, ShopTalk, DMA, Shop.org, and the Email Service Provider Coalition events, among others. She is widely quoted in the press, including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal. Shar is a frequent guest on CNBC and National Public Radio.

Education

Shar is a graduate of Harvard University.

Shar VanBoskirk's Research

Most RecentMost Popular
  • For CMO Professionals

    REPORT: Predictions 2019: CMO

    Branding Brings Oomph To Differentiate CX

    November 5, 2018 Keith Johnston, Thomas Husson, Jay Pattisall, James L. McQuivey, Shar VanBoskirk, Dipanjan Chatterjee

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As organizations continue their transformations toward more customer-obsessed practices, 2019 will be the year when CMOs prioritize strategies that ignite and harness their customers' energy to reinvigorate marketing.

  • For B2C Marketing Professionals

    REPORT: Empowered Customers Inspire Email Innovation

    Your Best Subscribers Will Help You Do More With Email

    October 26, 2018Shar VanBoskirk

    Forrester routinely studies its consumer data to understand attitudes toward email marketing. This time, we applied Forrester's Empowered Customer Segmentation to our analysis to learn how the most progressive customers use the medium. B2C marketing professionals should read this report to learn how to leverage empowered customers to pilot innovative email marketing efforts.

  • For CMO Professionals

    REPORT: Forget Everything You Think You Know About Marketing Planning

    Only A Continuous Planning Cycle Will Enable Modern Marketing

    September 5, 2018 Joe Stanhope, Shar VanBoskirk

    Planning underlies all of your marketing methods. But most planning processes are increasingly out of sync with the charter for the modern marketer: to understand and advocate for customers, to define brand values, and to demonstrate brand values through customer experiences. This report spells out how B2C marketers and CMOs can update their planning processes to be data-driven, customer-focused, and iterative.

  • For B2C Marketing Professionals

    REPORT: Now Tech: Email Marketing Vendors, Q3 2018

    Forrester's Overview Of 38 Email Marketing Vendors

    August 20, 2018Shar VanBoskirk

    You can use email marketing vendors to deploy compliant email messages and innovate with the email medium. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. B2C marketers should use Forrester's Now Tech report to understand the value they can expect from an email marketing provider and select vendors based on size and functionality.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Email Marketing Service Providers, Q2 2018

    The Eight Providers That Matter Most And How They Stack Up

    June 20, 2018Shar VanBoskirk

    In our 26-criteria evaluation of email marketing service providers, we identified the eight most significant ones — Adobe, Cheetah Digital, Epsilon, IBM, Oracle, Salesforce, Yes Lifecycle Marketing, and Zeta Global — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketing professionals make the right choice.

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