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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: CMO Priorities In Light Of The Pandemic Crisis

    What To Do Now, In Early 2021, And By Year-End 2021

    June 11, 2020Shar VanBoskirk, Tina Moffett

    With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term, medium-term, and long-term trends to expect and explains what to do at each phase of the COVID-19 recession. Use our presentation to quickly understand how and when to apply the critical marketing best practices that we’ve detailed in previous research.

  • For B2C Marketing Professionals

    REPORT: The Forrester Wave™: Email Marketing Service Providers, Q2 2020

    The 13 Providers That Matter Most And How They Stack Up

    May 12, 2020Shar VanBoskirk

    In our 23-criterion evaluation of email marketing service providers, we identified the 13 most significant ones — Acoustic, Adobe, Bluecore, Braze, Cheetah Digital, Cordial, dotdigital, Epsilon, Exponea, Iterable, Oracle, Salesforce, and Zeta Global — and researched, analyzed, and scored them. This report shows how each provider measures up and helps B2C marketers select the right one for their needs.

  • For CMO Professionals

    REPORT: The 2020 COVID-19 Crisis Will Stun US Marketing

    CMOs: Apply An Adaptive Approach To Manage The Downturn

    May 6, 2020Shar VanBoskirk, Tina Moffett, Rick Parrish, Brandon Verblow

    The next two years will be difficult, no matter how quickly the COVID-19 crisis ends. In our most optimistic scenario, Forrester projects a 28% drop in US marketing spend — including media, services, technology, and internal headcount — by the end of 2021. Offline media, agency services, and staff payroll will suffer most. But today's dire situation will also force the pivot to more adaptive planning and operations that many CMOs had delayed during better days. Read this report to understand the expected marketing budget cuts and how to remain agile as the situation unfolds.

  • For Customer Experience Professionals

    REPORT: Video: How To Find Your Value-For-Customer Sweet Spot

    Use This Exercise To Find The Differentiating Blend Of Value Dimensions That Matches Your Target Customers' Needs

    March 30, 2020 Maxie Schmidt-Subramanian, Shar VanBoskirk, Su Doyle, Kelley Spiridakis

    Even if you think about "value for customer" the right way, you must still find the sweet spot in which you uniquely help your most important target customers create value. To help you do that, this report for customer experience (CX) professionals includes a video, worksheet, and slide deck to guide you through an exercise.

  • For CMO Professionals

    REPORT: The Business Case For Marketing Innovation

    Why Investing In Marketing Innovation Will Grow Your Business

    February 11, 2020Shar VanBoskirk

    Business leaders expect marketing to deliver revenue growth, improved customer experiences, and innovative products and services — and all at lower costs. Yet most marketing teams still work with the same mindset, process, talent, and insights that they have for decades. Use our presentation template to understand the return that big brands have earned by innovating their marketing model. Add our slides to your decks to make the case for investing in marketing innovation.

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