Ask The Analysts — The Forrester Wave™: Marketing Measurement And Optimization Solutions, Q1 2022

Whether the economic downturn is just a temporary dip lasting one to two quarters or a more prolonged period of austerity, CISOs will need to demonstrate they are operating as cautious financial stewards of capital and use that to inform their choices — and the way they communicate with stakeholders. Join us for a panel discussion to highlight the key recommendations for CISOs as they navigate a potentially challenging year on the budgets, staffing, emerging tech, and internal politics fronts.Key takeaways:Learn the most important recommendations for your security strategy — and the next 12 months of economic uncertainty.Leverage this research to guide your security program strategy and prioritize changes for the coming year to areas including cloud security, product security, talent management, and board and executive communication.Target audience level: intermediate

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Jess Burn

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Andras Cser

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Jeff Pollard

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Allie Mellen

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Sandy Carielli

 

Generative AI is the creative side of AI. You’ve heard of and, perhaps, even tried ChatGPT. But generative AI technology also includes image generation, novel data generation for scientific exploration, and even TuringBots that generate code. In this webinar, Mike Gualtieri, VP and principal analyst, gives real-time analysis of generative AI and its meteoric trajectory.Key takeaways:Generative AI quadruples enterprise AI use cases. What it means for enterprise AI and AI platforms. How CTOs should track and prioritize these technologies.Target audience level: all levels

Mike Gualtieri

 

Identity verification (IDV) is becoming the key building block of customer identity and access management (IAM). Checking the veracity of onboarded customers helps avoid regulatory fines and sanctions as well as fraud losses.Key takeaways:High-growth areas in IDVNew trends in IDVBest practices in implementing IDVTarget audience level: intermediate and advanced

Andras Cser

 

Many tech execs struggle to convey how their investments deliver value. Business capability analysis provides IT strategic investment decision-makers with a tool to aid better communication with their peer executives.Key takeaways:Learn how to communicate the value of IT investments.Learn which attributes identify capability strength.Learn to interpret a capability analysis output.Target audience level: intermediate

Gordon Barnett

 

Seismic shifts in buying group behavior and business dynamics are wreaking havoc on the frontline B2B marketing teams accountable for revenue, such as demand marketing, account-based marketing (ABM), and customer marketing. All marketing teams share some responsibility for addressing changing buyer behaviors and influencing revenue, but frontline marketing teams that are directly accountable for pipeline and revenue are most susceptible to changing buying behaviors. For them, failure to meet pipeline or revenue objectives could mean termination.In this webinar, Forrester Research Directors Steve Casey and Lisa Nakano lead a panel discussion with B2B marketing analysts John Arnold, Lisa Gately, and Malachi Threadgill to unpack a major mindset shift happening in the most progressive B2B marketing organizations. Forrester calls this mindset shift lifecycle revenue marketing (LRM). Our discussion will focus on the reasons and changes needed to move from an inside-out approach that lives or dies by internal processes to an outside-in strategy that lives and breathes the customer lifecycle and empowers frontline marketers to extend engaged audiences and stand up more adaptive programs.Key takeaways:Current trends in buying behavior and the impact on frontline marketing effortsAn introduction to the guiding principles of lifecycle revenue marketing (LRM)How LRM breaks through silos, extends audience engagement, and connects marketing programs to the full lifecycle of revenue opportunitiesTarget audience level: all levels

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Steven Casey

, 

Lisa Nakano

, 

John Arnold

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Lisa Gately

, 

Malachi Threadgill

 

Sales enablement leaders are typically compensated with variable incentives based on the ultimate lagging indicator: Did the sales team achieve annual quota? But how is their hard work actually measured, judged, and motivated? Too often, their management by objectives (MBOs) are conflated with inputs from other organizational functions that they can't control. In this session, you'll learn how best-of-breed companies focus their enablement efforts around leading, leaning, and learning indicators that clearly result in the outcomes that matter to the C-suite: changes in seller productivity and behavior that directly influence the ultimate end-of-year brass ring — meeting or beating quota.Key takeaways:Determine which leading, leaning, learning, and lagging indicators are best suited to measuring the effectiveness of your organization's sales enablement function.Target audience level: intermediate

Peter Ostrow