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Get a better understanding of how to structure your marketing measurement and insights team to drive results for your business. This webinar discusses the breadth of responsibilities within marketing measurement and in which scenarios aligning marketing resources inside revenue operations makes sense. We also discuss common organizational structures within the measurement team, with a focus on building a measurement center of excellence.
Key takeaways:
Target audience level: all levels
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Take the B2B Revenue Operations Maturity Assessment to establish a RevOps maturity baseline, outline areas to improve, and transform RevOps.
The Forrester Marketing Operations Range Of Responsibilities Model depicts the prioritized scope of a marketing operations team and defines tiers of strategic and tactical responsibilities for each marketing operations discipline.
The Campaign Measurement Framework introduces a hierarchical method of measuring the performance and impact of an integrated campaign.
In this report, we outline how to calculate volume, conversion rates, velocity, and value, as well as explain how the measurements can be applied to either the B2B Revenue Waterfall™ or the rearchitected Demand Waterfall®.
In this report, we introduce a comprehensive framework for B2B brand measurement and define ways of measuring a brand’s influence on business outcomes.
Thoughtworks built a marketing operations team to communicate marketing’s value to the organization and deliver on its business goals.
A data center of excellence supports greater cross-functional data visibility and is an ideal use case for establishing a revenue operations function.
The results of the recent Forrester Wave™ for commerce search and product discovery are in. Join us as we show and discuss a market that is speeding ahead, rapidly evolving how digital merchants present and personalize their products and services.Key takeaways: Learn about the leading vendors in this market.Understand the key differentiators in commerce search and product discovery.Identify the "gotchas" when designing agentic shopping assistants.Target audience level: all levels
Accelerate innovation with deeper insights about why Agentic AI is important, when it will likely pay off, and how others are using it, featuring the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. Agentic AI can potentially enable customer self-service, personalize marketing content creation and distribution, and play a role in physical robotics. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it. Key takeaways: Learn about the capabilities of Agentic AI in various industries.Understand the potential for automation and efficiency gains. Explore successful Agentic AI use cases. Target audience level: all levels
In today’s rapidly evolving healthcare landscape, organizations must transform into intelligent healthcare organizations (IHOs) to meet rising expectations from both employees and patients. This webinar explores how becoming an IHO is not a final destination but an ongoing practice that requires more than just technology investment. It involves reimagining workflows, delivering personalized content, building resilient strategies, and fostering intuitive interactions.Despite challenges like internal skill gaps and weak vendor relationships, healthcare leaders can overcome these barriers by adopting Forrester’s Intelligent Healthcare Organization Framework. This approach empowers leaders to evaluate technology with a functions-first mindset and build strategic partnerships. Join us to learn how to infuse clinical intelligence across your enterprise and drive meaningful transformation.Key takeaways: Discover Forrester’s Intelligent Healthcare Organization Framework, a strategic model designed to guide healthcare leaders through the transformation into intelligent, adaptive organizations.Learn how to prepare for the future through smarter tech decisions, including how to evaluate enterprise technology with a functions-first mindset and build resilient, purpose-driven partnerships.Target audience level: intermediate
In today’s fast-paced B2B landscape, traditional messaging strategies are falling short. Buyers expect personalized, outcome-driven communication — but many providers still rely on outdated, product-centric approaches. Join us for an insightful webinar where Forrester analysts unveil the B2B Buyer Messaging Cycle, a proven framework to help marketers craft agile, buyer-focused messaging that drives engagement and responds to rapidly changing market dynamics.Key takeaways: Understand core challenges undermining B2B messaging effectiveness.Learn how the Forrester B2B Buyer Messaging Cycle enables agile, buyer-centric communication.Discover how generative AI can accelerate message creation, testing, and refinement. Gain practical tips for iterating and activating messaging that resonates with modern buying groups.Target audience level: beginner
Join Forrester principal analysts Judy Weader and Arielle Trzcinski to hear about the total experience for US health insurers. This webinar covers the components of the Total Experience Score — Customer Experience Index (CX Index™) and Brand Experience Index (BX Index™) — as well as how trust impacts quality perceptions and loyalty indicators.Key takeaways: Learn about the key ratings of total experience, customer experience, and brand experience.Understand the impact of trust on quality perception and loyalty.Target audience level: all levels
As 2026 approaches, it's time to think about where to focus your resources and investments for maximum impact. Join analysts Ross Graber, Vicki Brown, Laura Cross, Brett Kahnke and Anthony McPartlin as they discuss what the coming year will hold for B2B businesses. They'll highlight specific challenges operations leaders should anticipate and offer recommendations to help you shape your investment decisions, as well as answer questions about what making these changes will mean for your organization.Key takeaways: Learn how marketing and sales are allocating their budgets today - and how they expect that to change.Hear Forrester's recommendation for specific areas where go-to-market operations teams should increase and adjust investment levels.Target audience level: all levels