Brett Kahnke

Over the years, Forrester analysts have helped thousands of B2B clients grapple with data quality challenges. Across those highly custom sets of business issues, a few clear patterns have emerged.

Managing data quality requires a defined strategy to tackle data management, domain insight gathering, and team enablement, with planning cycles focused on governance, compliance, and technology.

With the rapid advancement of genAI technology available to businesses even without highly specialized skills, internal data quality is now the primary limiting factor standing in the way of genAI enablement.

Forrester’s Q1 2023 Global B2B Intent Data Survey asked intent data users how this type of data is being deployed by their B2B marketing and sales teams — and what results these practitioners are actually seeing.

In the recent Forrester Wave™ evaluation covering B2B intent data providers, we identified four primary business models among intent data providers. Understanding the differing focuses of these business models can help you build your shortlist of potential intent providers.

When deciding whether to merge your marketing measurement and insights team into a combined revenue operations function, it’s critical to understand the full remit for a marketing measurement team and how well those accountabilities align with the priorities of the RevOps organization.

Learn the top 10 mistakes to avoid for B2B marketing and sales organizations to maximize the competitive advantage that intent data offers.

Marketing operations professionals have a tremendous opportunity coming up to drive their strategic impact by attending Forrester’s B2B Summit EMEA. With a dedicated Operations track, this year’s Summit offers content for everyone, from beginners looking to learn the ropes all the way to established leaders who are transforming their organisations. Attend sessions geared toward your […]

(Or, Why You Should Have A Revenue Operations Data Center Of Excellence) “Nerd” is a term of pride in my household. My kids and I embrace the label for its appreciation of learning, its respect for trivia, and its … well … accuracy. Our friends know the topics that might get us nerding out and […]

Sourcing metrics provide precious little insight. Why do marketing leaders and teams still embrace them as the primary gauge of their success?

How should marketers calculate the efficiency of their spend? The answer may not be immediately obvious — but it may also be simpler you think.

Many B2B marketers find joy in campaign planning — but not so much in budgeting. It turns out the two are intimately connected.

If we can’t even build a car that can be all things to all people, why would we expect one model to be able to answer every tactic performance question? We work with clients to understand the specific intention of their marketing tactics, and then judge their performance within that custom context.

The channel organization must have a strong interlock with the marketing operations team to ensure the measurement roadmap is focused on the right areas.

How to quantify the full value delivered by a B2B marketing organization is a problem that continues to inspire and frustrate in equal measure, even though technology has enabled tracking and reporting that was out of reach for most organizations a decade ago.

When using data to understand our world, we’re often comforted by exactness in measurement. But end users can rarely see the formulas behind our dashboards, so we need to ensure they don’t make decisions with false confidence.

• There is one key question that every reporting and analytics team should ask themselves as they work
• The answers to this question drive clear decision-making in every phase of a measurement project
• Consistent reference to this question can improve the output and the culture of a reporting team

• A sudden disruption to the market can test the limits of a marketing operations team, delivering both risk and opportunity
  
• Organizations that have achieved a data-driven marketing process have greater flexibility to remain aggressive in the face of unexpected challenges
  
• Companies that are still pursuing a data-driven culture may determine the time is right to invest in this culture

• A sudden disruption to the market can test the limits of a marketing team, delivering both risk and opportunity
• Marketing operations can be a key contributor to the creation of a revised spending strategy
• It is critical to reassess your plan to identify if it was based on assumptions that are no longer valid and whether resources need to be allocated to new priorities