Keith Johnston

Vice President, Research Director

Forrester Bio

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PEAK Humans Can Flourish In Our Transformation-Filled Future Of Work

Keith Johnston June 11, 2019
Academics to consultants are prognosticating on the future of work, picking winners and losers, often to the detriment of employees. Forrester’s data shows that job losses will reach 29% by 2030, and the creation of equivalent jobs will total only 13%. Job losses and gains dominate the headlines. Humanity remains at the center. The future-of-work […]
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The Chief Growth Officer: Proxy Or Prophet?

Keith Johnston May 31, 2019
Marketing has changed forever. Will it cause the CMO role to disappear? Learn what the rise of the Chief Growth Officer could spell for CMOs.
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CMOs Take Public Stances On Societal Issues To Tap Into Consumer Energy — Just As We Said They Would

Keith Johnston May 7, 2019
In November 2018, we predicted that CMOs would target societal tensions to gain an advantage in competitive markets. Nike’s 30th-anniversary campaign featuring controversial activist Colin Kaepernick would serve as an opening salvo for other brands to just do it. And so they did. AdAge’s “Campaign of the Year” is producing a tapestry of evidence that CMOs […]
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Predictions 2019: Brand Commands Renewed CMO Attention

Keith Johnston November 5, 2018
Customer experience (CX) was at the forefront of CMOs’ minds in 2018. They shifted ad budgets (under siege thanks to trust and transparency issues) to even more technology and CX initiatives. Good news: The focus is creating more emotionally resonant and useful brand experiences such as Disney’s MagicBand. Bad news: The competitive advantage these experiences […]
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New Leaders Emerge As Disruption Accelerates

Keith Johnston June 28, 2018
When you think about digital disruption, Uber-like firms come to mind: digital businesses blindsiding well-entrenched industries like taxis, hotels, or razors with new business models and experiences anchored on a simple strategy — value creation — now defined by convenience, speed, surprise and delight, and personalization. But customer-obsessed success stories run deeper than just upending the market […]
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Marketing Innovation Starts And Ends With Customer Obsession

Keith Johnston May 10, 2018
Despite all the monumental changes to technology and media that afford marketers the capabilities to build emotion-rich customer relationships, they frequently struggle to rise above roles as brand despots or sales vassals. But don’t blame the tools; it’s because marketing functions are mired in minutiae while prioritizing internal tasks and artificial organizational constraints over solving […]
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Predictions 2018: Visionary CMOs Will Focus On Growth And Customer-Obsession

Keith Johnston November 6, 2017
With the waning days of 2017, a fresh start emerges. CMOs again begin to plan their personal affirmations to revitalize from a draining year. Headlines awash in ad fraud, brand safety concerns, data privacy debacles, and the threat of Amazon dropping into a market near you has caused tremors, shuddering your role. Numerous teachable, though […]
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