Shar VanBoskirk

VP, Principal Analyst

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Predictions 2021: Strong CMOs Will Own Their Companies’ Regrowth

Shar VanBoskirk 7 days ago
In 2021, we expect to see an obvious separation of CMOs who are leaders -- those who recognize that 2020 launched a new chapter for the way commerce works, from CMOs who are outdated -- those content to run promotions, sales support or media buying teams.  Companies without a CMO leader won't survive. 
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Determine Your Pandemic Mode To Plot Your Path To Recovery

Shar VanBoskirk October 14, 2020
The best actions you can take right now as a business leader for your company depend on the mode your firm is in during the current recession.  The new report, “Assess Your Recovery Potential,” that I just completed with my colleague Jay Pattisall introduces Forrester’s Pandemic Assessment, which will determine your company’s mode and then […]
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CMOs: Shift To People-Led Planning

Shar VanBoskirk September 14, 2020
CMOs, you won't make it through the harsh economic conditions coming if you can't adjust your planning approach to respond to changing customer needs and operational availability.
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Forrester Can Help You Craft Your Customer Obsession Strategy

Shar VanBoskirk August 4, 2020
In my research, I found that customer obsession was the good idea that everyone agreed with, but no one knows how to do. Let's change that. Read our new, complimentary eBook to get an actionable framework for a customer obsession strategy.
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How The COVID-19 Crisis Will Impact Marketing Spend Between Now And 2022

Shar VanBoskirk May 8, 2020
The COVID-19 crisis has upended CMO priorities and budgets. Wondering what to plan for now? Read our forecast.
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Ritz-Carlton Vs. Mercedes: My Lessons From Testing Customer Experience Experts

Shar VanBoskirk January 28, 2020
I read two Joseph A. Michelli books for my research last year: Driven To Delight: Delivering World-Class Customer Experience the Mercedes-Benz Way and The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company. I wanted to read these well-known books on customer service and customer experience […]
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Make Your Email Marketing Sing This Holiday Season

Shar VanBoskirk October 21, 2019
Email is still among the most cost-effective tools that marketers have. Learn how to maximize its impact as the holidays approach.
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Prioritize Customer Value, Not Just Customer Experience

Shar VanBoskirk July 18, 2019
Eighty percent of marketing decision makers say that improving their customers’ experience is their top priority (it falls second place to “grow revenue” in popularity — 87% of marketing leaders call that their top imperative), yet our research shows that customer experiences (CX) aren’t getting better — even though there seems to be increased emphasis (and […]
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Blog

Does Yesmail’s Sunset Mark The End Or The Beginning Of The Email Era?

Shar VanBoskirk July 2, 2019
In mid-May, Yes Marketing, the email service provider division of marketing service provider Infogroup, announced its exit from the email technology business. It will support its proprietary Yesmail platform for the next 36 months while actively migrating current clients onto Adobe Campaign. This feels like the end of an era to me! Yesmail was one […]
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Blog

Digital Media Spend Continues To Outreach Martech Budgets

Shar VanBoskirk February 26, 2019
Every 18–24 months, I work with our dedicated forecast team to evaluate and size spend on digital marketing in the United States. In our most recent effort, “The US Digital Marketing Forecast, 2018 To 2023,” my forecast analyst colleague, Brandon Verblow, and I found that spend on search marketing, banner and outstream video, instream video, […]
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$122 Billion: The Marketing Technology and Services Investment Sticker Shock

Shar VanBoskirk April 24, 2018
At $90 billion today and growing to $122 billion by 2022, CMOs are pouring budgets into investments which align their organization’s operations with greater customer and experience focus. Planning and budgeting for the technology and services investments supporting these goals stands as a critical task for CMOs and will only get harder in the future. […]
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Alphabet’s Earnings Emphasize A Skewed Value On Monopolies

Shar VanBoskirk April 28, 2017
I was speaking with my colleague Fatemeh Khatibloo about the strong Q1 2017 earnings that Alphabet just announced this week (I mean Alphabet the parent company of Google here, not the soup or anything to do with Letter People).  Alphabet revenues are up 29%, due largely to growth in mobile search and video ad sales. And […]
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Is Email Marketing As Good As It Is Ever Going To Get?

Shar VanBoskirk April 27, 2017
Many of you may know that at the beginning of March my colleague Rebecca McAdams who had been leading Forrester's email marketing research for the previous 18 months moved into an Advisor position with Forrester's customer experience leadership board.  With this change, I'm proud to reclaim email marketing as my very own.  Some of you […]
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Blog

How To Launch Customer Obsession

Shar VanBoskirk February 9, 2017
Since 2010, you’ve heard Forrester beating our customer obsessed drum.  It is our idea that in The Age of the Customer, your relationship with your customers are your primary competitive differentiator.  We’ve written a lot about how to put the customer at the center of your total operating model.  But a total customer-obsessed transformation can be […]
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US Digital Marketing Spend Will Near $120 Billion By 2021

Shar VanBoskirk January 24, 2017
Hot off the press: Forrester’s US Digital Marketing Forecast 2016 To 2021.  I’m proud to say that Forrester has been sizing spend on online and digital media for nearly twenty years.  My colleague Jim Nail launched this research in 1998, and I have been authoring our forecast reports since 2004.  Good thing neither Jim nor […]
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Blog

Brace Yourself. 2017 Is Coming.

Shar VanBoskirk October 31, 2016
Check out our Predictions 2017: The Post-Digital CMO Appears piece that just went live this morning. We can’t help but think CMOs feel a great deal of empathy for the characters in, Game of Thrones.  Westeros is a cutthroat environment riddled with cunning strategy, but also a profound amount of character turnover, shall we say. […]
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Blog

A Verizon/Yahoo! Deal Could Usher In Customer-Obsessed Omnichannel Experiences

Shar VanBoskirk July 8, 2016
Yahoo!'s assets are on the sales block. And of the several potentials in the final stages of the bidding process, Verizon is getting a lot of speculation, perhaps because many consider it unlikely that Verizon will/should take Yahoo! too after picking up that other Web fossil, AOL, one year ago.   Here are my thoughts: […]
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Post-Digital Marketers Use Customer Experience To Demonstrate Their Brand Promises

Shar VanBoskirk May 23, 2016
Customer experience is critical to business success.  But customer experience simply for customer experience sake can leave businesses chasing customer whims that don't align with operational goals or brand identity. (See Figure 5 in Thriving In A Post Digital World).  Forrester Senior Analyst Joana van den Brink-Quintanilha tackled this difficulty of balancing customer experience and […]
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Marketing Leaders Will Provoke Customer Obsession By Developing Post-Digital Strategies

Shar VanBoskirk May 23, 2016
And Forrester's Marketing 2016 Europe forum is under way! Forum host Melissa Parrish just kicked off our two days in London by acknowledging that ideas related to customer obsession aren't new per se.  John Spedan Lewis, originated the John Lewis Partnership in 1929 which distributed profits from the John Lewis department stores to employees, specifically so […]
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Blog

Has Technology Changed How We Think?

Shar VanBoskirk January 14, 2015
I've just started work on a report tentatively titled "How People Choose." I'm interested in studying how technology is influencing user decision processes. My hypothesis is that technology is fundamentally rewiring us so we actually rely more heavily on gut-based decisions than on well-rationalized ones. If you buy Daniel Kahneman's notions of fast and slow […]
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