CMO Trends

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who are leaders -- those who recognize that 2020 launched a new chapter for the way commerce works, from CMOs who are outdated -- those content to run promotions, sales support or media buying teams.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. 

Every autumn, Forrester looks ahead to predict the major consumer, business, and technology trends that will shape the marketing landscape for the following year. 2020 has been a year of unprecedented political, social, economic, and healthcare disruption — and 2021 shows no signs of any of these trends slowing down. How, then, should European consumer […]

B2B marketing leaders are experiencing their own version of Groundhog Day when planning their budgets. They need better planning information and better insights to avoid the tragic cycle of repeating past budget planning mistakes.

If you’ve been following my blog, you’ll know that we’ve been measuring precisely how the emotional toll of the COVID-19 pandemic is influencing consumer appetite for commercial exchange. We do this by applying Forrester’s Consumer Energy Index, our data-driven framework that captures how ready and willing consumers are to reach out to brands. After a […]

Ever since the release of the Association of National Advertisers’ K2 Report on media transparency, marketers and firms have looked for better mechanisms to control their media. For ambitious companies, the desire for more impact has led some to in-house media. The prospect of an in-house team of media-savvy professionals maximizing the firm’s buying power […]

The shift toward consumers expecting and rewarding experimentation is motivating companies to focus on product as their engine of growth.

B2B marketing leaders should continue to expect the unexpected and embrace change as a constant. These five actions can help you build a path forward through the unknown.

Amid unprecedented uncertainty lies vast opportunity for B2B leaders. Monica Behncke, Vice President, SiriusDecisions Research, explains in her introduction to Forrester’s SiriusDecisions 2021 Planning Assumptions.

The pace of consumer behavior change has clicked into another gear this year as a result of the COVID-19 pandemic. Learn how three of these trends will transform buying for the foreseeable future.

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.

Apple’s “Time Flies” keynote will take place tomorrow, September 15, live from Apple Park: https://www.apple.com/apple-events/. I’ve been following Apple keynotes for many years (since at least 2005), and they often generate irrational expectations for disruptive, innovative products. Over the past few years, pundits have regularly questioned Apple’s ability to innovate while continuing to grow the […]

Amazon Launches Halo, Its First Wearable Health Device For The Average (Budget-Conscious) Consumer This week, Amazon launched Halo, a screenless wearable device that can monitor activity, sleep, temperature, BMI, and emotion. At $99.99 (plus a small monthly service fee for advanced features), the Halo Band sits closer to Fitbit’s fitness trackers (ranging from $99.95–$169.95) than the Apple Watch ($400-plus). It focuses on what consumers want most: tracking fitness-related activity, […]

Your brand is on the hook to respond to a social justice movement sweeping the world. This is how you get started responding.

Get new insight on how your sustainability efforts can help optimize your tech stack and IT strategy.

This week’s edition of our FORRward series covers the latest tech news on Gong, revenue intelligence, People.ai, Chorus.ai, brand, zero-party data, future of work and movie making.

For over a decade, Forrester has conducted an annual review of banks’ mobile apps. My colleague Gina Bhawalkar and I recently published our most recent research, in which we evaluated and scored the mobile banking experiences on more than a dozen banking brands’ apps across the US and Canada. In the US, we looked at […]