CMO Trends

The chief marketing officer (CMO) role is more difficult than ever, in a world where tried-and-true tactics are aging out and their replacements are hard to pin down. Read insights that help CMOs thrive in the Age of the Customer.

Insights

Blog

Conférence Forrester Expérience Client — 30 Septembre/1er Octobre

Thomas Husson September 15, 2021
L’expérience client est la priorité stratégique des dirigeants marketing. C’est moins vrai en France (45% des décideurs) qu’en moyenne dans les autres pays (61%). Les derniers résultats (Septembre 2021) de notre baromètre de l’expérience client (CX Index) montrent que -dans l’ensemble- la perception de la qualité de l’expérience client est inférieure en France par rapport […]
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Blog

To Build A Better Marketing Plan, Revisit Your Approach To Planning

Marcia Trask September 2, 2021
Static annual plans often collect dust on a shelf. Leaning into the planning process can help you build a more dynamic and effective marketing plan that drives forward the objectives of the business.
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Blog

The CMO’s Da Vinci Code: Unlocking The True Power Of Marketing

Dipanjan Chatterjee August 17, 2021
IBM's research found that when CEOs were asked to identify the most crucial members of the C-Suite, CMOs came in well behind their CFO and COO peers. But it doesn't have to be that way.
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Video

Why The CFO Is Key To Proving Marketing’s Business Value

Mike Proulx August 5, 2021

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Blog

Global Trends 2040: A More Contested World

Thomas Husson August 3, 2021
As analysts, part of our job is to try to decipher the broader trends impacting businesses. Needless to say, the exercise is becoming more and more difficult, and anything beyond 24 to 60 months looks very futuristic. That’s why I enjoy reading prospective books and especially publications from the National Intelligence Council. Published every four […]
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Blog

The CMO And CXO Must Partner To Transform The Customer Experience

Thomas Husson August 2, 2021
McDonald’s Corp. just named company veteran Manu Steijaert as its first global chief customer officer, who will lead a new customer experience (CX) team. The team will combine operations in data analytics, digital customer engagement, marketing, restaurant development, and restaurant solutions. After CVS and Walgreens, here, too, the CMO reports to a chief customer officer, […]
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Blog

Post-Pandemic In-Store Shopping: Consumers Reconsider The Value Of The Store

Anjali Lai July 15, 2021
Now that consumers have experienced the convenience of online purchasing, shoppers are rethinking the purpose of the in-store experience.
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Marketing Strategy And Planning: It’s All About The “And”

An annual marketing plan that isn’t rooted in a longer-term strategy won’t help you achieve meaningful growth. Join our webinar to learn how to build a two-way flow and drive results.

Blog

Emotionally Charged Consumers Are Ready For New Experiences

Anjali Lai July 1, 2021
A reemerging sense of community has rekindled consumers' enthusiasm. Brands should match that enthusiasm to maintain strong momentum.
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Blog

US Consumer Pandemic Recovery Outlook, June 2021: Health And Financial Fears Linger

Anjali Lai June 30, 2021
Sixteen months after the World Health Organization declared COVID-19 a global pandemic and more than a year after the US reached the highest number of confirmed COVID-19 cases and deaths globally, consumers are grappling with a mix of conflicting emotions. With the Centers for Disease Control and Prevention’s relaxation of restrictions, the biggest vaccine campaign […]
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Blog

Post-Pandemic Travel: Consumers Seek Variety And Adventure Within Safe Circles

Anjali Lai June 30, 2021
Our data over the course of 2020 revealed the internal consumer tension between desire and fear. On the one hand, consumers expressed an ongoing appetite for adventure and variety of experience. On the other, closed borders, stay-at-home mandates, and pervasive consumer fears brought the travel industry to a grinding halt. Now that pandemic restrictions have […]
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Blog

Focus On The Customer And Spare The Stagwell-MDC Partners Merger Drama

Jay Pattisall June 25, 2021
Last week, shareholders of MDC Partners successfully delayed a special meeting of the board of directors and shareholders to vote on a proposed merger with the Stagwell Group’s Stagwell Media. At the heart of this matter are demands for more shareholder compensation and concerns over control of the new company by Stagwell Group Founding Partner […]
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Blog

Win The Trust Of Your LGBTQ+ Millennial Targets

Mike Proulx June 7, 2021
Brands, you’ve got work to do with LGBTQ+ Millennials who, as it turns out, have trust issues with you. The data is hot off the presses from Forrester Analytics Consumer Technographics® Benchmark Survey, 2021 — a survey of close to 200,000 global online adults. Given that it’s Pride Month, I was extra eager to compare […]
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September 28 – 29, 2021

B2B Summit EMEA

Join top analysts, inspirational thinkers, innovative tech providers, and a number of your sales, marketing, and product peers for an event that will provide you with an unbiased perspective, inspiration, and real-world solutions you need to be successful.

Blog

$500 Million VC Funding For Contentsquare: A Perspective On Experience Analytics And French Tech

Thomas Husson May 26, 2021
Contentsquare just raised a $500 million Series E round led by SoftBank. The French Tech Ecosystem Is Booming Wow! This is the biggest venture round ever and the biggest total funding ever for a French startup, now valuated at $2.8 billion. There are now about 15 French unicorns and counting. In a previous blog, I […]
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Blog

Le Développement Durable : Nouvel Enjeu De La Transformation Des Entreprises

Thomas Husson May 20, 2021
La prochaine vague de transformation des entreprises sera celle du développement durable.
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Blog

Expérience Collaborateur: Une Bombe à Retardement

Thomas Husson May 19, 2021
L’engagement collaborateur s’est amélioré entre 2019 et 2020. Nos indicateurs le montrent, ceux des sociétés spécialisées comme Peakon ou Qualtrics le confirment. Les employés, notamment ceux qui ont pu télétravailler, ont bénéficié d’horaires plus flexibles, d’un meilleur contrôle de leur emploi du temps, de moindre temps de transport, et ont globalement été plus productifs. Ce […]
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Blog

Employee Experience Is A Business Imperative

Thomas Husson May 18, 2021
European recovery from the pandemic depends on employee experience; yet, many leaders still underestimate the importance of culturally transforming their organization and embracing a new management approach. The firms that will succeed out of the crisis will be those that prioritize EX and embrace anywhere work.
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Blog

Warning: Employee Engagement Is Higher Than You Think — Carefully Monitor The Burnout Factor

Thomas Husson May 10, 2021
This week is European Mental Health Week. There are many different facets to mental health, but no doubt our relationship to work is a key component of it, simply because we spend so much time working and because work (or the absence of it) also shapes our very own identities. The pandemic has drastically changed […]
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How B2B Marketing Leaders Will Chart New Paths To Growth

Explore key findings from Forrester’s 2021 Global Marketing Survey and discover how marketing leaders will guide their organizations’ recovery.

Blog

CMOs At Sustainable Brands Are Bold

Thomas Husson April 8, 2021
In my recent report, “Embrace The Green Business Opportunity,” I demonstrated how new entrants and innovative brands, especially in Europe, are disrupting the status quo and becoming profitable sustainable businesses. This is not just about the iconic Patagonia, but also about Allbirds, Arcadia Power, Backmarket, BlaBlaCar, C’est qui le Patron?!, Ecotone, Enfuce, Frosch, Imperfect Foods, […]
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Blog

How To Make Sense Of Consumer Behavior After The Pandemic

Anjali Lai April 2, 2021
Although it’s tempting to view the pandemic as a finite period in time and bucket consumer behaviors into “pre-pandemic” and “post-pandemic” states, over two decades of deep global consumer research remind us it's not that simple.
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Blog

Forr The Planet: Sustainability Interview Series — Oracle

Abhijit Sunil March 24, 2021
Read an interview with Rich Kroes, Vice President, Global Sustainability at Oracle about the circular cloud and sustainable technology.
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