chief marketing officer (CMO)

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

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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski 2 days ago
Cisco’s Ex-CEO Has Launched A Startup, Taking Enterprise CX To The Next Level John Chambers, Cisco’s longtime CEO (1995–2015) founded a startup, Pensando, focused on making edge computing more scalable, agile, and efficient. His firm unveiled its flagship software-defined edge services platform last week, which it claims delivers 5–9 times better technological advantage, productivity, performance, […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 15, 2019
The California Attorney General just Published CCPA rules, and they're clear as mud.
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A New Marketing Era

Learn practical, actionable strategies to connect with customers and drive growth.

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IPG Takes The Creative Leap With Kinesso

Jay Pattisall October 7, 2019
Activating The Holding Company The Interpublic Group of Companies (IPG) announced the creation of Kinesso, a martech company that will build products and software solutions to scale precision marketing. This move gives IPG the opportunity to power both media and creative with technology and data-driven solutions that use Acxiom as the data management layer and […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski October 7, 2019
Cybersecurity Awareness Month Is Underway Executives consider cyberattacks the second leading global risk to doing business, per the World Economic Forum’s 2019 Global Risks Report. The US Senate passed a law to help firms suffering from ransomware attacks, and the NSA launched a new Cybersecurity Directorate. With a flurry of activity already underway, it’s going […]
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Customers Don’t Think Bank Experiences Are Improving

Alyson Clarke October 1, 2019
Customers aren't impressed by banking experiences. Learn why.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 30, 2019
Amazon’s New Echo Lineup Does What Fire Phone Never Could Remember when Amazon created a new phone, hoping it could revolutionize the smartphone business? Remember how badly that failed? This week, Amazon released new products that prove it doesn’t need a smartphone to get up close and personal with its most engaged customers, who now […]
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Introducing The Forrester Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

Tina Moffett September 27, 2019
I was recently in the market for a new car. My 12-year-old Honda CR-V was on its last legs. I wanted to upgrade my car with leather seats, a navigation system, and lots of trunk space. The new Subaru Outback fit the bill: Not only does it have navigation but it has Bluetooth technology that […]
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How Can CMOs Grow Their Brand?

Move on from faltering brand experiences by investing in creativity.

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Financial Service Firms Need To Stop Thinking Like Retailers On Personalization

Alyson Clarke September 26, 2019
By thinking like retailers, banks are leaving money on the table.
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The Future Of Creative Agencies Requires Taking A Human + Machine Leap

Jay Pattisall September 23, 2019
Agency data and technology capabilities are taking center stage as every CMO feels the mounting pressure for more performance from their marketing and media investments. Agencies are betting heavily on data and building audience activation platforms to deliver growth, efficiency, and scale. These moves are paying off in media. However, the promise of data-driven creative […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 23, 2019
IBM Reduces Rising Risks As Data Flows Between Partners With New Hybrid Cloud Data Protection Last week, IBM unveiled a new solution — IBM z15 — that provides data privacy passports and helps clients manage who gets access to data via policy-based controls. As Forrester’s security research has shown, one of the biggest risks in […]
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Meet The Performance Marketing Agencies

Collin Colburn September 18, 2019
I’m excited to share that “The Forrester Wave™: Performance Marketing Agencies, Q3 2019” is live. This is the newest iteration of one of Forrester’s longest-running Wave evaluations: search marketing agencies. We first evaluated search marketing agencies in 2006, led by my colleague Shar VanBoskirk. Since then, we’ve done six Waves from 2006 to 2017. In […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 16, 2019
Apple’s 2019 Event: What’s Missing Is What’s Telling — Branding When Apple cuts prices, you know there’s a problem. A price premium signals brand strength; any contraction is a cause for concern. Yes, Apple’s decisions to start monetizing services is a good strategy, but is it enough? It comes straight out of every management consulting […]
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The Value Of Creativity

If marketers shift budget out of tech and into creative, they stand to gain more in ROI.

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How To Pick The Right Partners To Accelerate True Digital Transformation

Nigel Fenwick September 12, 2019
Transforming from a product-centric business to an outcome-delivery model requires the right technology and the right partners. VP and Principal Analyst Nigel Fenwick helps match your business needs with the right partners.
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 9, 2019
Le Tote Buys Lord & Taylor — A Most Peculiar Way To Buy Growth Fashion subscription company Le Tote agreed to acquire the storied (if tired) department store Lord & Taylor. We have several questions. For starters, the price. Le Tote, a popular yet relatively nascent rental company, has raised $62.5 million in venture capital […]
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WATCH: How Marketplaces Are Disrupting B2B Tech Buying And Selling

Allen Bonde September 6, 2019
The idea of online marketplaces is not new, especially on the consumer front, yet in the enterprise IT world, they have developed with fits and starts. But growing frustration with outdated sales processes (and channels) and shifting buyer preferences are creating a perfect storm for B2B marketplaces to come into their own and disrupt large […]
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Kicking Off Our New Research On Autonomous Finance: FORR/3 Video

Peter Wannemacher September 6, 2019
Forrester has recently kicked off some new research focusing on services and companies that make financial decisions and take action on behalf of consumers. You can take a very short survey on this topic here. I’m psyched to present here our first FORR/3 video episode on this topic (see below)! In it, Oliwia Berdak and […]
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FORRward: A Weekly Read For Tech And Marketing Execs

Brigitte Majewski September 4, 2019
An Oklahoma court ordered Johnson & Johnson to pay $571M for involvement in “false, misleading, and dangerous marketing campaigns” that contributed to the state’s opioid crisis. Here’s both a risk and brand perspective on why business leaders should care. J&J Shares Recover — But Its Reputation May Not Our Security & Risk Analysts Alla Valente […]
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A Call To Action For Marketers

Marketers have eroded customers’ trust in their quest to know them better. What’s the best path forward?

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Google, Facebook, And Amazon: From Advertising Duopoly To Triopoly

Collin Colburn September 3, 2019
Google and Facebook have long dominated the digital advertising landscape. Now, Amazon has staked its claim. What could this mean for the ad industry and for marketers?
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The CMO/CIO Paradox

Keith Johnston August 27, 2019
Countless articles have been published on the growing importance of CMO-CIO collaboration. But we still struggle to identify great CMO/CIO partnerships that consistently have a meaningful impact on their businesses together. Learn why and what to do about it.
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The Importance Of Defining Event ROI In The B2B Marketing Mix

Laura Ramos August 20, 2019
Do you know how to measure your events' ROI?
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