Marketing Operations

Executing on B2B marketing objectives requires optimal performance from people, processes, and technology. Marketing operations leaders and teams must stay focused on marketing and business strategy, but also be agile to adapt to changing conditions. Explore our insights to strengthen and streamline marketing operations.

Discover how Forrester supports B2B and B2C marketing leaders.

Insights

Blog

Putting Forrester’s B2B Revenue Waterfall Into Action: Six Tips For Laser-Focused Targeting

Alisa Groocock July 22, 2021
Your product demos, content, and delivery channels won't matter if you're pursuing the wrong targets. Learn how the new Waterfall can help you zero in on the most promising opportunities.
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Blog

Your Buyer Is A Group, Not A Person. What Are You Doing About It?

Kerry Cunningham July 8, 2021
Nearly all B2B buying decisions are made by groups. So why are so many marketers still oriented toward leads? Learn why, and see how Forrester's B2B Revenue Waterfall can give you better insights and results.
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Accelerate Opportunities And Drive Revenue Growth

Discover Forrester's B2B Revenue Waterfall, a revolutionary approach to identifying, engaging, and winning selling opportunities.

Blog

Why We Have A New Waterfall For 2021 (And Why You Should Care)

Kerry Cunningham April 27, 2021
At next week's B2B Summit North America, Forrester will debut a brand new waterfall model. Get a preview now of the value it will bring to B2B organizations.
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Blog

The Perfect Multitouch Attribution Model Doesn’t Exist

Brett Kahnke April 26, 2021
If we can’t even build a car that can be all things to all people, why would we expect one model to be able to answer every tactic performance question? We work with clients to understand the specific intention of their marketing tactics, and then judge their performance within that custom context.
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Blog

Reaching A Verdict On Channel Marketing’s Return

Brett Kahnke April 22, 2021
The channel organization must have a strong interlock with the marketing operations team to ensure the measurement roadmap is focused on the right areas.
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Blog

Clairvoyance Should Not Be Required For Revenue Planning

Marcia Trask April 15, 2021
Marketing, sales, and customer engagement leaders need a structured, facts-based approach to achieving revenue and growth goals. Learn what that requires.
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Blog

What B2B Marketing Leaders Are Measuring: Five Key Takeaways

Ross Graber January 15, 2021
Instead of asking leaders which metrics they feel are most important, we asked which metrics actually appear on their top-level dashboards. Here's what we learned.
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Predictions 2021: Marketing Leader Webinar

The decisions marketing leaders make will be critical in shaping the course of their business. Learn how to meet the moment.

Blog

Are You Ready For The Convergence Of ABM And Demand Technologies?

Steven Casey January 7, 2021
Since the earliest days of Forrester’s coverage of account-based marketing (ABM) in 2016, we made sure to emphasize that while ABM is a strategy and not a technology, it’s also a strategy that has been revitalized and made more scalable by a range of new technology solutions. And while we noted in a New Wave™ […]
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Blog

You Can Quantify The ROI Of SEO

Collin Colburn November 19, 2020
SEO Has Been Misunderstood For A Long Time I had a computer class in high school, and every day that we walked into the classroom, our teacher expected us to take part in a daily routine: Sit down at our computer and open Google. Search for “Notre Dame” (my high school’s name … the same […]
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Blog

Adobe Buys Workfront To Boost Upstream Creative Support

Stephanie Liu November 10, 2020
Adobe announced yesterday it’s shelling out $1.5 billion to acquire work management tool Workfront, cementing a longstanding partnership between the two companies. Together, Adobe and Workfront can spin a tale of coupling a Forrester Wave™ Leader digital asset manager (DAM) and a work management tool that can handle all the planning and collaboration aspects of […]
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Webinar

Aligning Marketing And Sales Operations With Buyer Expectations

Today’s buyers expect visibility and personalization across the entire customer lifecycle. In this new reality, marketing and sales operations must align to drive efficiency and growth.
Watch Now
Blog

Handling Complication And Complexity In Marketing Measurement

Brett Kahnke October 14, 2020
How to quantify the full value delivered by a B2B marketing organization is a problem that continues to inspire and frustrate in equal measure, even though technology has enabled tracking and reporting that was out of reach for most organizations a decade ago.
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Blog

Beware False Precision In Your Analytics

Brett Kahnke October 6, 2020
When using data to understand our world, we’re often comforted by exactness in measurement. But end users can rarely see the formulas behind our dashboards, so we need to ensure they don’t make decisions with false confidence.
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Blog

Lead-Based Measurement Is Older Than The Smartphone: It’s Time To Update How We Measure Marketing Impact

Malachi Threadgill September 23, 2020
Setting up buying groups to operationalize the Demand Unit Waterfall™ is easier than you think, and you probably already have the systems you need.
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Blog

Navigating A New Wilderness: Five Steps Marketing Operations Must Take To Provide Leadership

Cristina De Martini September 21, 2020
B2B organizations are depending on marketing operations to lead them out of the crises of 2020. Here are five steps marketing operations leaders must take in 2021 to drive their organization’s success.
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Blog

Pandemic Got Your Marketing Plans Down? Pivot To People-Led Planning

Stephanie Liu September 14, 2020
COVID-19 has disrupted school, summer vacations, birthdays, weddings — you name it. It has been equally unforgiving to marketers, whose carefully crafted marketing plans became irrelevant amid store closures, erratic shopping trends, and supply shortages. If there’s one upside to the pandemic, it’s pushing marketers to reevaluate their marketing planning processes. Even the most thorough, […]
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Blog

The Birds and the Bees Do It: Introducing the B2B Buyer Signals Model

Kerry Cunningham September 2, 2020
We are now at a crucial point where organizations must have an explicit, thoughtful approach to identifying and acquiring the signals they need to survive and thrive. This year at Summit EMEA, we are introducing our new B2B Buyer Signals Model.
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Predictions 2021 Online Event

Dive deep into the dynamics that will generate obstacles and opportunities in 2021.

Blog

Prepare Your Organization’s Path Back to Growth at Summit EMEA

Anthony McPartlin August 19, 2020
  • The Forrester SiriusDecisions Summit EMEA virtual event will be held October 6–7
  • This year’s event is an integrated and immersive virtual experience that brings together live presentations, discussion, and analyst meetups
  • We preview some of the sales-related topics that will be covered at the 2020 Summit EMEA sessions
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Blog

B2B Marketers Should Bury the Lead

Vicki Brown July 1, 2020
  • B2B purchasing decisions have always been made by a committee, team, or buying group
  • Burying the lead means that B2B marketers must change and no longer focus on individuals
  • B2B marketers should embrace opportunities with buying groups, thus creating stronger alignment with sales and improved revenue engine productivity
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Blog

The Most Important Question in Measurement and Analytics

Brett Kahnke June 25, 2020
  • There is one key question that every reporting and analytics team should ask themselves as they work
  • The answers to this question drive clear decision-making in every phase of a measurement project
  • Consistent reference to this question can improve the output and the culture of a reporting team
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