marketing organization & culture

Insights

BLOG

Are You Ready For Your Next Brand Crisis?

Jim Nail September 12, 2018

You and your PR team have a detailed crisis communications plan. The problem is, it’s wrong. Crisis communication principles have lagged changing expectations of transparency and responsiveness from today’s consumer. Today’s empowered consumers, as Forrester calls them, have the devices and ability to uncover and share facts — and rumors — even as the crisis communication plan […]

Read More
BLOG

Announcing Forrester's Inaugural MRM Evaluation

Rusty Warner August 28, 2018

We are delighted to announce “The Forrester Wave™: Marketing Resource Management, Q3 2018.” Our 35-criteria evaluation includes the eight most significant MRM vendors — Aprimo, BrandMaker, IBM, Percolate, SAP, SAS, Stylelabs, and Workfront. Forrester defines marketing resource management as: enterprise marketing technology that helps marketers with financial planning, performance measurement, collaboration and calendaring, project management, content […]

Read More
BLOG

Marketing Innovation Starts And Ends With Customer Obsession

Keith Johnston May 10, 2018

Despite all the monumental changes to technology and media that afford marketers the capabilities to build emotion-rich customer relationships, they frequently struggle to rise above roles as brand despots or sales vassals. But don’t blame the tools; it’s because marketing functions are mired in minutiae while prioritizing internal tasks and artificial organizational constraints over solving […]

Read More
BLOG

TD Ameritrade’s “Accountable CMO” Makes Marketing A Business Engine

Joanna O'Connell May 3, 2018

I have a new work crush. It happened, of all places, at the ANA’s Advertising Financial Management Conference earlier this week in Hollywood, Florida. My new marketer inspiration? Denise Karkos, CMO of TD Ameritrade, who talked us through what it means — and why it’s so critical — to be an accountable CMO. Here’s a bit […]

Read More
BLOG

Modernize Your Martech Stack for Moments

Julie Ask April 5, 2018

The world is changing and with it, consumers’ expectations of experiences and communication from brands. The paradigm for customer engagement is shifting from large, monolithic experiences that serve everyone to smaller, more contextual experiences served to consumers in just the moment they need them. Marketers must adopt the right strategy, operational best practices and technology […]

Read More
BLOG

Webinar On Culture And The Power Of Metrics

Nigel Fenwick March 29, 2018

Followers of my blog may remember this post from February: “It’s Time To Fix Your Broken Business Culture.” Here’s a snippet: “Employees make everyday judgements based on what the organization signals to them is important. And while many CEOs assert that the customer is the most important person, the metrics they use to measure employee […]

Read More
BLOG

Prioritize Culture Change To Accelerate Digital Transformation

Alyson Clarke March 5, 2018

Digital transformation will demand changes to your strategy, technology, processes, and organizational structure — and culture is the glue that brings it all together. Without addressing the human element, your digital transformation will either struggle to get off the ground, slow down or stall, or even crumble when you try to achieve scale. Changing the […]

Read More
BLOG

It's Time To Fix Your Broken Business Culture

Nigel Fenwick February 12, 2018

Culture remains the No. 1 barrier to successful digital transformation. Every time we survey business executives about digital transformation, they tell us that their organizational culture is a problem. After years of looking at data and interviewing executives, I can now see that the word “culture” masks a multitude of sins inside the organization. Which […]

Read More
BLOG

Consultancies Change The Game

Jay Pattisall January 31, 2018

Consultancies Arrival Disrupts Agencies Fiat Chrysler’s appointment of Accenture Interactive as the “experience agency of record” for Maserati marks the second example of consultancies winning a global marketing assignment, following Deloitte Digital’s win of John Hancock/Manulife last summer. Both are seismic events in the marketing world as these assignments traditionally reside with agencies and holding […]

Read More
BLOG

The View From Backstage: How We Helped Get Customer Obsession Working For You At Forrester’s B2B Marketing Forum In Austin

Caroline Robertson October 17, 2017

Just over a week ago in Austin, I achieved another professional milestone — hosting my first Forrester B2B Marketing Forum. While the team did a wonderful job of preparing me and all the speakers at this event, the one thing I was unprepared for is how different the view is from backstage. The upside was […]

Read More
BLOG

Brand 2020: Act I. Crisis

Dipanjan Chatterjee August 7, 2017

A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about […]

Read More