thought leadership

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Can We Talk (Honestly) About The Executive In The Room?

James L. McQuivey April 24, 2019
It’s easy to pick out truly bad examples of leadership. In every organization you are part of — from the parent-teacher cooperative to the leaders of nations — there are inept leaders who seem to have cajoled or manipulated their way into their roles. Despite how easily such examples come to mind, however, these egregious […]
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What Brought Me Back To Forrester: Our Market-Leading Engagement Around Emerging Technologies

James Staten April 30, 2018
It is such a pleasure to be back at Forrester, especially now when our firm is actively embracing and helping you, our customers, leverage new technologies to innovate and differentiate your business. After three years leading technology strategy and market development for Microsoft Azure and Equinix, what brought me back were three things: The value […]
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Progress At The White House: A TBM In Every Pot

Eveline Oehrlich July 25, 2017
I was fortunate to participate in a historic morning gathering last week at the White House! Industry-leading private sector CIOs discussed and shared their technology business management (TBM) best practices, approaches, and ideas with CIOs and technology leaders of federal agencies. The White House leader for strategic initiatives kicked off the morning by setting expectations […]
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Developing Results-Driven Thought Leadership Marketing

Laura Ramos June 26, 2015
Business buyers don’t buy your product; they buy into your approach to solving their problems. Most B2B marketers need to position their firms as thought leaders on the issues their buyers face. This is easier said than done, because marketing mindsets focused primarily on brands, products, and offerings makes it difficult for marketers to develop […]
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Keeping Everybody “On Message”

Lori Wizdo May 7, 2015
Well, the 2016 US presidential race has begun in earnest.  Every day a new candidate enters the race on the quest to headline the Republican or Democratic ticket.  I am a bit of a political junkie: not because I am a policy wonk, but because I am a marketing wonk. I love (ok, sometimes hate) […]
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Thought Leadership: Hot Topic At CS Forum Helsinki 2013?

Laura Ramos September 11, 2013
CS Forum Helsinki 2013 is officially underway in lovely Finland. While I would have loved to be there (and the organizers did their best to try to lure me), the journey from California to Scandinavia is a bit daunting without a broader agenda in Europe. Lucky for me, Stacey Gordon, founder and president of Suite […]
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How To Retain Your Most Creative Employees

Nigel Fenwick June 24, 2013
There have already been plenty of articles written on the importance of creativity in the workforce. Assuming you buy into the importance of attracting creative types to your team, you will have an understanding of what to look for in hiring creative people. And then you will face the challenge of keeping these people on your team. I […]
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Collaborate To Tackle Your Challenges

Learn and co-create with a council of your peers.

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B2B Thought Leadership? Not So Much . . .

Laura Ramos April 4, 2013
What does it take to become a thought leader in your market?   Deep understanding of what inspires your customers (or keeps them awake at night), executive commitment, companywide involvement, and authentic generosity.  Unfortunately, most business-to-business (B2B) marketers fall short when they publish promotional content or threadbare case studies masquerading as thought leadership. At least […]
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Which Comes First: Content Marketing Or Thought Leadership?

Laura Ramos February 25, 2013
Once upon a time, there was a little marketer with a big problem. Her sales executives said, "We need more leads." So she bought a big new shiny marketing automation engine . . . . Stop me if you've heard this one before, but I'm sure we all know the end of the story. The marketing engine […]
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Off And Running . . . In The B2B CMO Race

Laura Ramos February 6, 2013
"Hello, I'm Laura Ramos, and I write for chief marketing officers." That's the standard line around here. It'll take a little gettting used to saying it. Heck, I still find myself saying "Xerox" instead of "Forrester" from time to time, but I hope to get out of that habit soon.     Luckily, I won't […]
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2012 Tech Marketing Priorities – From 50 Tech Marketing Execs

Stephen Davidson December 30, 2011
Understanding the priorities of fellow tech marketers is a great way to tune one’s own 2012 initiatives.   Over the past two months, my Forrester Technology Council colleagues and I have spent quite a bit of time surveying and talking with members (~ 50 tech CMO’s and VP’s of Marketing) about their priorities for 2012.  Before […]
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It’s Time To Take A Stand . . . In Your Marketing

Forrester June 7, 2011
When marketing leaders come to me looking for feedback on their messaging and value proposition, it usually sounds like this (with blanks inserted to protect the guilty): “We were founded in 19__. We’re the leading provider of _____ products serving the ____ industry. Our products are faster, more reliable, easier to use, more full-featured, and deliver […]
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The Future Of Organizations

Today's organizational structure has aged out.

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Four Counterintuitive Mindset Shifts Required To Advance State Of Demand Generation

Forrester June 6, 2011
When I was asked to give a keynote at DemandCon on the past, present, and future of demand generation, I wondered what new wisdom I could share about the past and present. We've all lived it; we all know how bad marketing and sales teams have been at generating demand. So I shared some research data that validates what we […]
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Thought Leaders Are Good Story-Tellers

Forrester December 21, 2010
Since there's no systematized, look-it-up-in-your-economics-textbook definition of thought leadership, people generally lapse into metaphor when they try to describe the concept. The language usually gets very Joseph Campbell-ish. Thought leaders might be visionaries, Delphic conduits into some shared future. Or, they might be heroic trailblazers, clearing a path into places that no one knew existed, […]
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SAS Shows How Thought Leadership Is The Art Of The Possible

Forrester October 15, 2010
Yesterday, I was talking with members of the SAS government team about recent developments, such as the state of their business, acquisitions (here's my take on one of those companies), and success stories. I was very, very happy that they wanted to devote the majority of time on the success stories, since you often get […]
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Doing Research In An Agile Fashion: A Retrospective

Forrester October 5, 2010
Our first application of Agile principles to the research process, which occurred during our study of thought leadership in the tech industry, was a very Agile-esque journey into the unknown. We learned a great deal that applies to future applications of Agile Research Development, so here's my retrospective. You Can Be Agile Up To The […]
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Thought Leadership: Measuring Our Success

Forrester September 24, 2010
Now that we've posted the outline for our study of thought leadership in the technology industry, it's a good time to take stock of our success so far. It's important to start the retrospection process, even if we're not completely done with the project yet, because we're using this study to pilot a different way […]
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Thought Leadership: Outline Ready For Comments

Forrester September 21, 2010
For those of you who have been following our thought leadership research project, we're now in the final stages of this project. I've posted the proposed outline here for your comments. If you're not familiar with this project, here's the development document that summarizes the topic, working hypothesis, and research method. Also worth reading is […]
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Thought Leadership Open House: You’re Invited!

Forrester August 19, 2010
As I said in my last blog post, we're looking for feedback on the questions we're asking about thought leadership in the technology industry. At the same time, we realized that it has been a while since we held an open house in Forrester's Foster City office. (If you're not aware, we did a few […]
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Thought Leadership: Welcome To Phase II Of Our Research

Forrester August 18, 2010
We're now in Phase II of our first venture into Agile Research Development, an investigation of thought leadership in the technology industry. Phase II is when we start the actual primary research, and again, we're looking to the community for their help and guidance. The story so far: Published the development document, which explains how […]
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