Marketing Operations Service

Keeping the marketing organization aligned and productive is a tall order. If your teams lack clear processes to maintain data hygiene for contacts and accounts, keep marketing technology humming, and measure your marketing efforts effectively, everyday marketing activities soon become insurmountable challenges that waste time and frustrate staff.

Through research and advice to create optimal data governance and decision-making, Forrester supports marketing operations leaders to inspire greater productivity by helping them design meaningful reporting, manage the data infrastructure, and rationalize your marketing technology stack for speed and agility.

Measure And Maintain Productivity

Showcase Marketing Performance

Develop the analytics and reporting necessary to identify trends and illuminate marketing activities that deliver business value.

Implement Marketing Technology

Support the entire marketing team with smart investments to capture insights, support privacy regulations, and improve data quality.

Increase Operational Velocity

Coordinate the marketing infrastructure and agile workflows that serve as the backbone for all other marketing functions.

Key Priorities

As a marketing operations leader, you can put the expertise of Forrester SiriusDecisions research services to work. You’ll find in-depth data paired with usable frameworks, analyst access, and signature research on your top priorities, including:

  • Revenue engine alignment
  • Marketing measurement and analytics
  • Data management
  • Planning and budget management
  • Marketing technology
  • Best-in-class processes and agile marketing
  • Marketing operations functional design and development

Available Research

Types of research available through the Marketing Operations Service:

  • Frameworks and methodologies: Take guided strategic steps toward higher-revenue alignment within the marketing division and across the business ecosystem using best-in-class models and blueprints.
  • Tools and diagnostics: Leverage interactive tools and templates to enhance your processes and accelerate decision-making.
  • Research briefs: Read concise synopses of executive-level sales, marketing, and product issues.
  • Core strategy reports: Review complex sales, marketing, and product issues in depth in a white-paper format.
  • Buyer insights: Examine the buying data of more than 30 unique B2B personas. Gain quantitative and qualitative data on how they prefer to buy, receive information, and interact.
  • Role profile: Find job descriptions, competencies, and success metrics for marketing, sales, and product roles.
  • Select practice: Discover successful initiatives, solutions, and best practices from peers.

Premium Inquiry

Forrester SiriusDecisions analysts are past practitioners and experts in their fields. Each analyst brings this unique knowledge and background to help you vet ideas, validate direction, and talk through decisions. Each premium analyst inquiry includes:

  • 50-minute discussion
  • Personalized advice
  • Actionable next steps

Looking for more time with experts?
Get help to execute on your B2B transformational strategies through a consulting project.

To make agile work in marketing, we had to push beyond the traditional software development agile tools and processes and focus on adopting the agile mindset. Only then could we design a program that resulted in marketing delivering real value for the business.

Chris Kelly
Senior Director of Digital Platforms at Siemens

Research Spotlight

Data-Driven Operating Model​

The Data-Driven Operating Model defines the actionable insights that support all phases of a closed-loop business process, the high-quality data that is reliable and easily accessible, and team enablement necessary for an organization to be truly data driven. These three elements must work together in a defined flow to ensure consistent and pervasive use of data over time.

Featured Insights


What B2B Marketing Leaders Are Measuring: Five Key Takeaways

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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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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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You Can Quantify The ROI Of SEO

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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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