Moving From Cool To Critical: What We Learned At The Forrester Marketing Leadership Forum

Last week, Forrester got about 700 of our friends together (ok, conference attendees) to figure out what is cool and what is critical in marketing today as well as what is likely to cross from the former to the latter. We had amazing presentations from major consumer goods, retail, insurance, and technology brands tackling these different issues.

Below, I have included the graphic illustrations of these presentations (courtesy of Kate Dwyer at Collective Next), highlighting the key takeaways from each. In them, you can see the stories and concepts that our speakers revealed to help the audience progress in this complex marketing world we now live in.

What's cool?

  • Branding is cool again, according to Chris Stutzman. He studied the relationship expressed by consumers between things like brand pride and brand uniqueness and how they influence premium prices and willingness to recommend. His insight: 21st century brands will be built on different foundations than 20th century brands, especially as they  relate to what leads the marketing effort. Product-led brands will suffer as experience-led brands thrive (Note: His report will be coming out soon, but here is preview from Advertising Age). 
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IT Service Management And ITIL Thinking – Brawn, Brains, Or Heart?

Some great IT service management (ITSM) conversations with BMC this week got me thinking about ITSM people “stereotypes” and what we can learn from them in terms of communication, education, and ITSM  tool selection. It started from my mental 2D matrix that plotted organizational ITSM tool need against the axes of organization size, e.g. enterprise, and level of ITSM maturity – with the latter, in my opinion, being a better gauge as to the ITSM tool that is most appropriate.

Conversations about the people within the organizations, however, made me wonder about the need for a third axis of “ITSM mindset” which could further better help to pin down the type of ITSM tool for a particular organization through a now-3D matrix.

Did Somebody Mention Stereotypes?

Oops, yes that was me. My imagination conjured up three stereotypes, and perhaps there are many more, but I liked that they leant themselves to a collective description of Brawn, Brain, and Heart (oh yes, it's a little "Wizard of Oz").

Where the stereotypes are:

  • Brawn– this describes the traditional IT Hero mentality, it’s all about you and the IT. Very much an IT-centric approach to IT delivery. Probably no concept of IT services and no interest whatsoever in ITIL (the ITSM best practice framework). It’s all about IT muscle in dealing with a never-ending stream of IT issues – the proverbial fire fighting. Talking to a Brawn about ITIL wastes everyone’s time, they will never be interested.
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