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CMO & Marketing

CMOs and marketers are in a revolution — shifting marketing away from supply-side and channel-based thinking to true customer-centric marketing. Making the human being – individuals that bring different emotional states and preferences to each interaction – the center of the universe and the basis of marketing strategy and operations.

The revolution does not toss out assets like brand, advertising, channel optimization, or customer acquisition campaigns — but it does force marketing leaders to rethink and reengineer marketing.

This human-driven revolution is not strictly a marketing question; it places the CMO as role model, architect, and orchestrator of the enterprise-wide strategy to become customer-obsessed. Forrester helps CMOs and marketing leaders with the most pressing issues of the day: to adapt and thrive in a customer-led, disruption-rich market.

Insights for CMOs and Marketing Professionals


How The COVID-19 Crisis Will Impact Marketing Spend Between Now And 2022

The COVID-19 crisis has upended CMO priorities and budgets. Wondering what to plan for now? Read our forecast.
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What B2B Buyers Want

Today’s B2B buyers don’t want to be treated as targets but instead, as equal partners. On this week’s episode of What It Means, Principal Analyst Steven Casey and VP, Principal Analyst Lori Wizdo discuss what’s driving the shift and how B2B marketers and sellers can adapt their strategies to win these buyers.
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Competing For Today’s Values-Based Consumers

Understand what drives today’s values-based consumer and how brands can clearly and authentically deliver their values messaging.

Reducing Software Costs In 2020

Learn negotiation tactics to find short term software cost savings for both existing contracts and upcoming renewals.

Winning The New B2B Buyer

Winning The New B2B Buyer

The B2B buyer-vendor power dynamic has shifted. Learn what’s driving change in buyer behavior and how to deliver experiences that build engagement and trust.

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Download Guide

Go even deeper into the B2B buying landscape and what it takes to win today’s buyers. Listen to the discussion on Forrester’s What It Means podcast.