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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


Two Truths And Seven Lies Retailers Heard In The 2010s

Retail changed substantially in the last decade, but not always in the ways predicted. VP and Principal Analyst Sucharita Kodali looks back — and provides a few takeaways for retailers for the decade ahead.
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Nike Is Setting The Standard For Omnichannel Loyalty In Every Industry

Shifting from treating loyalty as a standalone marketing practice to weaving it into the entire customer experience is hard. Learn how Nike gets it right.
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A New Marketing Era

Learn practical, actionable strategies to connect with customers and drive growth.

Predictions 2020

Discover the dynamics that will define 2020 and beyond.

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