Leading Blog

SEPTEMBER 2, 2019

William Ammerman states in The Invisible Brand , “ AI will play an increasingly important role in our lives in the years ahead as marketers turn vast amounts of computing power to the problem of influence people’s decisions.”. Indeed, broadly speaking, everything we do is marketing. ).

Brand 277

Brand Forrester Influence Advertising 277

Harvard Business Review

JULY 17, 2014

When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit card giant measures marketing. But the real power and full potential of data was not being fully realized by marketing. As an ingredient brand, Intel often struggled to link marketing to P&L impact. Inside Intel.

Finance 10

Finance Marketing P&L ROI 10

Harvard Business Review

MAY 3, 2017

Lucia Luce Quinn is Chief People Officer at Forrester Research. Earlier in her career, she left a position as SVP of business development and emerging businesses to join Boston Scientific in a senior line job. We shouldn’t execute programs that don’t serve the business.

Quinn 10

Quinn Execution CFO Forrester 10

Harvard Business Review

APRIL 18, 2011

Whether firms call the position Chief Customer Officer (CCO) or some other label, these individuals serve as top executives with the mandate and power to design, orchestrate, and improve customer experiences across the ever-more-complex range of customer interactions. Senior leaders are in a new position. Consider one example.

B2C 14

B2C B2B Forrester Budgeting 14

Harvard Business Review

JULY 14, 2016

While most executives are pros at managing change, digital transformation is a much deeper change than the usual process or system update. For example, increasing your marketing spend for digital channels or upgrading internal communication systems. Are you really bought in, and is your team? You manage what you measure.

Business Model 8

Business Model Human Capital Real Estate Forrester 8

Harvard Business Review

JUNE 27, 2013

In a recent Forrester survey of 100 customer experience professionals, nearly half of respondents said that their executive team''s strategy for customer experience is market differentiation. Why haven''t we seen more and more companies earning excellent scores in Forrester''s Customer Experience Index ?

Innovation 8

Innovation Forrester Business Model Long-term 8

Harvard Business Review

JANUARY 29, 2015

James McQuivey, principal analyst and vice president at Forrester, suggested that executives should sit up and pay attention to HoloLens. McQuivey, the author of Digital Disruption , agreed to answer this skeptic’s questions about HoloLens, why it matters, and why executives should pay attention. This one comes to mind.).

Forrester 8

Forrester Technology Execution Automotive 8