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Dec 9, 2024 | 
forrester.com | Jay Pattisall |Mike Proulx |Ross Graber
Omnicom Group and IPG announced their intention to merge to form the largest global agency holding company. Executives indicate they anticipate closing the deal in the second half of 2025. This would reshape the marketing services category by consolidating the media scale of two global holding companies, accelerating the role of technology and AI in marketing delivery, and setting the industry on a path toward a hybrid services and SaaS model.
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Dec 6, 2024 | 
forrester.com | Ross Graber |Barbara Winters |Beth Caplow
Let’s brace ourselves for a hard truth. Trust in marketing measurement is already poor. Left unchecked it’s about to get 20% worse. The pain your organization feels surrounding B2B marketing measurement problem is real. Forrester’s 2024 Marketing Survey revealed that 64% of B2B marketing leaders feel their organization doesn’t trust measurement for decision-making.
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Oct 30, 2024 | 
forrester.com | Matthew Selheimer |Anthony McPartlin |Ross Graber
2024 has been a challenging year for B2B marketing, sales, and product leaders, and driving transformation against the backdrop of changing buyer behaviors, waning trust, constrained budgets, and breakneck technological innovation is not easy. It’s time to celebrate transformational success and the progress that your organization has made to ignite action and escape inertia. Have you improved your organization’s understanding of buyers, customers, and markets to drive tangible results?
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Oct 29, 2024 | 
forrester.com | Anthony McPartlin |Stéphane Vanrechem |Ross Graber
One of the benefits of an analyst role at Forrester is engaging with B2B leaders to understand their business challenges and priorities. This month, I was fortunate to spend time in person with a broad range of sales and operations leaders at Forrester’s B2B Summit EMEA and other events in London. Much of the conversations focused around how generative AI is and will impact go-to-market efforts, specifically within sales.
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Oct 28, 2024 | 
forrester.com | Ross Graber |Laura Cross |Mike Proulx
With 2025 budget cycles well underway, B2B sales and marketing leaders are braced for another rough go at it. Forrester’s Budget Planning Survey, 2024, found that only 35% of B2B marketing leaders and 33% of B2B sales leaders expect budgetary increases of 5% or higher. This means that, after factoring for inflation, the overwhelming majority of organizations will only be able to support new go-to-market investments by scaling back current areas of investment.
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May 3, 2024 | 
forrester.com | Karen Tran |Nikhil Lai |Ross Graber
Brand investments are like retirement investments. The idea is to invest regularly and consistently starting as early as possible, knowing that by the time retirement hits, the value will have accrued over time and the investments will have compounding returns. When we begin the uphill climb of investing, the returns may feel modest.
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May 1, 2024 | 
forrester.com | Phyllis Davidson |Ross Graber |Jessie Johnson
We like to practice what we preach at Forrester – when you’ve got valuable content, share it in as many audience-centric ways as you can muster. In this case, the core content is our just-published report, The Forrester Campaign Content Strategy. In addition to this overview, Craig and I also want to invite you to our session on this topic at next week’s Forrester B2B Summit in Austin, “Strategic Content Planning for Integrated Campaigns.”Why this research?
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May 1, 2024 | 
forrester.com | Ross Graber |Jessie Johnson
It pained me to learn that 64% of B2B marketing leaders responding to Forrester’s Marketing Survey, 2024, acknowledged that they don’t trust their organization’s marketing measurement for decision-making. Let that sink in for a moment: Marketing is a discipline with credibility that depends on data, facts, and insights, and marketing leaders know this.
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Nov 29, 2023 | 
forrester.com | Anthony McPartlin |Ross Graber |Simon Daniels
Across B2B, organizations are often over-reliant on org design to drive change. Rev ops implementation discussions are filled with questions of centralization, decentralization or centers of excellence. But structures are just one lever of change. Structure tells you nothing about which customers or stakeholders to support and prioritize, what offerings to provide, required capabilities, or the leadership and governance strategies required to drive success.
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Nov 27, 2023 | 
forrester.com | Ross Graber |Simon Daniels |Laura Cross
B2B marketing leaders are keenly aware of their organization’s reliance on measurement and analytics to drive superior performance. But when it comes to insight-driven decision-making, too many B2B organizations are simply falling short. So what exactly is the current state of B2B marketing measurement, what do B2B marketing leaders need to look out for, and what can be improved?
