Vicki Brown

1 month ago | forrester.com | Jay Pattisall |Kelsey Chickering |Vicki Brown |Dipanjan Chatterjee

Reports of X CEO Linda Yaccarino tying appeals for increased advertising commitments to X lawsuits and Congressional oversight reads as extortion and requires advertisers and agencies to take steps to maintain their fiduciary imperative to direct media investments. Let’s back up… Over the past 6 months: X filed a federal antitrust lawsuit in August, alleging the World Advertising Federation and several large advertisers colluded to deny X advertising dollars.

1 month ago | forrester.com | Vicki Brown |Laura Ramos |Lisa Gately

In today’s fast-paced business environment, operational excellence is crucial for organizational success. The key to achieving this lies in understanding all processes. Successful organizations excel by having their operations teams categorize and sequence every B2B process, identifying where breakdowns occur and addressing them effectively. However, go-to-market teams seem to drown in processes, and operations teams struggle to understand how these processes connect.

Apr 15, 2024 | forrester.com | Seth Marrs |Anthony McPartlin |Vicki Brown

“All coaching is, is taking the player somewhere he can’t take himself” – Bill McCartney, Former Head Coach, University of Colorado. If you look at great coaches from professional sports, they are not teaching their athletes how to play. They are observing their athletes and providing a perspective on ways to improve, motivating them and inspiring them to win, and helping them get unstuck. Players can review every play in practice and games, identify issues and make basic corrections on their own.

Apr 5, 2024 | forrester.com | Beth Caplow |Stephanie Liu |Vicki Brown

Portfolio marketers have a broad role, from keeping up to date on market intelligence and developing go-to-market strategies and messages to launching offerings and training sellers. Generative AI (genAI) can help portfolio marketers with all of these activities, helping them get smart fast, automating time-consuming tasks, and increasing their productivity and creativity — ultimately increasing their impact on the business.

Apr 4, 2024 | forrester.com | Vicki Brown |Laura Cross |Subhendu Pattnaik

Buyers working together to purchase products and services (i.e. buying groups) are a reality for B2B marketing and sales teams; however, B2B marketers struggle to assemble multiple buying group members involved in each B2B deal into a buying group within their systems. Adobe, last week at their annual Summit event, announced the new Adobe Journey Optimizer B2B Edition, which allows B2B marketers to create buying groups and intelligently orchestrate journeys for buying groups at scale.