This week, we launch a completely new tool to get you from where you are to where you want to go. The tool is called Forrester Future Fitness. It’s an atypical tool for Forrester, but desperate times call for desperate measures. Or maybe, transformative times call for transformative measures.
Note: Want to read the in-depth, article-length version of this post that provides more detail and food for thought? Download the article here, or keep reading below to get to the brass tacks.
The timing is apt. Today we kick off our Consumer Marketing 2019 Forum in NYC. The room is packed and energetic, and in conversations with our clients here, about two-thirds of them tell us they are going through some kind of digital transformation. Some are leading it, others are trying to support it, but they’re all trying to change. In a private council meeting ahead of the event yesterday, we sat in a room with about 50 CMOs and senior marketing leaders to discuss what obstacles they face. The concerns run the gamut, from lack of executive commitment to lack of clarity on what the vision is — something as simple as “What do we want our customers to get out of this transformation?” isn’t being asked as often or insistently as it should be.
More of the Forrester post from James L. McQuivey
