Simon's Unofficial Forrester MOps Round-up | January 2023

Well it’s the last day of January, which by my reckoning makes me just in time to slide in a “Happy New Year”, just under the wire! I trust 2023 is progressing well for you so far and your plans for the year are well defined and firing on all cylinders. Either way, may I commend - also arriving, shall we say, on a “just in time” basis – our 2023 Planning Priorities For European Marketing Leaders. I’m pleased to say this is the first research content to which I have contributed since joining Forrester, although it’s very much an ensemble undertaking and I’m among the company of many esteemed colleagues! Along with the importance of data strategy – especially zero and first party – I talk about martech rationalization and adopting an opportunity based revenue waterfall. More than enough for marketing operations pros to be tackling before we’re wishing each other Happy Holidays again…

All being well my first solo research piece should be out in time for next month’s round-up, see you then!

Best regards,

Simon.

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What I Would Have Done Differently If I Had Access To The Research Find out what a new Forrester analyst discovered after 60 days in the role, from the view of an ex-marketing operations practitioner.

How Do You Know If Your Martech Is Working For You? Whether assessing current tech investments or considering new solutions to enhance your stack, ensuring maximum return on marketing technology spend can be challenging.

Putting The Revenue In Marketing Technology Discussing the new Emergence of the B2B Marketing Revenue Platform report (see below) and asking what’s next for MAP and ABM solutions?

B2B CMOs: Top Five Questions About Forrester’s 2023 Planning Guide A clear pattern has emerged in the type of marketing budget questions that B2B CMOs are asking for 2023 planning. Here are the top five.

Lifecycle Revenue Marketing Capabilities Help B2B Triumph In A Customer-Driven World Lifecycle revenue marketing (LRM) shifts from historic structures and specialized teams used to drive revenue to sharing capabilities and prioritizing the customer experience.

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2023 Planning Priorities For European Marketing Leaders European B2B marketing leaders must prime their revenue engines to drive productivity, improve alignment and gain efficiency.

The Emergence Of The B2B Marketing Revenue Platform The convergence of leading marketing automation and ABM platforms into a new category of comprehensive revenue marketing platforms is an emerging trend, and a significant number of marketers see it as a viable option.

The B2B Intent Data Providers Landscape, Q1 2023 Understand the value marketing, sales, and operations professionals can expect from a B2B intent data provider, learn how providers differ and select one based on size and market focus.

Selecting Professional Integration Services For Revenue Technology Initiatives Revenue operations teams tend to heavily emphasize selection of individual technologies and services. Ensuring those systems can effectively communicate and exchange data is equally important.

The Forrester Marketing Planning And Budgeting Toolkit Excel-based tool that assesses the current state of an organization’s marketing operations function, highlighting areas of strength and weakness to provide comparisons for overall improvement.

Microsoft: AI And Cross-Functional Alignment Drive Global Demand Center Results (Case Study) Revenue development functions sit at the critical juncture between marketing and sales organizations. Their success or failure dramatically impacts the entire revenue engine.

The Four Most Common Pitfalls In CMO Dashboards To capture the attention of organizational executives, CMOs and marketing operations leaders should streamline and restrict CMO dashboard content to impact-focused measurements that tell the story of marketing’s performance.

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Predictions 2023 Webinar Priorities for leading bold, focused action in 2023 for CX, B2B Marketing, Technology, and Digital Commerce leaders.

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Predictions 2023 For B2B Marketing Leaders Join us for a live discussion on aligning your B2B marketing organization for 2023 success.

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How B2B Organizations Can Prevent The Disruption Of Long-Term Growth Amidst Economic Uncertainty B2B CMOs will not endure — let alone flourish — in 2023 if they are not in lockstep with their Marketing Operations leader.

The Forces That Will Reshape B-to-B Marketing in 2023 After 3 years of disruption, CMOs face a pivotal year for their organizations and careers.

Avoid 7 Common Pitfalls To Advance Solid B2B Marketing Plans Seven B2B marketing planning pitfalls to be avoided and what to do instead to achieve solid annual B2B marketing plans.

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