If you're looking for ways to embrace change and carve a new strategy, now is as good a time as any. Forrester CMO Shirley Macbeth's epiphany hit on March 16, 2020 when State of Massachusetts went into lockdown due to the pandemic.
Like scores of others, Macbeth was thrusted into a world of remote work. But maybe a little different than others, March 16, 2020 was her first day on the job with Forrester, so the change, upon the sudden change meant that she had to keep on changing.
So, with extra pressure on marketing budgets and performance, she quickly sought out a more adaptive marketing strategy to preserve existing customer relationships and accelerate revenue growth. That meant reassessing our business priorities.
Based on my own experience leading marketing at Forrester during the pandemic, below are top priorities I’d emphasize for all CMOs as they continue to navigate challenges and opportunities in 2021 and beyond.
Seize marketing's expanded remit
Put your customers at the center
Drive alignment across functions
Take a stand
To read about Macbeth's experience, check out the complete story on Marketing Dive.
Comments