Simon's Unofficial Forrester MOps Round-up | December 2022

Welcome to issue 2 of my Forrester Marketing Operations content round-up. It’s officially a series now!

People have been kind enough to tell me how useful they found my B2B Summit analyst 1 on 1 sessions summary blog post and looking at the web analytics (not that I’ve been obsessing ??), I see it was the second most read Marketing Operations post last month. In first place was a post written all the way back in 2018 on the topic of campaign planning. Now you might be wondering why such an old post is still so popular and in some respects this rather nicely demonstrates the value of our blog to Mops professionals and marketers in general. There’s a treasure trove of invaluable “evergreen” content that’s worth revisiting and campaign planning of course never goes out of fashion. Needless to say, at this point in the year I’m sure your 2023 plans are locked and loaded. Should you be putting the finishes touches though, or even just getting started, take another look at this article. Just click on mine as well so I don’t look bad in the rankings…

With that, may I wish you Happy Holidays and all the best for the festive season. Get some rest and see you back here in the New Year!

Best regards,

Simon.

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Latest content available to all, mainly from our blog as well as occasional additional items.

Data quality is for life not just for the Holidays Marketing data quality maintenance is an on-going activity, not something that can be carried out every so often and then forgotten.

Gaining Alignment On Martech Decisions Regularly evaluating your martech stack helps ensure your technology continues to provide value and support business objectives. Ask five key questions to help bring clarity to your decision-making.

Annual Planning Season Is Here — Make It As Productive As Possible Further advice on planning! This first post of a three-part series introduces a methodical approach to B2B marketing planning. Part 2 | Part 3

Beware “Coherent Nonsense” When Implementing Generative AI Learn why enterprises should begin constructing a strategy around how generative AI will impact their company from both the top down and the bottom up.

Forecasting The Future: Five Seismic Shifts That We Saw Coming As Forrester approaches its 40th anniversary, we reflect on a few of the monumental changes that we correctly predicted.

Eyes Only

Content only available to Forrester Marketing Operations Strategies seatholders.

The B2B Event Management Technology Landscape, Q4 2022 Marketers must take an audience-centric approach to B2B event planning and execution. This conceptual graphic puts the attendee at the center of B2B marketers’ event planning and execution.

B2B Marketers Must Invest In A Conversational Data Strategy The need for a conversational data strategy, how that strategy should connect conversational data to business requirements, and key considerations for conversational data strategy at each stage of the data lifecycle.

The Industry-Specific CRM Landscape, Q4 2022 Understand the value of industry-specific CRM providers, learn how they differ, and select one based on size and market focus.

Now Streaming

Webinars and panel discussions available to watch again.

Predictions 2023: B2B Marketing LinkedIn Live session discussing our top predictions for B2B Marketing leaders in 2023 including post-pandemic event budgets, the shedding of tech and the fate of efforts to drive revenue alignment.

Say Goodbye To MQLs, No Thanks To MQAs, And Hello To Opportunities Discover why savvy marketers are moving past MQLs to focus on opportunity segments that reveal stronger signals of intent.

Planning Guides 2023: B2B Marketing Leaders Learn how to use our 2023 planning guides to your advantage.

Audio-only

Episodes from the Forrester What it Means Podcast.

How A Sharper Customer Focus Will Fuel B2B Growth In 2023 As inflation woes, market turbulence, and supply chain disruptions cloud the 2023 landscape, we discuss predictions for B2B marketing and sales leaders in 2023.

Automation’s Impact On The Future Of Jobs In APAC Not directly related to Marketing Operations, this discussion on automation is nonetheless of interest to anyone handling this aspect of martech.

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Upcoming events and webinars.

Predictions 2023 Live Explore the priorities leading bold, focused action in 2023 for CX, B2B Marketing, Technology, and Digital Commerce.

Learn more about what Forrester offers Marketing Operations professionals and explore our blog for more insight.