It was with eager anticipation that IIAR members awaited Forrester’s Chief Marketing and Strategy Officer, Tom Pohlmann, to update delegates on Forrester’s strategy at both a regional and global level. The session at the IIAR London Forum did not disappoint.
In an open and honest exchange there was recognition of earlier strategies continuing but with some new developments that are of note to AR professionals.
Role-based strategy: Amalgamating with marketing
The role-based strategy will continue, some may say unfortunately!, but this will now be expanded to focus more on the front office, e.g. marketing, sales enablement and services, and their connection to traditional IT functions. Tom acknowledged that the marketing segment has been one of the fastest growing areas of the business apportioning more than a third of global revenues and so it is an inevitable growth area for the company. This also means Forrester are hiring with the skew towards marketing and strategy analysts versus purely technology analysts. This is a continuation of the past but what seems to be new is the direction they are taking to more closely align marketing and business technology teams, which will be reflected in client interactions and research material. Forrester see their USP as connecting the front office with technology.
European growth: Work in progress Continue Reading →