IIAR’s first date with Forrester CMO

Victor-Milligan Smallforrester-logo-150x150IIAR hosted Forrester’s new CMO, Victor Milligan (@vtmilliganLinkedIn), at SapientNitro’s office in central London on April 30th. Victor joined Forrester in December to lead its global marketing organisation. He was in London last week for Forrester’s Marketing Leaders Forum, and later joined the IIAR members to discuss the company’s “Age of the Customer” strategy, go-to-market and key research themes for 2015. Benjamin Ensor (LinkedIn@benjamin_ensor), VP & Research Director serving eBusiness & Channel Strategy Professionals also joined Victor during the session and took part in the Q&A.

In his 45 min presentation, Victor shared insights on Forrester’s Age of the Customer (AoC) vision, its four market imperatives, and what it means to AR. The AoC imperatives include Mobile, Customer Experience, Big Data and Digital Business Transformation. Given the relevance to today’s business, all of Forrester’s research will be centered on these imperatives in 2015.

Victor also talked about Forrester’s unique positioning in the market, serving both business and technology leaders to help them develop customer-obsessed strategies that drive growth. Within the scope of its four market imperatives, Forrester’s research focus includes vertical relevance, predictions, a new B2B Marketing role, more Waves (Forrester’s vendor rankings), TechRadars, and Playbooks, which have proven popular with end-users. All will continue to fuel a superior customer experience for its clients.

Specifically in terms of Europe expansion, Victor indicated that Forrester is experiencing growth and is making significant investments in the areas of CX, Digital Business, Business Technology transformation, Leadership Boards, as well as Data for the UK, France and Germany.

As the new CMO in a highly competitive research market, Victor surfaced his 2015 marketing priorities across Research, Consulting, Data, Events and Peer collaboration.

Bottom line: On being asked for “one piece of advice to AR pros” on working with Forrester, Victor’s prompt response was to “collaborate” with Forrester and to stay ahead of the game by adopting a “customer obsessed” strategy at the heart of our business to ensure success.





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