48 min

Forrester CMO on Practicing What You Preach Renegade Thinkers Unite: #2 Podcast for CMOs & B2B Marketers

    • Marketing

Having joined Forrester right when the world shut down in March 2020, CMO Shirley Macbeth dove headfirst into bringing the research and advisory firm's Bold at Work message to life and consolidating the recently acquired SiriusDecisions. Not only that, the Forrester's marketing team drank its own champagne, using data to increase marketing spend and narrow down its list of key target personas from 20 to 5 (as well as its product set from hundreds to a handful).

Having joined Forrester right when the world shut down in March 2020, CMO Shirley Macbeth dove headfirst into bringing the research and advisory firm's Bold at Work message to life and consolidating the recently acquired SiriusDecisions. Not only that, the Forrester's marketing team drank its own champagne, using data to increase marketing spend and narrow down its list of key target personas from 20 to 5 (as well as its product set from hundreds to a handful).

48 min