Thoughts from the Forrester Marketing Forum

Via Visinsights.com: The Forrester team did a great job last week in Miami serving up a new conference, Forresters Maketing Forum 2007, for marketers. The major themes were about continued media fragmentation, the rise and importance of social media, and how organizations must transform to a more customer centric model.

The many themes and speaking panels were not all totally new concepts, but therein is the lesson. The realities of saying you are a customer centric organization and actually being one are two entirely different things. The process of translating strategy, actions and tactics into driving customer centric results or organizational transformation is a frontier that many organizations have not fully reached. If it was that simple, more folks would be there already. It’s a journey.

George Colony, Forrester CEO, set the theme of the event with his opening remarks about, “The Six Things I Would Tell Your CEO.” They are as follows:

1. Customers are taking control - “The world is becoming inside out;”
2. Your Web site needs work;
3. Ask your customers would they recommend your companies products and services to a friend or relative;
4. You don’t own your customers - they own you (attribution to GM CEO Rick Wagoner);
5. Bits want to be free - bits want to break the law;
6. Great marketing + great technology is the only way forward;

All comments so very, very true, but are companies grasping the seismic shifts that are taking place and acting on them? Breaking down barriers within organizations, truly listening to customers, incorporating their insights into the DNA of your organization, understanding the emergence of new technologies and channels, and define measure of success are what it takes to begin the journey.

The Forrester team presented strong concepts, ideas, case studies, and best practices to aid marketers with innovative practices and success stories to go back and fight the fight within their organizations. I will continue to share my thoughts around some of the major themes of the conference in coming weeks.

By Blake Cahill

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