The Model For Modern Marketing

The Model for Modern Marketing is Forrester’s visionary report that challenges CMOs to reimagine their role and transform marketing into a customer-obsessed, enterprise-wide growth driver. Written by Shar VanBoskirk, the report criticizes outdated marketing practices still rooted in transactional goals, sales dependency, brand autocracy, and minutiae-focused operations. These misaligned priorities prevent marketing teams from effectively engaging empowered, post-digital customers. To succeed, CMOs must catalyze transformation by reshaping team competencies, culture, processes, and insights. The report emphasizes that today’s successful marketing function is no longer a support department for brand or sales it must become a strategic leader of customer experience and long-term business growth.