About Forrester
Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

Chris serves Sourcing & Vendor Management Professionals with research focused on how organizations can define sourcing strategy, select and negotiate with key technology vendors, and maximize supplier performance over time. Chris is a recognized expert in IT and business services, and he focuses on how customers can manage innovation programs with their third-party service providers. He has written research about how the leading IT and business service providers facilitate innovation, introduce new technologies, and integrate technologies for IT and business customers. He has also created frameworks and evaluation methodologies to help sourcing professionals evaluate the risks, costs, and business value of emerging technologies. Prior to working on the sourcing and vendor management team, Chris served on Forrester's technology industry vendor strategy team. In this role, Chris wrote about topics relevant to technology strategists — such as long-term market trends, the importance of business customers in technology purchasing decisions, innovation, and emerging technology trends and disruptions.
Prior to his work as an analyst, Chris was in Forrester's consulting group, where he led strategy consulting engagements for leading technology vendors. He has helped technology clients with market sizing, competitive assessments, customer segmentation, product marketing, and M&A strategy. Prior to joining Forrester, Chris had several years of experience in strategy consulting, including advisory and market research work for Fortune 500 technology companies and private equity investors.
Chris received his M.B.A. from Georgetown University and his B.A., with honors, from Middlebury College.
Orchestrate Digital For The Best Brand Experience
Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other...
A Readiness Framework For Successful Implementation
Customer Intelligence (CI) professionals are increasingly tasked with assessing marketing effectiveness across all channels within the organization. But without access to next-generation attribution...
The Five Habits Of Highly Adaptive Marketers
Three out of four CMOs plan to revamp their organizations for the digital age by the end of 2011. The reason? Their initial efforts to create digital departments and outsource digital capabilities...

Why You Should Make Multichannel Measurement A Priority
Marketers measure digital channels in isolation from one another. However, consumers don't act within channels; they act across channels. Cross-channel measurement, a nice-to-have for most marketers...
A Technographics® Data Essentials Document
Brand loyalty and price sensitivity guide consumers' purchasing decisions, but these qualities also create unique audiences that embody distinct social attitudes, technology engagement, and...
Why Marketers Must Use A Skillful Approach To Reach Millennials Effectively
As Millennials continue to flow into the workforce, marketers will naturally focus more of their efforts on this emerging adult generation with increasing purchasing power. However, Millennials are...
How Nine Vendors Stack Up In A Constantly Changing Market
In Forrester's 64-criteria evaluation of enterprise listening platforms vendors, we found that Radian6 and Visible Technologies lead the pack because of their variably functional dashboards and...

Intel has an internal team of seven employees — aligned by business function — to listen to the groundswell, engage in online discussion, and set corporate guidelines for social media....

Organization: The 21st Century Brand Marketing Playbook
Twenty-first century brands are grappling to maintain their traditional sources of competitive advantage in the age of the customer — a world in which the companies that take an obsessive...
Forrester conducted an online survey fielded in February 2013 of 4,575 US individuals ages 18 to 88. For results based on a randomly chosen sample of this size (N = 4,575), there is 95% confidence...
Vision: The Social Intelligence Playbook
Listening platforms power marketers by analyzing their brands, products, and customers across social media channels. But although listening platforms make managing social data possible, marketers...

CMOs Must Drive Their Firms' Domain Strategy Now
A fundamental transformation of the way brands and consumers connect on the Internet is amid us. Icann, the authority responsible for Internet domains, has approved a plan to expand the 22 currently...
Interactive marketers consider branding one of the key objectives of their search marketing program; but few of them apply methods to understand the brand impact of search. Rather than focus only on...
Build Your Brand With A Product Experience Platform
As the effectiveness of traditional communications vehicles continues to decline, marketers must think differently about brand building. Forrester has identified that consumers are tuning out...

An Empowered Report: High-Impact Technologies That You Should Track
Forrester began summarizing technology trends last year to help enterprise architects create their organizations' technology watch lists. For this year's list of top trends, we've used the same...
Exploring The Tools And Technologies That Manage Social Media Data
In January 2009, Forrester identified an evolution in the social media technology market: Social media monitoring tools grew into a more advanced technology and analytics infrastructure —...

Processes: The B2B Online Community Playbook
This report showcases the exemplary community processes into practice by Forrester's 2011 Groundswell Award winners and finalists. These community leaders did not achieve success by luck, rather they...
Using Blogs To Empower Consumers And Gain Back Trust For Your Brand
Blogging is an often misused social marketing platform. Marketers often recycle generic content, follow quarterly content schedules, and plan more for search optimization than engagement. Old school...