About Forrester
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Phil serves Application Development & Delivery Professionals seeking strategies that will help them streamline and manage their application portfolios. Phil's coverage includes application modernization (monitoring, renewing, replacing, or retiring existing applications/platforms); portfolio management (APM) (driving business-aligned modernization via metrics/assessments); rationalization (streamlining the portfolio to reduce lights-on IT costs and increase agility); and strategic planning (aligning business and IT vision and aligning the application/infrastructure to fulfill the joint business/IT vision).
Phil focuses his research on application professionals, but his research also draws the interest of enterprise architects, CIOs, and other IT professionals.
Phil's IT experience dates back to 1982, when he held positions with: the Commonwealth of Massachusetts (consultant); Boston University (application developer); and Cullinet Software, where he held positions as a software developer and consultant before he was promoted to IT director. When CA bought Cullinet in 1989, Phil joined insurance company startup Arbella Mutual Insurance as director of applications, working with a management team to literally create an IT department and implement its initial applications/operating environment. In 1992, Phil accepted a director-level position with the National Council on (workers') Compensation Insurance (NCCI), where he directed a team that developed and distributed a commercial software package, implemented a financial applications package, and rolled out the nation's first Internet-based information service to the worker's compensation industry. Phil held the top management position in NCCI's $26 million Y2K program office — leveraging offshore programming resources to remediate its applications and onsite staff to execute Y2K testing, effectively creating a round-the-clock remediation process.
Phil joined Giga Information Group in 1997 as an industry analyst, covering the Y2K phenomenon, and he was promoted to the position of managing director of research for its e-practices group. Since Forrester bought Giga in 2003, Phil has been bringing his broad technical and managerial experience to bear on application and IT management topics that concern Forrester's diverse client base.
I am excited! Not just about the fact that Forrester's Marketing Forum is just around the corner. I am excited because I just got to spend some time with Ross Martin, the energetic executive vice...
Forrester partnered with the Association of National Advertisers (ANA) to better understand marketers' current attitudes toward TV and digital video advertising. Marketers have regained their...

You are the CMO or the head of marketing for your company, and you’ve just finalized your social media plans for 2011 at the request of the CEO. Despite the unknowns out there, you are...

One of our ace researchers on the CMO and marketing leadership team, Mike Glantz, pulled together this blog post to follow up on a report we collaborated on a few months back, "TV's Currency...
My colleagues who serve Interactive Marketing professionals are working on a study to benchmark social media maturity in organizations, the results of which will be a killer report that will allow...
What Is The Right Customer Experience Strategy?
Marketers bear the responsibility to guide the brand experience. A large part of that experience is driven by advertising and promotion, but that only covers a small slice of the overall interaction...
The following post is from my colleague and our CMO Group Advisor, Erin Streeter. I thought this topic was critical to our community of marketing leaders. If you have any questions for us, please...
Executive Overview: The 21st Century Brand Marketing Playbook
In the 21st century, empowered consumers have steered brand marketing into foreign terrain — they have taken the driver's seat and told brands where, when, and how they want to be interacted...

Forrester’s CMO Group fielded a survey in December in partnership with Advertising Age, to get a handle on what CMOs and marketing leaders are making a strategic priority in 2011. The article...
Strategic Plan: The 21st Century Brand Marketing Playbook
In order to build and preserve brand equity in the face of higher consumer expectations and support 21st century brand marketing, CMO and marketing leadership professionals must develop a strategic...

The competitive challenge that companies face today is driven by new issues that transcend classic distribution, brand, and product challenges. In the world we live in today, which Forrester defines...
In the wake of Nielsen’s and Facebook’s announcement of a new “Web GRP” metric, there has been some exciting debate over whether GRPs will be good for the advertising industry...
Tools And Technology: The 21st Century Brand Marketing Playbook
Building a 21st century brand requires marketers to form new types of partnership with agencies. As with the fast-changing technology landscape, it's up to marketers to stay current with the...
Our Researcher Mike Glantz has been tracking the changes in TV media buying for us. Here are some thoughts from him on a new announcement from Nielsen and Kantar: Although TV controls the...
Vision: The 21st Century Brand Marketing Playbook
The traditional pillars of brand equity are cracking under the weight of the higher standards of the 21st century consumer. Marketers are disoriented in this world where they are losing influence...

Recently my colleague Sharyn Leaver and I had the opportunity to meet with Robert Mead and Michael Mathias, the CMO and CIO, respectively, at Aetna. They will be speaking at our upcoming CIO-CMO...
I had the good fortune to work with Josh Bernoff, co-author of Groundswell and Empowered, on a groundbreaking new report. Along with colleagues from across Forrester, he has raised the red flag on a...
My colleague Augie Ray has written a great blog post about why the Old Spice campaign with Old Spice Guy Isaiah Mustafa has been such a huge success out of the gate. Here are some of the early stats...
Processes: The 21st Century Brand Marketing Playbook
Many companies are well on their way to delivering a top-notch brand experience for their demanding customers. CMO and marketing leadership professionals can learn from the experiences and processes...
Yesterday, Researcher Mike Glantz on my team attended the TV of Tomorrow (TVOT) conference in New York City. Practically from the conference floor, here is what he had to say: "The conference was a...
Last week’s big TV news was that Canoe Ventures, the company jointly founded by the major cable MSOs (Comcast, Cox, Charter, Cablevision, Time Warner, and Bright House), has decided to abandon...
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...
On February 10, our Researcher Mike Glantz was able to attend the ANA TV and Everything Video Conference. In light of our recently published call on the future of TV audience measurement in our new...
As a trend spotter for most of my career, one of the things I look for is the announcement of “newly created roles” at companies and agencies. The latest of this to hit my radar is...
At our Marketing Leadership Forum in April, Forrester Researcher Mike Glantz will be talking up TV in its future state with a panel made up of Comcast, ABC, and others. Here is a post written by Mike...