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Andrew Bartels

Vice President, Principal Analyst serving CIOs

Andy is a member of Forrester's Business Technology Futures team, which serves CIOs and their business partners by predicting the long-term business impact of information technology. His research focus is on smart computing and analytics and tech-driven business transformation, analyzing the shifting economics of the industry, including spending, budgeting, and the influence of macroeconomic trends.

He also researches the growing customization of IT systems for industry-specific applications, especially in the utilities, energy, and professional services sectors. He is also a thought leader in the sourcing and procurement technology markets.

Previous Work Experience

Andy has extensive experience in the technology market and in strategic planning, both as an analyst and a practitioner in the business world. He came to Forrester through its acquisition of Giga Information Group in 2003, where he had worked as a vice president and research leader since 1998. Prior to joining Giga, Andy held a variety of vice president positions at American Express in the chairman's office, technologies, strategic planning, and re-engineering. Before joining American Express, Andy worked as an economist, writer, and editor for various organizations, including Shearson Lehman Brothers; the US House of Representatives' Committee on Banking, Finance, and Urban Affairs; and the Council on Wage and Price Stability in the Executive Office of the President.

Andy has been a regular participant in Forrester's IT Forum conferences, delivering keynote addresses in 2006 and 2007 with colleagues on the future of software. He has also been a recurring presenter at Conference Board conferences on eProcurement and eSourcing. He has been quoted in leading business and technology publications, including BusinessWeek, The Economist, The New York Times, and The Wall Street Journal.


Education

Andy earned a B.A. in philosophy from Haverford College and a Ph.D. in history from Johns Hopkins University.

Research Coverage:

Benchmarks, Economic Outlook, IT Budgeting & Forecasting, IT Spending Forecasts, Innovation, Innovation Strategies, Mergers & Acquisitions, Spend Management, Vendor Management Systems, eCommerce Platforms & Technologies, eMarkets, eProcurement

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  • Marketing Methods
  • Forrsights For Business Technology

  • For Marketing Leadership Professionals

    Report:Investing In Tech Marketing, 2011

    Introducing The Forrester Marketing Flywheel For Assessing Budget Allocations

    Peter BurrisFebruary 01, 2011

    The tech industry is returning to expansion mode, and tech marketers must gear up to drive profitable revenue growth for their companies. However, unlike previous generations of tech industry growth,...

    • Downloads: 852

  • For Sales Enablement Professionals

    Report:The Lead-Nurturing Payoff For The Tech Industry

    Engage With Early-Stage Buyers, Drive Pipeline And Revenue Performance

    Lori WizdoOctober 21, 2011

    Today's empowered technology buyers are two-thirds of the way through their buying process before they engage with tech vendors' sales teams. Forrester believes that a robust lead-nurturing program...

    • Downloads: 576

  • For Sales Enablement Professionals

    Report:Lead-To-Revenue Management Transforms Tech Marketing

    Tech Marketing Is Strategic When Revenue Is The Focus

    Andre PinoDecember 22, 2010

    Technology company boards and CEOs are demanding that marketing and sales teams stop pointing fingers when revenue falls short of goals and start working together to generate profitable revenue,...

    • Downloads: 756

  • For Marketing Leadership Professionals

    Charts & Figures:Forrester Marketing Flywheel: Marketing Expenditures At All Tech Companies, 2011

    Peter BurrisFebruary 01, 2011

  • For Sales Enablement Professionals

    Report:Tech Channel Marketing Trends 2012

    Growth Continues In Channel-Generated Revenue Share And Investment

    Tim HarmonMarch 13, 2012

    It's a case of good dollars following good — channels continue to perform, in terms of revenue contribution, so tech vendors continue to invest in them. Tech marketers will be operating with...

    • Downloads: 431

  • For Sales Enablement Professionals

    Report:Tech Marketers Are Poised To Ramp Channel Investment

    Channel Enablement Is A Top Priority For 2011

    Tim HarmonFebruary 01, 2011

    2011 will be a bellwether year for tech vendors. Tech investment by customers and marketing investment by tech vendors are rising ahead of the economic recovery into 2011. Most tech marketers see...

    • Downloads: 419

  • For Sales Enablement Professionals

    Tool:An Example L2RM Model

    Andre PinoDecember 22, 2010

  • For Sales Enablement Professionals

    Tool:Marketing's Strategic Value Is Disappearing

    Andre PinoApril 22, 2011

  • For Application Development & Delivery Professionals

    Report:Tech Marketers Pursue Antiquated Marketing Strategies

    Other Industries Have Moved Beyond Product Marketing And Lead Generation

    Thomas GrantFebruary 01, 2011

    Compared with other industries, B2B technology industry companies treat marketing as an opportunity to sell new products and services to new customers. For these vendors, the product is the axis...

    • Downloads: 521

  • For Sales Enablement Professionals

    Report:2011 Demand Management Budget Trends

    Spending Optimism Must Be Balanced With Performance Improvement

    Andre PinoFebruary 01, 2011

    Tech marketers continue to place demand management as their primary objective with lead origination high on their spending plans for 2011. Yet they face a perfect storm as recessionary business...

    • Downloads: 349

  • For Application Development & Delivery Professionals

    Tool:Customer Management Trends Impact Analysis Framework

    William BandJanuary 26, 2011

  • For Sales Enablement Professionals

    Tool:The L2RM Model

    Andre PinoDecember 22, 2010

  • For Sales Enablement Professionals

    Report:Marketing Tactics Of Top Tech Performers

    An Artful Mix Of Old And New Yields Revenue Impact For Marketing Leaders

    Lori WizdoFebruary 09, 2012

    Tech marketers at top-performing tech companies demonstrate similar go-to-market strategies that set them apart from their peers at companies with average performance. The strategic mix leverages...

    • Downloads: 748
    • Comments: 4
    • Rating:

  • For Sales Enablement Professionals

    Tool:The Relationship With Sales Is Dismal Across The Board

    Andre PinoApril 22, 2011

  • For Sales Enablement Professionals

    Report:2012 Tech Marketing Planning Guidance

    With Proliferating Tactics And Constrained Budgets, Targeting And Focus Are A Mandate

    Lori WizdoDecember 21, 2011

    Tech marketers typically use last year's plan as a starting point for next year's marketing planning process, making changes to accommodate new goals and current-year budget realities. As a result,...

    • Downloads: 770
    • Comments: 1
    • Rating:

  • For Sales Enablement Professionals

    Report:Drive Tech Marketing And Sales Alignment With Lead-To-Revenue Management

    Three Steps Lay The Foundation For Alignment With Sales

    Andre PinoApril 22, 2011

    In technology companies, sales and marketing alignment and collaboration has been on the agenda forever, but only because it remains problematic. Tech marketing must resolve this misalignment to...

    • Downloads: 440
 
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