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

Kate serves Application Development & Delivery Professionals. She is a leading expert on customer service strategies. Her research focuses on helping organizations establish and validate customer service strategies, prioritize and focus customer service projects, facilitate customer service vendor selection, and plan for project success.
Kate has extensive industry experience, with more than 10 years of leadership at customer service software companies, where she held senior product marketing and product management roles. She is also a published author on customer service trends and best practices.
Kate earned a Bachelor of Science from the University of Toronto and a Master of Science from the University of Pennsylvania.
Oracle announced today that it will acquire Eloqua, a SaaS marketing automation provider. Oracle’s stated motives address, head-on, the zeitgeist facing the 21st century marketer. ...
Today’s buyers control their journey through the buying cycle much more than today’s vendors control the selling cycle. Although it varies greatly with product complexity and market...
I (Lori Wizdo) am on a plane, flying to San Francisco, to participate in Forrester’s Technology Sales Enablement Forum. As I was prepping for my (limited) role in the event, I had a flashback...
I’ve seen too many lead-to-revenue initiatives underperform because insufficient attention was devoted to process. And, I’ve seen an equal number stall because the attempt to...
I (Lori Wizdo) have just put the finishing touches on the content for tomorrow's (Wednesday, March 28 at 10am PT/1pm ET) interactive webinar, Socialize Your Lead To Revenue...
B2B marketing leaders are striving to position their companies as “thought leaders.” And why not? If you do not have a truly disruptive technology, product, service or idea (in...
Demonstrating the revenue return on marketing investment is the No. 1 issue for B2B marketing executives. In Forrester’s Q4 2011 B2B Marketing Organizations And Investments Survey, when we...
I recently stumbled upon a very old quote from Peter Drucker, which completely nonplussed this lifetime marketer. Mr. Drucker observed (in his 1973 book Management: Tasks, Responsibilities, Practice)...
The University of Massachusetts released its annual survey of social media usage at Fortune 500 companies. The report revealed that in the past year, these business giants have increased...
A long time ago, a savvy marketing consultant told me, “The role of the sales person is to teach the customer how to buy”. That is still true, but the wisdom has morphed a bit with...
I’ve been having a lot of conversations, recently, about sales and marketing alignment. (Well, honestly, who working in B2B marketing hasn’t?) In Forrester’s most recent...