Martin Gill

VP, Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Martin serves eBusiness & Channel Strategy Professionals. He leads the development of Forrester's Digital Business Transformation Playbook, which focuses on how consumer adoption of multiple touchpoints is driving the need for firms to abandon channel-siloed strategies to become both more customer-centric and more agile in how they embrace change. Martin covers digital and eBusiness maturity and how firms can adopt organizational structures, processes, sourcing strategies, and metrics that help them embed digital tools and capabilities throughout their organizations. He is based in the UK, and while covering global trends, he has a particular focus on the European retail market.

Previous Work Experience

Martin's background spans both business and IT roles. He joined Forrester from the retail industry, having worked at Boots, a major European health and beauty retailer, for a number of years. His role there was to establish and develop a business-aligned enterprise architecture function, delivering transformational strategies for a number of key retail areas, including, the Advantage Card loyalty scheme, and the retail and pharmacy store systems. Prior to that, he worked in a variety of roles at, Europe's largest pure-play digital bank, ranging from mergers and acquisitions to new product development for both Egg and PruDirect.


Martin holds a first degree in manufacturing engineering and operations management from Nottingham University and a Master of Philosophy from Newcastle University by research covering the simulation of commercial systems.

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49 results in Blogs

  • Martin Gill
  • For eBusiness & Channel Strategy Professionals

    Blog:Digital Business Means its Time to Evolve

    I’m returning from three days at Forrester’s Technology Management Forum in London. The theme was “Unleash Your Digital Business”, and a very public event on the first day...

    • For eBusiness & Channel Strategy Professionals

      Blog:Drive Digital Transformation Through Strategic Partnerships

      I’m house hunting.   It’s a very enlightening way of seeing digital disruption in action. When my wife and I bought our current house over a decade ago, we found it on a property...

      • For eBusiness & Channel Strategy Professionals

        Blog:Navigating the New Digital Landscape

        I’m writing this on the train. On my iPad. Connected to the internet (albeit intermittently, thanks to the occasional tunnel) while trundling through the British countryside. I booked my ticket...

        • For eBusiness & Channel Strategy Professionals

          Blog:Use Forrester's European Retail Segmentation to Understand Complex Customer Behavior

          Digital disruption is both an opportunity and a threat.   In the age of the customer, firms that assume that what made them successful in the past will continue to drive competitive advantage...

          • For eBusiness & Channel Strategy Professionals

            Blog:Step Up To Digital Leadership

            No industry is immune to digital disruption. Globally, executives acknowledge the disruptive influence that digital technologies have on their businesses. In fact, in a recent Forrester survey...

            • For Technology Management Professionals

              Blog:Are You Ready For Digital Business?

              When David Cameron and Angela Merkel put their heads together to talk about the “Internet of Things” and decide that Britain should double its research investment into technology...

              • For eBusiness & Channel Strategy Professionals

                Blog:What Can Microsoft Teach You About Digital Business?

                It’s only crumbling, archaic companies that have to worry about digital disruption, right? Companies that cling to out-moded ways of operating, where out-of-touch, besuited executives languish...

                • For eBusiness & Channel Strategy Professionals

                  Blog:Introducing the Global Retail Segmentation

                  It's hardly a secret that consumers are rapidly adopting new touchpoints to help them shop. But the killer question that every eBusiness executive must be able to answer is, how quickly are...

                  • For eBusiness & Channel Strategy Professionals

                    Blog:Bring me my Jetpack!

                    The future, if you believe science fiction, will be filled with hover-cars and jetpacks.   Bah humbug. I was never really into sci-fi as a kid. I never got into Doctor Who (still don’t...

                    • For eBusiness & Channel Strategy Professionals

                      Blog:eCommerce. Russian style!

                      Anyone who’s heard me speak at a conference over the last couple of years stands a fair chance of having listened to me talk about the fall of the Berlin Wall. Now, considering I typically talk...

                      • For eBusiness & Channel Strategy Professionals

                        Blog:The ROI of Agile Commerce

                        Its been a labor of love, but its finally here. Yes, I’ve actually published The ROI Of Agile Commerce.   One of the most common themes we hear from firms looking to invest in pushing...

                        • For eBusiness & Channel Strategy Professionals

                          Blog:How to be a Digital Commando

                          These poor, cold fellows stand few miles from my parent’s house in the Highlands of Scotland. They commemorate the founding of the Royal Marine Commandos in 1942, and these windswept, bronze...

                          • For eBusiness & Channel Strategy Professionals

                            Blog:What's your in-store digital strategy?

                            At the start of the year, I published a piece of research looking at the major trends we predicted would hit Europe this year. One of the themes I called out was building on Peter Sheldon’s...

                            • For eBusiness & Channel Strategy Professionals

                              Blog:Why you shouldn’t rush out and hire a CDO

                              Chief Digital Officer (or CDO) is the latest in a long line of snazzy C-level titles to emerge over the last few years. At Forrester we’ve been watching this trend for a while now and have made...

                              • For eBusiness & Channel Strategy Professionals

                                Blog:European Online Retail Forecast 2012 to 2017: Online growth will begin to polarize across Europe

                                European online retail sales will reach €191 billion by 2017, up from €112 billion in 2012 – reflecting a 11% compound annual growth rate (CAGR) over the next five years. ...

                                • For eBusiness & Channel Strategy Professionals

                                  Blog:A tale of two brands: Are you ready to embrace the realities of digital business in 2013?

                                  2013 is going to be a fascinating year for retail in Europe. When I look at what’s to come this year, I can paint a picture of what Forrester predicts by looking at a tale of two brands. Both...

                                  • For eBusiness & Channel Strategy Professionals

                                    Blog:Luxury Retailers: Wake Up! The Internet is Here to Stay...

                                    The following picture might be a little harsh... ...but I’ve spoken to a number of eBusiness executives in luxury retail companies over the last 12 months or so, and by and large they share a...

                                    • For eBusiness & Channel Strategy Professionals

                                      Blog:What's in the Agile Commerce Playbook?

                                      I’ve been called upon to present on agile commerce many times over the last year, and when I do I most commonly start with this quote: "Change is the law of life. And those who look only to the...

                                      • For eBusiness & Channel Strategy Professionals

                                        Blog:What does the arrival of the Chief Digital Officer mean to the eBusiness team?

                                        I’ve been thinking, talking to clients, and reading a lot recently about the rise of the Chief Digital Officer. Most of my recent research has been concerning the shift we are seeing in leading...

                                        • For eBusiness & Channel Strategy Professionals

                                          Blog:Managing the Cross-Touchpoint Customer Journey

                                          It’s no great surprise that many retailers are reporting an increase in multi-touchpoint engagement from their shoppers this year in the run-up to Christmas. Our own Technographics® data...

                                          • For eBusiness & Channel Strategy Professionals

                                            Blog:Agile Commerce – that’s Forrester’s word for “Omnichannel,” right?

                                            You’ve all heard the term “Omnichannel.” And since you are reading this blog I’m going to assume you’ve also all heard the term “Agile Commerce.” If not,...

                                            • For eBusiness & Channel Strategy Professionals

                                              Blog:European Brands are Embracing the Cross-Touchpoint Reality

                                              I had the pleasure of presenting an evolution of our Agile Commerce research last week at the Internet Retailing conference in London. It was an interesting event on a number of fronts, but my key...

                                              • For eBusiness & Channel Strategy Professionals

                                                Blog:Burberry's Digitally Enabled Store Is Seductive, But Is It Really "Agile Commerce"?

                                                There are a few firms that I regularly point to as agile commerce exemplars, and one of them is Burberry. This always makes me smile because being from the north of England and growing up in a...

                                                • For eBusiness & Channel Strategy Professionals

                                                  Blog:Shooting Arrows At Eagles

                                                  Mao Zedong is quoted as having said that: “A revolution is not a dinner party . . . A revolution is an insurrection, an act of violence by which one class overthrows another.” However,...

                                                  • For eBusiness & Channel Strategy Professionals

                                                    Blog:Agile Commerce: Know It When You See It

                                                      Here at Forrester, we’ve been evangelizing the concept of agile commerce for a while now, and we are working on a stream of research building on the concept and digging into exactly how...