Forrester

For CIO Professionals

Report:Empowered Customers Force CIOs To Focus On Innovation

Vision: The Innovation Playbook

Now is a critical time for CIOs to focus on innovation. The pace of change is too fast, the opportunities too great, and the risks too dire to relegate it to the annual funding process. Digitally...

• Downloads: 266

For Customer Experience Professionals

Report:Planning A Co-Creation Workshop? Sweat The Details

Best Practices For Including Customers, Employees, And Partners In Customer Experience Design

Co-creation — the practice of involving people from across the customer experience ecosystem in the experience design process — is a valuable and versatile methodology, but it usually...

• Downloads: 180
• Comments: 2

For Application Development & Delivery Professionals

Report:Navigate The Future Of CRM In 2013

Vision: The CRM Playbook

The only source of competitive advantage is the one that can survive technology-fueled disruption: an obsession with understanding, connecting with, serving, and delighting customers. But as...

• Downloads: 1963
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For CIO Professionals

Report:Move From Ideation To Innovation

Ideation: The Innovation Playbook

Innovation is the number-one challenge for CEOs. And CIOs are increasingly asked to help solve the challenge by supporting innovation across the enterprise with new technology. The problem is that...

• Downloads: 837
• Comments: 2
• Rating:

For Marketing Leadership Professionals

Report:US Consumers Are Willing Co-Creators

Landscape: The Open Innovation Playbook

According to our most recent survey of product strategy professionals, 62% of all companies are not using social media to interact directly with their customers in order to influence product...

• Downloads: 687

For Marketing Leadership Professionals

Report:Revolutionize Products Through Open Innovation

Executive Overview: The Open Innovation Playbook

Product innovation isn't just a nice-to-have; it's a must-have, particularly in light of the rapid changes taking place at the intersection of technology and consumer behavior. Product strategists...

• Downloads: 337

For Marketing Leadership Professionals

Report:A Systematic Approach to Open Innovation Strategy

Strategic Plan: The Open Innovation Playbook

Despite the fact that economists, consultants, and business experts have been advocating for open innovation for more than a decade, product strategists indicate that most firms continue to struggle...

• Downloads: 346
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For Marketing Leadership Professionals

Report:Tapping The Entire Online Peer Influence Pyramid

Marketers Must Leverage The Three Tiers Of Online Peer Influence

There are three types of influencers in the Peer Influence Pyramid, and all three have value (and pose risks) for your brand and marketing efforts. Elite Social Broadcasters have wide reach and offer...

• Downloads: 1556

For Marketing Leadership Professionals

Report:How To Sponsor Conversations The Right Way

Leveraging Influential Endorsements Amid FTC Regulations

The Federal Trade Commission's "Guides Concerning the Use of Endorsements And Testimonials in Advertising" has been updated to regulate endorsements through blogger relationships, as well as through...

• Downloads: 458

For Marketing Leadership Professionals

Report:Reaching Consumers Who Will Help Product Development

Where And Who Are Those Key Social Media Users That Can Help You Deliver New Killer Products And Services?

Having established a need or desire to engage with a consumer community to help product and service development, how do you find, target, and engage the appropriate people? Locating the right...

• Downloads: 675

For CMO Professionals

Report:Marketing Leaders: Make Marketing Innovation A Mandate

Seed And Source Innovation From Within, Based On A Plan

Consumers, and the marketing strategies to engage with them, change with every technology twist. Although many marketers dabble in new marketing initiatives, most don't approach experimentation and...

• Downloads: 593

For Marketing Leadership Professionals

Report:Accessible Innovation

How Interactive Marketers Can Reduce The Risk Of Innovating In A Recession

A down economy provides the perfect environment for interactive marketers to innovate; emerging media provides cost-effective ways to keep firms ahead of competition and customer needs. Forrester's...

• Downloads: 478

For CMO Professionals

Report:How CMOs Lead Consumer-Driven Innovation In Tough Times

Improve The Effectiveness Of Innovation — Don't Eliminate It

In the face of budget cuts and reduced consumer spending, innovation may seem like an easy line item to slash. However, smart marketers realize that a strong innovation pipeline provides a strategy...

• Downloads: 820

For CMO Professionals

Report:Do Marketing And Strategy Make Good Bedfellows?

Marketing Leaders Should Get More Involved In Their Firm's Strategy

Most marketing leaders drive — or are involved in — their firm's consumer and product strategies. But three out of four have decided to leave distribution strategy and brand acquisition...

• Downloads: 492

For CIO Professionals

Report:Sourcing Innovation From Crowds

Crowdsourcing has become a media darling — which, rather paradoxically, represents a major threat to the very innovation vendors that market it. Why? Because trendiness breeds misinformation,...

• Downloads: 705

For Marketing Leadership Professionals

Report:What Works In Online Company Forums?

Half of US online adults are willing to participate in online company forums. Brands should use these platforms to nurture honest feedback in areas like: product quality, usability, innovation,...

• Downloads: 717

For CMO Professionals

Report:Driving Marketing Innovation

How CMOs Can Enable Innovation In Their Organizations

As companies strive to reach their growth targets and consumers desire a greater voice in new product development, chief marketing officers need to play a central role in innovation efforts. A CMO...

• Downloads: 701

For CMO Professionals

Report:Consumer-Driven Innovation: Self-Test

How Can You Advance To The Next Level In Your Innovation Processes?

Consumer-Driven Innovation (CDI) gives consumers a more central role in the innovation process, enabling marketers to improve the brand proposition and develop a more valuable and engaging...

• Downloads: 452

For CMO Professionals

Report:CDI: Defined But Not Adopted

Consumers Are Not Involved Enough In Product Innovation

Consumers are still left out of new product development — despite two facts: 1) An estimated 80% of new products still fail, and 2) digital technologies present an open door to learning what...

• Downloads: 300

For Marketing Leadership Professionals

Report:Marketing On Social Networking Sites

Social networking sites (SNSes) like MySpace.com and Facebook attract large numbers of mostly young users who are eager to engage with their favorite brands. But most marketers use traditional...

• Downloads: 1545

For CMO Professionals

Report:Case Study: Del Monte Listens With Customer-Centric Technology

An obvious, but often overlooked, tenet of customer centricity is listening to customers. Del Monte leverages technology to listen to a wider range of customers and uses customer input to influence...

• Downloads: 307

For CMO Professionals

Report:Reinventing Marketing For Customer Centricity

Insights from CMO Keynotes At Forrester's Marketing Forum 2007

Many firms aspire to be customer-centric, yet few have figured out the recipe for successfully transforming their business. At this year's Marketing Forum, top marketing executives from leading...

• Downloads: 649

For CMO Professionals

Report:The End Of Mass Marketing

The Long Tail Turns Into The Thick Tail

The Web provided niche brands with a distribution channel, as described by the concept of "the Long Tail." Social Computing gives these niche brands a powerful marketing channel, enabling them to...

• Downloads: 439

For eBusiness & Channel Strategy Professionals

Report:Will Plans Abandon $1.4B In Annual CDHP Profits?

Health Plans' Service Issues Will Cause Market Deceleration If Ignored

Recent evidence shows that consumer-driven health plans (CDHPs) are beginning to gain market share faster than Forrester predicted in 2003. However, enrollees in these plans will demand improved...

• Downloads: 122

For Marketing Leadership Professionals

Report:Why You Should Care About Web Widgets

Demo 2007's "MySpace Furniture" Lets Marketers Connect With Their Fans

MySpace furniture is our name for a new class of video-laden widgets that consumers can assemble and paste into email and on Web pages, including MySpace.com pages. At the Demo 2007 conference,...

• Downloads: 512