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Latest Research

For B2C Marketing Professionals

REPORT: Now Tech: Cross-Channel Campaign Management, Q2 2019

Forrester's Overview Of 42 Cross-Channel Campaign Management Providers

May 17, 2019 Rusty Warner

B2C marketers, you can use cross-channel campaign management (CCCM) offerings to better understand your customers, execute your brand strategy across channels, and orchestrate digital and offline customer experiences. But to access these benefits, you'll first have to select from a diverse set of vendors — vendors that vary by size, functionality, geography, and vertical market focus. Use Forrester's Now Tech report to understand the value you can expect from a CCCM provider and to select vendors based on size and functionality.
For Application Development & Delivery Professionals

REPORT: SaaS Marketplaces Are The New Frontier Of Enterprise Software

Software-As-A-Service Buyers Get A Faster, Simpler Buying Experience As Well As Better Security And Integration

May 3, 2019 Liz Herbert

Clients tell us that software-as-a-service (SaaS) vendors are too numerous (and too small) for a formal sourcing process to apply in all cases. At the same time, the business-led, ungoverned model of "shadow" SaaS deployment has proven problematic — for cost, technology architecture, and security. SaaS marketplaces such as Salesforce AppExchange can alleviate this burden. This report helps application development and delivery (AD&D) pros use marketplaces to succeed with sourcing and governing the proliferating landscape of SaaS vendors. This report replaces our 2017 research on SaaS marketplaces.
For B2C Marketing Professionals

REPORT: Now Tech: Data Management Platforms In Asia Pacific, Q2 2019

Forrester's Overview Of 23 Data Management Platform Providers

April 29, 2019 Xiaofeng Wang

Marketers use data management platforms (DMPs) to improve programmatic media buying, deliver consistent marketing communication across channels, and shape customer-obsessed operations. But to realize these benefits, they must select from a diverse set of vendors that vary by size, functionality, geography, and vertical market focus. Marketers in Asia Pacific (AP) should use this report to understand the value they can expect from a DMP provider and how to select one based on size and functionality.
For Customer Experience Professionals

REPORT: Stop Saying "Yes" To Every CX Project

Embrace Prioritization As The Backbone Of CX Strategy

April 24, 2019 Ryan Hart

Most customer experience (CX) teams are trying to do too much with too little. Without a structured approach to assess, prioritize, and sometimes push back on proposed work, CX pros find themselves spread too thin, saying "yes" to everything while their productivity and quality suffer. The purpose of this report is to reintroduce the idea of CX prioritization and offer some methodologies that will empower CX pros to take on the highest impact activities.
For Customer Experience Professionals

REPORT: How To Build An Effective Customer Success Planning Framework

A Guide To Creating A Plan To Ensure Positive B2B Customer Experiences

April 22, 2019 TJ Keitt

Customer success management (CSM) ensures that a business and its clients both get value from their relationship. It does this by guiding clients down a path to reach their desired business outcomes, thereby increasing the odds that those clients will renew their contract or buy more services. CSM and customer experience (CX) leaders need to plan for how clients will stay on the path to success. This report provides CX leaders with a primer on how to create effective customer success plans.