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Joe   Cicman

Joe Cicman

Senior Analyst Serving eBusiness & Channel Strategy Professionals

Joe helps eBusiness professionals assess, improve, and optimize B2B and B2B2C eCommerce technologies and strategies. As part of the digital transformation team, Joe provides a proven practitioner’s lens for organizations to understand how to deploy the economics of digital commerce that unleash best-in-class outcomes. His research also supports technical teams by covering the tools and software suites for driving online channels, digitally enabled selling, and new direct-to-consumer (DTC) initiatives.

Previous Work Experience

Joe has worked in B2B eCommerce since the late ’90s and lived through multiple technology cycles. Prior to joining Forrester, Joe was the product manager who owned IBM’s eCommerce offering. Joe joined IBM through the acquisition of Sterling Commerce, where he was a managing architect in Sterling’s professional service group and specialized in building and delivering asset-based and first-of-a-kind projects. Joe’s experience is as a hands-on leader who’s worked with hundreds of clients on projects small and large, both directly and through his teams of talented consultants.

Joe has run all sides of the value chain, from working to deliver client outcomes, to building the software those teams use, and then to running the business of building that software. He is particularly interested in the emerging technologies and techniques that offer to transform key parts of that value chain, how to truly unlock the business value of commerce APIs, and how the headless-versus-suite battle will play out.

Education

Joe attended The Ohio State University and holds a Bachelor of Science degree with a major in eBusiness from The University of Phoenix.

Joe Cicman

Senior Analyst Serving eBusiness & Channel Strategy Professionals

Joe helps eBusiness professionals assess, improve, and optimize B2B and B2B2C eCommerce technologies and strategies. As part of the digital transformation team, Joe provides a proven practitioner’s lens for organizations to understand how to deploy the economics of digital commerce that unleash best-in-class outcomes. His research also supports technical teams by covering the tools and software suites for driving online channels, digitally enabled selling, and new direct-to-consumer (DTC) initiatives.

Previous Work Experience

Joe has worked in B2B eCommerce since the late ’90s and lived through multiple technology cycles. Prior to joining Forrester, Joe was the product manager who owned IBM’s eCommerce offering. Joe joined IBM through the acquisition of Sterling Commerce, where he was a managing architect in Sterling’s professional service group and specialized in building and delivering asset-based and first-of-a-kind projects. Joe’s experience is as a hands-on leader who’s worked with hundreds of clients on projects small and large, both directly and through his teams of talented consultants.

Joe has run all sides of the value chain, from working to deliver client outcomes, to building the software those teams use, and then to running the business of building that software. He is particularly interested in the emerging technologies and techniques that offer to transform key parts of that value chain, how to truly unlock the business value of commerce APIs, and how the headless-versus-suite battle will play out.

Education

Joe attended The Ohio State University and holds a Bachelor of Science degree with a major in eBusiness from The University of Phoenix.

Joe Cicman's Research

Most RecentMost Popular
  • For eBusiness & Channel Strategy Professionals

    REPORT: Use Rich Media To Drive More B2B Conversions

    Video, Product Spins, And 3D Models Build Purchase Confidence And Boost Emotional Connections With Buyers

    September 3, 2020 Nick Barber, Joe Cicman

    As business buyers demand more reliable digital experiences, B2B sellers must deliver more than blocks of text and PDFs on their commerce sites. Images and video are among the most engaging forms of online content; they can illustrate complex product features and functionality and create human connections with buyers. This report details the different types of rich media content — including spin images, video, 3D models, and augmented reality — and explores how digital leaders can use them to instill trust and purchase confidence at all stages of the buyer journey.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Wave™: B2B Commerce Suites, Q2 2020

    The 13 Providers That Matter Most And How They Stack Up

    May 19, 2020Joe Cicman, Emily Pfeiffer

    In our 29-criterion evaluation of B2B commerce suites providers, we identified the 13 most significant ones — Adobe, Apttus, BigCommerce, commercetools, Elastic Path Software, Episerver, Insite, Intershop Communications, Oracle, Salesforce, Sana Commerce, SAP, and Unilog Content Solutions — and researched, analyzed, and scored them. This report shows how each provider measures up and helps digital business professionals select the right one for their needs.

  • For eBusiness & Channel Strategy Professionals

    REPORT: The Forrester Wave™: B2C Commerce Suites, Q2 2020

    The 10 Providers That Matter Most And How They Stack Up

    May 19, 2020 Emily Pfeiffer, Joe Cicman

    In our 31-criterion evaluation of B2C commerce suites providers, we identified the 10 most significant ones — Adobe, BigCommerce, commercetools, Elastic Path Software, Episerver, Kibo Commerce, Oracle, Salesforce, SAP, and Sitecore — and researched, analyzed, and scored them. This report shows how each provider measures up and helps eBusiness and channel strategy professionals select the right one for their needs.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Now Tech: B2B Commerce Suites, Q1 2020

    Landscape: The B2B eCommerce Playbook

    February 6, 2020Joe Cicman

    You can use B2B commerce suites to digitize buying and selling processes, provide convenient engagement for customers, and uncover valuable customer insights to personalize the buying experience. But to realize these benefits, you'll first have to select from a diverse set of vendors that vary by size, vertical market focus, and geographic alignment. Digital business professionals should use this report to understand the value they can expect from a B2B commerce suite provider and to select one based on industry and regional presence.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Forrester Infographic: Tips From The Field For Modernizing Your Commerce Stack

    January 29, 2020Joe Cicman

    With the bar for digital experiences constantly rising, many firms need to reimagine and reinvent their eCommerce. But with unsupported platforms, colossal upgrade costs, and legacy restrictions, firms need to replatform their commerce solutions to keep pace. This infographic helps digital leaders learn from their peers' successes and failures and offers key advice for selecting a solution that suits their digital maturity.

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