John   Bruno

John Bruno

Senior Analyst Serving eBusiness & Channel Strategy Professionals

John helps eBusiness & Channel Strategy Professionals assess, improve, and optimize B2B and B2B2C eCommerce and configure price quote (CPQ) technologies and strategies. As the lead author of Forrester’s 2018 B2B eCommerce playbook, John provides a unique lens for businesses to learn how to improve sales outcomes in today’s digital age. He is an advisor to many Fortune 1000 companies, is widely quoted in major industry publications, and frequently speaks at conferences on customer engagement strategies, channel partner enablement, and digital transformation.

Previous Work Experience

Prior to his role in B2B eCommerce, John served Application Development & Delivery (AD&D) Professionals. His previous coverage area focused on supporting the complexities of B2B sales through sales enablement technologies, including core sales force automation, CPQ, and other solutions spanning processes from presales through customer success management. 

Prior to becoming an analyst, John was an advisor on Forrester’s AD&D leadership board. In that role, John worked with senior executives in the software delivery space to define and implement customer-obsessed software strategies. Before joining Forrester, John worked for technology companies like Pegasystems and Apple and was a consultant in Booz Allen Hamilton’s federal strategy practice.

Education

John earned a Bachelor of Arts degree with a double major in economics and philosophy from Boston College.

John Bruno

Senior Analyst Serving eBusiness & Channel Strategy Professionals

John helps eBusiness & Channel Strategy Professionals assess, improve, and optimize B2B and B2B2C eCommerce and configure price quote (CPQ) technologies and strategies. As the lead author of Forrester’s 2018 B2B eCommerce playbook, John provides a unique lens for businesses to learn how to improve sales outcomes in today’s digital age. He is an advisor to many Fortune 1000 companies, is widely quoted in major industry publications, and frequently speaks at conferences on customer engagement strategies, channel partner enablement, and digital transformation.

Previous Work Experience

Prior to his role in B2B eCommerce, John served Application Development & Delivery (AD&D) Professionals. His previous coverage area focused on supporting the complexities of B2B sales through sales enablement technologies, including core sales force automation, CPQ, and other solutions spanning processes from presales through customer success management. 

Prior to becoming an analyst, John was an advisor on Forrester’s AD&D leadership board. In that role, John worked with senior executives in the software delivery space to define and implement customer-obsessed software strategies. Before joining Forrester, John worked for technology companies like Pegasystems and Apple and was a consultant in Booz Allen Hamilton’s federal strategy practice.

Education

John earned a Bachelor of Arts degree with a double major in economics and philosophy from Boston College.

John Bruno's Research

Most RecentMost Popular
  • For Application Development & Delivery Professionals

    REPORT: Quantify The Business Value Of CRM

    Business Case: The CRM Playbook

    May 9, 2018 Kate Leggett, John Bruno

    CRM initiatives must not only be technically sound but must also answer the question, "What will we get for our money?" This report describes how application development and delivery (AD&D) professionals can apply Forrester's Total Economic Impact™ (TEI) methodology to address four critical questions in their CRM plans: What are the business benefits? What will it cost? Will it increase future flexibility? How will we mitigate risks? Start by comparing your project against Forrester's benefit and cost benchmarks. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For Application Development & Delivery Professionals

    REPORT: Mega Vendors Use AI To Change The CRM Game

    How Microsoft, Oracle, Salesforce, And SAP Leverage AI For Customer Engagement

    April 26, 2018John Bruno

    Artificial intelligence (AI) is now reaching a level of maturity where application development and delivery (AD&D) professionals can leverage its advancements to change the way their businesses attract, engage with, and win customers. Recent innovations and acquisitions have sparked an arms race among the leading CRM vendors. Read this report to understand the approaches that the CRM mega vendors bring to their portfolios and how AD&D leaders can use AI to breathe life into their customer engagement and CRM strategies.

  • For CIO Professionals

    REPORT: Mapping The $9 Trillion US B2B Online Commerce Market

    Expect Shifting Channels For Goods And Lagging Use For Services

    April 13, 2018 Andrew Bartels, John Bruno

    eBusiness and channel strategy professionals tend to focus on sales coming through the enterprise B2B website. But this is just one channel for B2B online commerce. CIOs need to support all the channels through which their firms' sales and purchases flow. In this report, we show the value of US B2B purchases flowing through different online channels. This report can help eBusiness and channel strategy professionals and CIOs understand these complex spaces and deliver the right business outcomes to users and customers.

  • For Application Development & Delivery Professionals

    REPORT: CRM Success Hinges On Effective Change Management

    Continuous Improvement: The CRM Playbook

    March 23, 2018John Bruno, Kate Leggett

    There's too much at stake for your CRM initiative to fail. CRM success depends on adoption, and failure results in underutilized investment and unmet business objectives that can put your revenue and profitability at stake. Driving adoption needs to be a top priority of any application development and delivery (AD&D) pro's CRM initiative, and getting there requires skills and resources to drive effective change management. This report defines the change management tactics that will make your project a success. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

  • For eBusiness & Channel Strategy Professionals

    REPORT: Use ACTIVE Strategies To Improve B2B eCommerce Execution

    Continuous Improvement: The B2B eCommerce Playbook

    March 23, 2018John Bruno

    B2B eCommerce leaders know that having a vision alone doesn't guarantee success. The devil is in the detail and the hard work associated with executing solid, actionable strategies. This report, a part of the B2B eCommerce playbook, outlines how B2B digital business and channel strategy professionals can transform generic strategies into "ACTIVE" strategies capable of more successfully achieving company goals in the age of the customer. This document is an update to a report published in July 2017; it includes new insights, data, and examples.

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