John   Bruno

John Bruno

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

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 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.

  • For Application Development & Delivery Professionals

    REPORT: Define Your CRM Plan

    Strategic Plan: The CRM Playbook

    March 6, 2018 Kate Leggett, John Bruno

    To avoid wasting time and effort on ill-conceived CRM initiatives, organizations should keep a laser focus on creating business value. Sound planning for CRM requires application development and delivery (AD&D) professionals to do three things: 1) Put delivering a differentiated customer experience at the heart of the plan; 2) use quicker planning cycles and Agile processes; and 3) make increased collaboration between the business and the technology organization mandatory. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

  • For Application Development & Delivery Professionals

    REPORT: The Definitive Technology Guide To Recurring Revenue Models

    Understand The Cluttered Landscape Of Technologies Claiming To Help You Manage Your Recurring Revenue Business

    March 6, 2018 Lily Varon, John Bruno

    More firms are incorporating digital services or anything-as-a-service (XaaS) into their product portfolios. In response, business application vendors across a diverse range of categories are modifying their solutions to support them with their recurring revenue businesses. But the result is a cluttered and confusing technology landscape. This report helps AD&D professionals and their digital business professional counterparts make sense of the different solutions available to support their recurring revenue businesses and objectives.

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