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Brendan Witcher

VP, Principal Analyst

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Brendan serves digital business strategy professionals and is an expert on consumer behavior and technology trends in the commerce engagement space. He is an authority on market developments and vendors that help deliver today's leading strategies and tactics in digital excellence. Brendan has written over 150 industry-leading research reports and is a trusted adviser to over half of the US Fortune 100 companies — including 8 of the top 10 — that sit at the forefront of dealing with digital disruption. Brendan is sought after for comments and insights by industry media such as Bloomberg, CNBC, Marketplace, NPR, PBS, The Economist, Time, and The Wall Street Journal.

Previous Work Experience

Before joining Forrester, Brendan amassed 25 years of experience working in leadership positions within enterprise organizations. He led significant digital transformation projects in multiple commerce, marketing, and strategy roles with Guitar Center, Harry & David, and Elbo Room Restaurant Group. He has also served as an adjunct professor for Southern Oregon University's MBA program.

Education

Brendan graduated from Columbia College with a BA in business management. He later earned an MBA with a focus on marketing and a postbaccalaureate in financial analysis/accounting, both from Southern Oregon University.

Brendan serves digital business strategy professionals and is an expert on consumer behavior and technology trends in the commerce engagement space. He is an authority on market developments and vendors that help deliver today's leading strategies and tactics in digital excellence. Brendan has written over 150 industry-leading research reports and is a trusted adviser to over half of the US Fortune 100 companies — including 8 of the top 10 — that sit at the forefront of dealing with digital disruption. Brendan is sought after for comments and insights by industry media such as Bloomberg, CNBC, Marketplace, NPR, PBS, The Economist, Time, and The Wall Street Journal.

Previous Work Experience

Before joining Forrester, Brendan amassed 25 years of experience working in leadership positions within enterprise organizations. He led significant digital transformation projects in multiple commerce, marketing, and strategy roles with Guitar Center, Harry & David, and Elbo Room Restaurant Group. He has also served as an adjunct professor for Southern Oregon University's MBA program.

Education

Brendan graduated from Columbia College with a BA in business management. He later earned an MBA with a focus on marketing and a postbaccalaureate in financial analysis/accounting, both from Southern Oregon University.

Brendan Witcher's Most Recent Research

Research

Research Overview: Omnichannel Requires A Buffet Of Tech Solutions

Tools And Technology: The Omnichannel Commerce Playbook
February 4th, 2021 | Brendan Witcher

Today's "anywhere, anytime" commerce means that digital business leaders must race to fully modernize their commerce systems while recognizing that omnichannel...

10 min read
Research

Now Tech: Omnichannel Order Management Systems, Q1 2021

Tools And Technology: The Retail eCommerce Playbook
January 19th, 2021 | Emily Pfeiffer , Brendan Witcher

You can use an omnichannel order management system (OMS) to provide enterprise-level inventory visibility and distributed order management (DOM), customer...

3 min read
Research

Building The Business Case For Omnichannel Commerce

Business Case: The Omnichannel Commerce Playbook
December 7th, 2020 | Brendan Witcher

Digital business professionals must build effective omnichannel business cases to minimize the risk of launching initiatives that: 1) lack critical internal...

21 min read
Research

The Omnichannel Maturity Assessment

Assessment: The Omnichannel Commerce Playbook
October 19th, 2020 | Brendan Witcher

Supporting an omnichannel fulfillment program is table stakes in retail today — and particularly in light of pandemic or other market shift conditions...

10 min read
Research

Align Strategy And Technology To Deliver Next-Gen Personalization

September 2nd, 2020 | Rusty Warner , Brendan Witcher

B2C marketers strive to differentiate and add value to customer experiences through personalization. They often have a rough idea for how the final experience...

9 min read