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Joe Cicman

Senior Analyst

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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 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 Most Recent Research

Research

Now Tech: Digital Experience Platforms, Q2 2021

Tools and Technology: The Digital Experience Delivery Playbook
April 27th, 2021 | Joe Cicman

You can use digital experience (DX) platforms to create coherent customer experiences, enable developer and practitioner agility, and fuel insights-led...

7 min read
Research

Forget About Build Versus Buy; Your Choice Is Customize Or Compose

Reframe Build-Versus-Buy Choices For The Digital Era
April 6th, 2021 | Joe Cicman , John Bratincevic , John Rymer

When acquiring business software, AD&D pros still commonly frame their choices as build vs. buy, an outdated and inaccurate notion. Traditional build-vs.-buy...

14 min read
Research

Future-Proof Your B2B Commerce Strategy To Meet Customers Where They Buy

Vision: The B2B E-Commerce Playbook
March 8th, 2021 | Joe Cicman , Allen Bonde , Caleb Ewald

More than 30% of B2B technology buyers already make their initial purchases through a digital channel. But many products aren't a fit for purely digital...

9 min read
Research

The Future Of Distribution

Use Platforms Of Distribution To Bring New Outcomes To New Buyers
February 23rd, 2021 | Joe Cicman , Jay McBain

Traditional distribution faces obsolescence as buyers seek closer relationships with vendors. Distributors evolved over decades to buy time — adding value...

14 min read
Research

B2C (Still) Sets The Standard For B2B

Roadmap: The B2B E-Commerce Playbook
February 1st, 2021 | Joe Cicman

If you want to see the future of B2B e-commerce, look at the top-rated consumer sites. Sure, business buyers have some unique needs, but when it comes...

9 min read