Featured Blogs

The controversy over AI is settling in the world of marketing and creativity. Two arguments have emerged that defend or denounce artificial intelligence: 1) Humanists decry the existential dangers, as underscored by an open letter signed by hundreds of tech experts calling for a pause on generative AI and 2) technologists espouse the limitless potential […]

When thinking of markets on the cusp of disruption, legal tech — and especially contract lifecycle management — is not likely what comes to mind. But it should. Here's why.

More than ever, organizations are relying on digital initiatives as a key driver of growth. These include digital offerings that are used by customers as well as those leveraged by an organization’s employees. The results of Forrester’s Digital Business Strategy Survey, 2022, show that 68% of digital strategy professionals believe digital strategies have a major […]

Physical automation is sneaking into many workplaces and customer experiences. Learn more about the trends that will drive adoption of 10 critical physical automation categories.

Over the past 14 years, we’ve recognized 66 EA Award winners, showcasing how accountable, agile, continuous, influential, pragmatic, and valuable EA practices drive organizational adaptivity, creativity, and resilience. You can see the full year-by-year list of award winners at the end of this blog, but here’s three stories from past years that illustrate the type of outcome-driven architecture that we are seeking. And if you think your practice fits the bill, submit an entry to the 2023 EA Awards, which will be co-judged by Forrester and The Open Group.

Learn four key reasons why the packaging of cloud-native application protection platforms into a bundle is unnecessary and possibly even misleading.

B2B organizations excel at customer experience (CX), but they don’t apply the same discipline to the buyer experience. And with B2B buyers more savvy and demanding than ever, taking a CX approach to understanding and managing the buyer experience can be a competitive advantage. This blog post covers three things to consider when thinking through how to manage the buyer experience at your organization.

We highlight best practices in five key aspects of the customer shopping journey on retail mobile sites.

Your ability to get the most from technology and services partners is a core competency for success in today’s ecosystem-driven businesses. We’ve been highlighting the strategies and execution to achieve this over the years. We call it co-innovation — working with partners to co-create solutions that drive your business forward. To illustrate the benefits, we mined the submissions for the 2022 Technology Strategy Impact Awards and identified four best practices for getting the most value from partners.

The creation of the Gaia-X Digital Clearing House provides a more transparent view of cloud data sovereignty in Europe and facilitates cloud migration and data space projects. Learn more about the latest updates.

Modern marketing organizations are constantly changing and optimizing to stay competitive. We often see large corporations restructure their marketing functions from regionalized to central groups, from centralized to regional, or a certain level of hybrid. As a regional marketing leader, in any one of these states, the right mindset and capabilities to find balance and synergy are important to keep your team continuing to perform and shine. This blog shares quick thoughts for marketing executives and operations leaders in those areas with recommendations for building these capabilities.

In India, competitive pressures and customer expectations are driving firms to provide personalized information, products, and services to customers and employees. Improving employee and user experiences are among the top software initiatives of Indian companies for the next 12 months. Insights-driven companies stand a better chance to compete. Why? Because they have a better understanding […]

Bringing the opportunity into focus is what will unleash the power of fit and intent in a way that frontline marketers can act upon.

When deciding whether to merge your marketing measurement and insights team into a combined revenue operations function, it’s critical to understand the full remit for a marketing measurement team and how well those accountabilities align with the priorities of the RevOps organization.

Enterprise adoption of fine-tuned large language models is already underway, forcing cybersecurity teams to learn quickly how to protect them.

Emerging technology ecosystems are at the cutting edge of innovation, bringing breakthrough solutions to market faster and at a reduced cost. In insurance, this means shorter repair times, lower claims costs, and better CX.

A future fit technology strategy has emerged as a cornerstone for propelling customer-centric business growth in today’s dynamic business environment — and the primary enabler of this strategy are the adaptive practices that facilitate collaboration, coordination, and continuous improvement across departments, business units, and partners. Adopting these practices can drive value, support innovation, and position your company for customer-obsessed success.

Forrester is excited to announce the opening call for entries to our annual APAC B2B Marketing Awards in two categories: B2B Programs of the Year and B2B Return on Integration Honors. The awards recognize outstanding achievement at the organization and function level from B2B marketing initiatives. To be considered, applicants must show that they have […]

We advise on how to rethink your CPG sales strategy, protect your brand and customers, and establish a strong online presence.