Featured Blogs

Blog

Introducing Forrester’s Brand Experience Index — Drive Growth With Both Brand And Customer Experience

Dipanjan Chatterjee January 16, 2025
Enhancing brand and customer experience in tandem has a multiplicative revenue impact. Learn about our new approach for measuring and analyzing the two — and how it can point you toward avenues for growth.
Blog

How Advanced Analytics Can Transform Your CX Practice

Rich Saunders 5 days ago
Integrating advanced quantitative analytics into their strategy can help CX pros with their two biggest challenges: improving experiences and demonstrating the business value of CX. Two new reports provide advice for doing this.
Podcast

AI Agents Vs. Agentic AI: Definitions And Use Cases

What It Means 6 days ago
What’s the difference between AI agents and agentic AI? In this episode VP and Principal Analyst Craig Le Clair and Senior Analyst Christina McAllister discuss the nuances of the two and use cases for both.

Gain B2B Marketing Insights At Forrester’s Phoenix Summit!

Do more, see more, and learn more at B2B Summit North America, with new hands-on opportunities to connect with analysts, new research, and new frameworks to manage buyer chaos and align go-to-market teams.

Blog

Global Technology Spending In 2025 Will Reach $4.9 Trillion With Robust 5.6% Growth

Michael O'Grady February 11, 2025
Forrester’s latest global technology market forecast shows robust growth of 5.6% in 2025 driving the market to $4.9 trillion. Learn what’s generating this growth and how to plan for the year ahead.
Blog

The Total Experience Awaits At Forrester’s CX Summit 2025

Rick Parrish February 11, 2025
Imagine a future where bold brand strategies seamlessly blend with real-world journeys to captivate and delight customers. Explore the tools to create that future at CX Summit North America, the premier gathering of CX, marketing, and digital professionals.
Blog

Will AI Take Your B2B Marketing Job?

Ian Bruce February 7, 2025
Our recent survey of marketing leaders point toward a nuanced reality. Yet it is abundantly clear that AI will change white collar professions.

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Blog

Why We’re Moving From ZTE To SASE Terminology

Andre Kindness 22 hours ago
Find out why Forrester is pivoting away from the term Zero Trust edge (ZTE) in favor of the term secure access service edge (SASE).
Blog

Self-Driving Vehicles Still Need People

Paul Miller 23 hours ago
The requirement to place red warning triangles in front of broken-down vehicles is slowing the rollout of autonomous trucks in America, highlighting a broader set of challenges with automation.

2025 Tech Predictions: Your Must-Have Guide

From AI’s impact to cloud evolution and smarter workflows for the SDLC and AIOps, 2025 is set to be a big year for tech. Download our Predictions guide to see if you’re on track to make the most of these changes.

Podcast

393: Evaluating Customer Feedback Management Platforms

The CX Cast 1 day ago
In this episode of the CX Cast, Forrester Senior Analyst Colleen Fazio shares the findings of her report,  The Forrester Wave™: Customer Feedback Management Solutions, Q4 2024. We talk about the importance of vendor services to help CX leaders leverage increasingly complex platforms, how to think about your organizational readiness, and the promise of GenAI.
Blog

Should Your Organization Adopt An Internal Product Team Approach?

Tony Plec 5 days ago
Adopting this approach can come with advantages, including more flexible planning, greater business alignment, and more flexibility and adaptability. Learn which factors will impact its effectiveness.
Blog

Balanced Benefits Give Loyalty Programs A Competitive Advantage

John Pedini 5 days ago
Maximize loyalty program effectiveness with a balanced mix of transactional benefits that offer monetary value and nontransactional benefits that spark more emotional connections.
Blog

AI Product Managers: The Role Of The Future Or Another Tool In Your Toolkit?

Lisa Singer 5 days ago
Though “AI PMs” might ultimately go the way of "internet product manager" from the early days of the web, it's clear that there is a demand for individuals with traditional product management skills and AI-specific expertise. Here we look at the key proficiencies being sought.
Blog

Why The “AI Agent As Coworker” Narrative Is The Future

Seth Marrs 6 days ago
AI agents have a promising future as innovative coworkers, and their presence is already being felt despite the inflated hype and current limitations.

Ready For 2025? Discover Key B2B Marketing And Sales Predictions!

Check out our 2025 predictions for B2B CMOs and CSOs! Discover the groundbreaking shifts in AI, product-led growth, buying groups, and digital sales headed your way.

Blog

The “AI Agent As Coworker” Narrative Is Nonsense

Anthony McPartlin 6 days ago
In this two-part blog series, Principal Analysts Anthony McPartlin and Seth Marrs debate the idea of AI agents as coworkers. Here, Anthony takes a skeptical perspective, while in his blog, Seth (ever the optimist) makes his case for a more positive view of AI agents. An ad campaign has been running on bus shelters across […]
Blog

Be Swift, Be Accurate, Be Empathetic: Three Pillars For Crisis Communications

Karen Tran 6 days ago
The 2024 CrowdStrike software incident reinforced the importance of three key pillars for crisis communications. While CrowdStrike CEO George Kurtz issued a specific, fact-based statement within hours of learning that there was a major outage caused by a bad software update, he faced criticism for not immediately offering an apology. Crises are never convenient and […]
Blog

Voices From The Field: Best Practices In Filtering Sales Communications

Peter Ostrow 6 days ago
This week, Forrester published Introducing The B2B Sales Communications Rules Engine. This new model is designed to help revenue enablement teams better filter all the incoming requests, demands, and downright “noise” that well-meaning colleagues aim at sales and other customer-facing personas. Most sales-adjacent functions such as portfolio marketing and revenue operations, as well as supporting […]
Blog

Is Your Postsale CS Strategy Setting Customers Up To Succeed?

Laura Ramos 6 days ago
Every time you turn around, it looks like someone is taking a shot at customer success (CS). Whether at last year’s SaaStr or elsewhere, more voices have been calling for new approaches to CS — ones that transform CS from cost center to tool for growth. While it’s still early to plan a funeral, CS […]
Blog

Unlocking Go-To-Market Momentum Through Strategic Campaign Alignment

Rani Salehi 6 days ago
Learn how using an integrated campaign framework delivers greater efficiency and impact. And get a preview of how Workday used the Forrester Campaign Framework to improve and accelerate business outcomes.

How Will 2025 B2C Trends Shape Your Strategy?

Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.

Blog

The Essential Role Of Process In Executing Your B2B Strategy

Cristina De Martini February 12, 2025
Process is not merely a conduit for efficiency; it’s the backbone for converting strategy into results. Without a robust process in place, reaching your goals becomes almost impossible. Learn a four-step method to turning process into a powerful execution tool.
Blog

Go Beyond The MITRE ATT&CK Evaluation To The True Cost Of Alert Volumes

Allie Mellen February 12, 2025
MITRE released its latest Enterprise MITRE ATT&CK Evaluations in December of 2024. At that time, we published a blog with a quick overview of the results. Today, we’re excited to announce that we have released three new pieces of research about this round of evaluations.
Blog

Advertisers Look For Super Growth In Super Bowl LIX

Eric Epstein February 12, 2025
Fly, Eagles, fly! I normally prefer competitive Super Bowl games, but this Eagles fan was perfectly happy with a massacre this year. And also — there were ads!
Podcast

Episode 391: Practitioner Stories: Creating A CX Change Factory At E&

The CX Cast February 12, 2025
In this episode of the CX Cast, Chris Lipman, Chief Customer Officer at E&, returns to discuss the innovative approach E& takes toward CX improvement through their “CX Change Factory.” We discuss:   How does E& identify and prioritize CX issues for resolution?  What role does the “CX Change Factory” play in improving E&’s CX?  […]
Blog

If Process Is So Important, Why Isn’t Process Prioritized?

Laura Cross February 11, 2025
In today’s unstable market driven by shifting buyer expectations and AI disruption, strong processes are an organization’s lifeline, ensuring predictability, consistency, and scalability, yet many organizations overlook their importance. Investing in process improvement isn’t a nice-to-have — it’s essential. It boosts innovation, creates competitive differentiation, improves efficiency, cuts waste, and makes an organization agile.
Blog

A Developer At An I&O Vendor Conference

Christopher Condo February 11, 2025
Get a detailed look at the capabilities of Dynatrace's new Observability for Developers direct from the Dynatrace Perform event.
Blog

DeepSeek Is Resetting The Bar For AI Infrastructure

Alvin Nguyen February 11, 2025
The infrastructure needed for inferencing with DeepSeek's R1 open-source AI model is far less than what its competitors use. Learn six ways this could benefit your organization's AI plans.
Blog

US Tech Spending Defies The Economic Slowdown To Hit $2.7 Trillion In 2025

Michael O'Grady February 11, 2025
Despite persistent inflation and a cooling labor market, US tech spending is forecast to grow by 6.1% in the US in 2025 to reach a staggering $2.7 trillion. Find out what’s driving this growth and what tech leaders can expect in 2025.
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