Blog
It’s time to face a hard truth: B2B brand measurement is fundamentally broken and has been for many years. This failure is sabotaging the value of your entire marketing function. While marketing teams chase “performance marketing” metrics, conversion rates, and launch plans, arguably the biggest growth engine for your business overall — your brand — […]
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Snowflake Summit 2025 highlighted advancements in AI, data integration, and platform capabilities, emphasizing innovation and strategic growth initiatives.
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The 2025 Databricks Data + AI Summit showcased innovations in lakehouse architecture, AI democratization, no-code tools, and governance to broaden adoption.
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Last week, I joined an analyst panel at PlatformCon 2025 in New York City. Despite its modest size, the conference made a significant impact, showcasing vendor booths from industry giants such as Google as well as innovative startups.
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The latest edition of our Zero Trust platform vendor evaluation, The Forrester Wave™: Zero Trust Platforms, Q3 2025, published today. It highlights how this market continues to improve upon delivering unified solutions that help simplify and operationalize Zero Trust for organizations. Beginning with The Zero Trust Platforms Landscape, Q1 2025, we researched major players in […]
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Life as a CIO is hectic, the environment around you is increasingly volatile, and you continually have to achieve more with less. Get some tips on managing tech debt and building engagement for your technology strategy.
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With AI-powered search expected to drive at least 20% of B2B organic traffic before the end of 2025, providers want to redirect their efforts to ensure that they appear in zero-click search. Traditionally, SEO has been the responsibility of the digital and content teams. This was a satisfying process, as Google provided definitive reporting on […]
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The convergence of emerging technologies is accelerating the transformation of customer experience — reshaping how companies understand and serve customers, streamline operations, and deliver value.
Podcast
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
Blog
IBM’s 2025 infrastructure refresh isn’t just a silicon upgrade. It’s a performance, TCO, and sovereignty play. Get a detailed breakdown of the update and four clear next steps in this post.
Blog
In ancient Rome, mosaics adorned the floors and walls of villas, temples, and public spaces. These intricate works of art were composed of tiny cubic tesserae. Each piece, though small, contributed to a grander design. But damage to even a single tile could disrupt the harmony of the whole. Today’s global business environment is no […]
Blog
While the industry continues to grapple with defining AI agents, we researched where AI agents are today, how they’ll evolve over the next five years, and what technical and nontechnical limitations are slowing AI agents’ ability to reach the promised land of autonomy. The key takeaway? AI agents are eyeing autonomy, but your poor documentation […]
Blog
The multibillion-dollar question I’m often asked is: Will a critical mass of consumers shop and check out on Google’s AI Mode, ChatGPT, and Perplexity? Consumers’ loyalty to convenience makes a “yes” most likely. Thirty-eight percent of US online adults, according to Forrester’s Retail Topic Insights 1 Survey, 2025, checked how fast products would arrive before […]
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Many technology leaders are either dismissing artificial general intelligence as a distant fantasy or reacting to it with unnecessary alarm. There is, however, a more balanced and practical path forward. Learn more in this preview of our upcoming Technology & Innovation Summit EMEA.
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At Refresh Europe 2025, the focus shifted from traditional SLAs to experience-led metrics, emphasizing the importance of user perceptions in IT interactions. Freshworks showcased its advancements in AI-driven service management, particularly through Freddy AI. The company aims to simplify ITSM by reducing tool sprawl and enhancing employee experiences. While not the market leader, Freshworks is strategically competitive, targeting midmarket companies. Its approach balances automation with usability, positioning it as a lean alternative in a crowded landscape.
Podcast
Harley Manning, longtime Forrester analyst and author of the seminal book on CX, "Outside In," takes a break from retirement to discuss the evolution of CX over the past decade. Harley dives into the foundational principles of CX, the importance of emotion in creating customer loyalty, and how CX efforts must tie into business results. Harley also shares a wealth of anecdotes that span his decades-long career as a CX thought leader.
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Over the past year, we’ve collected stories and interviewed government CX leaders and the consultancies that support government agencies because we want to help public-sector leaders connect CX with mission outcomes.
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Amazon has almost as many robots as human employees. What happens when manufacturers approach that point?
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Get three key takeaways from Forrester’s recent Partner Ecosystem Marketing Survey in this preview of a new report.
Blog
Get Forrester's take on seven key announcements coming out of the event and find out how these developments may shape or disrupt your IT roadmap.
