The European Policy Centre recently published a quantum cybersecurity agenda for Europe in July 2023. This is yet another example of raising awareness and issuing calls to action for post-quantum security preparations. This follows the World Economic Forum and Deloitte issuing a perspective on transitioning to a quantum-secure economy in 2022. Also in late 2022, […]

Conversational AI, chatbots, and automated marketing are not new to B2B marketing technology stacks. B2B marketing organizations leverage conversation automation solutions to better understand and enable buyers, customers, and internal teams by integrating signal-responsive conversations into existing workflows, tactics, and content experiences that span the full customer lifecycle. Conversation automation is quickly becoming integral to […]

We received many great questions in our webinar on why leads-centric marketing approaches don’t work. In the first post of a multipart blog series, we focus on the shift from leads to opportunities.

In late June, at FinOps X, the annual event hosted by FinOps Foundation, a big topic was the open source project FinOps Open Cost & Usage Specification (FOCUS), which aims to standardize the billing construct and presentation of cloud cost data. This is a BIG DEAL. In doing so, FOCUS will remove the complexity and […]

Are you wondering how to integrate and manage the Gen Z employees in your organization? We, Hannah and Dan, are hosting a webinar in which we bring together a Gen Z perspective (Hannah) and a Gen X perspective (Dan) to discuss Forrester research findings on Gen Z in the workplace. Rather than just looking at […]

Continuing the latest trend in price increases by major enterprise software vendors, SAP announced on July 26, 2023, that it will increase the annual support fees for SAP support agreements by roughly 5.0% (by local CPI rates, capped to 5%). This is on top of the previous increase announced in 2022 for an average support […]

With 2024 planning season rapidly approaching, preview Forrester’s four B2B revenue operations “must-do’s” to drive customer value and business growth.

This week, we are thrilled to release new research: Build Trust And Lasting Emotional Bonds With Empathy. This report delves into empathy, one of the most critical of the seven levers of trust defined in the trust imperative.   Forrester defines empathy as: The perception that an organization is emotionally connected to its customers, employees, […]

Learn how our award winner, Falabella, and finalist Harvard Business School drive customer-obsessed transformation with their technology strategies.

Learn how our winner, U.S. Bank, and finalists Rockwell Automation and Takeda Pharmaceuticals have used outcome-driven enterprise architecture for business success.

It’s been happening for a while. There’s been a trend in the continuous integration (CI), continuous delivery (CD), and release automation (RA) world: DevOps tools merging into a unified platform. CI companies such as JFrog and CloudBees have acquired CDRA companies like Shippable and Electric Cloud. CD companies such as Harness are buying CI tools […]

Real talk: Healthcare customer experience needs to improve. For example, Forrester’s data shows that 56% of US online adults with health insurance feel that their health insurer should do more to help them understand what healthcare services cost. Over 40% say that their health insurer’s financial forms (such as bills and statements) are hard to […]

As a mariner, I know the value of paying attention to the tides to navigate complex waterways in previously untraveled waters. This Tech Tide™ enables security and risk pros to identify wasteful and redundant technologies while focusing on the current attack surface. As attacks increase in sophistication, Zero Trust threat detection and response has become […]

Making the shift from MQLs (marketing-qualified leads) to buying groups and opportunities continues to be a hot topic that boils up many questions — which we’re here to answer. To support your organization’s transformation, Forrester is publishing the Saying Goodbye to MQLs multipart blog series. In this series, Amy Hawthorne, Maria Alexandrou, and I will […]

Vulnerability management, like flossing, is not fun, exciting, or sexy, but we know that it’s a necessary component of good hygiene. There’s a ton of evidence and research to strongly substantiate its benefits, and yet we frequently struggle to do it despite clearly understanding the consequences — we certainly don’t want a root canal! Yet, […]

For 2024, marketing executives must steer clear of “growth at any cost” and make strategic decisions about their B2C marketing budgets and work closely with CX and digital teams. Read our recommendations.

For 2023, Forrester recommended a steadfast approach to technology decisions to reconcile any hasty investments made in the pandemic years. With that work now forming the foundation for future business growth, it’s time to accelerate into 2024 with a pragmatic approach to innovation. Learn three key areas where you should focus your 2024 tech spend.

Planning season is the perfect time for B2B revenue engine leaders to address common challenges, share functional insights and competencies, and build a customer-obsessed growth strategy.

Explore a few initial findings from Forrester’s 2023 State Of B2B Field Marketing Survey, to be fully unpacked at Forrester's upcoming B2B Summit EMEA and APAC events.