Insights
Blog
Growth Strategy In Action: Apple Plants New Seeds
Two months ago, I announced Forrester’s revenue growth framework. We reviewed academic research, evaluated practitioner models, spoke with CMOs, and studied best practices among companies to distill a framework to help our clients develop a structured approach to growing revenue. I’ve applied this lens to Apple’s latest earnings release to analyze the company’s growth strategy. […]
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The Big Three Hyperscalers All Have Cloud-Native ZTNA Now
The big three public cloud providers all now offer cloud-native ZTNA services. Learn more about the ZTNA service offered by each of the hyperscalers in this post.
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Frontline Marketing “Innovation Coalition” Key To Generative AI Success For B2B Marketers
Frontline B2B marketing functions such as demand and ABM may be more intensely impacted than others by generative AI. Learn how these teams can take charge.
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What Are The Hottest Data Management Trends? Find Out At Data Strategy & Insights 2023
Despite huge progress in data, analytics, and AI platforms and tools, our data challenges keep stacking up! The fundamental business needs of storing, processing, and accessing data are complicated by ongoing cloud migration, growing data variety and volumes, demand for real-time everything, and ever-expanding regulatory and compliance mandates. Data management — which includes data ingestion, […]
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Steering Toward Success: Three Approaches To Building Outcomes-Based Joint Success Plans
A joint customer success plan is a roadmap to help steer customers toward achieving their desired outcomes.
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How Data Pros Can Help Build The Future Of Customer Experience Insights
Join us at Forrester’s Data Strategy & Insights event to learn about how customer experience and data professionals can work more closely to ensure that they collectively provide the analytics and insights their organizations need to improve experiences.
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B2C Marketing Operations: It’s Time To Shine
Hey B2C marketers, who else is feeling the pain of: A proliferation of consumer touchpoints? Unpredictable and fast-changing macroeconomic conditions? And industry variability with no one-size-fits-all model? B2C marketing has undergone so much change since the 2010 dawning of the age of the customer that companies have no choice but to become customer-obsessed now. Marketing […]
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Generative AI TuringBots Win Again In Forrester’s Top 10 Emerging Technologies
Not only are TuringBots again in Forrester’s The Top 10 Emerging Technologies report, but they are expected to deliver ROI much earlier than predicted. Find out why.
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US Offline Retail Sales Will Reach $4.2 Trillion By 2028
Our newly published research, US Online Retail Forecast, 2023 To 2028, shows that both offline and online US sales will reach record levels this year. As we’ve said many times, the store is flourishing and far from “dead!”
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2024 Planning: Asia Pacific Leaders Can Afford To Tone Down The Caution
After a challenging past few years, business leaders in Asia Pacific can expect a brighter 2024. Learn how to capitalize with Forrester’s Planning Guides.
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Driving Predictable Growth In Unpredictable Times
Many B2B marketing leaders expect a modest bump in budget in 2024. Our newly released planning guide offers data-backed insight on how best to use that increased budget.
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2024 Annual Planning: Don’t Let Caution Become Complacency
A precarious economy has tempered business and technology leaders' budget expectations. But now is not the time to retreat. Our 2024 planning guides advise on where to invest and experiment for success.
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The Super App Window Has Closed
The conditions that propelled super apps like WeChat are no longer in place today. Instead of trying to build a super app, firms should instead invest in creating a robust mobile strategy.
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Maximizing Retail Return Strategies Beyond Margin Recovery
Retail returns, when handled strategically, are an opportunity for retailers to gain a competitive advantage.
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What Type Of Intent Data Provider Is Best For Your B2B Business?
In the recent Forrester Wave™ evaluation covering B2B intent data providers, we identified four primary business models among intent data providers. Understanding the differing focuses of these business models can help you build your shortlist of potential intent providers.
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Welcome To The Data-Deprived Future Of Frontline B2B Marketing
Data deprecation is well under way, and it’s interfering with frontline B2B marketing programs. Should you start being concerned about B2B data deprecation now? No. You should have started being concerned months and months ago. Browser and operating system restrictions like cookie deprecation represent just one of four ways that data deprecation has been increasingly […]
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Think You Know POS? You Might Be Surprised.
Our newly published report, The Point-Of-Service Landscape, Q3 2023, lists the 18 most notable vendors in the space and details the 10 most important use cases that they’re focusing on for clients today. Read this blog for an early look at our findings.
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Conversation Intelligence Is The Key To Unlocking Sales Productivity
This blog describes how conversation intelligence solutions can reverse the seller productivity decline and increase win rates.
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Four Advocate Personalities Turn Customer Goodwill Into Gold
Question: How is a customer marketer different than other marketers? (No, this is not the opening line of a joke — that would be “Two customer marketers walk into a bar … ”) Top customer marketers focus on how customers attain value. They know that solid references, case studies, valid reviews, upsell/cross-sell opportunities, and expansion […]
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MediaMath Bankruptcy Fallout: SSPs Dine-And-Dash, Leave Publishers With The Bill
Adtech is supposed to efficiently connect marketers with publishers — demand with supply. Marketers rely on a suite of vendors, including demand-side platforms (DSPs) to furnish brand-safe, fraud-free inventory, and publishers use supply-side platforms (SSPs) to match their unique content to relevant ads and buyers. Ads and cash travel one way; as the funds disperse […]