The retail industry was an early adopter of cloud and has continued to expand its use. Learn three key trends from our new report The State Of Cloud In Retail.

Oracle has again changed licensing rules for its widely used Java product. On January 23, 2023, the company introduced a new license metric, the SE Universal Subscription. It offers all the benefits of the legacy Java SE subscription, plus universal use rights (desktop, server, and third-party cloud) and triage support for customers’ entire Java portfolio, […]

Personalization sounds good in theory — who doesn’t want a moment customized just for them? But the reality is that not all consumers or customers want personalization from brands at the same intensity across the customer lifecycle (see figure). Consumer-brand personalization is a lot like dating: People don’t share everything about themselves early in the […]

B2B marketers overwhelmingly agree that buyers expect an experience personalized to their needs and preferences across sales and marketing. Personalization capabilities and components are distributed throughout the B2B marketing technology stack, but organizations often struggle to define an audience-centric view of the role of personalization that extends throughout the customer lifecycle. Too often, personalization starts […]

Learn why recent announcements from IBM and HPE show positive signs for hybrid cloud.

This week, I attended the Global Privacy Summit, hosted by the International Association of Privacy Professionals. This is my fourth time attending, and the shortest way to recap the event is: AI is so hot right now. It was the topic of the opening keynote, the closing keynote, and many sessions in between, including debates […]

Forrester’s Buyers’ Journey Survey, 2022 asked global purchase influencers about their experiences of making a variety of technology and non-technology purchases for their businesses. In our recent report, The Buyer’s Journey: Business Applications, we looked at respondents who purchased or will purchase a business application. Here is a sneak peek into some of the key […]

Learn which cutting-edge technologies actually have an impact on workforce productivity.

The rise of automation adoption has led to technology leaders rediscovering process analysis and improvement to scale automation beyond tasks toward end-to-end process automation. So the time is right for us to dive into the process intelligence software market and provide a landscape of relevant vendors as well as technology and adoption trends. The Process Intelligence […]

Billing is one of the most important technologies for the future of your business. I know … lots of tech categories say that. Here’s why billing tech is so powerful: With rapid reinvention and relentless innovation on our doorsteps, firms need billing technology that enables — rather than hinders — their adaptability, creativity, and resilience […]

Hear what customers are saying about the new SAP cloud strategy at the DSAG’s Technology Days event in Mannheim, Germany.

We draw the 10 important learnings from Walmart’s 2023 fiscal-year results.

The environment of B2B organizations and B2B marketing is changing rapidly, and it’s essential that companies keep up to stay ahead of the game. One area that needs attention is revenue management, which traditionally focused solely on lead-centric acquisition processes. As customer buying behavior changes, however, B2B organizations and their CMOs must take a more […]

Earlier this year, I promised a slew of research on FinOps. Today, I published the first in this series, What Technology Executives Need To Know: FinOps. This report is especially timely, as FinOps is getting a front-row seat with executives globally across verticals and across organizations of all sizes. Amid a growing economic slowdown, efficiency […]

Learn why recent news about Google virtual assistant signals a tipping point for large language model users.

Customer-obsessed companies that deploy a future fit tech strategy outperform their competitors two to one. Find out why.

Artificial intelligence will change the way portfolio marketers approach personas, messaging, and buyer's journey maps. Here's how.

B2B marketing teams create messaging for brand and product — often separately — that attempts to articulate differentiated value to buyers, customers, employees, and other stakeholders. What is abundantly clear from our research is that there is a significant challenge to ensure that all this messaging is connected and consistent. The Messaging Disconnect In Forrester’s […]

What was once considered heretical by some has now moved to the forefront of marketers' priorities. At this year's B2B Summit North America, get advice for successfully transitioning from a marketing-qualified lead (MQL) focus to an opportunities-based approach.