Featured Blogs

Blog

Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America

Dave Frankland January 15, 2026
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
Blog

US Economic Outlook, 2026

Jitender Miglani 2 days ago
The US economy performed better than consensus expectations in 2025, despite tariff-related uncertainty. Yet even with fewer headwinds, there are potential speed bumps that organizations must take into account.
Blog

Is A Super Bowl Ad Worth It? That’s The Wrong Question.

Dipanjan Chatterjee February 5, 2026
Perhaps a more productive question is: What kind of brand is a Super Bowl ad right for?

Predictions 2026: Your Planning Starts Here

2026 will demand proof, not promises. Explore Forrester’s Predictions resources — guides, webinars, and blogs — to plan smarter, lead with trust, and stay ahead of disruption.

Podcast

Southwest’s CX Soars, WhatsApp’s New Moves, AI’s Energy Puzzle

What It Means February 5, 2026
Discover how Southwest Airlines nails its customer experience, the latest updates to WhatsApp for Business, and how AI is solving its own energy challenges.
Blog

Machines Are Your Content’s New Audience

Chuck Gahun February 3, 2026
As AI accelerates and agentic systems begin to orchestrate more digital journeys, machines are simultaneously content creators and — in deciding what buyers see — a primary content consumption audience. Learn what this means for the future of content.
Blog

Customers Hold The Key To Your New AEO Strategy

Amy Bills February 2, 2026
B2B buyers turn to AI answer engines to inform their purchasing decisions. These answer engines are one of their first stops. If your company doesn’t show up there, it’s likely to be your last stop. Your customers hold a key to your answer engine optimization strategy.

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Podcast

439: Practitioner Stories: ENOC

The CX Cast 15 seconds ago
A well-designed loyalty program can encourage customer behaviors that unlock shared value. Oil and gas player Emirates National Oil Company (ENOC) has a range of downstream retail offerings, from convenience stores to registration service providers. Suryaveer Singh, head of loyalty CRM and data, describes how he used ENOC's broad ecosystem to create a unique value proposition for customers.
Blog

US Tech Forecast 2026 For Retail: Make Every Tech Dollar Count

Emily Pfeiffer 1 hour ago
With planned budget increases aimed at modernizing infrastructure and adopting AI at scale, retail leaders must ensure that every investment improves profitability, business resilience, and customer value.

Your Buyers Use AI Search — Here’s How To Stay Visible

Ninety-four percent of B2B buyers now use AI in purchasing, making traditional SEO outdated. Discover how answer engine optimization (AEO) can help your content stand out in a zero-click, AI-driven world.

Blog

The US Government Tech Market Enters A New Phase Of Change

Sam Higgins 1 hour ago
Though US government tech spending will grow modestly this year, the context is one of profound technological realignment. Our forecast report highlights three forces defining how the world’s largest public-sector technology market will evolve in 2026 and beyond.
Blog

FinovateEurope 2026: From AI Hype To Bank‑Ready Execution

Aurelie L'Hostis 5 hours ago
FinovateEurope 2026 marks the shift from AI hype to bank‑ready execution, with agentic AI, fraud intelligence, and governed innovation.
Blog

Enterprise Architects Have Stepped Out Of The Ivory Tower

Stéphane Vanrechem 5 hours ago
For years, many enterprise architecture (EA) teams operated in isolation, building elaborate frameworks that few understood and even fewer used. Then something shifted: Architects started solving actual business problems instead of perfecting abstract models. Our research captures this turnaround. In 2023, only 35% of digital and IT professionals said architects add value; by 2025, that figure […]
Blog

SaaS As We Know It Is Dead: How To Survive The SaaS-pocalypse!

Kate Leggett 16 hours ago
SaaS company valuations in the first week of February 2026 saw a massive sell-off. In seven days, over $1 trillion in market capitalization was erased from software stocks. The sell-off was triggered by the rapid pace of AI agent innovation, with the market betting on a massive shift of how work gets done and the […]
Blog

Fortune 500 CEOs Move AI To The Center Of The Growth Agenda

Ted Schadler 19 hours ago
After three years of genAI investment, the CEOs of public companies have begun disclosing the investments and impact on their companies. We examined the Q3 2025 earnings transcripts of 20 public companies in retail, financial services, and manufacturing — including Walmart, Bank of America, Capital One, Lowe’s, Thermo Fisher Scientific, and Kraft Heinz — and […]

2026 Tech & Security Predictions You Can’t Afford To Miss

AI cleanup, budget shifts, neocloud, and quantum threats — what’s ahead could reshape your strategy. Get Forrester’s guide with five bold predictions to stay ahead and lead with trust and value.

Blog

Revisiting Our 2025 Cloud Predictions: Hits, Misses, And Lessons

Tracy Woo 21 hours ago
Predictions are a tough sport to play. If you get them all right, you played it safe by recapping existing trends or gave wishy-washy statements that are hard to verify. If you got them all wrong, you likely went for the headlines with little accountability on those claims. Every year, we try to find that […]
Blog

US Insurance Tech Spending 2026: From Modernization To Intelligence

David Hoffman 1 day ago
Forrester projects that industry technology spending will increase by $173 billion in 2026 — up 7.8% relative to last year. For insurers, technology is no longer only about modernization; it’s about intelligence, efficiency, and differentiation.
Blog

US Tech Forecast For Healthcare: Demand For Personalized, Connected Care Accelerates Spending

Shannon Germain Farraher 1 day ago
With rising levels of investment comes a clear mandate for healthcare leaders: Ensure that every dollar improves outcomes, resilience, or the patient (and employee) experience.
Blog

What Consumers Actually Think About Ads In ChatGPT

Evelyn Mitchell-Wolf 2 days ago
Anthropic is betting that ads in ChatGPT specifically will ignite a change in consumer behavior. Consumers, for their part, think differently.
Blog

From AI To Tight Ends: Super Bowl LX’s Growth Winners

Eric Epstein 2 days ago
Another Super Bowl in the books, and we’re left asking ourselves questions like, “Who had a better night — artificial intelligence or the Backstreet Boys’ agent?” While the industry makeup of Super Bowl ads shifted, some things never change — like the use of spokes-animals and celebrity-fueled ’90s nostalgia, plus the need for advertisers to […]

Build A Security Org For The Future

Download our guide to help CISOs prove business value, win budget, and reduce burnout. Use our actionable framework to align security with enterprise goals, justify funding, and lead a high-performing team.

Blog

US Financial Services Tech Spending Hits $495 Billion

Zhi Ying Barry 2 days ago
Financial services firms are increasing tech spending faster than the market average, signaling a deliberate bet that technology is a strategic lever and not a discretionary cost.
Blog

From Care Continuity To Care Convenience: The Shift In Trends

Shannon Germain Farraher 3 days ago
For decades, the healthcare industry assumed loyalty was a given. Patients would stay with the same doctor, visit the same clinic, and tolerate confusing phone trees, long wait times, limited hours, and siloed experiences. But the ground has shifted. Consumers today live in a world where personalization and convenience are becoming the norm, not the exception. […]
Blog

Takeaways From The Future Of Software Development Retreat: Just Because You Can Doesn’t Mean You’re Ready To

Ted Schadler 3 days ago
I had the pleasure of attending an intimate conference of software gurus, creators, and practitioners, including some of the people who invented object-oriented design and agile development. The Chatham House Rule prevents me from disclosing companies and names, but think of the biggest tech companies, Fortune 1000 brands, and famous authors of seminal software development […]
Blog

How To Gamify Your Next Workshop

Martin Gill 3 days ago
How To Use Play, Props, And Pre-/Post-Engagement To Turn In-Person CX Days Into Culture-Changing Moments Games are as old as we are as people. Games give us a way of making sense of the world and of creating social interactions. They spark motivation, curiosity, and can frame everyday situations in more intellectually stimulating ways. Gamification […]
Blog

Why “Context Lake” Matters For Agentic AI

Charlie Dai 4 days ago
In mid‑January, a new arXiv paper introduced “context lake” as a system class for AI-era decision-making. The paper argues that multiple agents must operate on the same live and semantically consistent reality at the moment a decision is made. Around the same time, Tacnode released a product aligned with this concept — a PostgreSQL‑compatible platform […]

Build The Technology Strategy You Always Wanted

Use this framework and IT strategy-on-a-page template to align stakeholders, define your vision, and build an action plan for your technology strategy.

Blog

How CIOs Are Strengthening Data And AI Foundations

Frederic Giron 4 days ago
What CIOs are working on, Part 2 of 4 In Part 1 of this series, I focused on core modernization. In this post, I turn to the data and AI initiatives that emerged from those same 30-plus conversations with CIOs and CTOs. Many organizations can point to their data lakes and warehouses but struggle to […]
Blog

The Revenue Enablement Platform Market Has Hit An Inflection Point, With AI Reshaping Everything

Eric Zines 5 days ago
Revenue enablement is entering one of the most consequential transformation periods we’ve seen since the function emerged. In our newly published report, The Revenue Enablement Platforms Landscape, Q1 2026, we examined 18 vendors and uncovered a market undergoing rapid maturity, consolidation, and reinvention. These changes are all fueled by the rise of agentic AI and […]
Blog

“Why Won’t Sales Pay Attention To Me?” — Four Hacks To Reduce Enablement Anxiety

Peter Ostrow 6 days ago
One of our most common revenue enablement customer requests equates to the blog title. It’s often delivered under the guise of “enabling our sellers to succeed” when initiatives are well designed or “we need to land this on sales” when they aren’t. Typically, this means marketing and operational leaders asking to reduce their own frustration […]
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