Joe Cicman

Principal Analyst

Forrester Bio

Joe Cicman

Author Insights


More Alliance: MACH Comes Of Age With Coaching Focus

Joe Cicman May 6, 2024
Now that The Forrester Wave™: Commerce Solutions for B2B, Q2 2024, is released, I can share an update of my perspective on the MACH Alliance. Four member companies were in the B2B commerce solutions Wave mix this time around, and more espoused their architectural virtues (some didn’t qualify for MACH membership, and some didn’t qualify […]

Announcing The Forrester Wave™: Commerce Solutions For B2B, Q2 2024

Joe Cicman May 6, 2024
The B2B commerce solutions market is no longer stuck between choosing either cloud architecture or robust features. Get tips on provider selection in this preview of a new Wave report on B2B commerce solutions.

Thanks To Public Clouds, Vendors Can Better Serve The Long Tail Of B2B Commerce

Joe Cicman May 6, 2024
The Forrester Wave™: Commerce Solutions For B2B, Q2 2024, reveals that public clouds help vendors refocus on their markets by narrowing what used to be a chasm between being feature-rich or being architected for today. Now, B2B businesses can find a commerce solution provider that gives them the best of both: Architecture alliances let commerce […]

Announcing The Forrester Wave™: Digital Experience Platforms, Q4 2023

Joe Cicman December 13, 2023
Your options in the world of digital experience platforms (DXPs) are evolving quickly. Selecting the technology to power your enterprise’s digital presence is not simple — that’s why clients working with us are best for the job. With Forrester research by your side, you have insightful, easy-to-read evaluations of your options. You also have direct […]

Your Ticket To Immersive Story-Oriented Experiences

Joe Cicman December 12, 2023
MTV’s “Emily in Paris” is the story of an American marketing executive assigned to her agency’s Paris office. In each episode, she learns something new about the culture: She nails the pitch, there’s a montage of the campaign coming together, and then she celebrates with the brand owner at his castle. Along the way, her […]

The Commerce Solutions For B2B Landscape, Q4 2023: A Stoic Perspective Cuts Through The Static

Joe Cicman November 16, 2023
Tech buyers, if you sell to other businesses through an e-commerce channel, your vendors have heard you loud and clear: You’re pursuing pragmatic growth opportunities in today’s unprecedented economic climate. The Big Picture Is Stoic Pragmatism Asset-light growth from helping existing customers do better — that’s what marketplaces do. That’s the main trend that unifies […]

The 2023 DXP Landscape: Composing Is The Biggest Trend And Also Biggest Challenge

Joe Cicman May 15, 2023
Discover the three biggest lessons learned by businesses new to composing their digital experience platforms.

The Motivation For A Change To Product-Led Growth Is A Matter Of Perspective

Joe Cicman December 20, 2022
Tony Robbins says you need the right strategy. But to follow through, you need to tell yourself the right story. But to tell yourself the right story, you need to be in the right state. That’s what he calls the 3 S’s to understand and affect change: state; story; strategy. For example: If you’re in […]

DXP: “You Keep Using That Term. I Don’t Think It Means What You Think It Means.”

Joe Cicman November 10, 2022
It’s not inconceivable. Rather than single-sourcing a DXP, think about your digital experience platform as being: A system of applications (and their underlying platforms) … … brought together by various vendors and agencies … … bound by APIs and events … … connected through good data … … which provides the foundation for experiences and […]

US B2B E-Commerce Will Reach $3 Trillion By 2027

Joe Cicman June 6, 2022
Our latest B2B e-commerce forecast tells an eye-opening story of what will happen in the next five years. Read three of the top takeaways.

Doing, Selling, And Being Headless Commerce

Joe Cicman May 3, 2022
Different roles have different relationships to headless commerce. Yet the concept is easier explained when you can settle on a frame of reference.

Why Headless Commerce Is A Pain In The Neck

Joe Cicman April 29, 2022
It’s not your fault you don’t understand “headless commerce.” Great products have great names that express what they are and why they’re good. Like “doghouse” or “sugar-free gum.” But headless commerce … that’s confusing, and it’s poorly messaged. Let’s run two tests to illustrate this. (Full disclosure: This is a roast of headless commerce.) Round […]

The Top Three Solutions For B2B Commerce In 2022

Joe Cicman April 28, 2022
The Forrester Wave™: B2B Commerce Solutions, Q2 2022 surfaced a significant shift in the market, which we predicted but did not expect to see so quickly or so clearly. So What Did The Results Reveal About The Market? Three solutions scored higher than more broadly adopted solutions. In all three cases, these solutions take a […]

Introducing Experience Architecture: An Ecosystem Approach To Customer Obsession

Nick Barber March 21, 2022
Align your enterprise with your customer and provide a seamless, more intuitive experience.

Predictions 2022: Anywhere-Commerce Will Unlock Massive Investments In Technology

Emily Pfeiffer December 1, 2021


Deliver Brand Relevance And Growth With A New Experience Architecture

Nick Barber October 28, 2021
How do firms like Target, The Home Depot, and Starbucks deliver top quality CX and EX? With experience architecture (XA). Learn more about XA in this blog and at our upcoming Technology & Innovation event.

CRM And DX Programs Are Set To Collide — Here’s What You Should Do About It

Kate Leggett September 15, 2021
When it comes to your customer engagement strategy, digital experience (DX) and customer relationship management (CRM) teams are often viewed as different breeds with different priorities. DX initiatives have an outside-in view in supporting a customer’s digital journey. DX technologies include marketing, commerce, and content management technologies that are purchased by the CMO, CDO, or […]

Buy An Integrated DXP Platform, Not Just A Box Of Rocks

Joe Cicman July 21, 2021
Can on-premise digital experience platforms be migrated to the cloud? Learn the five key takeaways from the latest Forrester Wave.

Predictions 2021: “COVID Wrote The Business Case — Our Future Is Digital”

Ted Schadler October 29, 2020
In 2020, digital shifted from nice-to-have to must-have. In 2021, companies will accelerate their digital transformation with a focus on customers and what, where, and how to serve them.

B2B Commerce Suites: Key Takeaways From The Forrester Wave™ (Q2 2020)

Joe Cicman May 19, 2020
In Forrester’s recently published report, “The Forrester Wave™: B2B Commerce Suites, Q2 2020,” we evaluated the 13 most significant vendors — Adobe, Apttus, BigCommerce, commercetools, Elastic Path Software, Episerver, Insite, Intershop Communications, Oracle, Salesforce, Sana Commerce, SAP, and Unilog Content Solutions — against 29 criteria. After researching, analyzing, and scoring each vendor’s current offering, strategy, and […]
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