Keith Johnston

VP, Group Director

Forrester Bio

Author Insights


Hollywood Strikes Spark AI Negotiations In Every Creative Industry

Keith Johnston October 5, 2023
Learn how the outcome of the Hollywood strikes could set a precedent for other creative industries grappling with the impact of AI.

Market Limbo Requires That Marketers Remain Limber

Keith Johnston August 8, 2023
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.

Annual Planning 2024: Now Is The Time For Tech Leaders To Reinvigorate Their Role In The Growth Agenda

Keith Johnston August 8, 2023
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.

Get Focused And Go Bold At CX North America

Rick Parrish April 4, 2023
Success in an uncertain economy requires customer obsession. Register now for CX North America to get the cutting-edge research and actionable frameworks that you need to achieve your goals.

Announcing The Finalists For The Inaugural Customer Obsession Awards In North America

Rick Parrish March 22, 2023
Meet the finalists for Forrester’s inaugural North American Customer-Obsessed Enterprise Award and Customer-Obsessed Leadership Award.

The SVB Crisis Highlights The Importance Of Resilience And The Imperative Of Trust

Stephanie Balaouras March 14, 2023
While the long-term implications of the Silicon Valley Bank collapse are still unfolding, technology and digital business leaders can learn some valuable lessons about resilience, innovation, and trust.

As The Abortion Debate Ramps Up, Companies Must Support The Diverse Needs Of Their Employees And Customers

Katy Tynan May 10, 2022
The Supreme Court’s leaked draft opinion on Roe v. Wade has intensified calls for brands to respond to the abortion debate. But your primary focus should be on your employees and your customers.

Les Consommateurs Veulent Que Les Entreprises Se Retirent De La Russie

Mike Proulx 31 Mars 2022
Forrester continue de couvrir la tendance croissante des marques à entrer en collision avec la politique. Nous avions même prédit qu’en 2022, 10 grandes marques interviendront où les gouvernements sont impuissants. Mais la situation ukrainienne ne ressemble pas aux autres problèmes (passés ou présents) pour lesquels les entreprises ont pris des mesures. Il n’est plus […]

In Solidarität mit der Ukraine: Verbraucher fordern, dass sich Unternehmen aus Russland zurückziehen

Mike Proulx 30 März 2022
Während die Meinungen zu den meisten Themen gespalten sind, herrscht unter den Verbrauchern ein überwältigender Konsens darüber, dass sich Marken gegen die russische Invasion der Ukraine aussprechen sollten.

Speaking Up For Ukraine: Consumers Want Businesses To Pull Out Of Russia

Mike Proulx March 7, 2022
Forrester continues to cover the increasing collision of brands and politics. We’ve even predicted that, in 2022, 10 big brands will step in where governments fail to act. But the situation in Ukraine is different than other (past or present) issues on which companies have taken action. It’s not caught up in the current culture […]

Five Forrester Wave™ Evaluations Set The Stage For A Marketing Services Reset

Keith Johnston January 24, 2022
Leonardo da Vinci said, “To develop a complete mind, study the science of art. Study the art of science. Learn how to see. Realize that everything connects to everything else.” This couldn’t be more profound in an era of marketing, advertising, and digital experience, where the distinction between a brand’s promise, how it’s communicated, and […]

Solving The “Do More With Less” Marketing Paradox: Human Plus Technology Equivalents

Jay Pattisall October 4, 2021
The “Do More With Less” Paradox Is No Longer Sustainable Approximately half of C-suite professionals prioritize growing revenue. Meanwhile, CMOs have long been expected to acquire more customers with less marketing. Yet, four in 10 executives prioritize reducing costs. So, how will the C-suite grow revenue? New customer acquisition tops the list. Then, if you […]

Oracle Sort Of Buys TikTok (But Not Really)

Jeff Pollard September 14, 2020
Larry Ellison proves that customer acquisition cost (CAC) is no barrier in Oracle’s conquest to expand its cloud credibility and market share. The announcement is murky at the moment, but the particulars indicate that Oracle and ByteDance will enter into a technology partnership to host the US operations of TikTok. This allows TikTok to escape […]

Help Your Employees Adapt To The Post-Pandemic “Adjusted Normal”

James L. McQuivey, PhD June 12, 2020
We’ve pulled together a collection of Forrester's research that will aid our clients in supporting their employees in this “adjusted normal” and maintain employee engagement.

Why We All, Especially Leaders, Need Sports To Return

Katy Tynan May 4, 2020
There is a surprising link between sports and the C-suite. Many of the same attributes that define a successful athlete also apply to a strong executive: the drive for greatness, resilience, determination, love of competition, and appreciation for leading and being a part of a team.

Publicis Groupe’s Money-Back Performance Guarantee Shifts The Agency/Brand Economic Model From Paying For People To Paying For Performance

Jay Pattisall April 30, 2020
Publicis Groupe announced today the creation of “The Pact, Powered by Epsilon,” a new digital media planning and buying service that offers money-back performance commitments that guarantee the business outcomes from digital marketing campaigns. The introduction of The Pact is a timely move to give brands a mechanism to manage the risk of marketing during […]

The Future Of Work Starts Now

James L. McQuivey, PhD April 20, 2020
Thanks to COVID-19, the future of work starts now. Uncover the four shocks that were already going to pass through today's workplaces, affecting employees, leaders, and organizational mandates. But now, they are all accelerated.

Executive Crisis Tracker

Keith Johnston April 14, 2020
The ongoing Executive Crisis Tracker survey takes the business pulse of executives by rapidly collecting and sharing data about how companies are experiencing, managing, and planning for the coronavirus crisis at work.

Predictions 2020: CMOs Must Extend Their Span Of Control In The Name Of Customer Value

Keith Johnston October 28, 2019
The age of the customer has redefined the CMO role. Failure to adapt could lead to a loss of relevance. Vice President and Research Director Keith Johnston explains what chief marketers must do in the near term.

The CMO/CIO Paradox

Keith Johnston August 27, 2019
CMO-CIO collaboration is critical to delivering the rich digital experiences that customers have come to expect. Forrester VP and Research Director Keith Johnston explains why good CMO-CIO partnerships are still rare and what it will take to change that.
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