Blog
Recently, we published The Forrester Wave™: Collaborative Work Management Tools, Q2 2025, showcasing how collaborative work management (CWM) platforms are rapidly evolving to meet the needs of modern enterprises. Over the past couple of months, we researched the top CWM vendors in the market to gain a better understanding of current vendor offerings and identify […]
Blog
Marketing technology is the backbone of modern customer engagement. It enables businesses to generate customer insights, personalize experiences, and orchestrate campaigns. Our attention often focuses on the technology itself, with a tendency to overindex on features and functionality. But raw technology is not the arbiter of success. Maintaining an advantage is dependent on the people […]
Blog
In 2025, B2B marketing leaders are navigating a complex landscape shaped by economic uncertainty, rising performance expectations, and the rapid evolution of AI. According to Forrester’s 2025 B2B Brand And Communications Survey, agency partnerships remain nearly universal among large companies, but the nature of those relationships is shifting. Many marketers are under pressure to deliver […]
Blog
In a symphony orchestra, the conductor doesn’t play every instrument — but without them, there’s a cacophony rather than a symphony. Conductors interpret the score, set the tempo, cue the musicians, and shape the sound of the ensemble. Their leadership transforms individual talent into a unified performance. In the same way, a director of product […]
Blog
Learn how agentic AI is impacting healthcare and the future of the industry.
Blog
July has marked a defining moment for global AI regulation, as policymakers in both the US and the EU removed or abandoned some heavy roadblocks that stood in the way of laws mandating transparency and regulations enshrining risk management.
Blog
In Forrester’s 2025 B2B Brand And Communications Survey, CMOs and marketing leaders revealed how economic pressures and the rapid adoption of generative AI (genAI) are reshaping expectations for brand and communications investments. The budget expectations shared by our survey respondents indicate a planned strategic rebalancing — driven by AI-enabled efficiencies and a push for leaner […]
Blog
As educational institutions become increasingly connected, the need for robust cybersecurity grows even greater. Learn how we can protect digital campuses without building walls so high that curiosity can’t climb over them.
Blog
A common client request I’ve gotten over the past several years is how to best manage growing data costs in the security information and event management (SIEM) system.
Blog
Nearly every day, I’m asked about pricing challenges, most of them stemming from the complexities and constant evolution of AI. Pricing models are evolving nearly as quickly as AI technologies. AI Is Driving The Evolution Of B2B Pricing Models Usage-based pricing is rapidly gaining momentum as an alternative to traditional flat-fee and subscription models. This […]
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As autonomous agents evolve from novelty to necessity, the protocols that govern their behavior become critical infrastructure. This blog explores the foundational tools we need to build a trustworthy agentic future.
Blog
As digital transformation accelerates, traditional IT service desks must evolve. This blog explores the AI-centric service desk model, emphasizing automation and personalized support to enhance the digital employee experience. Learn how embracing an AI-first approach can transform IT operations into strategic enablers of productivity and resilience.
Blog
Learn about the latest trends in the master data management market in this preview of our latest Forrester Wave™ evaluation.
Podcast
Joana de Quintanilha and first-time CX Cast guest Richard Sheahan unpack the creation and impact of the Experience Room — an immersive, hands-on learning experience debuted at Forrester's CX Summit EMEA 2025. Created to be fast-paced, emotionally engaging, and highly collaborative, the Experience Room offered participants — working together as a bank team to improve the home-buying experience — a unique, interactive way to engage customers with four key CX tools.
Webinar
Discover strategies and tools to optimize 2026 B2B marketing budget planning with Forrester. Build adaptable, goal-driven plans that align with business objectives.
Blog
To truly resonate with stakeholders, B2B CMOs and other marketing leaders must do more than recite KPIs off their dashboards. They need to tell a compelling story. Learn more about Forrester’s five-step framework to help CMOs and marketing leaders craft compelling, data-informed narratives that elevate their role and marketing’s contribution.
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Learn how to unlock AI value in the public sector by developing three capabilities: data literacy, AI fluency, and a pervasive culture of continuous learning and improving.
Blog
Advertising technology is overly complicated — and everyone is fed up. Here's how adtech can right-size and refocus on compelling customer experiences.
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Disruptive technologies such AI can boost efforts towards some strategic priorities, but can also work against environmental sustainability goals. Learn more about the the dual role played by six of the most important disruptive technologies poised to shape sustainability in 2025.
Blog
For CEOs and CIOs, genAI promises more than incremental productivity gains; it provides a new layer of instrumentation that enhances visibility, velocity, and adaptability across the digital enterprise.
