Subhendu Pattnaik

Principal Analyst

Forrester Bio

Author Insights

Blog

The Future Of GenAI Is Increasingly Agentic

Subhendu Pattnaik October 8, 2024
A key theme of Forrester’s recent B2B Summit APAC in Singapore was the need to break down silos within revenue processes and reimagine a customer-centric approach that aligns with the customer throughout the entire lifecycle. Learn how agentic AI is accelerating this transformation in three critical ways.
Blog

What’s Top Of Mind For B2B CMOs In Asia Pacific

Subhendu Pattnaik September 23, 2024
Last week, Mavis Liew and I had the pleasure of hosting Forrester’s B2B Peer Discussion session with a small group of CMOs from enterprises across the Asia-Pacific (APAC) region. The private event format allowed an open and honest exchange about the challenges and opportunities these leaders were facing as they started planning their marketing budgets […]
Blog

What’s Next For GenAI In Marketing

Subhendu Pattnaik September 10, 2024
Forrester’s B2B Summit APAC 2024 for CMOs and marketing leaders is just a few weeks away. I’m excited to meet you in Singapore on October 1, 2024, and together, we will discuss the latest data, trends, and insights shaping the marketer’s remit in a tech-disrupted world. At the Summit, you will get the opportunity to […]
Blog

What I Learned About GenAI From Over 100 Indian CMOs

Subhendu Pattnaik April 4, 2024
Discussions with 100 CMOs and key marketing leaders in India revealed the massive transformation genAI is already bringing to many marketing organizations across the Indian subcontinent. Read some of their comments in this post.
Blog

What 2024 Has In Store For Indian CMOs

Subhendu Pattnaik January 4, 2024
Discussions at recent events in Delhi, Bangalore, and Mumbai revealed what's top of mind for Indian marketing leaders.
Blog

Many B2B CMOs Don’t Understand The Data Requirements For GenAI

Subhendu Pattnaik November 6, 2023
Rushing in to adopt generative AI (genAI) in marketing without setting the right foundation or assessing readiness is a mistake. Harnessing the benefits of genAI effectively requires huge amounts of data, both structured and unstructured, possibly from various different sources. Imagine this scenario: Your marketing team is working to launch a genAI-powered campaign that’s designed […]
Blog

Go Beyond The Hype: What B2B CMOs Should Do About GenAI Now

Ian Bruce October 11, 2023
The call to action for B2B marketing is to be agile, get active, and not stay on the sidelines of generative AI. Learn the four key areas your readiness assessment should focus on.
Blog

Building Bonds With Buyers: Strengthening The Trust Fabric

Subhendu Pattnaik September 4, 2023
In the AI age, reliance on data for insights is table stakes. In the past few months since we completed Forrester’s annual marketing survey, I have been engrossed in finding patterns and correlations in the data about the top-most priorities of CMOs globally and their challenges, growth objectives, key initiatives, technology usage, budgets, spending patterns, […]
Blog

CMOs: Is Generative AI On Your Mind?

Subhendu Pattnaik July 26, 2023
I do not have to convince anyone today that generative AI (genAI) technology is a huge trend and a potentially massive disruption to the way work gets done. You know something is incredibly popular when your next-door neighbor stops you outside your door and starts talking about the out-of-the-world benefits (or their fears) of the […]
Blog

What’s Wrong With Your CMO Dashboard?

Subhendu Pattnaik March 19, 2023
At the recent NASSCOM event in Mumbai, I had some great conversations with CMOs from many B2B organisations. In those discussions, a few topics bubbled up to the top more often than others. The unpredictability of the business landscape and changing buyer behaviours challenge every organisation; it does not matter what growth goals they’re pursuing. […]
Blog

India B2B Marketing Predictions 2023

Subhendu Pattnaik January 9, 2023
Inflation woes, supply chain disruptions, economic headwinds, and an impeding slowdown cloud the visibility of what lies ahead. How do you brace for this economic upheaval? Delayed or inadequately thought-through decisions can have adverse impact on your business. Forrester has identified five key predictions for 2023, and this blog highlights three of them for India B2B marketing leaders.
Blog

In An Agile World, Who Needs B2B Marketing Planning?

Subhendu Pattnaik September 12, 2022
With a fiercely competitive business landscape, organisations have pushed the gas pedal to raise their growth momentum. New technologies and tech disruptions are mandating newer ways of working. Constantly evolving customer expectations and buying behaviour are pushing marketing organisations to deliver results and high impact, all the time. B2B marketing teams are under pressure to […]
Blog

I’m Excited To Be Joining The Forrester Team — Here’s Why

Subhendu Pattnaik September 1, 2022
Hello, everyone! I joined Forrester a month ago, in July, and I must say that I am in awe of this place. I am extremely thrilled to join the B2B marketing executive services team. Here, I will partner with CMOs and marketing leaders and support them in their marketing strategy, planning, and transformation initiatives. Organisations […]