Age of the Customer
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What We’re Looking Forward To At The RSAC 2026 Conference
The annual RSAC Conference in San Francisco is the cybersecurity industry’s biggest event of the year. For the analysts attending, RSAC Conference week provides an opportunity to learn about cybersecurity trends and topics, meet with vendors and clients, and share our insights and observations. It’s also an excellent opportunity to meet our daily step goals […]
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The Salesforce Consulting Landscape Shows No Sign Of Slowdown
Salesforce has been the dominant CRM vendor globally for the last 12 consecutive years. Its FY 2025 revenue of $35.7 billion speaks to the sheer volume of its market presence. More than 150,000 customers use Salesforce’s solutions, from SMBs to enterprises, including 90% of the Fortune 500. With the high stakes involved, enterprises often turn […]
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ZohoDay 2026: One Stack, More Stakes
Last week, software provider Zoho hosted its annual ZohoDay analyst event, with several Forrester analysts in attendance. Zoho celebrates its 30th anniversary in 2026 and announced some milestones in its opening session: 1 million customer organizations, 150 million users globally, 19,000 employees globally, and over 60 apps across multiple technology markets. Zoho continues to see […]
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Building Preference Is The Key To Winning B2B Buyers
B2B brand and demand teams have long operated independently of one another. But at a time when buying decisions are made before a formal purchase process even begins, that separation is a major obstacle to growth.
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The “Death” Of IT Services Is Greatly Exaggerated
We’re seeing a spate of disruptive headlines and predictions around the demise of IT services. With the progress made by AI, specifically in software development, it’s easy to opine that traditional IT services are on their way out. This narrative is fundamentally flawed. Yes, AI-driven automation deflates the unit cost of technology work, but it […]
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US Tariff Tumult Reinforces The Need For Always-On Scenario Planning For Executives
Amid quickly changing policy, the takeaway lesson for executive leaders is this: If you aren’t leveraging a robust scenario planning discipline, now is the time to get started in earnest.
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Claude Code Security Causes A SaaS-pocalypse In Cybersecurity
We have seen this pattern before, even if the specifics look different. Think back to the day AWS introduced GuardDuty, when Microsoft folded Defender for Endpoint into its enterprise licensing commitments and launched Microsoft Sentinel, or when Google acquired Mandiant and eventually Wiz. Sure, the launch of fully autonomous AI agents that can ingest entire […]
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The GTM Illusion Is Cracking — These Three Leaders Aren’t Waiting For The Collapse
Most leaders know that their go-to-market model isn’t built for what’s coming, yet only a few are doing something about it. Here, we highlight three B2B Summit guest speakers who will describe how they’re taking their organizations into the future.
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Salesforce Acquires Momentum: What It Means
Salesforce’s planned acquisition of Momentum — a revenue orchestration startup — is less about “another AI sales feature” and more about owning the highest-value input for autonomous agents, the customer conversation, and turning it into structured, actionable system data inside Salesforce and Slack. What Salesforce Is Really Buying Momentum will extend Agentforce 360 and Slackbot […]
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As Agentic Commerce Emerges, Services Providers Are Rewriting Commerce Playbooks End To End
The Forrester Wave™: Commerce Services, Q1 2026 reveals how commerce services providers are rewriting long-standing commerce strategy playbooks and prompting business leaders to reach today’s buyers through AI-powered commerce transformations.
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Ten Can’t-Miss Experiences For Marketers At B2B Summit North America
The Summit agenda is designed to help marketers meet the challenges and complexities of this moment — but the overall experience delivers so much more. Here’s a sneak preview.
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Build The Experience AI Can’t: Announcing Forrester’s 2026 CX Events
As every brand races to deploy the same AI tools, the differentiating factors will be the people using those tools and the experiences they create. Our 2026 CX events will equip you to build experiences that win trust and lasting loyalty.
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Will AI Eat Your Revtech Stack?
For RevOps leaders, the challenge isn’t predicting which of the narratives on what the future holds is right — it’s avoiding reactive decisions based on incomplete signals.
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Hello Again! Bhusri Is Back Behind The Workday Wheel
What We Know Workday just announced its new CEO, and, well, he isn’t really new at all. Aneel Bhusri is returning as CEO after two years as executive chair. The move follows a turbulent period for enterprise SaaS stocks, with Workday shares down more than 20% year-to-date (2026) and significantly declining since the start of 2025, […]
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Enterprise Architecture, Policy, And The Enduring Question Of Line Versus Staff
From time to time, Forrester publishes what we call accelerate content: material intended not to explain why something matters but to help organizations actually do it. Our newly updated enterprise architecture (EA) policy falls squarely into this category. We usually don’t blog about this kind of material. Policies are not aspirational. They are not trend‑driven. […]
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From Pandemic Peak To Practical Reality: The New Virtual Event Landscape
Virtual events aren’t disappearing — but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multiday, multisession virtual events are long gone. Instead, marketers are focused on simpler virtual events, with 43% planning to run more […]
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US Tech Forecast 2026 For Retail: Make Every Tech Dollar Count
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.
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The US Government Tech Market Enters A New Phase Of Change
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.
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FinovateEurope 2026: From AI Hype To Bank‑Ready Execution
FinovateEurope 2026 marks the shift from AI hype to bank‑ready execution, with agentic AI, fraud intelligence, and governed innovation.
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Fortune 500 CEOs Move AI To The Center Of The Growth Agenda
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 […]
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