Age of the Customer
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The Salesforce Full-Court Press On Revenue Orchestration Platforms
The revenue orchestration platform (ROP) market is entering a new phase as Salesforce increases competitive pressure on established ROP providers. For years, providers such as Gong, Salesloft, Outreach, Aviso, Revenue.io, and others benefited from a simple reality: Salesforce was the system of record, but it was rarely the preferred place to work. Specialist providers created […]
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Predictions 2027: In Retail, Value Wins
With meaningful retail growth harder to come by in 2027, winning market share will require more than aggressive pricing or ambitious AI investments. Discover three predictions for how economic pressure, changing shopping behavior, and agentic AI will reshape retail in the year ahead.
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Predictions 2027: Digital Commerce Enters Its Post-Click Era
Forrester predicts a new era of digital commerce as AI agents take on more of the buying journey. Digital leaders will need to adapt as discovery, evaluation, and purchasing increasingly happen beyond their direct control.
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Predictions 2027: Consumers Rebel Against Invisible Influence
Consumers increasingly sense when digital experiences are designed to influence them, and they’re starting to push back. Discover three 2027 predictions for how consumers will reclaim control, disrupt AI profiling, and bypass brand websites.
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Why AI Is About To Stress-Test Your CX Strategy
So you wrote an ambitious CX strategy: Delight every customer; put customers at the center of everything; be the most trusted brand; strong statements to help create alignment and intent. But they only aim to inspire, not provide robust guidance for consistent decision-making. That limitation has been largely invisible, because employees compensate for it every […]
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The Next Generation Of CPQ Won’t Look Much Like CPQ
The CPQ market is shifting fast as AI changes what solutions can do and which providers lead. Three priorities, outlined in The Forrester Wave™: Configure, Price, Quote Solutions, Q4 2026, can help buyers choose for where the market is going, not where it has been.
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When Case Studies Are Too Much Of A Good Thing
When new customer advocacy programs are building a library of customer success stories, the selection process goes something like this: Successful customer? Check. Willing to share results? Check. Available in the right time frame? Check. Casting a wide net is the right call when building a foundation. But higher volume doesn’t necessarily improve buyer trust. […]
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Salesforce Shows What Happens When AI Has No Plan B
I enjoy extreme sports because they provide evidence of the human ability to do remarkable things when the alternative is extreme catastrophe. Psychologists call it goal-shielding: commitment to one goal can push competing alternatives into the background. History has given us a more dramatic expression for the same idea: “Burn the boats.” Put less dramatically, […]
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The Most Important Finding In This Year’s AppGen Forrester Wave™ Isn’t Who The Leaders Were
Every Forrester Wave™ identifies Leaders, Strong Performers, and Contenders. But the most important finding from The Forrester Wave™: AppGen And Low-Code Platforms, Q4 2026 is that the application generation (AppGen) market has fundamentally changed. AppGen platforms are no longer competing primarily on low-code development, workflow automation, or application delivery speed. They are increasingly becoming the […]
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“Good Luck, Have Fun, Don’t Die”
If you’ve seen this post’s titular film, you know it portrays a ragtag group fighting against a dystopian AI-controlled future. I’m not worried about AI cloning our children or mastering teenage mind control via social media doom-scrolling (well, maybe a little!). But I’ve already seen brands use AI to accelerate bad marketing and destroy trust […]
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Helping AI Understand The Business: A Data Leader’s Guide To Technology & Innovation Forum East
Is your data actually ready for AI? Technology & Innovation Forum East features seven must-see sessions for data leaders focused on AI readiness, knowledge graphs, platform strategy, business impact, and the foundations required to scale AI successfully.
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Predictions 2027: Intelligent Finance Changes The Rules Of Competition
Explore three predictions for 2027 and learn how AI assistants, AI-native operating models, and intelligent finance will reshape financial services.
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Predictions 2027: A Consumer Revolution Is Rewriting Healthcare’s Rules
AI, direct-to-consumer services, and breakthrough therapies are changing how consumers navigate healthcare. Explore three 2027 predictions that will reshape healthcare journeys and challenge organizations to rethink their role.
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MapQuest Goes Big On The Experience Driver It Needs Most
Remember MapQuest?! A few days ago, it announced a new map layer that displays the locations of known mass surveillance devices, like Flock cameras. This follows MapQuest’s announcement in September that it wouldn’t change the name of Lake Ontario to Lake America, as other map apps did in response to an executive order by US […]
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The Biggest Surprise From The New Revenue Enablement Platforms Forrester Wave™ Isn’t AI
The Forrester Wave™: Revenue Enablement Platforms, Q4 2026 found that customers are realizing value from their platforms but are still underutilizing many of the capabilities they own. The biggest challenge is not AI innovation but driving adoption, manager engagement, and operational execution across the organization.
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Everything Is A Marketing Operating System
Why Does Everyone Want To Be An Operating System? The appeal of the operating system concept is straightforward. It meets marketers’ need for technology and service ecosystems that can manage and coordinate workflows across people, processes, tools, and AI agents, rather than simply execute isolated tasks. It also gives providers facing the SaaS-pocalypse a stronger […]
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Predictions 2027: CMOs Reckon With An AI Reality Check
AI’s blank check is about to expire. In 2027, CMOs will face a tougher test: proving that AI delivers enough value to justify its growing costs and risks. Discover why the next phase of AI adoption will demand sharper choices, stronger governance, and greater accountability.
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Predictions 2027: The Pursuit And Peril Of Control
More control won’t always mean better outcomes. Leaders who know where to set guardrails and how to deftly blend AI with human judgment will have a clear advantage in the year ahead.
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Predictions 2027: The AI Expectations Gap Will Emerge Between Leaders And Employees
The gap between what leaders expect from AI and what employees experience is set to widen in 2027. Discover three predictions that show why bringing people and technology together will be critical to delivering AI value.
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Predictions 2027: B2B Go-To-Market Teams Must Adapt As AI Shifts Control To Buyers
AI is reshaping B2B buying and exposing weaknesses in traditional go-to-market strategies. Explore three predictions for 2027 and what providers must do to compete on credibility, adoption, and trust.
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