Age of the Customer
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Partner Attribution Is Broken—Here’s Why B2B Executives Must Lead the Fix
Partner attribution is broken in most B2B organizations, creating executive blind spots that undervalue the strategic impact of partnerships across the ecosystem. My latest report, Plotting the Path for Partner Attribution, highlights the urgent need for precise measurement to unlock partner-driven innovation, growth, and competitive advantage.
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Three Takeaways From HubSpot’s InBound 2025
Last week I attended HubSpot’s InBound in San Francisco. Many recaps will focus on the product announcements, strategy, and feature releases, but what stood out to me were the broader themes woven through CEO Yamini Rangan’s keynote: AI, our jobs, the uncertainty many are feeling in this moment, the need to remain relevant, and the […]
What It Means: A Forrester Podcast
New format. New topics. Same trusted insights from Forrester analysts.
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In Commerce Search, the Pace of Innovation is Changing The Game
Read this Forrester blog to understand the changes in the Commerce Search market and lessons learned from the most recent Wave evaluation.
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Consumers Are Using AI — But They Still Don’t Trust It
Consumers are using AI more than ever — but they still don’t trust it. Forrester’s latest regional reports uncover how attitudes toward AI vary across Europe, North America, and APAC, along with what organizations must do to build trust.
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Introducing Forrester AI Access: Equipping Organizations With Trusted Insights To Act Fast
Forrester AI Access is an important milestone in our AI journey, beginning with our 2023 launch of Izola. With AI Access, organizations can validate ideas, innovate, and make smarter decisions faster.
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Introducing The Experience Research Platforms Landscape, Q3 2025
Experience research platforms help companies discover and define opportunities, test concepts and prototypes, and evaluate user and customer experiences.
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Starbucks: One Year Later
On the anniversary of Brian Niccol taking the reins, we look at the foundation he has laid for the future.
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Hyland Community Live 2025 — It’s All About Content, Context, And Community
Has Hyland finally found its groove? Get a review of the key announcements from the recent Hyland Community Live user conference in Las Vegas.
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Advance Your B2B Content Engine Maturity In The Age Of AI
As AI transforms all phases of the content lifecycle, it’s critical for organizations to perform a status check. Our B2B Content Engine Maturity Assessment offers a starting point.
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The Agentic Business Fabric Is How AI Will Transform Enterprise Applications
Struggling with AI ROI? The problem isn’t your tech, it’s your operating model. Learn why success hinges on redesigning jobs and commercial models, not just the tools.
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Trust Is The Killer App To Unlock AI Adoption
Drivers of trust change depending on both consumer and enterprise perception of risk. So who do we trust to manage the risks of AI?
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VMware Explore 2025: Execution Highlights On The Broadcom Vision
Two years into Broadcom ownership, VMware is settling into its new normal — with the VMware Explore event bringing forth the first reported results on executing on a seemingly harsh but clearly stated strategy.
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Your Postsale Customer Data Unwrapped
Why aren't B2B companies more like Spotify? Learn three ways marketing, sales, and customer success teams can use postsale customer data to improve retention and expansion efforts.
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What A Possible Dentsu Sale Means For CMOs
The news that dentsu has secured M&A partners to identify potential buyers for its international business is just the latest shakeup in the agency landscape. Find out what makes dentsu attractive and who the most likely buyers are.
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CX Cast Roundup, August 2025: Journey Innovation In Action
In August’s episodes of the Forrester CX Cast, we focused on how customer experience (CX) leaders can evolve their CX strategies by sparking innovation, scaling journey management, and aligning marketing with CX.
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Ready To Master Buying Mayhem? Join Us At One Of Our Upcoming B2B Summits
B2B buying dynamics require new marketing approaches. Join us in London or Singapore for actionable strategies on how to address them.
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No More Coders? You Still Need DevOps.
Some enterprises are hoping they can replace developers with subject matter experts and AI. And if the coders are gone, why invest in a system to control the software development lifecycle? That could be a very costly mistake. Find out why in this post.
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Adaptive Growth Strategy, Our AI Hackathon: My Highlights For Forrester’s B2B Summit EMEA
This October in London, I'll explain how to lead through change, hit aggressive targets, and guide execution teams with clarity — even when resources are tight. Here's a quick peek at what to expect at the event.
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Build Trust In Marketing Measurement With A Data Strategy
Marketers’ confidence in their ability to accurately measure marketing is at an all-time high. This is good news since proving the value of marketing has never been more important.
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Robotics In Data Centers: A Strategic Lever For Scalable And Resilient Infrastructure
As we progress through the fourth industrial revolution — an era defined by seamless integration of people, machines, and systems — there’s an increasing demand for scalable, intelligent, and resilient compute environments.
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