Age of the Customer
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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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Predictions 2027: CX Teams Build New Muscles To Seize The AI Opportunity
After years of disruption, CX teams face a defining moment. Discover how leaders will use AI to strengthen insights, orchestrate journeys, and elevate their strategic influence while avoiding efficiency plays that erode differentiation, human connection, and customer loyalty.
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Can Automotive Brands Win Loyalty By Competing On Price Alone?
While affordability pressures remain prominent across the automotive industry, strong brands create value throughout the customer lifecycle, not just during vehicle purchasing.
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Consumers Rethink Value As Uncertainty And Inflation Persist
As Americans battle economic uncertainty and persistent inflation, they aren’t simply trading down; they’re choosing what is worth paying for. As pessimism peaks but spending remains resilient (a phenomenon we call the pessimism paradox), three distinct consumer value behaviors are emerging. 1. Maximizing to get the best — and paying for it When consumers exhibit […]
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Sovereign AI Will Decide The Future Of Sovereign Cloud Services
The sovereign cloud services (SCS) market reveals a fundamental shift: Sovereign AI is becoming the dominant force shaping buyer requirements. This change is being driven by growing geopolitical uncertainty, expanding regulatory obligations, and increasing dependence on cloud and AI platforms. Technology leaders are under pressure to reduce exposure to external dependencies, strengthen operational resilience, and […]
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Cloudera EVOLVE26: The Case For AI Anywhere
At EVOLVE26 in Singapore, Cloudera made a strategic statement that the next phase of enterprise AI will be defined by where AI runs, what data it can access, and how securely it operates at scale. Cloudera announced the Anywhere Cloud, positioned as the foundation of its “cloud anywhere, data anywhere, AI anywhere” strategy across public […]
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Announcing Forrester’s 2026 Security & Risk Enterprise Leadership Award Winner: CITGO
CITGO is the winner of Forrester’s 2026 Security & Risk Enterprise Leadership Award. See how the company embeds security, risk management, and trust into business decisions, operations, and emerging technology planning.
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Ten Rules For Building A Sustainable B2B Webinar Program
Webinars are one of the most effective ways to engage audiences at scale and should be a critical component of an integrated event strategy. Yet many B2B marketers still treat them as standalone broadcasts, focusing on delivery while underinvesting in audience development, follow-up, and content activation. In contrast, leading practitioners connect the live event to […]
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Make Customer Obsession Machine-Readable
My bread is flat — again. Every week, my online grocery delivery shows up. Every week, I return something fragile, like fruit, bread, or crisps (that’s potato chips to you), because a packing robot in the dark warehouse decided to put a five-kilo bag of cat litter or a 10-pack of beer on top of […]
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Marketing’s Next AI Challenge: Scale What Works Without Losing Control
At this year’s Marketing AI Conference (MAICON), I noticed a shift in how marketing leaders are approaching AI transformation. The conversation is moving beyond AI literacy and individual productivity toward building repeatable workflows, developing AI agents, and making these capabilities part of everyday work. Many of the sessions highlighted marketing’s next challenge: empowering teams to […]
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TalosCon 2026: The Winning AI Strategy Is To Preserve Choice
Enterprises spent the last decade reducing risk through multicloud and resilience strategies. AI could bring that risk back. One of the strongest themes at TalosCon 2026 was the increasing concentration of AI capabilities, infrastructure, and investment among a relatively small number of providers. For technology leaders, the bigger concern isn’t competition but rather dependency. Every […]
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For Service Providers, AI Giveth And AI Taketh Away
In Q2 2026, service provider revenues were up a little, bookings were mostly flat, and revenue/employee were up nominally. The technology services industry has struggled to grow over the past two years as AI accelerates service delivery, thus undermining its core engine of growth: headcount and billable hours. Beginning late last year, providers began to […]
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AI Won’t Save RevOps — It Will Redefine It
AI is absorbing many of the activities that have traditionally defined revenue operations. That doesn’t make RevOps irrelevant — it makes its current mandate obsolete. Learn why RevOps leaders must shift from operating processes to architecting how people, data, technology, and AI make and execute revenue decisions.
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So You Think You Have A Marketing AI Agent?
It’s time to delineate what is and what is not an AI agent for the marketing function. The ferocious pace of AI technology innovation, coupled with runaway AI hype and a relentless flood of vendors offering AI agents — most with de rigueur anthropomorphized names — creates an environment in which the meaning of AI […]
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