B2B Research

Many factors go into effective sales annual planning. Yet without close revenue engine alignment and use of data-driven insights, your plan may be doomed to failure.

In 2022, CIOs and technology executives should prepare for evolving edge computing environments, which run software wherever that software best fits the need — a concept Forrester calls workload affinity. We have identified four edge environments to support a range of workload affinity requirements: the enterprise edge, the operations edge, the engagement edge, and the […]

Buyers expect sellers to partner with them and not only demonstrate a deep understanding of their market, industry, and role — but also to anticipate their next steps. Sales enablement leaders need to ensure that reps have the content, credibility, competency, and confidence to deliver.

To successfully scale the business for growth, revenue engine leaders at emerging-growth companies must share the same goals. Those goals must also align with the CEO’s expectations, which change as the company moves through the early-growth, extended-growth, and prepare-for-exit stages. Nancy Maluso and I recently interviewed CEOs from emerging companies — which Forrester defines as […]

When it comes to your customer engagement strategy, digital experience (DX) and customer relationship management (CRM) teams are often viewed as different breeds with different priorities. DX initiatives have an outside-in view in supporting a customer’s digital journey. DX technologies include marketing, commerce, and content management technologies that are purchased by the CMO, CDO, or […]

It's impossible to know what the future holds for marketing campaigns in development. But you can audit your progress and course-correct when needed.

Even with Google's recently announced cookie deprecation delay, B2B advertisers need to move quickly to ensure their continued success.

The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.

As enablement professionals, how do we keep from becoming disconnected ivory tower philosophers? Consider these six strategies.

Forrester’s new B2B Revenue Waterfall will help you optimize opportunities and provide better alignment between marketing and sales. Learn more at B2B Summit APAC.

What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.

Get an inside look at the findings from Forrester’s The State Of Customer Obsession 2021 survey, which show the importance of an empowered and appreciated workforce for B2B organizations.

Forrester’s 2021 Global Marketing Survey reveals how B2B marketing leaders are adapting their strategies to accelerate recovery while keeping customers front and center. Here are three key takeaways.

Forrester is launching new research focusing on technology innovation in the B2B payments space. We are on the lookout for companies that are automating and adding value to B2B payments services, particularly those driving innovation.

Mental health has been in the spotlight during these Olympic Games, yet the concerns cut across professions. Sales leaders need to prioritize sellers' wellness, starting with these three areas.

At this year’s Forrester B2B Summit, we introduced our Sales Competency Management Framework, which provides a comprehensive look at sales talent management through the lens of attracting, onboarding, and optimizing (ongoing development) sales professionals.

How buyers approach purchase decisions has changed, which has important implications for marketers. Explore a few of the findings from our recent research, and go even deeper at Forrester's B2B Summit APAC.

Don’t worry, this is not a discussion about navels; it is an attempt to provide some very basic categorization of sales methodologies based on whether the methodology addresses internal or external interactions.

Your product demos, content, and delivery channels won't matter if you're pursuing the wrong targets. Learn how the new Waterfall can help you zero in on the most promising opportunities.