CMO Trends
The chief marketing officer (CMO) role is more difficult than ever, in a world where tried-and-true tactics are aging out and their replacements are hard to pin down. Read insights that help CMOs thrive in the Age of the Customer.
Insights
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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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The More Advertising Automates, The More Creative Matters
Automation is eating advertisers’ workflows. Media buying — once dependent on traders’ skills of budget allocation and bid management — has become the push of a button, where self-attributing platforms auto-optimize for advertisers’ desired outcomes. And customer understanding is increasingly cultivated by walled gardens like Amazon, Google, and Meta, which turn media planning into conversations […]
Who Controls AI In 2027?
As AI transforms B2B go-to-market strategy, technology, security, and customer experience leaders must balance control with adaptation. Forrester’s Predictions 2027 guides, blogs, and webinars reveal what that requires.
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Five Questions Ahead Of Accenture’s Earnings Report For Q4 2026
As Accenture prepares to report its fourth-quarter and full-year fiscal 2026 financial results this Thursday, October 1, the tech consultancy has several market factors to lean on, including durable managed services growth, healthy bookings, and AI becoming commercially viable. Another interesting dynamic is that Accenture Song’s strategic importance is growing even as reporting visibility for […]
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Why Some B2B Experiences Change Behavior And Others Don’t
Why do some B2B experiences change behavior while others are ignored? The answer lies less in gamification mechanics and more in the value an experience creates for buyers and customers.
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Companies Get The Marketing They Expect
Marketing’s role is shaped less by strategy documents than by the expectations executives place on the function. New research reveals a significant gap between how companies currently view marketing and how marketing leaders believe the function should contribute to growth, strategy, and business performance.
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Welcome Back, Peter Kim: Forrester’s VP, Principal Analyst Covering The AI-Enabled B2C Marketing Org
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You Don’t Miss Myspace — You Just Miss 2005
A potential Myspace relaunch is dependent on social media nostalgia, but consumers aren’t interested in going back in time.
Your Next Buyer Might Be An AI Agent
Agentic buying will touch 75% of B2B purchases by 2027. Explore Forrester's 2027 Predictions guide for B2B leaders to uncover five shifts needed to maintain trust and control.
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B2B Marketing Is Moving Faster Than Its Foundations Can Handle
Eighty-eight percent of B2B marketing organizations have adopted AI tools or developed their own, yet marketing leaders continue to report unclear AI strategy, difficulty measuring impact, data infrastructure challenges, and uncertainty about where AI should be applied. In other words, many marketing teams are moving quickly to adopt new capabilities before establishing or firming up […]
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B2B Marketing Has A Purpose Problem
Most B2B marketing leaders see their function as a strategic partner or primary growth driver, yet they believe that their peers don't share that perception. To bridge the gap, marketing leaders must be clear about what marketing is for.
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Marketing Matters More To Growth Momentum Than Ever
Growth momentum is one of the most sought-after objectives in business. When it builds, buying groups move with greater confidence, internal teams align almost effortlessly around common priorities, and individual successes compound into larger business outcomes. Many B2B organizations undervalue one of the strongest contributors to growth momentum: marketing. Marketing doesn’t build momentum by simply […]
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Budget Planning 2027: B2B Marketing Leaders Must Prioritize Focus For Resilience
B2B marketing leaders entering the 2027 planning cycle must rethink traditional budget planning and shift toward focused, outcome-driven investment strategies. In an era of AI-driven disruption and market volatility, success will depend on where organizations concentrate spend, divest low-impact initiatives, and invest in resilience-building capabilities.
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New Analysis Suggests The CMO’s Role In The Fortune 500 Is At A Crossroads
For years, the chief marketing officer has been one of the most scrutinized roles in the C-suite, and that scrutiny isn’t easing, according to Forrester’s third annual analysis of CMOs in the Fortune 500. But the data suggests that the prevailing narrative of CMO decline masks the real story: reinvention.
The B2B GTM 2027 AI Challenge Isn't Scale. It's Control.
Join Forrester analysts on December 3, 2026, to learn which B2B GTM predictions could reshape buyer engagement, sales, marketing, and product strategy.
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Databricks Unleashes The Genie: The Power Of The Four C’s
The Databricks Data + AI Summit 2026 signals a shift from experimentation to enterprise-scale, agentic AI. With over 30,000 attendees (representing a 36% annual increase) and global participation across more than 150 countries, Databricks is positioning itself as a foundational platform for data-intelligent applications. Last year, we wrote that Databricks went “beyond the lakehouse” by […]
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The Next Era Of B2B Events: Eight Data-Backed Shifts Defining 2026
Tighter budgets, rising expectations, and increased competition are reshaping B2B events — driving a shift toward fewer, more targeted experiences, greater audience participation, and a renewed role for digital.
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Italy’s B2B Marketing Challenge Is Not Strategy — It’s Focus And Alignment
Italian B2B marketing has clarity on strategy but struggles to execute. Misaligned budgets, goals, and campaigns are limiting impact and preventing growth at scale.
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If Buyers Change How They Search, Marketing Must Change How It Shows Up
B2B buyers are not searching the way they used to. They rely less on traditional discovery paths and more on AI-driven answers, curated sources, and trusted signals. Evaluation is happening earlier, faster, and often without direct interaction. Marketing has not fully caught up. With 87% of B2B buyers selecting “generative AI conversational search tool” as a meaningful interaction, it ranks […]
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Most B2B Marketing Organizations Are Not Short On Activity — They’re Short On Learning
Campaigns keep shipping. Dashboards keep glowing. But scratch the surface, and a harder truth emerges: Many teams repeat last year’s playbooks while markets, buyers, and channels move faster than they do. The risk is not doing too little. It is learning too slowly. That risk is rising. The majority of firms now default to playing it safe, […]
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Publicis Acquires LiveRamp To Advance New Agentic AI Push
Publicis Groupe has agreed to acquire data collaboration and identity resolution firm LiveRamp for $2.55 billion in a move aimed to expand the agency holding company’s artificial intelligence offering. The transaction is expected to close by the end of 2026, following the customary regulatory and shareholder approvals. Publicis will operate LiveRamp as an independent company […]
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Everlane Is The Next Millennial Brand To Fall
The Next Millennial Domino Falls When reports emerged that SHEIN had acquired Everlane, the other shoe dropped. Like the recently departed Allbirds, Everlane was once the poster child for a new kind of Millennial consumerism. It promised radical transparency, clean design, ethical sourcing, and a rejection of disposable fashion culture. Along with a generation of […]
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Is “Surveillance Pricing” Good Business Or A Bad Idea?
Pricing Gets Personal At JetBlue A JetBlue customer posted on X: “A $230 increase on a ticket after one day is crazy. I’m just trying to make it to a funeral.” The airline replied, suggesting trying “clearing your cache and cookies or booking with an incognito window. We’re sorry for your loss.” The response went […]
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