Product Management
The product management landscape is rapidly changing. Innovation and agility are key drivers of success — but so is a deep understanding of customer needs. Read our insights to create and implement buyer-centric product development, management, and innovation practices.
Insights
Blog
GenAI Is The Power Tool For Product Management Speed And Innovation
There’s a well-worn lament in the DIY world that goes “any job is easier with the right tool.” For all those who have suffered through a DIY car repair or home project or remodel, the value of having the right tool for the right job is well known. Product management is going through a similar […]
Blog
Build Smarter B2B Pricing For Long-Term Growth And Profitability
Effective B2B AI pricing must balance several goals that often pull in different directions: It needs to reduce buyer risk and accelerate adoption, especially as many organizations are still experimenting with how AI fits into their workflows. It should align price to measurable value. This gives customers a clear connection between what they pay and […]
AI Access: For Every Role. And Every Decision.
AI Access democratizes decision-making. With AI-powered access to Forrester’s insights, data, and advice, every team member — from early-career pros to senior leadership — moves with confidence, speed, and clarity. Equip your organization to take action fast.
Blog
AI Is Everywhere In GTM. Customer Value Isn’t.
AI is already reshaping how buyers discover, decide, and engage. The real opportunity now isn’t just efficiency — it’s redesigning GTM around measurable customer outcomes and using AI to deliver value where it matters most.
Blog
Why Scaling Products Without Architecture Slows You Down
Product-centric operating models are now the default aspiration for digital organizations. Agile adoption continues to rise. Our data shows that 55% of firms in North America and Europe now use agile or product-centric ways of working, up double digits since 2023, while APAC adoption is approaching 50%. The promise is compelling: faster value delivery, empowered […]
Blog
Mission Possible: Navigating The GTM Singularity
We’re doubling down on our mission to help B2B companies navigate the most complex buying dynamics many of us have ever witnessed. Embrace the opportunity to rethink how you grow — and emerge stronger.
Blog
Proof Is The Product: How Trials And POCs Have Become A Real Go‑To‑Market Motion
Why “Try Before You Buy” Has Become Mission‑Critical For Buyers And Sellers B2B organizations can no longer rely on promises alone. Today’s buyers expect vendors, especially those offering AI‑enabled products, to prove how their solutions deliver measurable outcomes aligned to real business priorities. As a result, proofs of concept (POCs) and trials have shifted from […]
Blog
What Does It Really Take To Go From Products To Platforms?
For years, B2B vendors have optimized individual products — adding features, updating interfaces, creating APIs — but have found they have too many products with too much overlap, limited reach, and slower growth. Today, platforms, not standalone products, are becoming the new basis of competition, making the transition from products to platforms and portfolios more […]
Explore Forrester AI Access For Faster, Smarter Decisions
Forrester AI Access delivers clear, credible answers from proprietary research, reports, and data — helping teams validate direction and plan next steps with confidence.
Blog
Announcing Forrester’s 2026 B2B Programs Of The Year Award Winners For North America
Our 2026 B2B POY Awards recognize companies that have raised the bar in marketing, revenue, product, and customer engagement. Get a preview of the stories they will share at B2B Summit North America.
Blog
Announcing The Winners Of Forrester’s 2026 B2B Return On Integration Honors For North America
Cross-functional alignment has never been more important for B2B companies than it is right now. Get a preview of our ROI Honors winners and the alignment success stories they will share at B2B Summit in Phoenix.
Blog
AI Pricing Is Product Strategy: Five Questions Every Product Manager Must Answer Early
AI pricing isn’t something you bolt on after the product is built. It is product strategy — shaping adoption, ROI, and long-term monetization. Yet most B2B teams still treat pricing as a late-stage deliverable instead of an early design decision. This blog outlines the five dimensions every PM and marketer must consider when pricing AI […]
Blog
How HCLTech Won A Forrester B2B Programs Of The Year Award — And How Your Team Could Be Next
B2B marketers face growing pressure to produce personalized content that truly connects and resonates with buyers, and their organizations need smarter, faster, and more scalable ways to deliver this. Next week, we’ll publish a case study about HCLTech — a global technology leader — that demonstrates how delivering this type of content is possible when […]
Blog
Hello, GTM Singularity: Turn Ideas Into Action At B2B Summit North America
Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.
Blog
Six Essentials For Managing Platforms And Portfolios
Learn the key steps to managing platforms and portfolios and see how Forrester’s Portfolio Model helps vendors grow using integrated solutions.
Blog
Five Practices That Make The CMO-CPO Partnership Work
When marketing and product align around buyer needs and shared commercial priorities, growth follows. Learn how to strengthen this alliance.
Blog
Why B2B CMOs Must Prioritize Product Leader Alignment
CMOs who prioritize alignment with product leaders more effectively drive growth initiatives and improve efficiency. Find out which best practices these CMOs consistently apply in this preview of a new report.
Blog
AI Agents Become Economic Actors: Salesforce Rewrites The Rules Of Pricing
Salesforce’s shift to flat‑rate, unlimited‑usage pricing for AI agents materially changes competitive dynamics. It also changes the nature of questions for buyers.
Blog
Your Secret Weapon For Your Win/Loss Program: Three Ways To Get Buyer Feedback And Make It Actionable
Most B2B firms track win rates but rarely uncover the real reasons behind wins and losses. Learn three ways to capture buyer feedback that can be used to boost win rates and drive growth.
Blog
Call For Entries: Forrester B2B Summit North America 2026 Awards
Have you driven cross-team alignment that’s fueled results or achieved excellence in a particular area of marketing, sales, customer engagement, or product? Share your story for a chance to join us on stage at B2B Summit North America.
Podcast
Predictions 2026: Breaking Down Three Of Our Boldest Predictions
It’s Predictions season here at Forrester. We recently published our 2026 predictions across a variety of business functions, industries, and geographies. In this episode, we take a detailed look at three of our boldest calls for the coming year.
Blog
How FreeWheel Transformed Its Product Development Lifecycle
Innovation in the fast-paced media landscape is the engine that drives growth and relevance. At FreeWheel, a Comcast company powering the premium streaming advertising ecosystem, innovation is more than a buzzword — it’s a strategic imperative. With a strong foundation and a commitment to excellence, FreeWheel saw an opportunity to evolve its internal processes to […]
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