Blog
Last Friday, the US Supreme Court decided that the International Emergency Economic Powers Act (IEEPA) does not allow a US President the authority to unilaterally impose tariffs. Over the last year, the US government has been leveraging tariff policy to negotiate new trade agreements, for example recently signing agreements with Indonesia and India. Despite the fact that the US President has now declared a temporary, 150-day import surcharge of 10%, raised to 15% over the weekend, tariff policy as a lever for economic negotiations has been upended. For example, European Union lawmakers have postponed a vote to ratify the […]
Blog
Markets evolve. And when the terminology used to describe a market no longer reflects how buyers, practitioners, and vendors describe the solutions within it, it’s time to reassess. For almost twenty years, Forrester has led research in what we originally defined as end user experience management – evaluating the market as early as 2007 in […]
Blog
We have seen this pattern before, even if the specifics look different. Think back to the day AWS introduced GuardDuty, when Microsoft folded Defender for Endpoint into its enterprise licensing commitments and launched Microsoft Sentinel, or when Google acquired Mandiant and eventually Wiz. Sure, the launch of fully autonomous AI agents that can ingest entire […]
Blog
B2B buying is more chaotic than it’s ever been — and buyers feel it. According to Forrester’s Buyers’ Journey Survey, 2025, 73% of purchases involve three or more departments, with an average of 13 people inside the buyer’s organization and nine from outside involved in making a purchase decision. As a result, buyers tap colleagues, communities, […]
Blog
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
What CIOs are working on, Part 4 of 4 Over the past six months of guidance kickoff conversations with CIOs and CTOs, security, cost, and value almost always surface as top-priority initiatives. Leaders know that boards and executive committees care deeply about resilience, regulatory exposure, and technology spend, yet they often lack a simple, credible […]
Blog
Salesforce’s planned acquisition of Momentum — a revenue orchestration startup — is less about “another AI sales feature” and more about owning the highest-value input for autonomous agents, the customer conversation, and turning it into structured, actionable system data inside Salesforce and Slack. What Salesforce Is Really Buying Momentum will extend Agentforce 360 and Slackbot […]
Podcast
Our flagship podcast is on pause as we think about what comes next and how we can best bring our insights to life in an era of nonstop change.
Blog
Omnicom enters its first earnings cycle after the IPG acquisition with scale, momentum, and unresolved operational challenges. CMOs should ignore Wall Street’s fixation on quarterly performance and instead evaluate how Omnicom plans to convert its expanded capabilities into customer growth. Despite its new size, the company still faces the same structural barriers constraining the broader […]
Blog
Have you ever found yourself at an international airport where the announcements are in an unfamiliar language and gate changes feel constant? Even when the announcement system works properly, communication can feel ineffective. What if that unfamiliarity appeared at your home airport? You’re in the right place but can’t make sense of the setting. Marketing […]
Blog
The Forrester Wave™: Commerce Services, Q1 2026 reveals how commerce services providers are rewriting long-standing commerce strategy playbooks and prompting business leaders to reach today’s buyers through AI-powered commerce transformations.
Blog
In Forrester’s Partner Ecosystem Marketing Survey, 2026, 75% of partner ecosystem marketing decision-makers reported their overall technology investments will increase in the next 12 months. Among organizations already investing in a partner marketing automation platform (PMAP), 65% plan to increase their investment. Even more telling, nearly 60% of organizations not currently using partner marketing automation […]
Webinar
Join us live to learn how AI search is reshaping how buyers find and evaluate providers. Learn the moves that keep your brand visible, credible, and chosen in AI‑mediated buyer journeys.
Blog
Many organizations run on hybrid models that were never intentionally designed. Here are three patterns that emerge in conversations with CIOs on how they plan to move toward something better.
Blog
What We Know Workday just announced its new CEO, and, well, he isn’t really new at all. Aneel Bhusri is returning as CEO after two years as executive chair. The move follows a turbulent period for enterprise SaaS stocks, with Workday shares down more than 20% year-to-date (2026) and significantly declining since the start of 2025, […]
Blog
The revenue enablement platform (REP) market just crossed a pivotal threshold. In the span of six months, we’ve seen two major mergers: first, Showpad and Bigtincan and, now, Seismic and Highspot, which announced their intent to combine in a move that unites two of the largest and most visible content‑native platforms in the space. This […]
Blog
What Is The AI Divide In Data Centers, Semiconductors, And Sovereignty? The AI divide represents a strategic inflection point for global business. Those without these resources will fall behind, not just technologically but competitively. Productivity, customer engagement, and decision-making is widening across industries and geographies, creating systemic issues for companies that fail to invest, such as: […]
Blog
From time to time, Forrester publishes what we call accelerate content: material intended not to explain why something matters but to help organizations actually do it. Our newly updated enterprise architecture (EA) policy falls squarely into this category. We usually don’t blog about this kind of material. Policies are not aspirational. They are not trend‑driven. […]
Blog
Virtual events aren’t disappearing — but they are transforming. Forrester data shows that while a majority of marketers believe that virtual events are a permanent part of their event mix, the pandemic days of multiday, multisession virtual events are long gone. Instead, marketers are focused on simpler virtual events, with 43% planning to run more […]
Blog
The headlines concerning AI have been focused on traffic: When buyers use AI instead of search, they are one-tenth as likely to click through to your website, and with business buyers rapidly adopting AI, B2B companies are feeling the impact in the form of traffic declines of between 10–40% over the past year. That is […]
