Challenges Facing Digital Business & Strategy Leaders
Digital business and strategy leaders must convert AI-enabled experiences into growth while customer expectations, market complexity, and pressure to prove business value and ROI keep rising. These leaders and their teams must navigate:
- Digital business evolving to experiences that learn, personalize, optimize, and act.
- AI adoption, governance, and agentic AI becoming enterprise investments with high ROI expectations.
- Modernizing digital banking, commerce, and omnichannel experiences, bolstering trust, security, and regulatory readiness.
- Linking digital and AI investments to growth, adoption, loyalty, and customer lifetime value.
- Revamping legacy systems, overlapping technology, and complex partner ecosystems to modernize operating models.
Digital business leaders must coordinate progress: prioritizing initiatives, aligning teams around shared objectives, and building the governance and operating discipline to responsibly scale AI-enabled growth.
The Data Behind Today’s Digital Business Challenges
of digital business leaders are prioritizing a new commerce strategy in 2026.
of digital business leaders say multiple people or functions own their dedicated digital budget.
of digital business leaders prioritize accelerating time to market in response to external changes.
Make Digital Business And Strategy Decisions With Confidence
Evolving to AI-powered growth for the organization takes deep collaboration across teams and jointly prioritized and coordinated initiatives. Forrester frameworks help leaders assess readiness, prioritize bets, modernize experiences, align operating models, improve measurement, and govern AI-enabled customer interactions and internal operations.
Build An Engine Of Exploration To Strengthen Your Digital Strategy
The digital strategy engine of exploration helps leaders move from a single, fixed vision (that becomes inflexible in rapidly changing markets) to action through an iterative six-phase cycle: Ideate, prioritize, create, test, refine, and challenge.
Turn Digital Insight Into Action
The digital insights-to-action lifecycle helps leaders turn data, analytics, AI, measurement, and benchmarking into coordinated decisions, actions, and performance improvement.
Design And Develop Great Digital Products And Experiences
The Forrester Design Framework helps digital teams collaborate effectively across design and delivery through a structured, customer-led process that is grounded in evidence, iteration, expertise, and responsibility to consistently deliver superior digital experiences.
Questions We Answer
Digital Business Leader Questions That Forrester Helps Answer
Forrester helps digital business leaders turn AI adoption, agentic experiences, intelligent content, AI search, commerce, service, and engagement into trusted, measurable, and organizationwide value. To do so, we help leaders define growth objectives and outcomes; prioritize investments; map needed internal and partner collaboration; identify required digital, technology, AI, and employee capabilities; and prove impact through metrics that matter across the organization.
Forrester helps digital business leaders identify where experience modernization will matter most, elevate employee skills and capabilities, prioritize and modernize technology and operations — and connect these investments to loyalty, personalization, discoverability, trust, and performance. To achieve those objectives, Forrester helps leaders clarify ownership, redesign workflows, and align with their technology, marketing, CX, security, data, AI, and other organizational counterparts around shared digital growth outcomes.
Forrester helps digital business leaders evaluate opportunities via insights, data, best practices, case studies, and tools. These resources help leaders continually conduct a disciplined assessment of customer value, business impact, feasibility, risk, trust, governance, and organizational readiness. With those insights, they can confidently prioritize and fund AI, digital, commerce, content, and emerging technology investments that foster growth and create durable differentiation.
Watch: The Missing Link Between CX Improvements And Growth
On demand, Forrester breaks down how the brand and customer experience work together — and how the Total Experience Score helps you prioritize the experience drivers with the biggest revenue lift.
Forrester Decisions for Digital Business & Strategy
Forrester Decisions helps digital business leaders accelerate growth, improve digital experiences, and modernize the capabilities that support transformation. With role-specific research, proven frameworks, and continuous guidance, Forrester helps leaders make better decisions across strategy, data, AI, customer experience, and operations.
What’s Included In This Service
Forrester Decisions services are uniquely built to give you strategic insights for your role as a business leader in your organization and help you deliver on your functional role as a division or department leader. Here’s what’s inside:
Insights
Shape strategy, guide transformational change, and stay ahead of the curve with leading research and insights.
- Customer obsession research
- Customer insights
- Trends and predictions
- Market forecasts
- Industry highlights
- Planning guides
- Technology and service provider landscapes
- Forrester Wave™ evaluations
Tools
Empower your team to conquer your priorities with proven strategic models and plug-and-play templates.
- KPIs and peer benchmarks
- Assessments
- Strategic models and frameworks
- Execution tools and templates
- Forrester Wave™ evaluations for your function
- Certification courses
Guidance
Accelerate progress and de-risk decisions with expert advice and hands-on support tailored to you and your team.
- Guidance sessions
- Peer discussions
- Event attendance
- Client webinars
- Dedicated relationship management
Forrester AI Where You Work
Powered by generative AI, Forrester AI helps clients make progress on their top initiatives faster, with trusted answers from Forrester research. Get AI-powered insights and advice from Forrester directly in the tools you use every day.
Support For Digital Business Leaders And Their Teams
Forrester Decisions for Digital Business & Strategy offers multiple levels of service to ensure the right expertise and support for you and your team.
Team Executive
Set strategy with a dedicated executive partner, executive-level engagement, and support aligned to your organization’s most critical priorities.
Team Leader
Deliver outcomes with analyst guidance, peer discussions, events, research, tools, and data designed to accelerate decisions and progress.
Team Member
Drive initiatives forward with curated access to research, tools, data, certification, and events, plus the ability to initiate analyst guidance sessions.
AI Access Plus
Take action fast with self-service access to trusted, AI-powered insights and advice, plus four analyst inquiry sessions annually for additional context and decision validation.
AI Access
Get trusted advice fast through AI in a flexible self-service model designed to extend research access across your organization.
Key Benefits For Digital Business Leaders
Forrester Decisions empowers digital business leaders to move faster with confidence across transformation priorities by combining research, frameworks, and guidance.
- Align digital strategy to measurable growth and business outcomes.
- Identify and close digital maturity gaps across core capabilities.
- Turn data and insights into actionable business decisions.
- Improve cross-functional collaboration and execution.
- Balance innovation with operational discipline.
- Build a stronger foundation for AI-enabled digital experiences.
Starting Your Forrester Journey
From day one, your Forrester partnership is focused on helping you move faster on your most important initiatives. Together, we’ll turn your priorities into a clear, actionable plan for achieving your goals.
- Align on priorities and outcomes
Start with a structured kickoff to clarify your top initiatives and define success. - Activate insights and expertise
Work with a Forrester research leader to translate your top initiatives into an action plan. - Drive progress and prove value
Stay on track with ongoing guidance and support that advance initiatives and show impact over time.
What Our Clients Are Saying
How Banorte Elevates Its Digital Experience
Forrester’s benchmarking tools help Banorte continually refine its digital experience and serve customers better.
Amplify Digital Marketing’s Impact
For HCL Technologies, the Forrester relationship has been key in boosting digital marketing effectiveness and scaling the company’s reach.
Upcoming Events For Digital Leaders
Explore Related Roles
Digital business leaders work closely with B2C marketing and customer experience leaders to create customer value, drive growth, and improve business performance. Forrester helps these teams align strategy, data, customer experience, and execution so they can make smarter decisions and deliver measurable outcomes.
B2C Marketing
For leaders responsible for engaging customers and driving demand, our research and guidance supports customer insight, brand-strengthening, campaign effectiveness, and delivering consistent, value-driven experiences across channels.
Customer Experience
For leaders responsible for designing and improving customer experiences, our research and guidance support customer understanding, journey improvement, experience measurement, and customer-centric business transformation.
Frequently Asked Questions
Who is this service designed for?
This service is designed for digital business leaders responsible for digital strategy, digital experience, digital products, and transformation initiatives that drive business growth. It also supports leaders overseeing data, measurement, customer experience, and operating model changes who need to connect digital investments to measurable business outcomes.
What priorities does this service support?
Forrester helps digital business leaders address priorities including digital strategy, customer and digital experience optimization, data and insights, measurement, innovation, AI adoption, and operating model transformation. Our research and guidance help leaders align these priorities to business goals while improving execution, performance, and organizational agility.
How does Forrester help leaders move from insight to action?
Forrester provides proven frameworks and practical guidance that help leaders transform data and analysis into business action. Our insights-to-action approach connects objectives, data, decision-making, stakeholder alignment, and measurement into a continuous improvement process that enables organizations to take meaningful action and demonstrate results.
How does Forrester help assess digital maturity?
Forrester’s Digital Engine model helps leaders evaluate the capabilities, processes, technology, talent, and measurement practices that drive digital business success. It identifies strengths, reveals gaps, and provides a structured path for prioritizing improvements that support business goals, accelerate transformation, and boost organizational performance.
Meet Our Digital Business & Strategy Analysts
Insights
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Back To The (Contextual) Future: It’s Still A Core Component In Consumer Personalization
AI Is Reshaping How Consumers Seek Financial Guidance
Why Total Experience Is The New Battleground For Indian Banks
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