Laura Ramos

For a category with such long-established commercial software applications, you would expect the status quo to reign. The opposite is the case.

Get key takeaways from Oracle's newly renamed annual conference, the first with new CEOs Clay Magouyrk and Mike Sicilia at the helm.

When B2B survey respondents say that 73% of their revenue originates from current customers, retaining and growing those accounts must be a top priority, one that is well coordinated across all postsale motions, from onboarding to servicing and expanding business on the back of attained goals. Especially in volatile economic markets and geopolitical times, every […]

A postsale digital experience (PDX) helps customers succeed through self-directed activity, guides them to gain more value from current investments, and reduces churn risk.

Customer-led B2B companies make postsale digital experiences more streamlined and self-directed without much additional investment.

Earlier this month, my colleagues Matt Selheimer, Srividya Sridharan, and Katy Tynan advised B2B leaders on how to weather market volatility and navigate current economic storms (subscription required). One of six actions they recommend is using customer insights to improve understanding and empathy in communications and reduce high-friction processes. This is especially important when it […]

A hands-on exercise with workshop participants at B2B Summit North America revealed interesting learnings for customer engagement leaders and teams.

We’ve introduced expanded and upgraded versions of our customer engagement aligned approach and the foundational Forrester Customer Engagement Range Of Responsibilities Model to show you how to optimize the relationship between your company and your customers.

At its recent summit, Adobe made it clear that it's serious about ensuring that its B2B customers achieve their goals and get value from Adobe investments. So why not focus some of its AI and agentic innovation on the postsale, as well?

Last week, we published two data snapshot reports from Forrester’s State Of Customer Engagement Survey, 2024. Focused on US-based respondents at B2B firms that primarily sell software, these short reports give a bit of a unique look into the more sophisticated side of customer engagement.

Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.

The Forrester Opportunity Lifecycle is a framework for transforming revenue processes to maximize value for B2B customers. As my colleague Amy Hawthorne explains, top revenue transformers: Share signals and create a common view of the customer — throughout the postsale. This is so you can achieve a true understanding of what makes customers succeed, as […]

Every time you turn around, it looks like someone is taking a shot at customer success (CS). Whether at last year’s SaaStr or elsewhere, more voices have been calling for new approaches to CS — ones that transform CS from cost center to tool for growth. While it’s still early to plan a funeral, CS […]

Last week I attended the 10th annual SaaStr conference in San Mateo. For those unfamiliar, SaaStr is a community and resource hub that covers the building and scaling of software-as-a-service (SaaS) companies. The conference brings together industry leaders, entrepreneurs, and investors to network and share insights. It’s a valuable resource for anyone involved in the […]

Learn where customer advocacy programs can fall short — and how B2B marketers can keep the focus on value.

Summer is officially here — and we know this not simply because the calendar says so but also because the scorching temperatures outside are testing every thermometer’s limits (and ours, too). The intense heat forces us to adapt our plans and navigate unpredictable summer storms, leaving us pivoting quickly to find alternative activities. Solving our […]

B2B companies double the impact of their investment when they scale customer success by creating a digital-led experience that includes learning and advocacy.

Explore the benefits of dedicating a team to customer success management, outfitting them with purpose-built technology, and enabling them to drive consistent experiences that lead to retention and growth.

During Forrester’s Predictions 2024 webinar, we received a lot of great questions about how generative AI might affect customer-facing functions such as marketing, customer experience, and sales. Check out our answers.