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• Blog 2021年预测：B2B营销人员打造数字化路径，拉近与企业距离

  March 3, 2021 | Lori Wizdo

  2020年的大部分时间里，B2B营销专家对于预测当下都无从下手。去年我们在公共卫生、社会和商业方面经历了前所未有的动荡，以往积累的智慧与精心挑选的数据也是在该背景下突然变得不那么可信。和其他人一样，Forrester的B2B营销分析师专家团队也在问同一个问题：现在到底什么管用？当我们整个团队聚在一起思考对2021年B2B营销的预测时，我们关注了更多的维度。当B2B营销人员在2020年末之时将...

• Blog Sales Leaders: What Happens When We All Get To Travel Again?

  March 2, 2021

  One day, later this year, it’s going to happen: herd immunity, un-quarantining, social proximity, and the return of safer long-distance travel. If you’re like me, your first excursions off the...

• Report The Forrester Tech Tide™: Digital Intelligence Technologies, Q1 2021

  Sixteen Technologies Underpin Digital Intelligence

  March 2, 2021 | James McCormick

  Digital intelligence (DI) practices are increasingly critical to firms' ability to win, serve, and retain their customers. To accelerate their performance in DI, companies are evaluating and...

• Report Now Tech: Enterprise Fraud Management, Q1 2021

  Forrester's Overview Of 37 Enterprise Fraud Management Providers

  March 2, 2021 | Andras Cser

  You can use enterprise fraud management (EFM) to catch and reduce fraud, lower customer friction and labor costs, automate transaction risk scoring, and improve business intelligence. But to...

• Report Forrester Infographic: Static Application Security Testing Usage Aimed At Developers

  March 2, 2021 | Sandy Carielli

  Customers of the vendors evaluated in "The Forrester Wave™: Static Application Security Testing, Q1 2021" push greater adoption of static application security testing (SAST) as a critical DevSecOps...

• Report Articulate The Value Of B2B Marketing To Make The Case For Investing In Change

  Business Case: The B2B Marketing Playbook

  March 2, 2021 | Lori Wizdo

  Many executives in the C-suite, including CEOs — and the boards to whom they must answer — have never really thought about the value of marketing beyond communications, lead generation, and sales...

• Report Forrester Infographic: Retail CISO Career Paths

  March 2, 2021 | Jeff Pollard

  Seventy-nine percent of retail and consumer product companies from the Fortune 500 have a dedicated CISO with a public presence. To understand the skills, experience, and education that qualify...

• Blog The Future Of Work Is All About Changing Your Management Culture

  March 2, 2021 | Dan Bieler

  Photo credit: Bergman Group Employee Engagement Drives Customer Experiences Value propositions are increasingly shifting from traditional product sales to providing relevant services and great...

• Blog Intelligent Creativity Overhauls The Creative Process

  March 2, 2021 | Jay Pattisall

  Despite an ever-expanding universe of marketing channels and complexity, the creative process utilized by most marketers and agencies has remained unchanged for nearly a century. Creativity in...

• Report Follow The Money: DOP Planning And Analytics Redefines Enterprise Performance Management

  A New Generation Of Solutions Harnesses AI, Modeling, And Visualization To Drive Growth In The Post-COVID-19 Era

  March 1, 2021 | Liz Herbert

  Future fit businesses need modern, adaptive, purpose-built planning and analytics applications that cut across the business. While enterprise performance management (EPM) tools have historically...

• Blog Measure Three Types Of Customer Experience Metrics

  March 1, 2021 | Maxie Schmidt-Subramanian

  If you are a customer experience (CX) leader, you need an effective CX measurement program. Why? Because you need to determine whether your organization is succeeding in delivering experiences that...

• Blog Mean Time Before CEO Scapegoats

  March 1, 2021 | Jeff Pollard

  A few months before I joined Forrester in 2015, I found a blog that introduced a new incident response (IR) metric written by @rickhholland: “Introducing A New Incident Response Metric: Mean Time...

• Blog COVID-19 Accelerated Your Digital Momentum — Don’t Slow Down Now

  March 1, 2021 | Michael Barnes

  Your digital transformation initiatives may have been floundering pre-COVID, but that’s ancient history now. Like many other firms, the global pandemic likely forced you to shift almost overnight...

• Report Intelligent Creativity Energizes Marketing Productivity

  Human Intuition Plus Machine Accuracy Ushers In An Era Of Creative Transformation

  March 1, 2021 | Jay Pattisall

  Despite an ever-expanding universe of marketing channels and complexity, the creative process has remained unchanged for nearly a century. The intuition-governed approach to creativity frequently...

• Report Gauge Your CX Management Maturity

  The Assessment Report In The CX Transformation Playbook

  March 1, 2021 | Rick Parrish

  Customer experience (CX) transformations require a methodical approach that ensures thousands of people can work together to consistently produce the right experiences across scores of channels....

• Report Define The Right Metrics For Tracking CRM Success

  Performance Management: The CRM Playbook

  March 1, 2021 | Kate Leggett

  Defining the right metrics to track success and prompt corrective action is a critical best practice for getting more value out of CRM initiatives. This report describes a five-step process for...

• Report The Business Impact Of Digital Experience Technology Is Profitable Growth

  Business Case: The Digital Experience Delivery Playbook

  March 1, 2021 | Ted Schadler

  Armed with the methods in this report, application development and delivery (AD&D) professionals can help their companies link digital experience strategy to the technology roadmap. First, assess...

• Blog Call For Entries: The 2021 Enterprise Architecture Awards

  March 1, 2021 | Gene Leganza

  Most organizations started 2020 planning to tackle digital transformation, innovation, and customer obsession. But then the global pandemic exploded everyone’s agendas, requiring lightning-fast...

• Blog February 2021 Research Recap — Cloud And Tech Operations

  March 1, 2021 | Lauren Nelson

  Each month, the infrastructure and operations (I&O) team writes incredible research. As a research director, I get to not only see the final outcome but all of the work and client insights that...

• Blog Reflections On 2020: Cloud Predictions Versus Reality

  March 1, 2021

  This week, we published scores for our 2020 cloud predictions. This is an exercise we do every year to hold us — the prediction-makers — accountable to our predictions. We assess if our predictions...

• Report Forrester Infographic: Enable The Next-Generation Workforce With The Right Technologies

  Forrester's Visual Guide To Generational Technology Preferences

  February 26, 2021 | Andrew Hewitt

  Businesses preparing for the future of work must understand the changing technology preferences among four workforce generations. Each generation comes with its unique needs to ensure an optimal...

• Report The Forrester Guide To Equipping The Next-Gen Workforce

  Don't Let Age Define Your Workforce Enablement Strategy

  February 26, 2021 | Andrew Hewitt

  In this demographic overview, we analyze the four generations in the workplace: Generation Z, Millennials, Generation X, and Baby Boomers. As Gen Z and Millennials increasingly represent a larger...

• Blog After Retail Banking, Now Banks Must Transform Their Corporate Banking

  February 26, 2021 | Arnav Gupta

  Digital transformation is coming to corporate banking. Corporate banking today is antiquated due to its highly customized and complex product offerings; lack of challengers to drive innovation; and...

• Report The New Privacy: It's All About Context

  Vision: The Customer Trust And Privacy Playbook

  February 26, 2021 | Fatemeh Khatibloo

  In the age of internet-connected devices, with cameras everywhere and sensors in our most private spaces, privacy is essential for earning and maintaining consumer trust. Context is key —...

• Report Deploy These Three Change Agent Personas To Drive More Decision-Making From Data

  Intermediate Level: People Practices For Insights-Driven Businesses

  February 26, 2021 | Cinny Little

  Customer insights (CI) pros, along with all business and operations areas, struggle to drive more decision-making that matters from data and insights. To remain competitive, firms must accelerate...