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  • Go-To-Market Strategies

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  • For B2B Marketing Professionals

    Report The 15 New Rules For Cracking The SMB Market

    SMBs' Knowledge Assimilation Requires New Go-To-Market Approaches For Tech And Financial Services
    February 19, 2016 | Tim Harmon

    As large as the small and medium-size business (SMB) market is, both in terms of sheer numbers and IT and business services spend, only a handful of tech vendors, financial services companies, and...

  • For Application Development & Delivery Professionals

    Report Predictions 2016: Digital Services Transformed

    Mounting Pressures Will Change The Priorities Of Firms And Their Providers
    November 9, 2015 | John C. McCarthy, Liz Herbert

    2016 will see the beginning of wholesale changes in the technology services market. This brief examines the three-part dynamic that will alter the way firms buy these services — as digital...

  • For B2B Marketing Professionals

    Report Scale Your B2B Customer Obsession With A Go-To-Customer Strategy

    Introducing Forrester's GTC Strategy Matrix
    August 31, 2015 | Lori Wizdo

    B2B marketers get it. They know they need to operate across their sales and marketing silos and get beyond portfolio-centric campaigns to connect with buyers via specific, contextually relevant...

  • For CIO Professionals

    Report Brief: HP Gets Back On The Path To Partnership With Customers

    Impressions From The HP Industry Analyst Summit 2014
    April 29, 2014 | Peter Burris, Andrew Smith

    Forrester recently attended HP's annual Industry Analyst Summit in Boston. We heard presentations from and met privately with HP executives and business unit leaders, including Meg Whitman, George...

  • For B2B Marketing Professionals

    Report The Selling System In The Age Of The Customer

    Part One: Illuminating The Gap Between Strategy And Execution
    March 5, 2014 | Scott Santucci

    The age of the customer is upon us. Buyers are more demanding, informed, value sensitive, and have more choices available to them than at any other point in history. As executive leaders drive...

  • For Customer Experience Professionals

    Report Voice Of The Customer Vendor Go-To-Market Strategies, 2014

    Exercise Due Diligence When Selecting VoC Vendors
    February 25, 2014 | Maxie Schmidt-Subramanian

    When companies select vendors to support their voice of the customer (VoC) programs, they must look not only at vendor capabilities but also at other factors that drive success in the vendor...

  • For Application Development & Delivery Professionals

    Report Global Banking Platform Deals 2012

    Market Heat Returns After A Prolonged Cooldown
    March 25, 2013 | Jost Hoppermann

    Forrester surveyed 29 vendors of globally deployed banking platforms on their 2012 deals. The results indicate a growing market: We counted nearly 20% more deals in 2012 than in 2011 among firms...

  • For CIO Professionals

    Report Mobile's Ascendance Will Accelerate IT Services Restructuring

    The IT Services Opportunity In Systems Of Engagement
    August 13, 2012 | John C. McCarthy

    Mobile is more than just a pretty face. New platforms will usher in a whole new class of systems focused on engaging customers, employees, and business partners. The move to systems of engagement...

  • For CIO Professionals

    Report The Shift To Product Development Services 2.0 Is On

    Vendors Need To Make Key Investments In Go-To-Market And Solution-Based Approaches To Emerge As Leaders
    May 4, 2012 | John C. McCarthy, Charles Green

    The product development services market is currently undergoing a fundamental move to a more proactive, solution-based approach, which Forrester defines as product development services 2.0 (PDS...

  • For B2B Marketing Professionals

    Report Drivers Of B2B Marketing Organizational Design

    How B2B CMOs Can Determine When To Put Resources Closer To Customers
    February 6, 2012 | Jeff Ernst

    When thinking about how to organize their marketing departments, business-to-business (B2B) CMOs face constant tension regarding the decision to put marketing resources closer to the customers and...

  • For B2C Marketing Professionals

    Report Microsoft's Shrinking Window For Tablets

    Windows 8 Shows Promise, But Its Fifth-Mover Product Strategy Is Late
    November 29, 2011 | J. P. Gownder, Sarah Rotman Epps

    Microsoft faces challenges in the tablet market due to its late entry. While Windows 8 looks like a promising product for tablet computing, its release won't come until sometime next year. Though...

  • For B2C Marketing Professionals

    Report iPhone 4S Cements Apple's Product Strategy Leadership Position

    Apple's Cross-Device Product Strategy Drives Product Differentiation And Customer Loyalty
    November 22, 2011 | Thomas Husson, Charles S. Golvin

    Let's face it: Many observers, anticipating a redesign and a raft of hardware innovations, reacted with disappointment to Apple's iPhone 4S unveiling. Does it matter? No. Why? Because Apple...

  • For eBusiness & Channel Strategy Professionals

    Report 2D Bar Codes: Emerging Role In Sales

    An Empowered Report: 2D Bar Codes: Learn Why There's No Urgency
    November 14, 2011 | Julie A. Ask

    2D bar codes have captured the attention of eBusiness professionals in many industries who are looking to bridge the gap between online and offline media. The stakes are high. Those who execute...

  • For B2C Marketing Professionals

    Report Amazon Will Be Apple's Top Competitor In Tablets

    Tablet Product Strategists Should View Amazon As Their New "Frenemy"
    August 29, 2011 | Sarah Rotman Epps

    With 28.7 million iPads sold worldwide to date, Apple's lead in the tablet market looks invincible. Enter Amazon.com, whose tablet can compete on price, content, and commerce. If it's launched at...

  • For CMO Professionals

    Report What Netflix Should Do Next

    And Why All Product Strategists Should Care
    August 23, 2011 | James L. McQuivey

    Netflix has made good on a decade-long promise to become the preeminent digital video distribution company in the US. While some have been surprised by what seems like a sudden rush of success, we...

  • For B2C Marketing Professionals

    Report UK Telecom Operators Join Forces To Fight Market Disruption

    Product Strategists Should Employ Joint Ventures To Avoid Irrelevance
    July 5, 2011 | Thomas Husson

    On June 16, 2011, the main UK telecom operators — Everything Everywhere, Telefónica UK, and Vodafone — announced they would form a mobile marketing and payments joint venture. This...

  • For B2C Marketing Professionals

    Report The Products That Lose When Tablets Win

    Cannibalization Will Accelerate With The Next Wave Of Tablet Buyers
    June 16, 2011 | Sarah Rotman Epps

    Product strategists regard tablets with an anxious eye, pondering the extent to which tablets will cannibalize products like newspapers, magazines, laptops, netbooks, and TVs. Forrester's data...

  • For B2C Marketing Professionals

    Report The Financial Times Makes A Bold Move In Paid Apps

    The Publisher Banks On HTML5 For Its Multiplatform Distribution Strategy
    June 10, 2011 | Nick Thomas

    The Financial Times (FT) has extended its reputation as a pioneering digital publisher by launching FT.com via an HTML5 web application. This lets it distribute a digital version of its content to...

  • For CIO Professionals

    Report The Canadian Tech Market 2011 To 2012

    Canada Is Like The US In Growth, But Different In Mix Of Purchases
    June 8, 2011 | Andrew Bartels

    Canada is like the US, only different. This bit of doggerel applies as much to the Canadian information and communications technology (ICT) market as it does to Canada's economy or culture. Because...

  • For B2C Marketing Professionals

    Report We Can Hear You Now

    Use Voice Interaction Technology As A Product Differentiator
    June 6, 2011 | Charles S. Golvin, Seth Fowler

    Voice interaction technology has made steady advances both in quality and breadth of application in recent years. Product strategists should seize the opportunity to selectively integrate voice...

  • For B2C Marketing Professionals

    Report Appealing To Consumers With Mass-Customized Product Strategies

    Entice Customers Into The Loyalty Cycle
    May 24, 2011 | J. P. Gownder

    While appealing to customer needs is always important in product strategies, it's imperative for mass-customized offerings in particular. Buyers must have the right options available to them...

  • For B2B Marketing Professionals

    Report The 15 Rules For Cracking The SMB Market

    New SMB Realities Require New Go-To-Market Approaches
    May 16, 2011 | Tim Harmon

    As big as the small and medium-size business (SMB) market is, both in terms of sheer numbers and IT spend, only a handful of tech vendors have penetrated it with what can be deemed success. Based...

  • For CIO Professionals

    Report Services-Led Solutions Reshape The Security Market

    Redefining Your Competition, Partners, And Value Proposition When Everyone's A Security Vendor
    April 28, 2011 | Jonathan Penn, Heidi Shey

    The IT security market is about to undergo a significant transformation toward becoming a services-led market. Several disruptive trends are overwhelming end user IT security practices, and the...

  • For B2C Marketing Professionals

    Report Best Practices For Tablet Media Apps

    Leverage These Business Models And Features For Media App Success
    March 29, 2011 | Sarah Rotman Epps, Seth Fowler

    Product strategists launching media applications on tablets have an opportunity to launch new products on these devices and enter a new era of media consumption. The tablet is a unique device with...

  • For B2C Marketing Professionals

    Report Can't Pay, Won't Pay: Why Paid Digital Content Isn't Working

    Use SPARC To Create Digital Content Experiences That Users Will Pay For
    February 17, 2011 | Nick Thomas

    Sales of paid digital content have stalled, although consumer demand for many services is still growing. Despite a clear and profound shift in the way we access and consume media content,...

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