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  • Operating Models

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  • For CIO Professionals

    Report

    Report AI Ushers In The Age Of Business Reinvention

    The Three Rules Of Artificial Intelligence Alter The Playbook For Business And Technology
    November 16, 2017 | Michele Goetz

    The recent wave of technology transformation is underway, but the rules of the game have changed. Getting the most out of investments in artificial intelligence (AI) means looking beyond...

  • For Enterprise Architecture Professionals

    Report

    Report RPA Operating Models Should Be Light And Federated

    A 10-Point Control Framework Helps Manage The Digital Workforce Of The Future
    August 18, 2017 | Craig Le Clair

    Early enthusiasm for robotic process automation (RPA) has led to a tapping of the brakes due to business, infrastructure, and operations concerns. Enterprise architecture (EA) pros are seeking...

  • For Enterprise Architecture Professionals

    Report

    Report Design Your EA Organization For Your Value Proposition

    Organization: The EA Practice Playbook
    May 5, 2017 | Alex Cullen, Gordon Barnett

    When firms initiate enterprise architecture (EA) programs or, more commonly, when they relaunch unsuccessful ones, EA leaders must decide what resources they need and how to organize them. But the...

  • For B2C Marketing Professionals

    Report

    Report The New Agency Operating Model For Brands

    Follow A Four-Step Plan To Realign Your Agency's Value Around The Customer
    April 6, 2017 | Brigitte Majewski, Sarah Sikowitz

    The marketer and agency relationship is broken. Before selecting yet another agency that will ultimately disappoint, marketers need to take an outside-in approach that prioritizes customer...

  • For CIO Professionals

    Report

    Report The Future Tech Organization: Smaller, Faster, And More Specialized

    How The CIO's Team Will Change Over The Next Five To Seven Years
    March 27, 2017 | Marc Cecere

    The accelerating dynamics of the age of the customer (AoC) and business technology (BT) are driving the redesign of the CIO's organization, which Forrester calls technology management (TM)....

  • For CIO Professionals

    Report

    Report Case Study: Singtel Group's CIO Initiates A Customer-Obsessed Operating Model

    Transform Six Operational Levers To Make Tech Management A Trusted Business Partner
    January 3, 2017 | Dane Anderson

    CIOs know that they must adapt their role to one of a trusted, strategic business partner, but most struggle to move from the what to the how. In 2012, Singtel, a leading communications group in...

  • For Enterprise Architecture Professionals

    Report

    Report Let The Adjacent Possible Guide Your Information Strategy

    Strategic Plan: The Information Strategy And Architecture Playbook
    December 13, 2016 | Gene Leganza

    A new era of information agility is upon us — but many organizations have immature data management capabilities and are not in a position to jump on the newfound craving for analytics-driven...

  • For Enterprise Architecture Professionals

    Report

    Report What You Need To Go From Data Rich To Insights Driven

    Vision: The Information Strategy And Architecture Playbook
    November 14, 2016 | Gene Leganza, Nasry Angel

    Forrester's research shows a strong correlation between higher rates of revenue growth and two factors: a better customer experience and a concerted effort to use data to be insights driven....

  • For CIO Professionals

    Report

    Report The Customer Obsession Assessment

    Benchmark Your Customer Obsession Maturity
    November 1, 2016 | Shar VanBoskirk

    C-suite executives know that customer obsession will fundamentally reset day-to-day operations. But where do you begin? In this report, we harness the results of a survey of 1,024 global executives...

  • For CIO Professionals

    Report

    Report Chart Your Course To Customer Obsession

    November 1, 2016 | James L. McQuivey

    Customer obsession requires harnessing every employee, every customer data point, and every policy in the organization. Eventually, companies will have to assess and address six key operational...

  • For CMO Professionals

    Report

    Report Chart Your Course To Customer Obsession

    November 1, 2016 | James L. McQuivey

    Customer obsession requires harnessing every employee, every customer data point, and every policy in the organization. Eventually, companies will have to assess and address six key operational...

  • For CMO Professionals

    Report

    Report The Customer Obsession Assessment

    Benchmark Your Customer Obsession Maturity
    November 1, 2016 | Shar VanBoskirk

    C-suite executives know that customer obsession will fundamentally reset day-to-day operations. But where do you begin? In this report, we harness the results of a survey of 1,024 global executives...

  • For Infrastructure & Operations Professionals

    Report

    Report Weigh The Economic Factors Of Your Data Center Ecosystem Transformation

    October 19, 2016 | Sophia I. Vargas

    As technology demand accelerates to support the digital business, data centers are running low on physical resource capacity. When provisioning new data center capacity, infrastructure and...

  • For Enterprise Architecture Professionals

    Report

    Report Business Architecture 2020 — Evolving To Influence Business Strategy

    September 9, 2016 | Gordon Barnett

    Today, many business architecture (BA) practices focus on shaping projects and must constrain their efforts within the boundaries of the organization. But in the age of the customer, market demand...

  • For CIO Professionals

    Report

    Report Customer-Obsessed Organizational Structures

    Hint: They Start With The Customer
    September 7, 2016 | Marc Cecere

    In the age of the customer, successful companies pull on several operating levers to drive customer obsession, including their internal structure. This report outlines various structural elements,...

  • For CMO Professionals

    Report

    Report Customer-Obsessed Organizational Structures

    Road Map: The Customer Life-Cycle Marketing Playbook
    September 7, 2016 | Marc Cecere

    In the age of the customer, successful companies pull on several operating levers to drive customer obsession, including their internal structure. This report outlines various structural elements,...

  • For Enterprise Architecture Professionals

    Report

    Report Build A Business Architecture Around Five Roles

    September 2, 2016 | Gordon Barnett

    Many business architecture (BA) practices define what they do and how they organize their resources based on a one-size-fits-all model rather than with a view toward stakeholder value. The common...

  • For Application Development & Delivery Professionals

    Report

    Report The Four App-Delivery Strategies For A Customer-Obsessed Operating Model

    Strategic Plan: The Application Development Strategy, Structure, And Sourcing Playbook
    June 22, 2016 | John R. Rymer

    Customer-obsessed enterprises focus both strategies and operations on knowledge of and engagement with customers. With the right overall strategy, application development and delivery (AD&D)...

  • For Application Development & Delivery Professionals

    Report

    Report How AD&D Accelerates The Journey To Customer-Obsessed Operating Models

    Landscape: The Application Development Strategy, Structure, And Sourcing Playbook
    May 19, 2016 | John R. Rymer

    Customer-obsessed enterprises focus their strategies, operations, and budgets on knowledge of and engagement with customers. Application development and delivery (AD&D) groups bring this focus to...

  • For CIO Professionals

    Report

    Report Leadership In The Age Of The Customer

    Customer-Obsessed Leaders Do Five Things Right
    April 26, 2016 | James L. McQuivey

    Five years into the age of the customer, power is shifting from organizations to customers exactly as we predicted, driving more digital disruption, encouraging more consumer hyperadoption, and...

  • For CMO Professionals

    Report

    Report A Customer-Obsessed Operating Model Demands A Close Partnership With Your CIO

    Technology: The Customer Life-Cycle Marketing Playbook
    April 12, 2016 | Sheryl Pattek, Nigel Fenwick

    The new customer-obsessed operating model required to win in the age of the customer is a hallmark of successful digital transformation. But it requires changes across the executive team, most...

  • For CIO Professionals

    Report

    Report A Customer-Obsessed Operating Model Demands A Close Partnership With Your CMO

    April 12, 2016 | Nigel Fenwick, Sheryl Pattek

    The new customer-obsessed operating model required to win in the age of the customer is a hallmark of successful digital transformation. However, it requires changes across the executive team that...

  • For CIO Professionals

    Report

    Report The Operating Model For Customer Obsession

    November 3, 2015 | Sharyn Leaver, Michelle Moorehead, Sheryl Pattek

    We know and have proven that a better customer experience correlates with higher revenue growth. But what does it take to succeed in your quest for the level of customer obsession needed to drive...

  • For CMO Professionals

    Report

    Report The Operating Model For Customer Obsession

    November 3, 2015 | Sharyn Leaver, Michelle Moorehead, Sheryl Pattek

    We know and have proven that a better customer experience correlates with higher revenue growth. But what does it take to succeed in your quest for the level of customer obsession needed to drive...

  • For Application Development & Delivery Professionals

    Report

    Report Ground Applications Strategy In Business Imperatives

    July 15, 2015 | George Lawrie

    This report outlines the role of business strategy in Forrester's solution for application development and delivery (AD&D) professionals working on business applications strategy. Large firms are...