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Forrester First Insight

As the coronavirus dominates the global headlines, businesses should take the opportunity to develop business continuity plans specifically for pandemics—focusing on customer, employee, and partner needs. Read more »

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  • Report Five New Perspectives On Marketing Process

    Beginner Level: Process Practices For The Marketing Innovation Playbook
    February 10, 2020 | Lori Wizdo, Jessica Liu

    Defined, documented, and repeatable marketing processes correlate with revenue growth. But most marketing teams don't have that level of process rigor. For various reasons — organizational...

  • Report Enterprise Speed: The Key To Being Adaptive

    CIOs Can Lead Faster Action Across The Enterprise
    January 27, 2020 | John R. Rymer, James Staten

    CIOs and CMOs push their teams to go faster and now must help other departments embrace speed as a core value. Why? Enterprises must improve their ability to quickly adapt strategies and tactics to...

  • Report Seven Steps To Kick Off A Customer-Obsessed Insights Program

    Beginner Level: Insights Practices For Marketing Innovation
    December 17, 2019 | Srividya Sridharan, Allison Snow

    There's only one way to win in the age of the customer, and that's by being customer obsessed. To successfully pivot from product, growth, shareholder, and other obsessions, firms need to become...

  • Report Distributed Apps Demand That AD&D Blends Integration Into Development

    New Challenges In Development Talent And Strategy
    October 24, 2019 | John R. Rymer

    Modern business applications require integration that's built in, not bolted on. Why? Modern software architectures are more distributed and diverse than ever, relying on integration at their core....

  • Report Serverless Development Best Practices

    Developers Better Serve The Business With A Serverless Approach — When They Adopt Three New Practices
    October 2, 2019 | Jeffrey S. Hammond, John R. Rymer

    Serverless is a hot topic among application development and delivery (AD&D) pros building in the cloud. Why? Serverless lets developers focus on what the business cares about — their code — rather...

  • Report New Technologies Create The Need To Design For New Categories Of Information Workers

    The Global Information Worker Population Swells To 1.25 Billion In 2018
    September 27, 2019 | Frank E. Gillett

    This report updates our sizing of the population of information workers — workers who use a PC, smartphone, or tablet for work purposes an hour or more per day. In 2018, this population reached...

  • Report Launch Your Marketing Talent Transformation

    Beginner Level: Talent Practices For Marketing Innovation
    August 20, 2019 | Shar VanBoskirk, Brigitte Majewski

    The right people are critical to successfully creating an innovative mindset, processes, and insights within your marketing organization. This report, part of the marketing innovation playbook,...

  • Report How To Use Platform Business Models In Financial Services

    Driving Innovation With Platform-Based Strategies
    August 7, 2019 | Jacob Morgan

    Platform business models (e.g., Alibaba, Amazon, and Apple) dramatically improve growth and drive better outcomes for customers. Platform business models also require substantial collaboration with...

  • Report Smart City Platforms Enable The Insights-Driven City

    Build A Foundation To Improve Operations And Citizen Experience

    Cities leaders recognize the need to invest in infrastructure and applications to improve their operations, the services they provide constituents, and the overall experience of their citizens. New...

  • Report The Future Of Your Business Depends On Emerging Technology

    Use Forrester's LIFT Framework To Drive Real Differentiation
    November 16, 2018 | Brian Hopkins

    Your business depends on a continuous supply of new technology to achieve its business goals. Beginners tend to approach this demand by fitting new technology to existing business needs. Advanced...

  • Report Startups Can Jumpstart Your Innovation

    Leading Consultancies Have Ecosystems Of Startups That CIOs Can Leverage
    April 30, 2018 | Bobby Cameron

    The age of the customer is driving the age of innovation as companies work to deliver the experience, products, and services that their customers desire. Delivering innovative approaches can be...

  • Report The Sorry State Of Digital Transformation In 2018

    A Survey Of 1,559 Business And Technology Decision Makers Bears A Troubling Message Of Reluctance To Change
    April 24, 2018 | Ted Schadler

    How's your digital transformation going? What processes are you focusing on? Who's leading the transformation? What technologies are a priority? What challenges do you face? To answer these...

  • Report Security Budgets 2018: Financial Services And Insurance

    New Initiatives Require Security To Take An Expertise-On-Demand Approach
    March 22, 2018 | Jeff Pollard

    Data breaches, regulation, stiff competition for talent, and decentralized technology spending are still major challenges for security leaders in the FSI industry. We compare the budgets of...

  • Report Digital Rewrites The Rules Of Business

    The Vision Report In The Digital Business Playbook
    February 26, 2018 | Nigel Fenwick, Ted Schadler

    Digital technology dramatically improves the economics and capabilities of every business. Using hardware, software, algorithms, and the internet, it's 10 times cheaper and faster to engage...