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  • Channel Partners

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  • For B2B Marketing Professionals

    Report

    Report Death Of The Traditional IT Channel

    Address New Hyperspecialized Shadow Channels To Succeed In The Age Of The Customer
    October 5, 2017 | Jay McBain

    Shifts in technology buying trends favoring line-of-business (LOB) leaders are significantly altering the traditional IT and telecommunications channel. With business buyers leading or influencing...

  • For CIO Professionals

    Report

    Report Creating IoT-Enabled Products — The Two Major Vendor Partnership Options

    Customers Must Choose From A Diverse And Fragmented Set Of Vendors That Help With Building Connected Products
    March 17, 2017 | Frank E. Gillett

    Product CTOs working with CIOs to add the internet-of-things (IoT) to their products quickly learn that doing so involves more than adding in sensors. They face four major challenges that unfold as...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Realign B2B Channels For A Post-Disruption World

    Buyer Journeys Dictate Dismantling And Reconstructing B2B Channel Ecosystems
    March 7, 2017 | Andy Hoar

    As B2B customers demand frictionless buy flows, global competition erodes margins, and manufacturers crave direct customer engagement, layers of middlemen are under pressure to evolve — or die....

  • For Application Development & Delivery Professionals

    Report

    Report Best Practices: Building Strong Software Delivery Partnerships

    Management: The SaaS Transformation Playbook
    August 23, 2016 | Duncan Jones

    Application development and delivery (AD&D) leaders need strong partnerships with a few key software providers, due to the risk of vendor lock-in, particularly with SaaS platforms and the need for...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Partner Relationship Management (PRM) Platforms, Q3 2016

    The Eight Providers That Matter Most And How They Stack Up
    August 8, 2016 | Tim Harmon

    In Forrester's 32-criteria evaluation of partner relationship management (PRM) platform vendors, we identified the eight most significant software providers in the category — Allbound,...

  • For Customer Experience Professionals

    Report

    Report Integrate Your Business Partners Into Your End-To-End B2B Customer Experience

    August 1, 2016 | TJ Keitt

    Partners are essential contributors to business-to-business (B2B) customer experience (CX). Companies leverage partners for everything from developing and delivering marketing campaigns to...

  • For B2B Marketing Professionals

    Report

    Report The B2B/Commercial Insurance Industry Faces A Channel Inflection Point

    The Call To Digitally Enable A Traditionally Analog Channel
    June 6, 2016 | Tim Harmon

    The independent agent/broker (IA/B) channel remains vital to the B2B insurance industry, but its immaturity in customer digital engagement — and the lack of enablement of such by insurance...

  • For B2B Marketing Professionals

    Report

    Report Mold Your Channel Organization To Your Channel Program Maturity

    The Channel's Value Goes Beyond Selling
    April 11, 2016 | Tim Harmon

    The channel management function often starts out as a suborganization of the sales function, and rightly so. But the channel function can become mired there as a "sales channel" and not reach its...

  • For B2B Marketing Professionals

    Report

    Report Vendor Landscape: Channel Incentive Program Management Solutions

    Bringing Order To Program Chaos
    February 10, 2016 | Tim Harmon

    In our interviews with channel partner principals, they strongly voice their desire that their B2B manufacturers/vendors target them (the principals) with their incentivization programs; and that...

  • For B2B Marketing Professionals

    Report

    Report Toolkit: Channel Incentive Program Management Solutions

    February 10, 2016 | Tim Harmon

    B2B marketers are prolific in their use of incentive programs to drive channel partners' (agents, brokers, distributors, resellers, etc.) behavior, productivity, and loyalty. But the majority of...

  • For Customer Experience Professionals

    Report

    Report Brief: Six Practices To Manage The Customer Experience Via Channel Partners

    A Framework To Drive Prescribed CX Via B2B Channel Partners
    December 22, 2015 | Ryan Hart

    Companies relying on channel partners to take their brand to market trust those partners to represent and orchestrate customer experiences (CX) for increasingly fidgety and demanding end customers....

  • For B2B Marketing Professionals

    Report

    Report Brief: 2016 Channel Marketing Challenges, Opportunities, And Budgets

    Channel-Oriented Companies Have More Potential, But Also More Pitfalls
    December 10, 2015 | Tim Harmon

    B2B marketers are immersed in the planning process for 2016. In addition to using their own "four walls" history and perspectives, marketers would be well advised to benchmark their performance and...

  • For B2B Marketing Professionals

    Report

    Report Four Best Practices For Applying Through-Channel Marketing Automation

    Optimizing Your TCMA Rollout
    December 9, 2015 | Tim Harmon

    B2B marketers are beginning to grasp the power potential of their channel partner ecosystem to amplify their marketing. But there is a high degree of variability in the way B2B marketers deploy and...

  • For B2B Marketing Professionals

    Report

    Report Channel Partners' Shifting Value-Add — And Their Digital Potential

    Today's Value-Added Services Imperative: Broader, Deeper Business Relevance
    November 17, 2015 | Tim Harmon

    Channel partners historically have built their businesses on services that envelope physical goods: delivery/logistics, installation/configuration, onsite support, and so on. But as more and more...

  • For B2B Marketing Professionals

    Report

    Report Realizing Return On Channel Investment

    Create A System Of Insight To Unravel Program Dependency Chains
    October 29, 2015 | Tim Harmon

    Of all the challenges business-to-business (B2B) marketing professionals face with respect to their channel partners, none is more foundational or more pressing than their inability to determine...

  • For B2B Marketing Professionals

    Report

    Report Navigating Tech Industry Channel Changes And Churns

    The 10 Most Significant Trends Affecting The Tech Channel
    August 5, 2015 | Tim Harmon

    The changes churning the tech channel are at an all-time high. Yes, channel partners are finally starting to get the gist of cloud business models, and they are developing services businesses...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Wave™: Through-Channel Marketing Automation Platforms, Q3 2015

    Amplify Your Marketing Voice With One Of These 14 Vendors
    August 4, 2015 | Tim Harmon, Lori Wizdo

    In Forrester's evaluation of through-channel marketing automation (TCMA) platforms, we identified 14 significant vendors — Averetek, Balihoo, BrandMaker, Brandmuscle, Bridgeline Digital,...

  • For CIO Professionals

    Report

    Report (Re)define Your Strategic Tech Vendor Relationships For The BT Agenda

    July 20, 2015 | Peter Burris

    The business technology (BT) agenda is driving a broad array of industry changes that today favors focused, smaller, and nimbler technology and services companies that don't have an IT agenda...

  • For B2B Marketing Professionals

    Report

    Report Turn Your Channel Into A Marketing Machine

    Through-Channel Marketing Amplifies Your Marketing Voice
    June 29, 2015 | Tim Harmon, Lori Wizdo

    Most B2B companies have thought of B2B channels (agents, distributors, resellers, and so on) as distribution channels — or, more limitedly, sales channels — for many years. But B2B marketing...

  • For B2B Marketing Professionals

    Report

    Report The Clash Of The Partner Channel And eCommerce

    Customer Empowerment Spurs A New Channel Conflict
    June 4, 2015 | Tim Harmon

    The partner channel has long been a critical route to market for most B2B verticals. But eCommerce, long and increasing in popularity in the consumer market, is now becoming more relevant and...

  • For B2B Marketing Professionals

    Report

    Report Brief: Channels — Starting From Scratch

    Introducing The Forrester Channel Management Maturity Model
    April 27, 2015 | Tim Harmon

    Many B2B marketing professionals starting out on their channel development journey — i.e., when tasked with a corporate decision to "go channel" — face a daunting, confusing maze of partner program...

  • For Security & Risk Professionals

    Report

    Report RSAC Innovation Sandbox Finalists Spur Ingenuity In Security

    CISOs Should Look To Finalists For Future Direction And Investment
    April 20, 2015 | Jennie Duong, Tyler Shields, Rick Holland

    The 2015 RSA Conference (RSAC) Innovation Sandbox marks the 10-year anniversary of its conception in North America. This contest has encouraged startups to demonstrate and share their security...

  • For B2B Marketing Professionals

    Report

    Report Apply The Hawthorne Effect For Continuous Improvement

    Regularly Change How You Measure And Reward Partners
    February 2, 2015 | Tim Harmon

    In this time of high demand and constrained supply of channel partners, partner loyalty can be difficult to maintain, much less improve. Many channel professionals, in an attempt to buy partners'...

  • For B2B Marketing Professionals

    Report

    Report The Forrester Partner Loyalty Index

    January 5, 2015 | Tim Harmon

    To help eBusiness and channel strategy pros gauge their partners' loyalty, Forrester has developed an indexing tool — the Partner Loyalty Index. Channel partner loyalty can be readily measured. For...

  • For B2B Marketing Professionals

    Report

    Report Brief: Boosting Channel Partner Engagement

    Partner Engagement Begets Partner Experience, Which Begets Partner Productivity
    January 5, 2015 | Tim Harmon

    Channel partner engagement — how and how often partners interact with business-to-business (B2B)/tech vendors — is critical, as engagement is a key indicator of partner loyalty and productivity....