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  • For Infrastructure & Operations Professionals

    Report

    Report Vendor Landscape: Programmable Data Center Hardware Switches, Q3 2017

    August 10, 2017 | Andre Kindness

    Traditional networks can't keep up with the pace of change within the data center. Many infrastructure and operations (I&O) professionals have investigated various technologies to deploy the five...

  • For B2B Marketing Professionals

    Report

    Report The B2B Marketer's Guide To Benchmarking Customer Obsession Maturity

    August 10, 2017 | Laura Ramos

    Becoming customer-obsessed is a competitive advantage to companies that pursue this strategy. It is also a disruptive — but transformative — process that not all firms will start from the same...

  • For B2C Marketing Professionals

    Report

    Report How To Work With Digital Influencers

    Evaluate Influencers' Strengths And Weaknesses To Unleash Them In Valuable Ways
    August 8, 2017 | Ryan Skinner

    Digital influencers have become a hot ticket; most marketers tell Forrester they've commissioned influencers to create content for their brand. But, to put it mildly, results vary. For every...

  • For Analyst Relations Professionals

    Report

    Report Choose The Optimal Type Of AR Program To Drive Your Firm's Business Results

    Business Case: The Industry Analyst Relations Playbook
    August 2, 2017 | Kevin Lucas

    Analyst relations (AR) novices think that there's a one-size-fits-all AR program that they can copy. For example, if they're short on money, staff, and knowledge, churning out a briefing program to...

  • For Infrastructure & Operations Professionals

    Report

    Report ESM: Elevate Service Value Beyond The Technology Organization

    Enable Your Digital Business With This New Enterprise Platform
    August 2, 2017 | Charles Betz

    Enterprise service management (ESM) has become a leading trend in the crowded IT service management (ITSM) market. By expanding service thinking and the service app store as well as speeding up...

  • For Security & Risk Professionals

    Report

    Report Measure GRC Performance To Show Processes And Data Reliability

    Performance Management: The Governance, Risk, And Compliance Playbook
    July 27, 2017 | Renee Murphy

    The more complex a program is, the more difficult it is to maintain it, and the faster and more devastating its breakdown can be. Strong performance management is a way for risk management...

  • For CIO Professionals

    Report

    Report How To Work Smarter With Customer Experience Teams

    CIOs Have A Key Role To Play In Improving Customer Outcomes
    July 17, 2017 | Tim Sheedy

    CIOs and their technology organizations develop and manage the systems that support nearly every customer experience (CX). But few tech organizations are integrated with their CX peers, and many...

  • For Infrastructure & Operations Professionals

    Report

    Report The State Of Business Technology Resiliency, Q2 2017

    The Use Of Advanced Technology Is Growing, But Infrequent DR Testing Results In Low Preparedness
    July 14, 2017 | Naveen Chhabra

    Technology outages damage customer confidence in the business. Infrastructure and operations (I&O) leaders have a growing number of tools at their disposal to better prepare themselves to recover...

  • For Enterprise Architecture Professionals

    Report

    Report Portfolio Ecosystems Continue To Evolve

    Landscape: The Strategic Portfolio Management Playbook
    July 13, 2017 | Margo Visitacion

    The increasing role of digital transformation in outstanding customer experiences forces firms to take a strategic approach to portfolio management. Delivering in fast-paced business environments...

  • For Infrastructure & Operations Professionals

    Report

    Report Rumors Of VMware's Demise Are Greatly Exaggerated

    VMware Faces Great Challenges But Keeps Delivering Growth, Defying Its Critics
    July 12, 2017 | Chris Gardner, Dave Bartoletti

    VMware, for years one of Silicon Valley's darlings, has struggled to find its place in the new world of cloud computing. Skepticism over its long-term viability continues because of unprecedented...

  • For B2C Marketing Professionals

    Report

    Report Get All Hands On Deck To Reinforce Customer Loyalty

    Organization: The Customer Loyalty Playbook
    July 7, 2017 | Emily Collins

    Building customer loyalty requires an orchestrated effort from multiple teams: marketing, business technology (BT), customer service, customer insights (CI), and more. A streamlined collaborative...

  • For B2C Marketing Professionals

    Report

    Report The New Privacy: It's All About Context

    Vision: The Customer Trust And Privacy Playbook
    June 30, 2017 | Fatemeh Khatibloo

    "Privacy is dead": It's a trope so often repeated that you might actually think it's true. But in the age of smartphones and sensors, privacy is not only possible but essential for building trust....

  • For B2C Marketing Professionals

    Report

    Report Social Livestreaming Success Requires A Video Strategy

    Don't Roll The Cameras Without A Goal, Metrics, And Worst-Case-Scenario Plan
    June 29, 2017 | Jessica Liu

    The introduction of social livestreaming video has left B2C marketers clamoring to hit the "live" button to propel their brands into the spotlight. But given its newness and unproven track record,...

  • For B2B Marketing Professionals

    Report

    Report It's Not About You: B2B Marketers Need To Change How They Think About Branding

    In The Age Of The Customer, Features And Functions Take A Back Seat To Experience And Emotion
    June 28, 2017 | Steven Casey, Shanta Samlal-Fadelle

    Too many B2B marketers underestimate the importance of branding to their success — relying instead on product-based differentiation to win. But in the age of the customer, features and functions...

  • For CMO Professionals

    Report

    Report Emotions Fuel Your Brand Energy

    Introducing Forrester's Brand Energy Framework

    Consumers are changing, experiences are changing, and brands have to change with them. In this environment of upheaval, existing brand measures are useful but insufficient. Forrester has applied...

  • For B2C Marketing Professionals

    Report

    Report Drive The BT Agenda With A Marketing Technology Office

    Organization: The Enterprise Marketing Technology Playbook
    June 27, 2017 | Joe Stanhope, Rusty Warner

    Empowered customers engage with brands at any point in the customer life cycle, anytime and anywhere. Relevant real-time responses require batch-oriented, channel-focused campaign management teams...

  • For Enterprise Architecture Professionals

    Report

    Report Four Steps To Build A Road Map For Your EA Program

    Road Map: The EA Practice Playbook
    June 23, 2017 | Alex Cullen, Gordon Barnett

    As firms become customer-obsessed, effective enterprise architecture (EA) programs become essential. Too often, however, business-focused EA professionals struggle to create a clear identity for...

  • For Enterprise Architecture Professionals

    Report

    Report Develop An Enterprise Architecture Strategy Aligned With Business Challenges

    Strategic Plan: The EA Practice Playbook
    June 22, 2017 | Gordon Barnett, Alex Cullen

    Many enterprise architecture (EA) teams strive to be more business-focused and strategically engaged — but getting there isn't easy. It may require a resetting of stakeholder perceptions as well as...

  • For B2C Marketing Professionals

    Report

    Report Executive Q&A: Make The Most Of Your Loyal Advocates

    Continuous Improvement: The Customer Loyalty Playbook
    June 20, 2017 | Emily Collins

    One of the purported benefits of loyal customers is that they recommend you to friends and family — and recommendations and referrals are great ways to acquire qualified prospects who are more...

  • For Security & Risk Professionals

    Report

    Report The Forrester Wave™: Customer Identity and Access Management, Q2 2017

    Tools And Technology: The Identity And Access Management Playbook
    June 15, 2017 | Merritt Maxim

    In our 20-criteria evaluation of customer IAM (CIAM) providers, we identified the eight most significant ones — Auth0, ForgeRock, Gigya, Janrain, LoginRadius, Microsoft, Ping Identity, and...

  • For B2C Marketing Professionals

    Report

    Report Vendor Landscape: SEO Tools And Technologies

    June 13, 2017 | Collin Colburn

    Search engine optimization (SEO) is an established and mature strategy in the digital marketing portfolio, and many marketers feel they're ready to bring its execution in-house. To do that...

  • For CIO Professionals

    Report

    Report Navigate Trump-Era Uncertainty With The Compass Of Customer Obsession

    Respond To New Policy And Regulatory Environments With Customer-Led, Insights-Driven, Fast, And Connected Strategies
    June 8, 2017 | Bobby Cameron, Melissa Parrish

    US president Donald Trump is heralding or taking actions that will redefine the environment for US-based and global businesses. The administration could fundamentally alter policy, regulations, and...

  • For B2C Marketing Professionals

    Report

    Report The ROI Of Customer Loyalty

    Business Case: The Customer Loyalty Playbook
    June 1, 2017 | Emily Collins, Reggie Lau

    Loyalty programs help companies identify and collect rich data about their best customers in order to reward, recognize, and retain them. This report helps B2C marketing professionals make the case...

  • For B2C Marketing Professionals

    Report

    Report The Forrester Wave™: Omnichannel Demand-Side Platforms, Q2 2017

    People-Based Data, New Paths To Inventory, And Even More Transparency Drive Innovation Amidst Consolidation
    May 30, 2017 | Richard Joyce, Samantha Merlivat

    In our 36-criteria evaluation of omnichannel demand-side platform (DSP) providers, we identified the 11 most significant ones — Adform, Adobe, AOL, AppNexus, DataXu, Google, MediaMath, Rocket Fuel,...

  • For Infrastructure & Operations Professionals

    Report

    Report Change Management: Let's Get Back To Basics

    Continuous Improvement: The Modern Service Delivery Playbook
    May 25, 2017 | Charles Betz

    Infrastructure and operations (I&O) professionals are questioning the relationship between traditional change management and new practices such as Agile and development/operations (DevOps). The...

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