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  • Report Accelerate Startup Onboarding With A Risk-Tolerant Approach

    Balance Innovation And Risk When Working With Emerging Vendors
    February 20, 2019 | Oliwia Berdak, Duncan Jones

    Digital leaders keen to access cutting-edge technologies are betting on startups. But traditional, risk-averse supplier management models often prevent them from working with promising emerging...

  • Report Digital Ups The Stakes For B2B Sales Pros

    Vision: The B2B eCommerce Playbook
    February 13, 2019 | Allen Bonde

    Nearly four years after forecasting that 1 million B2B salespeople would be displaced by 2020, Forrester sees B2B buyers both accelerating their shift to self-service and demanding higher-quality...

  • Report The Untapped Opportunity For B2B Insights

    Firms Must Balance Growth And Efficiency With Four Insights Types
    February 4, 2019 | Allison Snow

    B2B and B2B2C companies have focused their analytics programs on either customer insights (CI) and revenue or cost optimization and operations. This made sense in years past, when firms could focus...

  • Report New Tech: B2B Marketing Data Management Solutions, Q1 2019

    Forrester's Landscape Overview Of 29 Providers
    January 31, 2019 | Steven Casey

    The foundation of customer-obsessed marketing is the ability to collect, analyze, and manage the customer data to derive insights. But most B2B marketers have low confidence in the quality of their...

  • Report New Roles, Skills, And Structures Are Needed For L2RM Success

    January 29, 2019 | Lori Wizdo

    B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand generation program. L2RM standardizes, automates, and scales...

  • Report It Takes A Village To Deliver World-Class B2B Commerce

    Tools And Technology: The B2B eCommerce Playbook
    January 29, 2019 | Allen Bonde

    Producing an effective B2B eCommerce technology strategy is like planning for a successful journey: You need a good map, a proper guide, and the right tools. In the age of the customer, B2B digital...

  • Report US B2B eCommerce Will Hit $1.8 Trillion By 2023

    Landscape: The B2B eCommerce Playbook
    January 28, 2019 | Allen Bonde, John Bruno

    Forrester forecasts that US B2B eCommerce will reach $1.8 trillion and account for 17% of all B2B sales in the US by 2023. At the end of 2018, Forrester expects eCommerce to have reached $1.1...

  • Report Create A B2B eCommerce Plan That Wins Over Customers, Partners, And Colleagues

    Strategic Plan: The B2B eCommerce Playbook
    January 23, 2019 | Allen Bonde

    Building a world-class B2B eCommerce business requires that digital business professionals define and prioritize key issues, allocate scarce resources, and avoid costly missteps. This report...

  • Report The Forrester Wave™: Sales Performance Management Solutions, Q1 2019

    The Eight Providers That Matter Most And How They Stack Up
    January 18, 2019 | Mary Shea

    In our 35-criterion evaluation of sales performance management (SPM) providers, we identified the eight most significant ones — Anaplan, beqom, IBM, NICE, Optymyze, Oracle, SAP, and Xactly — and...

  • Report Understanding The Cloud Services Provider Landscape

    Landscape: The Cloud Computing Playbook
    January 17, 2019 | Bill Martorelli, Liz Herbert

    With cloud computing services now central to modern technology strategy, the challenge for infrastructure and operations (I&O) professionals is to focus on selecting the right partners and planning...

  • Report The CIO's Guide To Lead-To-Revenue Management

    Examining The CMO's World Through A CIO's Lens
    January 14, 2019 | Leslie Joseph, Lori Wizdo

    Marketing teams today make ever greater demands on their firm's technology strategy and budgets. In response, today's CIOs must forge a close strategic partnership with their CMOs. To do so, they...

  • Report Develop Your Revenue Growth And Acceleration Strategy

    January 9, 2019 | Lori Wizdo

    The lead-to-revenue management (L2RM) strategic plan links the L2RM vision with the processes and tactics through which B2B marketers will realize this vision. This report describes the necessary...

  • Report B2C Sets The Standard For B2B

    Road Map: The B2B eCommerce Playbook
    January 9, 2019 | Allen Bonde

    Science-fiction writer William Gibson once said, "The future has already arrived; it's just not evenly distributed yet." Some B2B enterprises have been selling online for years, but most are new to...

  • Report Top Research For Marketers: The Impact Of Privacy

    January 7, 2019 | Mary Pilecki, Stephanie Liu

    Privacy regulations such as the General Data Protection Regulation (GDPR) are changing companies' approaches to privacy and technology vendors' approaches to marketing and analytics. This report...

  • Report How To Build The Right Portfolio Of Customer Success Services

    Customer Success Management Requires More Than Just A Handful Of Dedicated Success Managers
    January 4, 2019 | TJ Keitt

    Customer success management (CSM) keeps clients of B2B businesses on the path to renewal. Customer success managers are the clients' guides in this process, but they are merely one component in the...

  • Report Winning In The Channel Requires Data-Driven Program Innovation

    Leverage Channel Data To Give Partners A Better Experience
    January 2, 2019 | Jay McBain

    Channel partners demand consistent, predictable programs, but indirect sales strategies, teams, and technologies reinforce silos in the partner journey, causing partners' dissatisfaction and...

  • Report Take L2RM To The Next Level With A Pivot — From The Funnel To Your Customer

    December 18, 2018 | Lori Wizdo

    Savvy marketers are re-engineering their lead-to-revenue (L2R) process to transform marketing from a top-notch supplier of leads for the load-bearing sales channel to the architect of customer...

  • Report Forrester Analytics: B2B eCommerce Forecast, 2018 To 2023 (US)

    ForecastView Document
    December 14, 2018 | Susan Wu

    Forrester estimates that B2B eCommerce will reach $1.8 trillion and account for 17% of all B2B sales in the US by 2023. At the end of 2018, Forrester expects eCommerce to reach $1 trillion,...

  • Report Take The Measure Of Your L2RM Maturity

    December 12, 2018 | Lori Wizdo

    To help you assess the maturity of your lead-to-revenue management (L2RM) program, we've developed an assessment framework, comprising 20 criteria across five competencies — strategy, structure,...

  • Report Organize And Staff For B2B Digital Transformation

    Organization: The B2B eCommerce Playbook
    December 7, 2018 | John Bruno

    Today's B2B eCommerce organizations must balance executing on a digital strategy with transforming a business. Individually, each priority represents a difficult challenge. Combined, they represent...

  • Report Credible, Empathetic Content Wins Over Elusive B2B Buyers

    Four Practices Deliver Value And Engage Your Buyers' Attention
    December 7, 2018 | Laura Ramos, Matthew Camuso

    Self-sufficient and digitally adept business buyers are tired of wading through piles of marketing and sales content that isn't helpful or interesting. B2B marketers need to step away from...

  • Report Measuring Up: Benchmarking Your B2B eCommerce Performance

    Benchmarks: The B2B eCommerce Playbook
    December 7, 2018 | John Bruno

    In the age of the customer, B2B companies must know where they're performing and underperforming with their clients. Forrester partnered with B2BecNews to survey B2B digital business professionals...

  • Report The Forrester New Wave™: SaaS Marketplaces, Q4 2018

    The Eight Providers That Matter Most And How They Stack Up
    December 6, 2018 | Liz Herbert

    In Forrester's evaluation of the emerging market for software-as-a-service (SaaS) marketplaces, we identified the eight most significant providers in the category — Adobe, ADP, Alibaba, Amazon Web...

  • Report Drive B2B Brand Value With Emotion And Experience

    Organization: The Brand Experience Playbook
    November 29, 2018 | Dipanjan Chatterjee

    B2B CMOs, marketers, and CX professionals should read this report to understand brand's far-reaching impact in driving successful acquisition and retention as well as creating top-line growth. The...

  • Report B2B Firms Must Focus On Brand Equity To Drive Value

    Benchmarks: The Brand Experience Playbook
    November 27, 2018 | Dipanjan Chatterjee

    Business-to-business (B2B) CMOs must invest in brand equity to drive financial value. This report explores the vital role of equity in brand management and provides a framework to help CMOs measure...

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