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With the COVID-19 pandemic upending individual lives and whole economies, many companies are instituting nonstandard operating procedures to help their customers through these troubled times. Forrester collected examples from more than 20 companies that made such changes; gather inspiration from the proactive and reactive approaches these firms are taking to support their consumer and business customers.
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This report offers examples of how 29 B2C and B2B firms are changing their policies and strategies to support their customers during the pandemic.
Accelerate innovation with deeper insights about why edge intelligence is important, when it will likely pay off, and how others are using it; we feature the latest expert insights, practical tips, and key steps you and your team can take with this rapidly evolving technology. Edge intelligence can potentially optimize data processing, reduce latency, and enhance real-time decision-making over a short- to mid-term horizon. Join this session to learn more about how this technology will mature and steps you can take to maximize your investment in it.Key takeaways: Learn how edge intelligence enhances data processing capabilities.Understand its role in reducing latency and improving real-time analytics.Explore industry applications.Target audience level: all levels
The CISO is the arbiter of confidence and protection for the business in a world of geopolitical strife and shifting allegiances; regulatory hurdles and changes to AI and tech; quickly emerging and changing technologies in generative AI (genAI); and constantly evolving cybercriminal activity, including deepfakes. In 2025, five threats will affect security teams more than any other: global regulatory disruptions, high-quality deepfakes, tech exuberance over genAI, job loss radicalization, and genAI-driven extortion. Security pros need to prepare in advance.Key takeaways: Global regulatory disruptions: Data-related policies, regulations, and standards are becoming less aligned between domains and across countries.High-quality deepfakes: Attackers are increasingly using deepfakes because of their ability to cast doubt on security, trust in the media, and brand reputation. Deepfakes impact verification and authentication for almost every user group, including customers, business partners, and workforce members.Tech exuberance over genAI: Enterprise adoption of genAI continues to accelerate as models proliferate, training costs come down, and deployment options increase. But tech and security leaders are learning hard lessons about how different models behave — and the work required to make them secure — as new models emerge.Job loss radicalization: A new economic reality has emerged in 2025 with a flurry of activity that saw job cuts to 4% of the US federal government workforce, massive tech layoffs, and job cuts in Europe. Employees who remain after layoffs are not happy.GenAI-driven extortion: Between continued law enforcement disruption of ransomware gangs and enterprises’ greater focus on business resilience and data backups, ransomware became less lucrative for cybercriminals in 2024. Before genAI, stealing data was only so useful — reviewing millions of emails takes far too much time. Now, with genAI, attackers can perform a quick sentiment analysis on troves of stolen data for extortion schemes.Target audience level: intermediate
Shell Fleet Solutions successfully implemented buying groups to better serve the needs of its customers with cutting-edge marketing programs and enhance support for its internal teams. Join this client webinar with Angela Scaueru and Paul Bloemheuvel from Shell and Vicki Brown from Forrester to discuss best practices for harnessing a data-driven approach to effectively integrate account, contact, and buying group behavioral data.Key takeaways: Hear about Shell Fleet Solutions’ innovative strategies for buying groups.Learn how Shell leveraged account, contact, and buying group behavioral data.See how Shell gained a deeper understanding of customer behavior, improved sales and marketing coordination, and ultimately increased customer value.Target audience level: intermediate
While spend on B2B events remains high, budgets and resources are under massive strain as teams struggle to demonstrate value and justify increased investment. This webinar shares findings from Forrester’s Q1 2025 State Of B2B Events Survey and highlights changes leaders are making to their event budgets, mixes, and priorities as they adapt to a complex and dynamic environment.Key takeaways: Explore key findings from Forrester’s Q1 2025 State Of B2B Events Survey.Understand how leaders are approaching event budgets, mixes, and priorities.Take away actionable next steps to help you adapt to the new event environment.Target audience level: all levels
The ITIL™ framework has been a mainstay of IT operational discipline, emerging as an authoritative inventory of key IT practices in the mid-1990s and enjoying broad adoption through the mid-2000s. But the Version 3 rewrite proposed an unworkable process-centric operating model that leading organizations bypassed in favor of DevOps and related approaches. While Version 4 made some necessary adjustments, the framework is now wholly owned by PeopleCert, who have shut out longstanding partners and increased costs for those seeking to gain or maintain certification. IT professionals have more effective and current guidance available.Key takeaways: Understand why now is the time to find alternative approaches to managing services.Understand the dynamics that are influencing the future of IT service management.Target audience level: intermediate
Too many B2B organizations still treat their quota-bearing sellers as second-class citizens, ignoring the growing body of evidence that points to how vital seller wellness, work/life balance, and cultural inclusion are to their ability to be most productive. Let's follow the data ... and change it.Key takeaways: Understand the critical cultural levers that motivate sellers to be successful.Develop a mandate for the creation of a sales coaching program that drives tangible results.Learn to balance sales compensation components that reward desired behaviors.Target audience level: intermediate