Featured Blogs

B2B partner ecosystems are becoming larger, more diverse, and more complex. Yet some organizations continue to apply an outdated, single partner demand strategy across fundamentally different partner business models. The consequences are clear: investments are misaligned, resources are spread inefficiently, partner engagement suffers, and demand performance falls short of expectations. The opposite of driving efficient […]

In Q2 2026, service provider revenues were up a little, bookings were mostly flat, and revenue/employee were up nominally. The technology services industry has struggled to grow over the past two years as AI accelerates service delivery, thus undermining their core engine of growth – headcount and billable hours. Beginning late last year, providers began […]

Now that we’re well into the second half of the year, we wanted to share some insights into how B2B marketing leaders are feeling about the state of their business and the profession. After Q2, we polled senior decision-makers in our B2B marketing online community and their responses tell a nuanced story. Business performance has […]

Most portfolio marketers have experienced their first AI victory — and probably their second, maybe even their third. They’re producing content faster. Competitive analysis is much easier. They may have even created a synthetic buyer persona. Nailed it! Mission accomplished! MBO unlocked! But not so fast. We still need to answer the question, “How should […]

The environments where employees work have evolved faster than the security models designed to protect them. From browsers to AI-enabled workflows, security teams must adapt to a workplace that extends well beyond the traditional desktop and laptop.

Software supply chain security is no longer just about knowing which open-source libraries are in your applications. Attackers are compromising developer environments, build systems, trusted distribution channels, and even security tools such as container security and infrastructure-as-code scanning tools. AI now adds another layer of dependencies to evaluate and protect. The result is an interconnected […]

AI is absorbing many of the activities that have traditionally defined revenue operations. That doesn’t make RevOps irrelevant — it makes its current mandate obsolete. Learn why RevOps leaders must shift from operating processes to architecting how people, data, technology, and AI make and execute revenue decisions.

It’s time to delineate what is and what is not an AI agent for the marketing function. The ferocious pace of AI technology innovation, coupled with runaway AI hype and a relentless flood of vendors offering AI agents — most with de rigueur anthropomorphized names — creates an environment in which the meaning of AI […]

Journey mapping is valuable. Journey centricity is transformative. In this replay, explore how to move beyond individual projects and build a journey-centric operating model that aligns teams around customer goals. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Journey mapping is valuable. Journey centricity is transformative. In this replay, explore how to move beyond […]

Forrester’s total experience framework is an excellent way for companies to measure performance with prospects and customers alike. Our growth grid (see below) maps brands into one of four quadrants: leading, churning, plateauing, and lagging. A successful growth strategy propels brands into the leading quadrant and, for brands already there, strengthens their position. But growth […]

We reviewed 116 brands and retailers to see how they responded to Amazon’s October Prime Big Deal Days 2026 event. Learn more.

MuleSoft Agent Fabric is MuleSoft’s recent enhancement to deliver an agentic AI control plane. During the Dreamforce keynote, I noticed something subtle but significant. I didn’t see “MuleSoft Agent Fabric.” Instead, I saw “Agent Fabric,” with the MuleSoft branding dropped and the Salesforce logo replacing the Mule logo in the UI. Forrester sees agentic AI […]

I walked into my first Dreamforce as a skeptic. Salesforce has made several attempts at IT service management, and none of them have provided the technical depth needed by IT teams. After a single briefing on the latest product and then months of silence, I had filed the effort under another short-lived experiment. The pre-announcements […]

As AI systems become more autonomous, security alone isn’t enough to build trust. Learn how responsible AI helps organizations govern AI agents, manage emerging risks, and keep systems aligned with business goals and values.

This week, I published the Buyer’s Guide: Governance, Risk, And Compliance Platforms, 2026, summarizing how satisfied clients are with their governance, risk, and compliance (GRC) platforms. The report is based on customer reference data from The Forrester Wave™: Governance, Risk, And Compliance Platforms, Q2 2026. Speaking to customers during evaluative research processes is my favorite […]

Where you do work is changing. At the Dreamforce 2026 Slack keynote, Boris Cherny (the head of Anthropic’s Claude Code) approximated that 90% of his coding is done in Slack. Why is he using a chat tool to code? And how? Forgive the immediate use of a buzzword, but the answer to both questions is […]

Last week, Infosys brought clients and analysts to Geneva for its 25th Confluence event in EMEA. We expected the usual AI promises. Instead, Salil Parekh opened the event with a remarkably down-to-earth message: Infosys is a delivery organization, its foundation is client trust, and it intends to remain a stable partner in a world that […]

Earlier this year, I had a conversation with Andreas Gieseke and Ragip Aydin of Raynet about software asset management and the specific value of generative AI there. Now, I spent some years at one of the largest US banks as the consulting architect for software asset management (SAM). I had a broader responsibility as the […]

This summer, my colleague Diego Lo Giudice and I explored a deceptively simple question: What happens to enterprise software when AI makes software creation abundant? We found a paradox: Get more of what you want, and you also get more of what you don’t want. Get More Of What You Ask For AI writes code, […]

At Open Source Summit Europe 2026, one message surfaced repeatedly: Organizations and governments that merely consume open source remain dependent on others to shape their future. Those that govern, maintain, secure, and sustain open-source ecosystems gain influence, resilience, sovereignty, and strategic leverage. The conversation around sovereignty is evolving within and outside the open-source community: The […]