Featured Blogs

While affordability pressures remain prominent across the automotive industry, strong brands create value throughout the customer lifecycle, not just during vehicle purchasing.

Forrester forecasts that 2026 US end-of-year holiday season retail sales will reach $1.1 trillion in 2026. Several shifts are reshaping holiday demand, shopper behavior, and retailer priorities.

As Americans battle economic uncertainty and persistent inflation, they aren’t simply trading down; they’re choosing what is worth paying for. As pessimism peaks but spending remains resilient (a phenomenon we call the pessimism paradox), three distinct consumer value behaviors are emerging. 1. Maximizing to get the best — and paying for it When consumers exhibit […]

The sovereign cloud services (SCS) market reveals a fundamental shift: Sovereign AI is becoming the dominant force shaping buyer requirements. This change is being driven by growing geopolitical uncertainty, expanding regulatory obligations, and increasing dependence on cloud and AI platforms. Technology leaders are under pressure to reduce exposure to external dependencies, strengthen operational resilience, and […]

At EVOLVE26 in Singapore, Cloudera made a strategic statement that the next phase of enterprise AI will be defined by where AI runs, what data it can access, and how securely it operates at scale. Cloudera announced the Anywhere Cloud, positioned as the foundation of its “cloud anywhere, data anywhere, AI anywhere” strategy across public […]

CITGO is the winner of Forrester’s 2026 Security & Risk Enterprise Leadership Award. See how the company embeds security, risk management, and trust into business decisions, operations, and emerging technology planning.

Webinars are one of the most effective ways to engage audiences at scale and should be a critical component of an integrated event strategy. Yet many B2B marketers still treat them as standalone broadcasts, focusing on delivery while underinvesting in audience development, follow-up, and content activation. In contrast, leading practitioners connect the live event to […]

My bread is flat — again. Every week, my online grocery delivery shows up. Every week, I return something fragile, like fruit, bread, or crisps (that’s potato chips to you), because a packing robot in the dark warehouse decided to put a five-kilo bag of cat litter or a 10-pack of beer on top of […]

Over the past two years, enterprise AI conversations have focused heavily on models, agents, and infrastructure. Organizations have evaluated foundation models, experimented with agent frameworks, invested in AI-native cloud architectures, and raced to deploy copilots and autonomous systems. Yet many of these initiatives have encountered the same obstacle: Agents are only as effective as the […]

At this year’s Marketing AI Conference (MAICON), I noticed a shift in how marketing leaders are approaching AI transformation. The conversation is moving beyond AI literacy and individual productivity toward building repeatable workflows, developing AI agents, and making these capabilities part of everyday work. Many of the sessions highlighted marketing’s next challenge: empowering teams to […]

Enterprises spent the last decade reducing risk through multicloud and resilience strategies. AI could bring that risk back. One of the strongest themes at TalosCon 2026 was the increasing concentration of AI capabilities, infrastructure, and investment among a relatively small number of providers. For technology leaders, the bigger concern isn’t competition but rather dependency. Every […]

Cybersecurity platform vendor Proofpoint announced an agreement to acquire Varonis in an all-cash transaction valued at approximately $6.3 billion. More people, applications, and AI systems need access to enterprise data, making understanding the data, controlling access to it, and monitoring how it’s used increasingly interconnected problems. Proofpoint describes an intended combined platform to protect against […]

Way back in the late 1990s, Forrester convened its first Board of Clients — a group of customers that advised us on acquisitions, research, and product direction. Members serve for three yearly meetings (before becoming emeritus), and they have had outsized influence on the strategy of the company. This week, the Board convened for a […]

Last week, AI startup Reflection released a new open weight model, Beam, claiming parity with leading Chinese open models and at only “a fraction of the token cost and inference time.” Days later, Mistral introduced open-weight model Mistral Large 4 (ML4), nicknamed Le Chonk in reference to its 1 trillion parameters. Taken together, these models […]

Partner Ecosystem Strategy Is Business Strategy For years, B2B partner ecosystem leaders have worked to prove that partner ecosystems deserve strategic attention. Our latest survey data suggests that this battle has largely been won. According to The State Of B2B Partner Ecosystems, 2026, 70% of partner ecosystem and channel marketing decision-makers say that orchestrating or […]

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 […]

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 its core engine of growth: headcount and billable hours. Beginning late last year, providers began to […]

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.