Featured Blogs

A procurement manager logging in at 10:47 p.m. isn’t there to browse — they need to reorder the right SKU, at the right price, under the right contract terms, and get back to keeping operations running. Hyperpersonalization makes that possible by removing friction the buyer never asked for, using AI to surface only what they’re allowed to buy, what fits their context, and what matters now — so digital self‑service feels effortless instead of obstructive.

The annual RSAC Conference in San Francisco is the cybersecurity industry’s biggest event of the year. For the analysts attending, RSAC Conference week provides an opportunity to learn about cybersecurity trends and topics, meet with vendors and clients, and share our insights and observations. It’s also an excellent opportunity to meet our daily step goals […]

Salesforce has been the dominant CRM vendor globally for the last 12 consecutive years. Its FY 2025 revenue of $35.7 billion speaks to the sheer volume of its market presence. More than 150,000 customers use Salesforce’s solutions, from SMBs to enterprises, including 90% of the Fortune 500. With the high stakes involved, enterprises often turn […]

Some people see big rocks as obstacles. I move them, work around them, or build on them. I grew up on a university campus where curiosity wasn’t just encouraged but was ambient. My father was a professor. My mother was both a teacher and a tailor. At home, ideas were debated, patterns were studied, and […]

Last week, software provider Zoho hosted its annual ZohoDay analyst event, with several Forrester analysts in attendance. Zoho celebrates its 30th anniversary in 2026 and announced some milestones in its opening session: 1 million customer organizations, 150 million users globally, 19,000 employees globally, and over 60 apps across multiple technology markets. Zoho continues to see […]

Digital asset management has outgrown its role as a creative team repository. In 2026, richer content demands evolving AI strategies, and rising compute and storage costs are pushing DAM buyers to reassess their needs. This blog highlights three key takeaways from The Forrester Wave™: Digital Asset Management Systems, Q1 2026, to help organizations evaluate modern DAM solutions and prepare for enterprisewide content use.

Agentic AI surged to the top of enterprise agendas in 2025. Yet while enthusiasm was sky‑high, many organizations struggled to bridge the gap between vendor vision and the practical progress that business and technology leaders expected.

We’re seeing a spate of disruptive headlines and predictions around the demise of IT services. With the progress made by AI, specifically in software development, it’s easy to opine that traditional IT services are on their way out. This narrative is fundamentally flawed. Yes, AI-driven automation deflates the unit cost of technology work, but it […]

Markets evolve. And when the terminology used to describe a market no longer reflects how buyers, practitioners, and vendors describe the solutions within it, it’s time to reassess. For almost 20 years, Forrester has led research in what we originally defined as end user experience management (EUEM), evaluating the market as early as 2007 in […]

We have seen this pattern before, even if the specifics look different. Think back to the day AWS introduced GuardDuty, when Microsoft folded Defender for Endpoint into its enterprise licensing commitments and launched Microsoft Sentinel, or when Google acquired Mandiant and eventually Wiz. Sure, the launch of fully autonomous AI agents that can ingest entire […]

B2B buying is more chaotic than it’s ever been — and buyers feel it. According to Forrester’s Buyers’ Journey Survey, 2025, 73% of purchases involve three or more departments, with an average of 13 people inside the buyer’s organization and nine from outside involved in making a purchase decision. As a result, buyers tap colleagues, communities, […]

AI pricing isn’t something you bolt on after the product is built. It is product strategy — shaping adoption, ROI, and long-term monetization. Yet most B2B teams still treat pricing as a late-stage deliverable instead of an early design decision. This blog outlines the five dimensions every PM and marketer must consider when pricing AI […]

What CIOs are working on, Part 4 of 4 Over the past six months of guidance kickoff conversations with CIOs and CTOs, security, cost, and value almost always surface as top-priority initiatives. Leaders know that boards and executive committees care deeply about resilience, regulatory exposure, and technology spend, yet they often lack a simple, credible […]

Salesforce’s planned acquisition of Momentum — a revenue orchestration startup — is less about “another AI sales feature” and more about owning the highest-value input for autonomous agents, the customer conversation, and turning it into structured, actionable system data inside Salesforce and Slack. What Salesforce Is Really Buying Momentum will extend Agentforce 360 and Slackbot […]

Our flagship podcast is on pause as we think about what comes next and how we can best bring our insights to life in an era of nonstop change.

Omnicom enters its first earnings cycle after the IPG acquisition with scale, momentum, and unresolved operational challenges. CMOs should ignore Wall Street’s fixation on quarterly performance and instead evaluate how Omnicom plans to convert its expanded capabilities into customer growth. Despite its new size, the company still faces the same structural barriers constraining the broader […]

Have you ever found yourself at an international airport where the announcements are in an unfamiliar language and gate changes feel constant? Even when the announcement system works properly, communication can feel ineffective. What if that unfamiliarity appeared at your home airport? You’re in the right place but can’t make sense of the setting. Marketing […]

The Forrester Wave™: Commerce Services, Q1 2026 reveals how commerce services providers are rewriting long-standing commerce strategy playbooks and prompting business leaders to reach today’s buyers through AI-powered commerce transformations.

In Forrester’s Partner Ecosystem Marketing Survey, 2026, 75% of partner ecosystem marketing decision-makers reported their overall technology investments will increase in the next 12 months. Among organizations already investing in a partner marketing automation platform (PMAP), 65% plan to increase their investment. Even more telling, nearly 60% of organizations not currently using partner marketing automation […]