Featured Blogs

I kicked off 2026 by attending CES for the first time, and I can confirm that everything you’ve heard about this event is true. CES is massive. It’s sprawling. The scale was equal parts energizing and overwhelming — but once I got past the sensory overload, clear and meaningful signals started to emerge. Beneath the […]

Crises are no longer rare, one-off events. Cyber incidents, operational failures, executive missteps, and external disruptions are becoming part of the typical operating environment for B2B organizations of every size. Yet Forrester’s 2025 B2B Brand And Communications Survey reveals that many companies remain dangerously unprepared when a crisis strikes.

So you’ve decided to run an executive tabletop exercise (TTX) and pulled off the Herculean feat of getting it scheduled. Will this be a career-limiting move or career highlight? Let’s go for the latter. Done right, a good TTX will drive tremendous value for the company and garner you accolades. I have yet to do […]

AI has moved from hype to practical impact in B2B digital commerce, with real gains coming from proven use cases that enhance customer experience and operational efficiency. The leaders pulling ahead are those who pilot, learn, and scale — tying AI investments to business outcomes while upskilling teams and adopting ethical, customer‑centric practices.

As buyers lean more on answer engines in their purchasing processes, marketers must evolve their content and messaging approaches to break through.

Value-aligned metrics are like a jazz band agreeing on the harmony. What happens if they don’t? Imagine you’re in a late-night jazz club. A trio settles into a smooth groove. Then the sax takes off in one direction while the bassist heads in another. The drummer adjusts, trying to pull it together. The room feels […]

Around this time two years ago, I published a blog announcing my report, Case Study: DBS Bank’s Billion-Dollar AI Banking Dream. It detailed how this Singaporean bank built and directed its AI capabilities to benefit its customers, business lines, employees, and shareholders. The total economic value the bank had derived that year (i.e., by end […]

Digital intelligence (DI) is no longer a nice-to-have — it’s a competitive necessity. As customer expectations evolve and digital behaviors become more complex, organizations must rethink how they collect, analyze, and act on digital data. Forrester’s latest research, Measure Your Digital Intelligence Maturity, introduces a comprehensive self-assessment to help digital, CX, and analytics leaders benchmark […]

Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]

Effective alignment across functions, teams, and partners remains one of the most persistent barriers to value creation for organizations. Our latest research, “Design Metrics That Boost Organizational Alignment,” shows why even organizations that use frameworks such as OKRs struggle and how value-aligned measurement helps bridge the gap.

Explore Forrester’s latest research on brand safety and suitability for 2026. Learn how marketers can balance risk, relevance, and ROI with strategic frameworks and insights from 2025 trends.

B2B event teams are navigating a difficult environment — marked by flat or declining budgets, high inflation, resource constraints, and intensifying competition for attendees and sponsors. Registration is trending later, and audiences are looking for more immersive, interactive, and personalized experiences. Forrester’s annual event survey provides event leaders and planners with insights to negotiate this […]

Most CIOs face mounting cost pressure, driven by the business. Forrester’s Business And Technology Services Survey, 2025, found that 48% of business leaders rank cost reduction as a top priority. Many organizations have already chased quick savings: 76% have renegotiated vendor contracts, yet the strain persists. In the same survey, 22% still report insufficient budget […]

In 1978, there was little to no evidence that people longed for a device to let them wander around playing cassette tapes through headphones. In 1997, there was little to no evidence that people were hankering for a company to send them DVDs by mail. And in the early aughties, there was little to no […]

In the AI era, skipping research fundamentals only leads you to wrong decisions faster, with negative outcomes for both your customers and your business. We developed the Customer Research Canvas to help research professionals and practitioners execute better research.

Proactive security has always been based on three principles: visibility, prioritization, and remediation. But in the age of AI, each principle will continue to experience challenges. In our latest research, The Future Of Proactive Security, we found that the future of proactive security hinges on how well teams answer six foundational questions across each principle: what, when, where, why, how, and who. Since AI accelerates […]

At the recent NRF event, the headline was shopping in answer engines, with Google’s new Gemini Enterprise for Customer Experience and Universal Commerce Protocol getting lots of attention. Tucked below the fold, however, was important news for CX and contact center leaders: the announcement of Google Cloud’s Customer Experience Agent Studio. Customer service and CX […]

Global trade continues to be exposed to significant pressures and structural change. Geopolitical tensions, supply chain disruptions, and shifting investment flows are forcing corporate leaders to rethink their sourcing and manufacturing ecosystems. Meanwhile, modern trade agreements have become essential tools for stabilizing commerce and rewriting the rules for the movement of goods, capital, labor, and […]

Jorissa Neutelings, chief digital officer at ABN AMRO, has a vision, and it’s a compelling one. She joined us on stage at our CX Summit EMEA last year and again on the CX Cast to describe her vision for the “liquid company” — a company that adapts instantly to customer context, removes friction, and embeds […]