Featured Blogs

As AI adoption accelerates, many organizations are discovering that spending is rising faster than their ability to control it. Building the right cost management capabilities is becoming essential to scaling AI without sacrificing financial discipline.

AI is accelerating the pace of product innovation and forcing portfolio marketing and product management leaders to rethink how they allocate resources, measure value, and bring offerings to market. To keep pace, Forrester’s new report, Budget Planning Guide 2027: Portfolio Marketing And Product Leaders Must Keep Pace With AI-Driven Innovation, emphasizes the imperative to shift […]

Customers can achieve the goal of their journey and still feel uncertain, frustrated, or less loyal afterward. Forrester launched an annual journey benchmarking study to understand what makes journeys so valuable to customers that they reward the brand with their positive emotions and loyalty. The study examines what drives customer perceptions of value across different […]

Net Promoter Score℠ (NPS) results from post-journey surveys most likely overstate customer loyalty, because most surveys include only customers who complete their journey and surveys are sent before customers know whether what they did worked. NPS Differs Vastly Depending On Goal Achievement And Confidence In Forrester’s annual journey benchmarking study, we found that goal achievement made a big difference in […]

In less than 12 months, wars escalated and reescalated, markets swung wildly, trade tensions intensified, and even rice prices elevated, causing chaos. The pace of change has been relentless, and that’s before considering the volatility facing security leaders from AI or cybersecurity threats. Also, less than a year ago, I published a blog on human […]

Growth momentum is one of the most sought-after objectives in business. When it builds, buying groups move with greater confidence, internal teams align almost effortlessly around common priorities, and individual successes compound into larger business outcomes. Many B2B organizations undervalue one of the strongest contributors to growth momentum: marketing. Marketing doesn’t build momentum by simply […]

We wrapped up a multimonth evaluation of 10 AI consulting service providers: Accenture, Bain & Company, Boston Consulting Group, Capgemini, Deloitte, EY, IBM, KPMG, McKinsey & Company, and PwC. It’s available to Forrester clients as The Forrester Wave™: AI Consulting Services, Q2 2026. There are more than 10 AI consulting service providers, of course — […]

B2B marketing leaders entering the 2027 planning cycle must rethink traditional budget planning and shift toward focused, outcome-driven investment strategies. In an era of AI-driven disruption and market volatility, success will depend on where organizations concentrate spend, divest low-impact initiatives, and invest in resilience-building capabilities.

European marketers are rapidly adopting AI, but most applications remain focused on efficiency rather than customer value. New research reveals a growing gap between AI adoption and customer impact, highlighting the need to move beyond productivity gains and use AI to create differentiated customer experiences and competitive advantage.

Great CX starts outside-in. If customers aren’t using what you built, the problem isn’t them. Host Martin Gill speaks with Tom Mouhsian, Principal Analyst at Forrester, about why, even after years of investment, digital experiences still fail. The issue isn’t channels or technology. It’s a persistent gap between how customers want to get things done […]

SpaceX is a rocket company. It also became an AI company the day its founder Elon Musk folded in xAI, inheriting a frontier model in Grok, the planet-scale Colossus training cluster, and the live data feed of the X platform (formerly Twitter). The IPO headlines fixated on the trillionaire status, the stock price, and the […]

Recent moves in the price optimization and management (PO&M) market point to a clear shift: The category is no longer just about pricing science. Vendavo has expanded its reach in semiconductor and channel-heavy markets through its agreement to acquire Model N’s high-tech business unit. This agreement adds deeper capabilities in distributor data, rebates, and channel […]

Professional baseball evolved from batting practice to technology that simulates real game conditions. Sales training is now facing a similar inflection point. As AI role-play becomes more realistic, scalable, and effective, leading B2B organizations are rethinking how they build seller readiness and develop capabilities across their revenue teams.

I’m Joe Schiavone. We’ve spent a few posts on inheriting a strategy that wasn’t built to bend and on a deal landing on a plane that’s still in the air. Today I want to flip the camera to the side of M&A nobody writes about, one I’ve lived. I’m talking about the sell-side here, the carve-out, that […]

Will AI replace marketing jobs? European marketers largely believe the answer is no. Yet many organizations have already reduced headcount or replaced employees with AI. The reality is more nuanced: AI is not simply replacing marketers — it is redesigning how marketing work gets done. As AI takes on more execution-oriented tasks, the value of human contribution shifts toward strategy, creativity, judgment, and leadership. The organizations that succeed will not be those that deploy the most AI tools but those that most effectively combine human and artificial intelligence to create business value.

Buyer behavior is changing faster than most go-to-market models can adapt. At AI Forum Singapore, learn how to align strategy, execution, and AI adoption to compete in a world of autonomous buyers.

If you tuned into HPE Discover 2026, either remotely or from the show floor in Las Vegas, one message came through loud and clear: AI is forcing a rethink of networking, data centers, and infrastructure. Unlike vendors positioning themselves primarily as software or cloud companies, HPE is leaning heavily into its heritage — the company […]

The Databricks Data + AI Summit 2026 signals a shift from experimentation to enterprise-scale, agentic AI. With over 30,000 attendees (representing a 36% annual increase) and global participation across more than 150 countries, Databricks is positioning itself as a foundational platform for data-intelligent applications. Last year, we wrote that Databricks went “beyond the lakehouse” by […]

IT Control Plane Implications Of DASH by Datadog 2026 A couple weeks ago, I went to New York, where DASH by Datadog was held at the Javits Center. My main takeaway: I need to expand my sense of where an IT management platform can come from. For some years, I have argued that two dominant […]