Featured Blogs

Your architects are making technology decisions in isolation. And you’re paying for it. Retail picks Azure. Manufacturing goes AWS. Three business units each spin up customer data hubs. Nobody documents the APIs they create. Your teams think they’re moving fast. They’re actually burning cash and building chaos. Our latest research shows why architecture communities of […]

Seventy percent of business buyers in the APAC region are Millennials or Gen Zers, which is shaping the region’s buying dynamics in profound and irreversible ways.

Unlock Exponential Reach With Ideal Partner Profiles (IPPs) Struggling with stalled pipelines and unpredictable revenue? Here’s why your ideal customer profile (ICP) isn’t enough and what to do about it. Every go-to-market strategy starts with identifying and prioritizing your target market segments and buyers (i.e., your broad ICP). It’s the foundation for targeting, messaging, and […]

The cloud era, application modernization, and "AI first" principles are making existing portfolio models obsolete. Learn how Forrester's new REAP framework can help IT leaders manage today's tech portfolios.

Meta will begin testing paid subscriptions on Instagram, Facebook, and WhatsApp in “the coming months.” How much will it cost? Unknown — pricing has yet to be announced. But subscription tiers will reportedly offer upgraded AI tools with productivity and creativity features. This includes expanded Meta AI capabilities, integration of the company’s newly acquired Manus […]

Forrester’s US Retail E-Commerce Forecast, 2025 To 2030 reveals steady growth across total retail, online sales, and store-based spending. Learn more about the key trends and where to find more detailed data and insights.

Tavar James, VP global events, shares what CX leaders can learn from professional event strategists. Tavar discusses how in‑person experiences build trust, why personalization matters more than ever, how to avoid common pitfalls in hybrid formats, and what makes a standout CX event in 2026. He also previews exciting changes coming to Forrester’s CX events portfolio and offers practical advice for anyone planning to attend their first big in‑person gathering.

The costs of selling in answer engines — like many things related to agentic commerce — are not entirely clear. Understand the steps to crafting a strategy to integrate agentic commerce into your business operations.

Organizations need digital metrics to track the success of their digital strategy. These metrics articulate intended outcomes and provide a yardstick for measuring progress. Many organizations use digital success metrics to compare themselves against their peers, but outperforming — or underperforming — these metrics isn’t the end goal. The real value of benchmarks lies in […]

Generative AI is transforming the innovation consulting market; it enables new operating models and accelerates the shift from experimentation to large-scale execution. Find out which market dynamics innovation leaders need to pay attention to and how innovation will change in the coming years.

Why are leading organizations investing in accounts receivable (AR) automation solutions? Over the past few years, AR has evolved from a back-office billing function into a strategic lever for customer experience (CX), risk mitigation, and working capital optimization. Generative and agentic AI now deliver the speed, scalability, and intelligence to transform AR operations at scale. […]

I’m thrilled to join Forrester as a principal analyst covering B2B marketing strategy. For years, I’ve looked to Forrester for smart insights and practical advice — now I get to be part of the team that delivers it. It’s a privilege, and I’m genuinely grateful for the chance to work alongside such talented people. Why […]

Great workshops don’t happen by accident. In the connected, collaborative enterprise, workshop design and facilitation grows beyond skills held by an intrinsically motivated few to a core collaboration capability cultivated intentionally at scale. Use Forrester’s new framework to design effective workshops.

The US Department of the Treasury recently announced that it is canceling all of its contracts, reportedly valued at $21 million, with technology provider Booz Allen Hamilton (BAH) due to an insider incident that occurred between 2018 and 2020. The incident resulted in the theft of tax return data for more than 400,000 US taxpayers and the release of tax information about high-net-worth […]

We evaluated eight top experience research platforms across 31 criteria for current offering and strategy. These criteria assess each vendor’s current capabilities and future strategy, giving buyers clear insights into where each platform excels and where it may fall short.

The age-old practice of paying providers only for their time does little to motivate them to do anything other than jack up their hours. To overcome the disincentives from squeezing providers on hourly rates, tech leaders add layers of contract terms for penalties, controls, and oversight yet still bear the brunt of the blame when […]

Generative AI may dominate headlines, but when it comes to business buying, social media is shaping the journey in powerful ways. Forrester’s latest research shows that social media has become the second most meaningful source of information for buyers — just behind generative AI search tools.

As the events industry continues to undergo rapid transformation, Cvent’s recent acquisitions of ON24 and Goldcast signal a strategic shift toward deeper enterprise engagement, as well as stronger alignment across marketing and events. While both deals strengthen Cvent’s position, they also raise important questions about integration, data strategy, and long‑term platform vision. This blog explores […]

To deploy AI safely and profitably at scale, CIOs must cut through AI hype and focus on IT capability maturity. Learn how in this preview of a new report.