Featured Blogs

Learn how conversational AI vendors balance rapid innovation with trust and fit for contact centers based on the 2026 Forrester Wave™ evaluation.

Verticalization is like climbing a mountain. Before you take a single step, you need clarity on the destination. Are you aiming for base camp — a lower‑commitment climb that signals relevance, gets you closer to buyers, and lets you learn the terrain with a manageable investment? Or are you preparing for the summit — committing […]

Growth makes coordination of customer problems harder – whatever your product. If your product is physical, the journey is daily, and customers are forming new habits, the “coordination tax” can erode both customer and employee experiences. In this episode, CX Cast co-host Angelina Gennis speaks with Cassidy Grace, CX Manager at Ridepanda about what it […]

B2B marketers have long relied on engagement metrics to demonstrate marketing’s value. AI is making this practice untenable.

Consumer confidence languishes near historic lows, surveys drip with despair, and media narratives fixate on fragility. And yet, consumers open their wallets, and corporate profits roll in. This is not a passing contradiction. It is the defining paradox of today’s “pessimism economy.” Our new research — Down But Not Out: Growth Strategies For The Pessimism […]

For many B2B leaders, volatility no longer feels like an interruption to “normal.” It is now the standard operating environment. Economic uncertainty, geopolitical shocks, AI-driven disruption, and shifting buyer behavior are colliding, exposing weaknesses in traditional go-to-market models and leadership assumptions. The good news? Volatility can benefit those who adapt faster, focus harder, and lead […]

If marketing, CX, and digital leaders have learned anything in the past year, it’s mastering the art of finessing how to plan and execute — for growth! — under highly fluid conditions. Since we first published Forrester’s Leading Through Volatility series a year ago, consumer leaders have steered their organizations through rapid evolution across geopolitical events, technology (hello, agentic commerce and artificial general intelligence), role evolution (good to meet you, AI CMO), and consumer sentiment.

To advance data‑driven transformation, enterprises need structured approaches that clearly link analytics initiatives to business outcomes and communicate impact consistently. Yet most enterprises still lack mature, repeatable practices for measuring and communicating the value of enterprise investments in data and analytics. That leaves the business impact of these investments unclear. And because direct causation is […]

Growth is hard. It’s even harder when leaders are too slow to transform their go-to-market (GTM) approaches. And that’s where things are now. GTM efforts look fine on paper. There is a strategy and a plan. Budgets and headcounts are approved. Activity is high. But below the surface, there is no connected GTM approach, and everyone feels the impact. Buyers feel […]

The Forrester Wave™: Intranet Platforms, Q2 2026 published on April 9. I conducted an in-depth analysis of 13 vendors and evaluated their platforms across 28 criteria (which included 21 criteria for current offering and seven for strategy). This assessment resulted in four Leaders, six Strong Performers, and three Contenders. Here’s A Few Things That Jumped […]

In musical notation, “al niente” means fading until sound is barely perceptible, usually to end a significant piece of music such as the ending of Tchaikovsky’s reflective and somber sixth symphony. And that is how the cybersecurity risk ratings market is likely to proceed over the coming months. Ratings will not fade away to nothing […]

B2B firms on average attain 60% of revenue from existing customers, and a growing share of it flows through partners. Yet many organizations lack visibility into indirect interactions after a deal closes. Although customer experience is a proven growth and retention lever, many direct sales organizations have failed to invest in customer success models, postsale lifecycle orchestration, and value-based engagement for the partner ecosystem and the customers it serves.

The sales tech market is increasingly filled with a range of bold claims that autonomous AI agents can continuously monitor accounts, detect buying intent, trigger outreach, book meetings, and even influence deal progression with minimal human involvement. The promise is seductive: always-on digital sellers working every account, every minute of the day. But enterprise buyers […]

Loyal customers can help in a crisis, but don’t make customer advocates your crisis communications plan.

We’ve Been Building The Foundation For 40 Years A year ago, I wrote about the graphic future of IT management — IT management platforms converging on graph architectures to create a digital twin of the IT organization. The governance question I raised: Who owns this graph? Nine months later (December 2025), Foundation Capital declared that […]

The ability to identify sensitive data in your organization, gain visibility into where it is located, and tag it to inform controls for data access, data use, and the data’s lifecycle underpins your efforts to protect that data. Sensitive data discovery and classification is foundational for Zero Trust data security, privacy, and AI governance. The […]

Customer success teams have never been short of data. Health scores, product usage, sentiment signals, and relationship context exist across systems — but turning that data into insight and timely action has required human stitching, manual judgment, and constant coordination. Gainsight’s recent introduction of its Model Context Protocol (MCP) matters because it collapses that gap. The promise of MCP isn’t to just […]

We attended IBM APAC Analyst Insights 2026 event in Bengaluru this week. The event surfaced a thesis worth examining: Digital sovereignty, the rise of agentic AI, and cybersecurity are converging in ways that favor vendors with broad, integrated stacks. IBM is making an aggressive play across all three. Here’s what tech leaders should take away […]

For years, cyber insurance relied on generic war exclusions that rarely shaped enterprise decisions. That changed when NotPetya, a Russia‑linked attack, caused billions in collateral damage in a blast radius of unrelated but affected organizations and triggered prolonged legal battles over whether traditional war clauses applied to cyber events. The result was landmark settlements for […]