Featured Blogs

For many B2B organizations, partner incentives have historically centered on market development funds (MDFs) and co-op funding. While funding programs remain essential, new data from Forrester’s Partner Ecosystem Marketing Survey, 2026 suggests that partner incentive strategies are becoming broader, more strategic, and increasingly tied to business outcomes. Partner ecosystem leaders are expanding beyond traditional funding […]

Last week, Forrester published The Forrester Wave™: External Threat Intelligence Service Providers, Q3 2026. Since our last evaluation in 2023, the market has undergone a significant transformation. This transformation has been driven not only by the growing sophistication and breadth of threat intelligence requirements but also by the rapid adoption of agentic AI as organizations […]

Make no mistake: We are not in the next feature cycle for enterprise applications. We are in the largest shift in business software since cloud computing. For decades, apps like customer relationship management (CRM), enterprise resource planning (ERP), human capital management (HCM), and supply chain systems have operated as digital systems of record, where employees […]

Most partner demand strategies were built for a buying environment that no longer exists. Buyers increasingly use AI to discover solutions, evaluate options, and inform decisions. Buying groups now dominate B2B purchases, involving, on average, about a dozen internal stakeholders and approaching 10 external influencers. Expectations for digital experiences continue to rise, and partner ecosystem […]

When Spain’s women’s and men’s national soccer teams won consecutive FIFA World Cup titles in 2023 and 2026, their victories were not just the result of a single brilliant goal over England and Argentina, respectively. La Roja’s historic back-to-back World Cup wins reflect a disciplined system ingrained early in Spain’s youth soccer academies: a clear […]

I have spent much of this summer working with my colleague Joe Cicman on a deceptively simple question: What happens to enterprise software when AI makes software creation abundant? Last week, Joe presented the first evolution of our thinking at Forrester’s Technology & Innovation Forum in Austin. Next week, I will bring the conversation to […]

Seven months ago, Paramount outbid Netflix for Warner Bros. Discovery and set off one of the most dramatic merger battles Hollywood has seen in years. What followed was a real-world season of Succession: shareholder votes, global regulatory approvals, an antitrust lawsuit, a March 2027 trial date, failed settlement talks, public pressure campaigns, and threats to […]

Every few years, enterprise architecture (EA) faces an existential question. Agile development raised it. Cloud computing raised it. Product operating models raised it. Now AI raises it again. As generative AI and autonomous agents begin interpreting requirements, designing architectures, writing code, producing documentation, generating standards, and analyzing portfolios, architecture leaders are asking whether the profession itself […]

The success (or lack thereof) that state CIOs have in funding modernization is frequently pinned to the funding model — but that’s a myth. Talk to enough state CIOs, and a different picture emerges: Modernization succeeds or fails more because of how leaders manage competing priorities, stakeholder expectations, and organizational realities than because of the […]

One of the best parts about authoring a Forrester Wave™ is getting to speak to customer references. Every vendor in the Wave evaluation connects me with customers who talk about how they use the product, what they like, and what they wish was better. While a lot of that goes into evaluating vendors during the […]

Today’s B2B partner ecosystems include multiple partner types, diverse business models, and a broad range of value contributions. As partner ecosystems continue to evolve, organizations face an important question: Can yesterday’s partner program support tomorrow’s partner ecosystem? Our latest research suggests that many B2B organizations believe the answer is no. Many Partner Programs Were Built […]

The first malware designed specifically for Android-powered vehicle systems signals that attackers now view cars as another endpoint in the broader technology ecosystem. Security leaders should assess how connected vehicles, mobile devices, and enterprise systems intersect as automotive platforms become part of the expanding attack surface.

AI’s rapid growth is colliding with real-world limits on energy, water, and infrastructure. Explore Forrester’s 2027 predictions to see how new regulations, community scrutiny, and digital product passports will reshape sustainability strategies.

A decade of media growth is giving way to a period of reinvention. Forrester’s 2027 predictions reveal how leading media and technology firms will adapt as subscriptions slow, search evolves, and AI transforms consumer discovery and advertising.

Many organizations create journey maps. Far fewer use them to drive measurable change. This replay breaks down seven practical steps for creating journey maps that align teams, uncover customer pain points, and support better business decisions. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Many organizations create journey maps. Far fewer use them to […]

Anthropic CEO Dario Amodei’s essay this past weekend, “We Must Pace the Frontier,” argues that the AI industry should slow the pace of frontier model advancement until safety, oversight, and alignment mechanisms can catch up. His proposal includes embedded third-party evaluators inside AI labs, industrywide safety coordination, and possibly government-backed limits on AI capability development. […]

For years, smart building conversations have centered on connected sensors, automated systems, and operational efficiency. But the conversation is shifting. As organizations juggle hybrid work, sustainability mandates, and cost pressure, they’re taking a harder look at a deceptively simple question: How should we use our physical space? That question sits at the center of our […]

The simultaneous disruption of multiple leading AI services exposed the hidden dependencies that can turn provider outages into businesswide interruptions. Learn why AI resilience, governance, and contingency planning must become essential as enterprises embed AI deeper into critical operations.

The Forrester Wave™: Customer Feedback Management And Analytics Solutions, Q3 2026 finds a market in transition. Just as the “Amazon effect” raised expectations for customer experiences, the “ChatGPT effect” is raising expectations for the software that helps organizations understand them. This is a deliberately selective Forrester Wave: With only a small set of vendors included, […]

Customers experiencing vulnerability or additional needs exist across every customer population, yet many organizations still only provide support after customers have encountered significant difficulties or harm. Leading organizations recognize that vulnerability is often dynamic, contextual, and difficult for customers to disclose and are shifting from reactive support to proactive protection. Leading firms improve customer outcomes while strengthening trust, reducing risk, and lowering the cost of remediation. A new report outlines how organizations can build integrated capabilities across people, processes, and technology to better identify, support, and protect vulnerable customers.