Featured Blogs

Why do some B2B experiences change behavior while others are ignored? The answer lies less in gamification mechanics and more in the value an experience creates for buyers and customers.

Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand how journeys connect, overlap, and influence one another. Featuring: Joana de Quintanilha, VP, Principal Analyst Show Notes: Customer journeys rarely exist in isolation. In this replay, explore why leading organizations need a journey atlas to understand […]

Much of this year’s agentic payments discussion has focused on protocols. At its merchant focused Voyage event on September 9 in Shanghai, Ant International took a broader view. Its senior executives argued that the most immediate AI opportunities lie in automating merchants’ existing payment and finance workflows. At the same time, the company is building […]

The subtext of Meta Connect 2026 was in some ways more interesting than the text: How much access are consumers, willing and unwilling, going to give Meta to their private lives — and at what price? Meta Connect 2026 launched an expected camera-free glasses product as well as a handheld device for accessing Muse, which […]

Payments companies often describe themselves as global platforms. But in Asia-Pacific (APAC), global reach matters little if a provider can’t make local payments work reliably. That was my main takeaway from Xendit’s recent analyst day in Kuala Lumpur. The company presented a platform spanning payment acceptance, payouts, treasury, and embedded finance. It reported processing more […]

California’s recently enacted AI legislation may ultimately matter for a reason that has received relatively little attention. Senate Bill 813 and Assembly Bill 1405 are not just about governing AI systems. They begin to formalize expectations for the organizations that assess, verify, and audit those systems. The state’s subsequent executive order reinforces that direction by […]

Most enterprises have at least one application that refuses to retire. It solves an indispensable business problem, depends on obscure integrations, and runs on code that few people fully understand. Its interface may be decades old, but the business still cannot function without it. These applications persist for legitimate reasons. Replacing them can be costly, […]

Visit the hub at B2B Forum EMEA to learn how Forrester AI, paired with Forrester’s Total Economic Impact™ content, can help marketers identify the questions shaping buyer preference and answer them with credible economic evidence.

Shopify CEO Tobi Lütke recently warned employees against tossing “AI slop grenades” to coworkers: using AI to generate something quickly, then shifting the burden of reviewing, interpreting, or fixing it to someone else. Marketing leaders should pay attention. It’s not enough to worry about AI slop reaching customers and burying editors, creative teams, and other […]

For many B2B organizations, partner incentives have historically centered on market development funds (MDFs) and co-op funding. Although 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 […]