Featured Blogs

Blog

GenAI Possibilities Become Reality When Leaders Tackle The Hard Work First

Lisa Gately February 21, 2025
Learn why well-meaning questions about generative AI adoption can become a distraction — and what to do first to reap real benefits.
Blog

In A World Of Buying Mayhem, All Leaders Must Be Change Leaders

Katy Tynan 6 days ago
Today’s dizzying pace of change will not abate, and leaders must show the way forward. At our upcoming events, B2B Summit North America and CX Summit EMEA, we’ll show you how.
Podcast

Encore Presentation: Get Your AI Aligned

What It Means 6 days ago
The big challenge with AI for business is risk. How can an organization minimize the risk while maximizing the benefit of AI? In this episode, Vice President and Principal Analyst Brandon Purcell proposes a solution to this challenge — AI alignment — and outlines how an “align by design” approach can help.

Gain B2B Marketing Insights At Forrester’s Phoenix Summit!

Do more, see more, and learn more at B2B Summit North America, with new hands-on opportunities to connect with analysts, new research, and new frameworks to manage buyer chaos and align go-to-market teams.

Blog

Google To Acquire CNAPP Specialist Unicorn Wiz For $32 Billion

Andras Cser 7 days ago
Learn what the largest-ever acquisition in cybersecurity means both for Google and the CNAPP space.
Blog

ServiceNow And Salesforce Cross Battle Lines In An Escalating CRM War

Kate Leggett March 18, 2025
Customer relationship management (CRM) systems initially focused on supporting core front-office functions such as sales and marketing, but the value proposition of CRM has significantly expanded through strategic tech convergence, driving substantial revenue growth for vendors.
Blog

Let The Service Management Agentic AI Race Begin

Julie Mohr March 14, 2025
As vendors race to integrate AI-driven solutions into their offerings, we explore how agentic AI is revolutionizing service management, why it matters now, and what the future holds for service management automation.

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Blog

Explore Five Ways To Improve Personalization At Forrester’s B2B Summit

Jessie Johnson 15 hours ago
B2B marketers overwhelmingly agree that their buyers and customers expect experiences relevant to their needs and preferences. Yet they struggle to define and deploy an audience-centric approach to B2B personalization that extends throughout the customer lifecycle. Compounding this challenge is that the “right” content — what is most relevant or meaningful to the buyer — […]
Blog

Breaches And Lawsuits And Fines, Oh My! What We Learned, The Hard Way, From 2024

Janet Worthington 18 hours ago
With the average cost of a data breach at $2.7 million and 33% of enterprises reporting being breached three or more times over the past 12 months, understanding and learning from past incidents is not just beneficial — it’s essential. Our detailed examination of the top 35 breaches and privacy fines of 2024 has unearthed […]

2025 Tech Predictions: Your Must-Have Guide

From AI’s impact to cloud evolution and smarter workflows for the SDLC and AIOps, 2025 is set to be a big year for tech. Download our Predictions guide to see if you’re on track to make the most of these changes.

Blog

1+1+AI=5: How Generative AI Is Empowering Teams

Frederic Giron 18 hours ago
We often talk about AI through the lens of individual productivity: automating tasks, accelerating workflows, and reducing costs. But there’s something far more powerful — and far less discussed — emerging in front of us: the impact of generative AI on teams — not just replacing tasks but reshaping how people work together. That’s the story […]
Podcast

397: Generative AI: Lessons Learned

The CX Cast 23 hours ago
How should CX professionals use generative AI? Forrester VP, Principal Analyst Martha Bennett joins for a follow-up discussion to chat about the evolution and current state of genAI, busting myths and addressing real-world CX applications. 
Blog

Interoperability Is Key To Unlocking Agentic AI’s Future

Leslie Joseph 24 hours ago
To achieve seamless cross-platform functionality, AI agents need standardized frameworks addressing not just technical compatibility but also security, governance, adaptability, and intent. Read this post to learn the nine dimensions of agentic AI interoperability. 
Blog

Visualize, Control, And Optimize Your Spend With Software Asset Management Tools

Biswajeet Mahapatra 1 day ago
In a climate of economic and political uncertainty, tech budgets are under pressure. According to Forrester’s Industry- And Customer-Supporting Software Survey, 2025, 23% of organizations cite budget as their number one software challenge. Currency depreciation, ranging from 6 to 12% in EMEA/APAC, adds further strains on US-dollar-denominated renewals. Making things worse, 27% of organizations report […]
Blog

AI Agents And Human Adoption: Insights From Domopalooza 2025

Kim Herrington 2 days ago
AI and data platform provider Domo unveiled its AI agent capability — Agent Catalyst — at the recent Domopalooza 2025 event. Learn more about the new release and Domo's offer to build customers’ first agent for free in this review of the event.

Ready For 2025? Discover Key B2B Marketing And Sales Predictions!

Check out our 2025 predictions for B2B CMOs and CSOs! Discover the groundbreaking shifts in AI, product-led growth, buying groups, and digital sales headed your way.

Blog

Beyond Headless And Composability: The Era Of Agentic Content Management Arrives

Chuck Gahun 2 days ago
The Forrester Wave™: Content Management Systems, Q1 2025, reveals a transformed field of third-generation CMSes that are delivering new business value through (1) generating AI-powered content variants at scale and (2) AI agents to enhance content teams’ interactions with digital content.
Blog

SUSECON 25: Expanding Open Source In Cloud, Edge, And AI

Michele Pelino 2 days ago
At its recent SUSECON 25 event, SUSE revealed a rebranded portfolio focused on four key platforms. Learn more about those changes and how they could impact your technology plans in this review of the event.
Blog

B2B Brand Safety Must Transcend Digital Boundaries

Karen Tran 2 days ago
Companies’ reputations aren’t just built (or destroyed) online. Marketing leaders must stay mindful of the vast ecosystem influencing their brand’s reputation.
Blog

Salesforce Launches Agentforce: What Technology Leaders Need To Know

Ted Schadler 2 days ago
Learn the ins and outs of building and operating AI agents on Agentforce in this review of Salesforce’s TDX developer conference.
Blog

Customer Journeys Connect Brand And Experience

Martin Gill 2 days ago
Let’s start with some good news. According to Forrester’s Priorities Survey, 2024, business and technology leaders tell us that the number-one priority for their firm is to “improve the experience of our ultimate customers.” The top three priorities for this year are: 1. Improve the experience of our ultimate customers. 2. Meet measurable commercial growth […]

How Will 2025 B2C Trends Shape Your Strategy?

Prepare for the future with our 2025 predictions for B2C marketing and CX leaders. Learn how to refine your strategies for AI, tech stacks, loyalty programs, frontline agents, TikTok, and more.

Blog

Call For Entries: The 2025 Enterprise Architecture Awards

Charles Betz 2 days ago
Forrester is thrilled to announce the opening of nominations for the 2025 global Enterprise Architecture Awards. Learn more about this year's awards and how to apply here.
Blog

NASSCOM 2025 — Year Of Global Capability Centers, AI, And Workforce Transformation

Ashutosh Sharma 2 days ago
NASSCOM recently hosted its flagship event, the Technology Leadership Forum (NTLF) 2025, with noticeably stronger attendance than in recent years. Returning to its familiar venue — the Grand Hyatt Mumbai — proved valuable. The compact setting was ideal for high-impact interactions, enabling us to engage in over 50 client meetings across a wide range of […]
Blog

B2B Buyers Rate Their Most Trusted Information Sources

Ian Bruce 5 days ago
B2B buyers rarely act alone. They are part of large, complex buying groups that rely on a network of trusted sources throughout the decision-making process. Forrester’s B2B Trust research delves into these preferences, offering insights that are invaluable for shaping marketing and sales strategies and influencer relations programs. We find that B2B buyers have distinct […]
Blog

Generative AI Is Ushering In A New Era Of Intelligent Content Management

Cheryl McKinnon 5 days ago
This week we published a new report looking at how generative AI (genAI) can bring fresh energy to an enterprise content management (ECM) program. Unlock The Potential of Your Documents With Generative AI is a call to action for content management leaders to explore new ways to engage with and exploit the value of their managed […]
Blog

It’s Not Your Automation; It’s Your Change Management

Craig Le Clair 6 days ago
Change isn’t just hard — it’s a continuous battle, and one that automation will make more intense and frequent. And if you think you’re prepared for automation’s pace of change that is coming, you’re already behind. We’ve barely grown comfortable with the past few years’ changes — remote work, video calls, hybrid chaos — and […]
Blog

WAFs Are Now The Center Of Application Protection Suites

Sandy Carielli 6 days ago
Although not a new technology by any stretch, web application firewall (WAF) solutions continue their evolution. Today, WAF solutions are cloud-based and protect applications and APIs in hybrid and multicloud environments. WAF solution vendors have expanded their remit to address API attacks and layer 7 DDoS and are working to integrate WAFs with bot management, […]
Blog

Top AI Use Cases For Accounts Receivable Automation In 2025

Meng Liu 6 days ago
The AI Transformation In Accounts Receivable In the dynamic world of finance, AI is transforming accounts receivable (AR) processes, driving efficiency and accuracy like never before. Our latest report, Top AI Use Cases For Accounts Receivable Automation In 2025, explores the groundbreaking ways AI is reshaping AR, from collection management to electronic invoice presentment. The […]
Blog

Anarchy In The UK: The UK Government’s Wild Ride With AI And Big Tech In 2025 — And It’s Only March

Martin Gill March 19, 2025
The UK government has declared that it will “take a ‘test and learn’ approach with spending on AI and digital to push innovation.” Staged funding, mission-driven prioritization, and outcome metrics — the civil service bringing some Silicon Valley mentality to play. In theory, I like it. In practice … hold that thought for now.
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