Featured Blogs

America’s soda market is very difficult to disrupt. The market is massive — nine of 10 US households buy soda — and dominated by a few iconic incumbents. Nonetheless, challenger brands have tried to take share. Orbitz, whose soda looked like a potable lava lamp, lasted less than a year. Jolt Cola packed a punch […]

In a Forrester landscape report published in May 2024, we predicted that M&A activity would continue to change and disrupt the enterprise architecture management suite (EAMS) market. This trend started in 2023, continued throughout 2024, and now, amazingly, as we enter 2025, the market has reached a further peak with three of the leading players, […]

From marketing service provider to CRM marketing services … what’s in a name? An evolution and some confusion. More agencies are going to market with “CRM services,” which also spans Salesforce consulting partners to contact-center outsourcers. My new report, CRM Marketing Services Evolve To Meet Changing B2C Marketer Needs, examines what CRM marketing services entail […]

Adding or improving digital experience is a top priority for organizations looking to improve their customer experience. Learn how experience optimization solutions can help do this by ingesting and analyzing data to generate insights and deliver personalized digital experiences.

Learn how a new marketing operations team made marketing mix modeling a well-oiled machine in this case study overview.

The ride for healthcare leaders is about to get wild. Before the election, healthcare stood at a critical precipice. Now the industry is bracing for a reckoning under the second Trump administration. The potential policy shifts are becoming clearer as the inauguration nears. Although confirmations are still pending, six key individuals slated for top healthcare […]

Each year, we calculate how much business growth improving Forrester’s Customer Experience Index (CX Index™) by one point drives. For 2024, we published the results in the report, How Customer Experience Drives Business Growth, 2024. The report includes the dollar upside of improving CX Index by one point for 12 industries: airlines, luxury auto manufacturers, […]

Do You Know What Your Energy Takers And Energy Givers Are? Knowing what your energy takers and energy givers are is an important step in managing your personal energy and productivity. Energy takers are too much screen time, overthinking, clutter and mess, dehydration, sitting for too long, and setting unrealistic goals. Energy givers are sunlight, […]

Are you a customer experience (CX) leader at a company using Net Promoter Score℠ (NPS)? Then you must be the most knowledgeable person on exactly how a change in NPS affects your organization’s key business metrics. Only then can you answer these critical questions: Where should you focus? Will you focus on CX improvements that […]

Content intelligence provides a data-based framework for marketers to harness predictive and generative AI to uncover buying signals and exchange value with buyers and customers through the differentiated experiences they demand.

Given the uncertain geopolitical times we are in, adapting your sourcing strategies by revisiting location strategies is more important than ever. Get some practical tips on how technology decision-makers can adapt their nearshore location strategies to meet the new realities.

The automotive sector’s vision of cars that are connected, autonomous, shared, and electric (CASE) becomes more interesting when it’s applied to the entire mobility ecosystem, which is what we’re doing at Forrester.

The US government doesn’t have an innovation problem, it has an adoption problem. Find out what makes open-source and agile adoption a unique proposition for government organizations.

Every year, Forrester looks to the future to predict what we think will happen across industries, geographies, and technologies. In this episode, Senior Analyst Christina McAllister and CX Cast host Martin Gill team up to explain how Forrester’s 2025 CX predictions came together.

Ninety-one percent of B2B buyers face online purchasing barriers, our recent survey data shows. Find out how these six principles of more impactful e-commerce measurement can help.

As we step into 2025, the APAC region stands at the forefront of a global financial transformation. Learn five key trends shaping the digital payments landscape across six key APAC markets in this preview of our new report.

With the growth of generative AI, developer productivity is on everyone’s mind these days. But measuring developer productivity is challenging. Learn how focusing on alignment can help eliminate the elephant in the room.

The B2B event technology landscape has continued to transform apace over the past two years. In this environment, standalone virtual event platforms have struggled as leading vendors have broadened their capabilities to support a wider range of event types. Despite these expanded capabilities, enterprises continue to run multiple, overlapping event technology platforms, with 22% of […]

What are high-performing portfolio marketing teams doing that others are not? Find out in this preview of a new report digging into the behaviors and characteristics of high-performing portfolio marketing organizations.