OpenWorld And Dreamforce: A Competitive Game
Actually, most customers do not directly compare Oracle with Salesforce.com, as organizations buy very different things from these two vendors. While Oracle has a diversified portfolio of middleware components and a bunch of business applications, Salesforce still clearly makes the majority of its revenue from its SaaS CRM products, delivered exclusively via a native public […]
OpenWorld And Dreamforce: A Competitive Game
Actually, most customers do not directly compare Oracle with Salesforce.com, as organizations buy very different things from these two vendors. While Oracle has a diversified portfolio of middleware components and a bunch of business applications, Salesforce still clearly makes the majority of its revenue from its SaaS CRM products, delivered exclusively via a native […]
Tech Channel Partners Are Starting To Get The Business
In my stump speeches at partner conferences this year, I identify the No. 1 challenge that faces channel partners (and the tech vendors whose products they represent): partners’ inefficacy in reaching and resonating with line-of-business (LOB) decision-makers. It’s a disconcerting challenge indeed, due to the fact, of course (as Forrester’s Business Technographics® data repeatedly demonstrates), […]
Salesforce Bets Big On Commerce, At The Expense Of Demandware
Salesforce announced on June 1st its intent to acquire eCommerce software provider Demandware for $2.8 billion, augmenting its CRM platform with a capable and industry leading commerce solution. This move positions Salesforce as a direct competitor to enterprise software companies like Oracle, SAP, and IBM – all of which have formidable commerce software offerings. This acquisition […]
“Uber For X”: The X Doesn’t Stand For Experience
An on-demand startup called Peach began delivering lunch to my office recently. Depending on the day, I can order mango chicken curry, mushroom tacos, or eggplant rollatini, and Peach will deliver it at lunch time for about 10 bucks. I don’t know about you, but $10 a day for lunch is a bit steep — […]
Channel Partner Business Models In The Age Of The Customer
I’ve been invited to present at several partner conferences this year on the topic of how channel partners should transform their businesses, specifically in light of declining discount margins and digital transformation. Yes, you heard me right – declining discount margins. It’s not happening across the board, but the general trend in the tech industry […]
Is Your Omnichannel Fulfillment Program Profitable?
In the race to keep up with skyrocketing consumer expectations around omnichannel commerce experiences, many retailers moved quickly to roll out omnichannel fulfillment capabilities without fully understanding the incremental expense of operating these programs. Today, retail executives are beginning to shift their focus towards profitability: moving from implementing to optimizing their omnichannel fulfillment initiatives. In […]
How Will The Growth Of Mobile Search Influence Marketers’ Spending?
Consumers increasingly turn to their mobile phones for searches, store visits, and purchases engaging with a seamless overlay of real and virtual mobile-optimized shopping experience. Mobile search is always on, — on the go, at home, in-store, and at work, and through a mobile web browser, in-app access, or voice commands. As the consumer purchase […]
Your Partners Are Floundering In The New Services World Order — Here’s How To Help Them
The tech value-added services (VAS) business used to be so easy: Your channel partners would provide installation, configuration, training, and maintenance services for all vendor products that they resold. Their — and your — primary value target (i.e., whom they sold to) was the IT organization. And the required expertise was in the products, not […]
Predictions 2016: eBiz Professionals’ Influence Continues to Expand
2016 is looking busy for eBusiness professionals, who hold an increasingly important role as digital leaders in their organizations. They’ve been in strategic and operational roles, driving digital transformation throughout their companies. Their hand in new developments such as digital store or branch, mobile and the Internet of Things (IoT) proves that this role is […]
Predictions 2016: The Digital Store Engagement Surprise
We’ve all been told time again that the in-store shopping experience is undergoing seismic change. Technologies such as beacons, omnichannel fulfillment and in-store analytics have promised to change the definition of how a retail store engages with customers. And although iron-clad digital store success stories are few and far between, stores will continue to chase […]
Customer Experience Unifies With Brand Management In 2016
2016 marks the year that the CMO will take control of the customer experience — or risk facing significant coordination challenges (and potential headaches) with some other fledgling executive who sees the opportunity to own it. Savvy CMOs will lead the charge to convert superior experiences to growth. This includes driving change above and below […]
Introducing Forrester's Digital Store Playbook
At Forrester's Digital Business Forum in Chicago today, we announced the launch of our brand new Digital Store Playbook. This playbook provides a structured framework to guide eBusiness professionals through digital store transformation – from creating a digital transformation vision to developing a digital store business case. As part of a much broader and highly […]
Most Marketers Don't Use Social Relationship Platforms
Social Relationship Platforms (SRPs) like Sprinklr, Sprefast, and Hootsuite save marketers time and help them more effectively manage their branded Facebook pages and Twitter accounts — but most marketers still don't use these valuable tools. We recently analyzed the Facebook posts made by 5,000 large brand pages and found that two-thirds post exclusively through Facebook's […]
Last Chance: Word of Mouth Marketing Survey
If you're a brand-side marketer whose company uses word of mouth marketing, could you take a few minutes to complete our survey? It won't take long — and to thank you for your time, we'll be sure to send you a copy of the aggregated data. We appreciate your participation!
Who’s Afraid Of The Big Bad AI?
I’ve read a lot recently about the emerging danger of increasingly powerful artificial intelligence. Are there dangers? Of course, but I don’t think we have to worry about machines suddenly deciding it’s in their best interest to end humanity. Here’s why: The debate first assumes that machines develop a “self-interest” that’s distinct from their programming. […]
Marketers: How Do You Use Word of Mouth?
I'm really excited to be a keynoting the WOMMA Summit in Miami this November. It's going to be a great event, including speakers from Comedy Central, Nissan, Twitter, Google and more — and I'm glad to be part of it. But to do a great keynote, I need to ask for your help: I'm working […]
Go Native To Strengthen Your Brand Engagement
Digital advertising is akin to a carpenter’s toolbox. Each tool in the box serves a different purpose and was made to accomplish a specific task. Similarly, native advertising, or sponsored content, is a marketing tool that marketers can use as a complement to other forms of digital advertising to achieve a specific purpose. Forrester defines […]
Through-Channel Marketing Automation — An Emerging Market Consolidating?
We recently completed our evaluation of 14 through-channel marketing automation (TCMA) vendors in “The Forrester Wave™: Through-Channel Marketing Automation Platforms, Q3 2015.” The TCMA Forrester Wave was oversubscribed — besides the 14 evaluated vendors, there are an additional 10 to 15 TCMA vendors that we are researching. Obviously this is a very fractured market, even […]
Social Marketers: Give Away Your Ad Budget
Social marketers have worked for years to justify ad budgets—and that effort is finally paying off. But if you’re a social marketer, and you want your social advertising to succeed, you’d be better off giving that money to your media buying team instead. We recently surveyed 173 of the most avid social marketers in the world […]