John Bruno

Senior Analyst

Forrester Bio

Author Insights

BLOG

A Just-Published Forrester Wave™ Proves That B2B Commerce Suites Have All Grown Up

John Bruno September 13, 2018

We’ve just published “The Forrester Wave™: B2B Commerce Suites, Q3 2018,” and B2B companies, you’re in luck — you now have a viable list of options with a focus on B2B. We battle-tested the 12 most significant vendors — Apttus, Episerver, Handshake, IBM, Insite Software, Intershop, Magento, Oracle, Salesforce, Sana Commerce, SAP, and Unilog — […]

Read More
BLOG

C/4HANA: SAP's Industrialization Of Customer Engagement

John Bruno June 5, 2018

SAP announced a new name, market position, and strategy for its customer engagement portfolio. Instead of a potpourri of products, SAP will now offer the quirkily named C/4HANA, which is comprised of SAP Marketing Cloud, SAP Commerce Cloud, SAP Service Cloud, SAP Sales Cloud (including CallidusCloud), and SAP Customer Data Cloud (Gigya). C/4HANA attempts to remind […]

Read More
BLOG

C/4HANA: SAP's Industrialization Of Customer Engagement

John Bruno June 5, 2018

SAP announced a new name, market position, and strategy for its customer engagement portfolio. Instead of a potpourri of products, SAP will now offer the quirkily named C/4HANA, which is comprised of SAP Marketing Cloud, SAP Commerce Cloud, SAP Service Cloud, SAP Sales Cloud (including CallidusCloud), and SAP Customer Data Cloud (Gigya). C/4HANA attempts to remind […]

Read More
BLOG

Salesforce Acquires B2B eCommerce Platform CloudCraze

John Bruno March 12, 2018

Salesforce decided to round out its suite of CRM applications by acquiring an eCommerce platform. Sound familiar? Well, it should. In fact, it was less than two years ago that Salesforce acquired Burlington, Massachusetts-based Demandware. For those of you following at home, you might find yourself asking the very appropriate question of “why would Salesforce […]

Read More
BLOG

SAP Acquires Callidus Software For $2.4 Billion

John Bruno January 30, 2018

The definition of CRM has changed. Yes, that is a big statement to make, but it’s an important one. CRM grew from a customer data repository into functional applications, first with sales automation and then to support customer service and marketing. Today’s enterprise software vendors cannot rest on “core” CRM functionality; their buyers demand a […]

Read More
BLOG

Vendavo’s Acquisition of Endeavor Commerce Highlights A Shift In The CPQ Market

John Bruno July 11, 2017

Today Vendavo announced its acquisition of Endeavor Commerce. This move brings together Vendavo’s price management and price optimization capabilities with the configuration and quoting capabilities of Endeavor Commerce. You’re probably ready to ask me “John, there have been a lot of acquisitions in the CPQ space in recent years. What makes this one so different?” Well, […]

Read More
BLOG

The Forrester Sales Force Automation Wave Marks A New Era In Sales Technology

John Bruno June 27, 2017

The CRM market is mature and the subsection of that market focused on sales, sales force automation (SFA), is even more mature. This market has lumbered along for the past 20+ years, but the dynamics between buyers and sellers today has brought upon the need for a new evolution. We’ve included 10 vendors in the […]

Read More
BLOG

Forrester’s First CPQ Wave Addresses The Tech Needs Of The Empowered Buyer

John Bruno February 7, 2017

If you’re in a B2B environment, you’ve undoubtedly noticed the changing behaviors of your customers in recent years. As a result, technologies have shifted their focus to get closer to the customer and I'm not talking about just CRM or SFA. With a flurry of acquisitions and new entrants to the CPQ market popping up […]

Read More
BLOG

Can Salesforce Really Prescribe An End-to-End Sales Process?

John Bruno October 11, 2016

Last week, nearly 170,000 business and technology professionals descended onto San Francisco for Salesforce’s annual conference, Dreamforce. The event itself was ripe with discussions on social responsibility and charity, but most attendees, including myself, attended for other reasons. We wanted Salesforce to pull back the curtains on what it saw for the future of sales. […]

Read More
BLOG

Microsoft’s Big Bang: Everything CRM and ERP On One Platform

John Bruno July 8, 2016

This week Microsoft announced a new offering (available in the Fall): Microsoft Dynamics 365. Sound familiar? It should. Office 365, Microsoft Dynamics CRM, and Microsoft Dynamics AX all come to mind, and this was not done by mistake. Microsoft is bringing together the capabilities from these products, their intelligence tools, and third party or internally-built […]

Read More
BLOG

Announcing John Bruno: A Sales Pitch

John Bruno February 19, 2016

Welcome to my Forrester blog. My career has been a blend of business strategy and technology, whether it was preparing people and processes for new technology eras as a consultant or diving deep into the technology while working in business operations and application development for a CRM vendor. What may surprise many of you reading […]

Read More