Laura Ramos

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

Is Customer Success Paying Enough Attention To GenAI Today?

Laura Ramos March 18, 2025
Last week, we published two data snapshot reports from Forrester’s State Of Customer Engagement Survey, 2024. Focused on US-based respondents at B2B firms that primarily sell software, these short reports give a bit of a unique look into the more sophisticated side of customer engagement.
Blog

Announcing Forrester’s B2B Programs Of The Year Award Winners For North America

Matthew Selheimer February 27, 2025
Learn the seven companies that won this year’s coveted B2B Programs Of The Year Awards for North America, and join us at B2B Summit in Phoenix to hear their stories live.
Blog

Customer Success Plays A Crucial Role In Revenue Process Transformation

Laura Ramos February 24, 2025
The Forrester Opportunity Lifecycle is a framework for transforming revenue processes to maximize value for B2B customers. As my colleague Amy Hawthorne explains, top revenue transformers: Share signals and create a common view of the customer — throughout the postsale. This is so you can achieve a true understanding of what makes customers succeed, as […]
Blog

Is Your Postsale CS Strategy Setting Customers Up To Succeed?

Laura Ramos February 13, 2025
Every time you turn around, it looks like someone is taking a shot at customer success (CS). Whether at last year’s SaaStr or elsewhere, more voices have been calling for new approaches to CS — ones that transform CS from cost center to tool for growth. While it’s still early to plan a funeral, CS […]
Blog

SaaStr 2024 Shines A Spotlight On Customer Success

Laura Ramos September 17, 2024
Last week I attended the 10th annual SaaStr conference in San Mateo. For those unfamiliar, SaaStr is a community and resource hub that covers the building and scaling of software-as-a-service (SaaS) companies. The conference brings together industry leaders, entrepreneurs, and investors to network and share insights. It’s a valuable resource for anyone involved in the […]
Blog

Fifteen Common B2B Customer Advisory Board Mistakes

Laura Ramos September 4, 2024
Learn where customer advocacy programs can fall short — and how B2B marketers can keep the focus on value.
Blog

Can Your Customer Success Strategy Withstand The Heat?

Shari Srebnick July 22, 2024
Summer is officially here — and we know this not simply because the calendar says so but also because the scorching temperatures outside are testing every thermometer’s limits (and ours, too). The intense heat forces us to adapt our plans and navigate unpredictable summer storms, leaving us pivoting quickly to find alternative activities. Solving our […]
Blog

Scaling Customer Success Through Digital Can Double Your ROI

Laura Ramos July 10, 2024
B2B companies double the impact of their investment when they scale customer success by creating a digital-led experience that includes learning and advocacy.
Blog

Investing In Customer Success Delivers 107% ROI Within Three Years

Laura Ramos March 27, 2024
Explore the benefits of dedicating a team to customer success management, outfitting them with purpose-built technology, and enabling them to drive consistent experiences that lead to retention and growth.
Blog

Your Predictions Questions Answered: Leveraging GenAI Successfully

Laura Ramos February 22, 2024
During Forrester’s Predictions 2024 webinar, we received a lot of great questions about how generative AI might affect customer-facing functions such as marketing, customer experience, and sales. Check out our answers.
Blog

Predictions 2024: GenAI And Partners Help B2B Marketing, Sales, And Product Endure A Wild Ride Ahead

Laura Ramos October 25, 2023
B2B marketing, sales, and product functions in 2024 will face disruption and opportunity from generative AI, making alignment more critical than ever. Learn more about what’s coming in 2024.
Blog

Prévisions 2024 : la genAI et les partenaires aident le marketing, les ventes et les produits B2B à faire face à un avenir changeant

Laura Ramos 25 Octobre 2023
En 2024, les services marketing, ventes et produits B2B seront confrontés aux perturbations et aux opportunités offertes par l’IA générative, et il sera donc plus essentiel que jamais de s’aligner. En savoir plus sur ce qui nous attend en 2024.
Blog

Prognosen 2024: Mithilfe von KI und Partnern können die Teams für B2B-Marketing, -Vertrieb und -Produkte durch bevorstehende Turbulenzen steuern

Laura Ramos 25 Oktober 2023
Durch den Vormarsch generativer KI werden sich die Funktionen für B2B-Marketing, -Vertrieb und -Produkte 2024 disruptiven Entwicklungen und Chancen gegenübersehen. Dadurch wird eine Abstimmung noch wichtiger als je zuvor. Erfahren Sie mehr darüber, was Sie 2024 erwarten wird.
Blog

Power Up Your Customer Success And Customer Marketing Partnership

Laura Ramos September 13, 2023
Learn how top-performing customer marketing and customer success teams keep existing customers loyal and profitable.
Blog

Four Advocate Personalities Turn Customer Goodwill Into Gold

Laura Ramos July 28, 2023
Question: How is a customer marketer different than other marketers? (No, this is not the opening line of a joke — that would be “Two customer marketers walk into a bar … ”) Top customer marketers focus on how customers attain value. They know that solid references, case studies, valid reviews, upsell/cross-sell opportunities, and expansion […]
Blog

Not All Alignment Is Equal: Achieve Alignment That Drives Growth

Dave Frankland May 31, 2023
Successful alignment is less about process and more about calibrating buyer value. Learn about the five dimensions that top organizations align on — and learn more at Forrester’s B2B Summit North America.
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Five Ways To Get Aboard Customer Success

Laura Ramos April 25, 2023
Simply keeping accounts on the training and adoption track, while necessary, is no longer sufficient to drive predictable growth. Learn how to engineer customer success experiences that deliver value to your customers and company alike.
Blog

How Are Post-Sale Customer Engagement Responsibilities Changing?

Laura Ramos March 8, 2023
How common is customer marketing as a stand-alone function? Is customer success becoming the new customer experience (CX) at B2B firms? What is the range of responsibilities commonly shared by B2B CX teams like yours? Are you interested in the answers to questions like these? Forrester’s customer engagement research group is, too! We want to […]
Blog

Customer-Led Growth Is Getting More Attention Among B2B Firms: Should You Care?

Laura Ramos February 14, 2023
You may be hearing more about customer-led growth as a counterpoint to product-led growth. Learn what it is, and what it means for you.
Blog

How Does B2B CX Quality Impact Loyalty? — A Forrester B2B Summit 2022 Session Preview

Laura Ramos April 11, 2022
Assessing the CX of B2B companies is trickier than in the B2C space. At Forrester's B2B Summit North America, we'll unveil the first B2B CX Index™ and reveal which aspects of CX matter most for two popular solution types.
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