Martin Gill

VP, Research Director

Forrester Bio

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Why Do Digital Business Transformations Fail?

Martin Gill April 1, 2015
Digital transformation is undeniably complex and often misunderstood. To look at why things go wrong for some firms, lets take a quick look at three high-profile examples of transformation – two failures and one new initiative. These highlight some common mistakes that senior executives make: They think its a technology problem. Take the example of […]
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Black Friday: The Sale That Stole Christmas

Martin Gill February 9, 2015
Black Friday is here. By here, I mean here in Europe. And it’s here to stay. Amazon launched Europe’s first Black Friday sale in 2010, with a small fanfare and some success. Most European retailers did the polite thing, and looked bashfully away while their brash American cousins celebrated a day with zero cultural significance […]
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Digital skills are the golden ticket in 2015

Martin Gill January 28, 2015
It’s no secret that digital skills are in short supply. In fact, while some three quarters of executives tell us their firm now has some form of digital strategy (however rudimentary), a paltry 16% say they have the skills and capabilities necessary to deliver it. Even though the average eBusiness team’s staffing budget is growing […]
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Ready to Write Your Digital Strategy? Read This First.

Martin Gill November 17, 2014
Two weeks ago today I was in Chicago preparing for Forrester's Forum For eBusiness & Channel Strategy Professionals.   Our theme was movies – about the shift from the monolithic studio system of the golden age of Hollywood to the dynamic ecosystems combine then disburse to make movies these days, and also of the shift […]
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Digital Business Transformation Will Gain Critical Mass In 2015

Martin Gill November 7, 2014
In 2014 digital business hit the boardroom and the C-suite offices: At the beginning of 2014, 93% of executives told us that they believed that their industries would experience digital disruption in 2014. But our surveys and interviews also tell us that many executives don’t believe that their firm has the ability to execute on […]
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Accelerate Digital, Don’t Try and Control It

Martin Gill September 16, 2014
Centres of excellence and shared service teams are nothing new. Its a concept that Technology Management teams have been wrestling with for years, if not decades in an effort to streamline underlying technical architecture and simplify application landscapes. In the digital world, its a less well established approach, but one that is gaining momentum as […]
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Where’s Your Next $Bn In Growth Coming From? Your Home Market? I Don’t Think So…

Martin Gill August 26, 2014
Depending on the viewpoint of your favorite economist, the recession may be over. But retail growth is far from buoyant in many markets. The UK retail sector shows healthy signs of recovery, while US consumers seem be less confident. There are numerable success stories; John Lewis passed the £1bn online revenue mark this year, while […]
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Digital Business Means its Time to Evolve

Martin Gill June 13, 2014
I’m returning from three days at Forrester’s Technology Management Forum in London. The theme was “Unleash Your Digital Business”, and a very public event on the first day hammered home the timeliness and relevance of the story. Parliament passed the “Ordinance for the Regulation of Hackney-Coachmen”in 1654.  London at that time would have been unrecognizable […]
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Drive Digital Transformation Through Strategic Partnerships

Martin Gill May 21, 2014
I’m house hunting.   It’s a very enlightening way of seeing digital disruption in action. When my wife and I bought our current house over a decade ago, we found it on a property website, but that’s where the digital engagement ended. We physically went to the estate agent to book a viewing. We were […]
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Navigating the New Digital Landscape

Martin Gill April 16, 2014
I’m writing this on the train. On my iPad. Connected to the internet (albeit intermittently, thanks to the occasional tunnel) while trundling through the British countryside. I booked my ticket online with Expedia. I used the Trainline app to check the most up to date timetable info just before I left the office. Digital is […]
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Use Forrester’s European Retail Segmentation to Understand Complex Customer Behavior

Martin Gill April 9, 2014
Digital disruption is both an opportunity and a threat.   In the age of the customer, firms that assume that what made them successful in the past will continue to drive competitive advantage in the future are doomed to failure. But as a counterpoint, those firms that embrace the opportunity digital technologies bring to get […]
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Step Up To Digital Leadership

Martin Gill March 26, 2014
No industry is immune to digital disruption. Globally, executives acknowledge the disruptive influence that digital technologies have on their businesses. In fact, in a recent Forrester survey fielded in conjunction with Russell Reynolds, 41% of business and IT executives believed that their industry had already been moderately or massively disrupted and over half expected to […]
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Are You Ready For Digital Business?

Martin Gill March 10, 2014
When David Cameron and Angela Merkel put their heads together to talk about the “Internet of Things” and decide that Britain should double its research investment into technology research, you know the world is digital. The fact that the world is becoming digital is no longer really newsworthy. It’s a boardroom topic for most firms. […]
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What Can Microsoft Teach You About Digital Business?

Martin Gill February 21, 2014
It’s only crumbling, archaic companies that have to worry about digital disruption, right? Companies that cling to out-moded ways of operating, where out-of-touch, besuited executives languish in mahogany-paneled boardrooms pondering strategy over cigars and brandy. Oh no. Digital disruption impacts every business and every company. No matter how “born digital” you may think your firm […]
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Introducing the Global Retail Segmentation

Martin Gill January 30, 2014
It's hardly a secret that consumers are rapidly adopting new touchpoints to help them shop. But the killer question that every eBusiness executive must be able to answer is, how quickly are consumers adopting any given touchpoint and how influential are they in the overall shopping experience?   Touchpoint adoption varies significantly around the globe. […]
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Bring me my Jetpack!

Martin Gill December 20, 2013
The future, if you believe science fiction, will be filled with hover-cars and jetpacks.   Bah humbug. I was never really into sci-fi as a kid. I never got into Doctor Who (still don’t get it), and I preferred the idea of swords and dragons to spaceships. But I did love Tomorrow’s World.   That’s […]
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eCommerce. Russian style!

Martin Gill December 3, 2013
Anyone who’s heard me speak at a conference over the last couple of years stands a fair chance of having listened to me talk about the fall of the Berlin Wall. Now, considering I typically talk about agile commerce, digital transformation, and occasionally mobile retail strategies, that might sound odd, but I talk about the […]
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The ROI of Agile Commerce

Martin Gill September 27, 2013
Its been a labor of love, but its finally here. Yes, I’ve actually published The ROI Of Agile Commerce.   One of the most common themes we hear from firms looking to invest in pushing their digital agenda forwards is “show me the money.” It's not that eBusiness professionals don’t believe us when we say […]
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How to be a Digital Commando

Martin Gill August 12, 2013
These poor, cold fellows stand few miles from my parent’s house in the Highlands of Scotland. They commemorate the founding of the Royal Marine Commandos in 1942, and these windswept, bronze statues (almost as cold as the poor trainees were at the time) overlook the glens and lochs where the original commandos trained. So what’s […]
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What’s your in-store digital strategy?

Martin Gill June 6, 2013
At the start of the year, I published a piece of research looking at the major trends we predicted would hit Europe this year. One of the themes I called out was building on Peter Sheldon’s excellent research around The Digitization Of The In-Store Environment; as I put it in European Online Retail: Five Trends To […]
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