Featured Blogs

Blog

To Thrive Through Volatility, Master These Three Areas

Sharyn Leaver 5 days ago
There’s no end in sight for the current disruption, but making the right strategic moves will help you come out ahead.
Blog

NVIDIA GTC 2025: Reasoning And Robotics Converge

Naveen Chhabra 4 days ago
San Jose was abuzz with excitement as AI enthusiasts gathered for the 2025 NVIDIA GTC AI conference. Find out what the key announcements were and what they could mean for your technology roadmap in this review.
Blog

Consumers React To Tariffs With Concern And Caution

Dipanjan Chatterjee 5 days ago
Our recent poll showed how consumers feel about and are responding to a slew of anticipated new tariffs.
Podcast

Put Employees At The Center Of Your AI Strategy

What It Means 5 days ago
What does it take to make the most of AI in the enterprise? Hint: It’s not the tools. VP and Principal Analyst J. P. Gownder shares insights on the value of putting humans at the center of your AI strategy.
Blog

In A World Of Buying Mayhem, All Leaders Must Be Change Leaders

Katy Tynan March 20, 2025
Today’s dizzying pace of change will not abate, and leaders must show the way forward. At our upcoming events, B2B Summit North America and CX Summit EMEA, we’ll show you how.
Podcast

Encore Presentation: Get Your AI Aligned

What It Means March 20, 2025
The big challenge with AI for business is risk. How can an organization minimize the risk while maximizing the benefit of AI? In this episode, Vice President and Principal Analyst Brandon Purcell proposes a solution to this challenge — AI alignment — and outlines how an “align by design” approach can help.

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Blog

Medallia And Qualtrics Conference Highlights: Rivals Offer Different Plans For AI Enhancements

Colleen Fazio 4 minutes ago
Over the past two weeks, we attended back-to-back CX events – first Qualtrics X4 in Salt Lake City, then Medallia Experience in Las Vegas. Both leaders in The Forrester Wave™: Customer Feedback Management Solutions, Q4 2024, these vendors court enterprise-wide CX programs as well as digital, contact center, and location-based operations leaders. Despite the similarities […]
Blog

A Market On The Cusp Of Change — Decoding The Forrester Wave™: Customer Relationship Management Software, Q1 2025

Kate Leggett 16 hours ago
The value of AI in CRM is real. Customer interactions produce huge volumes of high-quality, well-governed data; unleashing AI on this data lets organizations summarize and surface key insights, predict the best actions to take, and start pursuing goals autonomously. The result? Increased productivity and effectiveness for the front office, which enables organizations to deliver […]
Blog

Financial Firms Offer Laid-Off Government Employees A Chance To … Spend More Money?!

Rick Parrish 17 hours ago
As a former US federal employee, I’m a customer of two financial services companies that focus on current and former feds. Within the past couple of months — as millions of federal employees have been subject to on-again, off-again layoffs — these companies have emailed their customers with essentially the same message. It goes something […]
Blog

TDX 2025: MuleSoft And The Salesforce Platform Pivot

David Mooter 23 hours ago
About seven years ago, I was on an initiative to explore low-code. When I saw Salesforce’s low-code product in demos, my impression was that the product was only suitable for buyers with a strong Salesforce CRM focus — a feeder to drive more revenue into Salesforce’s flagship product. When Salesforce acquired MuleSoft, many worried that […]
Blog

Accessibility Is Getting Its GDPR Moment

Christopher Condo 23 hours ago
Software that is not written with the needs of people with visual, auditory, motor, and cognitive disabilities in mind blocks potential and current customers from using your products and services. Imagine what you would do to get 1.3 billion more customers.
Blog

Help Your People In The US Federal Government Navigate Unprecedented Changes

Mark Moccia 23 hours ago
The speed, depth, and widespread nature of current change in the US government is dramatic, but as a leader in this space, you are uniquely challenged at this moment to help your people stay engaged in delivering great outcomes while under significant mental stress.
Blog

Six Key Findings From My First 60 Days As Forrester’s DAM Analyst

Phyllis Davidson 4 days ago
The opportunities are vast for both digital asset management (DAM) vendors and users. Learn six capabilities that are increasing their fidelity and will likely have a big impact on the future of digital experiences.
Blog

Translytical Databases Are Fueling Modern AI Apps

Noel Yuhanna 4 days ago
Translytical databases are emerging as a critical solution to support AI-driven applications. Learn three key advantages that translytical databases provide for advanced AI-driven use cases.
Blog

Learn How To Make Every Journey Count And Unlock A Value Flywheel At CX Summit EMEA

Joana de Quintanilha 4 days ago
Every customer journey can create or destroy value — both for your customers and your firm. At CX Summit EMEA, learn how to measure customer journeys and optimize their value.
Blog

E-Commerce Evolution: Beyond The Horizon

Christina Schmitt 4 days ago
The architecture of your e-commerce ecosystem could decide your B2B organization’s success. Get tips on how to optimize it in this preview of a new report.
Blog

Be THE Human In The Loop: Data And AI Literacy Is Your Edge

Kim Herrington 5 days ago
What does it mean to be the human in the loop for your AI strategy? Find out how improving your data and AI literacy can make you a more valuable worker in the age of AI.
Blog

AI Catapults The CRM Market To A Moment of Reckoning

Kate Leggett 5 days ago
CRM software has become overengineered, and complexity is killing its value, but AI has the potential to simplify CRM.
Blog

AI Wakes The Sleeping Giant: Continuous Improvement Will Finally Fulfill Its Promise

Charles Betz 5 days ago
We are seeing the reemergence of continuous learning and improvement at enterprise scale but, this time, fueled by AI, operationalized through agents, structured in graphs, and enriched with live telemetry. Find out more about this transformation and what its implications will be for the enterprise.
Blog

European Tech Spend Grows 5% In 2025 To Reach €1.4 Trillion

Michael O'Grady 6 days ago
In 2025, European technology spending will see a significant uptick of 5% to reach a monumental €1.4 trillion. Find out which sectors and categories will drive the growth in this preview of our annual European tech market forecast.
Blog

Explore Five Ways To Improve Personalization At Forrester’s B2B Summit

Jessie Johnson 7 days ago
B2B marketers overwhelmingly agree that their buyers and customers expect experiences relevant to their needs and preferences. Yet they struggle to define and deploy an audience-centric approach to B2B personalization that extends throughout the customer lifecycle.
Blog

Breaches And Lawsuits And Fines, Oh My! What We Learned, The Hard Way, From 2024

Janet Worthington March 25, 2025
With the average cost of a data breach at $2.7 million and 33% of enterprises reporting being breached three or more times over the past 12 months, understanding and learning from past incidents is not just beneficial — it’s essential.
Blog

1+1+AI=5: How Generative AI Is Empowering Teams

Frederic Giron March 25, 2025
We often talk about AI through the lens of individual productivity: automating tasks, accelerating workflows, and reducing costs. But there’s something far more powerful — and far less discussed — emerging in front of us: the impact of generative AI on teams — not just replacing tasks but reshaping how people work together.
Podcast

397: Generative AI: Lessons Learned

The CX Cast March 25, 2025
How should CX professionals use generative AI? Forrester VP, Principal Analyst Martha Bennett joins for a follow-up discussion to chat about the evolution and current state of genAI, busting myths and addressing real-world CX applications. 
Blog

Interoperability Is Key To Unlocking Agentic AI’s Future

Leslie Joseph March 25, 2025
To achieve seamless cross-platform functionality, AI agents need standardized frameworks addressing not just technical compatibility but also security, governance, adaptability, and intent. Read this post to learn the nine dimensions of agentic AI interoperability. 
Blog

Visualize, Control, And Optimize Your Spend With Software Asset Management Tools

Biswajeet Mahapatra March 25, 2025
In a climate of economic and political uncertainty, tech budgets are under pressure. According to Forrester’s Industry- And Customer-Supporting Software Survey, 2025, 23% of organizations cite budget as their number one software challenge.
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