The Definitive Guide To Digital Health Experiences
As COVID-19 sparked a huge uptake of virtual care, what would have taken years of digital transformation happened in just a few short months. But even before the pandemic, rising consumer expectations...
View ArticleIs Your Content Helping Or Annoying Your Customer Success Team?
Data from the SiriusDecisions 2020 Customer-Facing Roles Survey indicates that the right content makes the difference in the ability of CSMs to meet customer expectations. Just as important: The right...
View ArticleB2C Firms Must Prepare As Consumer Buying Enters A New Era
Over the next decade, four factors will fundamentally drive how firms must evolve to meet consumer buying demands. Start exploring them.
View ArticleThree Tips for Using Design Thinking in Product Management Activities
Product managers must integrate design thinking into their product commercialization and lifecycle process to foster a customer-focused approach for offerings. Otherwise they risk being too internally...
View ArticlePandemic Got Your Marketing Plans Down? Pivot To People-Led Planning
COVID-19 has disrupted school, summer vacations, birthdays, weddings — you name it. It has been equally unforgiving to marketers, whose carefully crafted marketing plans became irrelevant amid store...
View ArticleApple Keynote
Apple’s “Time Flies” keynote will take place tomorrow, September 15, live from Apple Park: https://www.apple.com/apple-events/. I’ve been following Apple keynotes for many years (since at least 2005),...
View ArticleBuild The Case For A Customer Success Management Program Now
Business leaders recognize that there is great value in retaining their best customers. Forrester’s research bears this out: Devoted customers pay price premiums, buy additional services, and help...
View ArticleOracle Sort Of Buys TikTok (But Not Really)
Larry Ellison proves that customer acquisition cost (CAC) is no barrier in Oracle’s conquest to expand its cloud credibility and market share. The announcement is murky at the moment, but the...
View ArticleCMOs: Shift To People-Led Planning
CMOs, you won’t make it through the harsh economic conditions coming in 2020 if you can’t adjust your planning approach to respond to changing customer needs and operational availability. You’ve known...
View ArticleDesigning For Confidence: Good For Business And Good For People
This post was written with Senem Biyikli. Before the 2020 pandemic, design priorities at many organizations were different: Using an unfamiliar, branded term in site navigation might have been bad...
View ArticleKey Takeaways From The Forrester Wave™: Sales Content Solutions, Q3 2020
In Forrester’s recently published report, “The Forrester Wave™: Sales Content Solutions, Q3 2020,” we evaluated the nine most significant ones — Accent Technologies, Bigtincan, ClearSlide (a division...
View ArticleLeaders From Sales, Marketing, and Strategy Walk Into a Bar — Can They Agree...
The ultimate purpose of B2B messaging is to compel an audience to buy. Therefore, a company’s messaging must be crafted with the audience and purpose in mind. Is the purpose to inform, persuade, or...
View ArticleThe Science of Embedding Resilience in Marketing and Sales Plans
Earlier this year, as the COVID-19 pandemic was starting to unfold, organizations were throwing marketing and sales plans into the trash. Overnight, marketing and sales leaders and their teams were...
View ArticleThree Consumer Changes Will Define The Future Of How We Buy
By April of this year, an astounding 62% of US online adults had performed some kind of online transaction for the first time as a direct result of the COVID-19 pandemic — many began ordering products...
View ArticleListen Up: Podcasts Can Elevate Your Brand’s Marketing Strategy
I’ll admit it: I’m a podcast newb. I just got into them at the end of last year because of Wondery’s Business Wars, which sucked me in on my daily commute. While I’ve been late to the game, my...
View ArticleNVIDIA Arms Itself To Terminate Intel’s Processor Dominance
NVIDIA just announced that it plans to acquire Arm Limited from SoftBank for $40 billion. The combination aims to conquer the enormous compute market that has long been dominated by the x86...
View ArticleStreaming Apps: Stop Warring, Start Wooing
Many pundits and news outlets have declared the onset of “streaming wars”, as all the major traditional media companies have launched robust streaming products this year. The success of these battles...
View ArticleThe Future Of Consumer Buying Will Drive The Reinvention Of Your Business
Forrester recently explored changes in how consumers buy products and services. The relationship between consumers and businesses is undergoing a multifaceted transformation based on four factors: the...
View ArticleInclusion And Diversity Research: Five Surprising Things We Learned
This week, we released a report on the state of the practice of DEI: diversity, equity, and inclusion (see “The Business Of Belonging: How Equity For Employees Drives Equity For Your Brand“). In the...
View ArticlePlanning Assumptions 2021: Seizing Opportunity Amid Disruption
Amid unprecedented uncertainty lies vast opportunity for B2B leaders. Monica Behncke, Vice President, SiriusDecisions Research, explains in her introduction to Forrester’s SiriusDecisions 2021 Planning...
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