Cristina De Martini
VP, Research Director at Forrester Research
Love to dance, smile, try new things and take time to smell the flowers, feel the sunshine, and watch the sky.
Articles
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2 months ago |
forrester.com | Seth Marrs |Anthony McPartlin |Cristina De Martini
In this two-part blog series, Principal Analysts Anthony McPartlin and Seth Marrs debate the idea of AI agents as coworkers. In this blog, Seth takes the perspective of the believer, while in the second blog, Anthony (ever the pragmatist) explains why this is overblown. There’s no debate that the talk track that some vendors are using around AI agents is hyperbolic. Vendors large and small are making claims that just don’t hold up in the real world.
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2 months ago |
forrester.com | Anthony McPartlin |Cristina De Martini |Laura Cross
In this two-part blog series, Principal Analysts Anthony McPartlin and Seth Marrs debate the idea of AI agents as coworkers. Here, Anthony takes a skeptical perspective, while in his blog, Seth (ever the optimist) makes his case for a more positive view of AI agents.
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2 months ago |
forrester.com | Karen Tran |Rani Salehi |Cristina De Martini
The 2024 CrowdStrike software incident reinforced the importance of three key pillars for crisis communications. While CrowdStrike CEO, George Kurtz, issued a specific, fact-based statement within hours of learning there was a major outage caused by a bad software update, he faced criticism for not immediately offering an apology. Crises are never convenient and can strike at any moment, leaving businesses scrambling to respond.
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2 months ago |
forrester.com | Laura Ramos |Cristina De Martini |Laura Cross
Every time you turn around, it looks like someone is taking a shot at customer success (CS). Whether at this spring’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 leaders who are feeling the pressure should examine their objectives and strategies more closely.
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2 months ago |
forrester.com | Rani Salehi |Cristina De Martini |Eric Epstein
To prove the value of marketing, marketers need to deliver growth. Delivering sustainable growth hinges on a transformative go-to-market strategy that prioritizes impact. This demands a fundamental shift: moving beyond a litany of disconnected product messages and reactive, short-term activities — the marketing activity trap — toward a long-term focus on engaging buyers and customers throughout their entire journey. It’s about moving from simply doing marketing to driving business impact.
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