Katy Tynan

Boston

VP, Principal Analyst at Forrester Research

Author, speaker, and analyst passionate about #employeeexperience and #futureofwork. Energy management junkie, and workplace flexibility evangelist.

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Articles

It's not about "nice"

1 month ago | forrester.com | Katy Tynan

Over the last week several of my colleagues have forwarded me recently published articles about the “end of nice management.” No, I’m not going to link them because I’m not here to spread bad advice. These writers claim with glee that organizations are rolling back remote work, eliminating inclusive practices, and returning to command and control leadership.
A Market On The Cusp Of Change: Decoding The CRM Wave

2 months ago | forrester.com | Kate Leggett |Katy Tynan

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 best actions to take and start pursuing goals autonomously. The result? Increased productivity and effectiveness for the front office which enables organizations to deliver on the promise of better customer relationships, better customer retention, and increased revenue.
Be THE Human-In-The-Loop: Data & AI Literacy is Your Edge

Mar 27, 2025 | forrester.com | Kim Herrington |Sharyn Leaver |Katy Tynan

AI is transforming the way we live, work, and play. It’s altering how we make decisions and interact with technology. But for all its power, it still needs humans (for now). Not just any humans, but those who understand how AI works, the dependencies between good data and useful AI outputs, and where human judgement is irreplaceable. Amidst a world rushing towards automation, Data & AI Literacy isn’t just a skill – it is how you become THE human in the loop.
Consumers React To Tariffs With Concern And Caution

Mar 27, 2025 | forrester.com | Dipanjan Chatterjee |Sharyn Leaver |Katy Tynan

“Liberation” Or Turbulence? April 2 will be, according to the US administration, Liberation Day! While that does have all the makings of a Hollywood potboiler, in reality, it’s a little more sedate. Well, only just a little more. On April 2, the US is supposed to introduce a slew of new tariffs, the details of which are shrouded in the fog of uncertainty and confusion that are now par for the course.
B2B Brand Safety Must Transcend Digital Boundaries

Mar 24, 2025 | forrester.com | Karen Tran |Ian Bruce |Katy Tynan

Brand safety commonly refers to advertising and content adjacency in the digital space. And while that is a vital component for protecting a brand’s reputation, digital content adjacency isn’t the only adjacency that threatens a brand.
B2B Buyers Rate Their Most Trusted Information Sources

Mar 21, 2025 | forrester.com | Enabling Administrators |Ian Bruce |Katy Tynan |Seth Marrs

B2B buyers rarely act alone. They are part of large, complex buying groups that rely on a network of trusted sources throughout the decision-making process. Forrester’s B2B Trust research delves into these preferences, offering insights that are invaluable for shaping marketing and sales strategies and influencer relations programs.
Generative AI Is Ushering In A New Era Of Intelligent Content Management

Mar 21, 2025 | forrester.com | Cheryl McKinnon |Katy Tynan |Craig Le Clair

This week we published a new report looking at how generative AI can bring fresh energy to an enterprise content management program. “Unlock The Potential of Your Documents With Generative AI” is a call to action for content management leaders to explore new ways to engage with and exploit the value of their managed content. Vendors in this market have been on an innovation hot streak, as evidenced in the recently published Forrester Wave: Content Platforms, Q1 2025.
In A World Of Buying Mayhem, All Leaders Must Be Change Leaders

Mar 20, 2025 | forrester.com | Enabling Administrators |Katy Tynan |Manuel Geitz |Craig Le Clair

Does it seem like every article you read tells you that the pace of change is accelerating? And do you feel as though you haven’t even figured out the last change when the next one comes along? Yeah, me too. Those articles aren’t wrong. In the years between 2019 and 2023, executives reported a 183% increase in the amount of change in their organizations. Our conversations with employees at the organizations we work with suggest that they’re feeling it, too.
Missing Product Goals? A Gap Between Product Management and Product Marketing Could be the Culprit

Jul 30, 2024 | forrester.com | Lisa Singer |Tope Olufon |Katy Tynan

In today’s fast changing and competitive B2B markets, integrated product and go-to-market strategies are table stakes for growth. You don’t have time to develop a product for one target market only to have sales and marketing speak to a different user and/or buyer. Act Now Before The Gap Between Product Management And Product Marketing WidensFriction between product management and portfolio marketing is a long-standing reality.
Announcing: Leadership And Human Skills Development Platforms Landscape

Jul 29, 2024 | forrester.com | Katy Tynan |Laura Ramos |Brian Hopkins

What’s in a Name? When Juliet famously posited that a rose by any other name would smell as sweet, she was right. Not that it solved any of her problems. But sometimes names do matter. In the case of Forrester, there is a big responsibility in choosing the right label. One of the most important aspects of my job is to name things, specifically categories that I cover when I write evaluative research.