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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 | 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 | Cristina De Martini |Eric Epstein |Laura Cross
B2B organizations often find themselves at a crossroads between strategy formulation and strategy execution. The harsh reality is that many fail to transform their well-crafted strategies into tangible results, a disconnect stemming from a fundamental oversight: the underestimation of process as a critical lever for execution. Process is not merely a conduit for efficiency; it’s the backbone of converting strategy into results.
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2 months ago | 
forrester.com | Eric Epstein |Laura Cross |Rick Parrish
Fly, Eagles, Fly! I normally prefer competitive Super Bowl games but this Eagles fan was perfectly happy with a massacre this year. And also – there were ads!Organizations are facing more pressure than ever to deliver profitable growth, and brand budgets are squeezed as marketers are being asked to do more with less and prove the returns of practically every penny spent.
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2 months ago | 
forrester.com | Laura Cross |Rick Parrish |Dipanjan Chatterjee
In today’s unstable market driven by shifting buyer expectations and AI disruption, strong processes are an organization’s lifeline, ensuring predictability, consistency, and scalability. Yet, many organizations overlook their importance. Investing in process improvement isn’t a nice-to-have — it’s essential. It boosts innovation, creates competitive differentiation, improves efficiency, cuts waste, and makes an organization agile.
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Jan 16, 2025 | 
forrester.com | Dipanjan Chatterjee |Audrey Chee-Read |Laura Cross
Some things are simply better together: milk and cookies, cats and laser pointers, Instagram and avocado toast — or, if you’re a Frank Sinatra fan (or a “Married… with Children” junkie), it’s love and marriage. Let me tell you what else goes together “like a horse and carriage”: brand and customer experience. Don’t get me wrong; this is not a new insight.
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Jan 13, 2025 | 
forrester.com | Laura Cross |Nikhil Lai |Emily Collins
Few things derail sustainable growth and customer experience in B2B like misaligned planning. When goals, paths to achieve them, and prioritization of efforts lack clarity, companies may over-rotate or miss opportunities for economies of scale. This is why operations leaders must align the business objectives created during B2B strategy and planning development with execution.
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Oct 28, 2024 | 
forrester.com | Ross Graber |Laura Cross |Mike Proulx
With 2025 budget cycles well underway, B2B sales and marketing leaders are braced for another rough go at it. Forrester’s Budget Planning Survey, 2024, found that only 35% of B2B marketing leaders and 33% of B2B sales leaders expect budgetary increases of 5% or higher. This means that, after factoring for inflation, the overwhelming majority of organizations will only be able to support new go-to-market investments by scaling back current areas of investment.
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Oct 28, 2024 | 
forrester.com | Akshara Naik Lopez |Laura Cross |Sam Higgins
In a surprising turn of events for ERP customers globally, as part of its Q3 2024 financial results, ServiceNow announced a new expanded partnership with one of the most popular third-party software support providers, Rimini Street. Both the companies are creating a new enterprise software model which will allow existing on-premises ERP systems and other enterprise applications to add new AI innovations using ServiceNow’s AI platform.
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Oct 28, 2024 | 
forrester.com | Laura Cross |Barry Vasudevan |Mike Proulx
In B2B organizations, process is the unsung hero in delivering strategic initiatives and business outcomes. However, they are often overlooked and poorly managed, leading to struggles with process design, implementation, adoption, and optimization. Processes often develop organically within functional or subfunctional silos — without much forethought — and become a negative experience for all participants.
