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1 month ago | 
forrester.com | Phyllis Davidson |Matthew Selheimer |Naomi Marr
B2B campaigns are tough to execute. We work with many skilled, experienced marketers who still struggle to balance competing objectives for their company, customer needs, and the costs to create and promote programs. That’s why we hosted our first “Become the Ultimate Campaign Tycoon” workshop at the B2B Summit in Phoenix on April 1st – but it won’t be the last time.
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1 month ago | 
forrester.com | Naomi Marr |Dipanjan Chatterjee
One of the most common issues we see from companies that have adopted the B2B Revenue Waterfall as part of a revenue process transformation (RPT) is sales failing to pick up and progress stage-zero (qualified) opportunities. Even the most well-intentioned and thorough RPT teams can’t force sales to address the valuable signal- and buying-group-based opportunities passed to them.
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1 month ago | 
forrester.com | Beth Caplow |Brett Kahnke |Naomi Marr
Barriers to growth seem to be continuously on the rise for B2B companies. Higher than ever customer expectations, rapidly advancing technologies that are harder and harder to keep up with, and a seemingly constant influx of new competitors – all make markets more crowded and more challenging than ever. Portfolio Marketers And Product Managers Should Align To Ignite GrowthPortfolio marketers and product managers both want to ensure the success of their offerings and grow revenue.
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2 months ago | 
forrester.com | Brett Kahnke |Naomi Marr |Kim Herrington
Or, All the Best Ways To Cheat I Learned by KindergartenOne of the hard early lessons for most kids is that life isn’t fair. Sometimes you are simply not going to win. For the lucky ones, those teaching moments are fairly harmless. That’s how it was for me. As a kid with no real problems, my examples are mostly trivial – like the fact that I shoot pool left handed. That would be unremarkable if I actually were left-handed, but I am not.
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2 months ago | 
forrester.com | Joe Cicman |Brett Kahnke |Naomi Marr
When I start to work with clients, I often get the question, “What are the trends in B2B e-commerce?”My canned response is, “Prescription without diagnosis is malpractice. Let’s talk about your needs.” Then we talk about what makes their customers unique. My new case study tells the story of how OMNIA Partners built OPUS by first studying its target market to come up with a unique solution. It illustrates the process of starting with the customer and working to the non-obvious solution.
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2 months ago | 
forrester.com | Naomi Marr |Rani Salehi |Sam Higgins
Clients with organizational design or workflow challenges often look to Forrester for help. The conversations typically start with questions like, “We are considering a reorganization of our field marketing team and aren’t sure how we should handle it because there is overlap with our ABM and demand generation teams?” Or “We have reorganized all our demand functions under a single leader, but it hasn’t had the positive impact we expected.
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Aug 14, 2024 | 
forrester.com | Max Ball |Rick Parrish |Naomi Marr
Call Summarization and Infrequently Asked Questions bring real value todayThere is so much pushback and hullabaloo these days related to generative AI and how it does not appear to be paying off yet. It hasn’t been two years since the launch of ChatGPT and already people are asking, “what have you done for me lately?” In the contact center, the answer is plenty. There are already two significant use cases where generative AI is making a big difference.
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Aug 13, 2024 | 
forrester.com | Brittany Viola |Naomi Marr |Karen Tran
Given the new normal of limited resources and economic uncertainty and the concurrent imperative to swiftly adopt the newest technologies, B2B organizations face incredible pressure to deliver results. Portfolio marketing and product management leaders must collaboratively align to accelerate delivery of the best customer outcomes and business results.
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Aug 13, 2024 | 
forrester.com | Rick Parrish |Naomi Marr |Dipanjan Chatterjee
Chances are that your organization is lying to itself about the quality of the customer experience (CX) it provides. But this lie is so pleasant, so comforting, that organizations continue to tell it even as the problems it creates pile up. The lie is based on fairy-tale data — data that tells a charming fiction about the org’s CX. Fairy-tale data comes from two sources:Inflated customer feedback scores.
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Aug 7, 2024 | 
forrester.com | Zeid Khater |Naomi Marr |Karen Tran
Forrester’s recent AI Pulse Survey, Q2 2024, indicates that at least 78% of AI decision makers see generative AI impacting IT infrastructure and architecture. But the landscape of AI applications is ever-changing. To make matters more challenging, the need for data to flow across distributed systems can slow down its availability and usability for AI applications.
