Seth Marrs

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.

Mar 19, 2025 | forrester.com | Martin Gill |Enza Iannopollo |Seth Marrs |Enabling Administrators

This blog was co-authored with Enza Iannopollo, Principal Analyst. The UK government have declared it will “take a ‘test and learn’ approach with spending on AI and digital to push innovation”. Staged funding. Mission-driven prioritization. Outcome metrics. The civil service brining some silicon valley mentality to play. In theory, I like it. In practice… hold that thought for now.

Mar 19, 2025 | forrester.com | Seth Marrs |Beth Caplow |Brett Kahnke

The most common reason why companies purchase sales performance management/incentive compensation management (SPM/ICM) solutions is to effectively manage the administrative costs of their compensation program. Although SPM/ICM solutions do this well, the biggest value they deliver is enabling companies to create more effective compensation plans.

Feb 19, 2025 | forrester.com | Gina Bhawalkar |Seth Marrs |Anthony McPartlin

A chatbot dispensing weight loss advice to people with eating disorders? Ranking resumes based solely on what race and ethnicities the names on them are associated with? These are just two real-life examples of the harmful results of failing to apply responsible design when creating genAI-powered experiences. In contrast, when designed well genAI-powered experiences can do immense good.

Feb 14, 2025 | forrester.com | Lisa Singer |Seth Marrs |Anthony McPartlin

In the early days of the Internet, job opportunities for “Internet Product Managers” began to appear as companies recognized their need for this new technology. As the Internet evolved, other roles such as “Web Product Manager” or “Digital Product Manager” became common. While these roles to some extent still exist, having Internet experience is now an expected prerequisite for most product management roles. Today, you are probably seeing more “AI Product Manager” or “AI product Owner” job titles.