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2 months ago | 
forrester.com | Shari Srebnick |William McKeon-White |Peter Wannemacher
“Strategy without tactics is the slowest path to victory. Tactics without strategy is that noise you hear right before defeat.” – Sun Tzu, The Art of WarCS practitioners often talk to me about postsale strategy and tactics. What I’ve noticed from those conversations is that those terms are being used interchangeably despite being different, though complementary, concepts. In our State of Customer Engagement Survey, 2024 survey, however, we found that CS teams over-rotate on the tactical.
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2 months ago | 
forrester.com | Arielle Trzcinski |Keith Johnston |Shari Srebnick
First and foremost, we abhor violence. Like so many others – we were dismayed by the murder of UnitedHealthcare CEO, Brian Thompson. But our dismay wasn’t the only response. This event revealed widespread negative views of health insurers: stories of coverage denials, care delays, and medical bankruptcy spread across social media. Understandably, health insurers have asked us how to respond.
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2 months ago | 
forrester.com | Kelvin Gee |Conrad Mills |Shari Srebnick
In the high-stakes world of B2B sales, no path to a closed deal is perfectly linear. According to Forrester’s 2024 Demand, ABM, and Customer Marketing Survey, 56% of opportunities handed off to sales fail to close successfully. The preponderant focus that still exists on identifying new opportunities in Demand & ABM means that revisiting stalled or detoured deals has significant untapped potential.
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2 months ago | 
forrester.com | Keith Johnston |Nikhil Lai |Shari Srebnick
Welcome to the 2025 Customer Obsession Awards! Every year, Forrester recognizes leading organizations and executives who put customers at the center of everything — their leadership, strategy, and operations — and, in the process, accelerate growth, customer loyalty, and employee engagement. This year, we are recognizing those who understand that customer engagement knows no bounds.
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Oct 23, 2024 | 
forrester.com | Lisa Gately |Shari Srebnick |Seth Marrs
When we look back at the evolution of creative and content work, 2023 and 2024 will stand out as the great divide: the period when genAI fundamentally changed how we create. Last week at Adobe MAX, this sense of “before and after” deepened as Adobe unveiled its latest innovations and reinforced its position as a leader in this revolution for creatives.
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Oct 23, 2024 | 
forrester.com | Charles Betz |Shari Srebnick |Indranil Bandyopadhyay
Every week I get inquiries about technical debt, whether from enterprise architects, CIOs, CTOs, Offices of the CIO, or strategic portfolio managers. It’s a broad concern in IT and digital management, and in the minds and operating models of Forrester clients which have expanded WELL beyond the original Ward Cunningham definition.
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Oct 23, 2024 | 
forrester.com | Shari Srebnick |Seth Marrs |Christina McAllister
Last week I attended the 4th annual ChurnZero conference, Zero-In (formerly Big RYG), in Washington, D.C., and the energy and inspiration are still resonating. For those unfamiliar, ChurnZero is a customer success platform, a technology designed to allow CS teams to understand customer behavior, predict their needs, and proactively offer solutions that deliver customer value and lead to retention, growth, and advocacy.
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Aug 20, 2024 | 
forrester.com | Peter Ostrow |Shari Srebnick |Kiri Bartels
Unless their individual contributor remit is 100% focused on the tactical mechanics of maintaining technology solutions, revenue enablement professionals do themselves, their colleagues, and their profession a disservice by internally identifying themselves as primarily focused on the many SaaS tools typically deployed to B2B sellers. At its core, revenue enablement is not about technology.
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Jul 22, 2024 | 
forrester.com | Shari Srebnick |Sharyn Leaver |Conrad Mills
Summer is officially here – and we know this not simply because the calendar says so, but also because the scorching temperatures outside are testing every thermometer’s limits (and ours, too). The intense heat forces us to adapt our plans and navigate unpredictable summer storms, leaving us to pivot quickly to find alternative activities. Solving our summer plan woes is, at its core, equivalent to devising a strategy.
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May 30, 2024 | 
forrester.com | Nora Conklin |Shari Srebnick |Hannibal Scipio
There’s no question that account-based marketing (ABM) has proven its success in B2B. According to our Demand, ABM, and Customer Survey, 2023, 99% of those with an ABM team said that their ABM programs delivered higher ROI versus their traditional marketing programs. Here at Forrester, we’ve talked about the convergence of Demand and ABM for years. But we still see B2B organizations struggle to bring the best of ABM into everything that they do.
