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1 month ago | 
forrester.com | Kate Leggett |Laura Ramos |Stephanie Liu
Customer Relationship Management (CRM) systems initially focused on supporting core front-office functions like sales and marketing. However, the value proposition of CRM has significantly expanded through strategic tech convergence, driving substantial revenue growth for vendors. CRM moved into the middle-office to enable order management and subscription billing.
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1 month ago | 
forrester.com | Dipanjan Chatterjee |Oliwia Berdak |Stephanie Liu
A Crisis In The AirOver the years that I’ve lived in Cincinnati, my nonstop options have dwindled as Delta has made a steady retreat from this market. On that Monday, I had to get to Toronto for a client workshop, but luckily, I didn’t have to take the Delta connection through Minneapolis because Air Canada had a rare nonstop.
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1 month ago | 
forrester.com | Alvin Nguyen |Julie Mohr |Stephanie Liu
Forrester was invited to the Siemens Data Center Analyst Event in Zug, Switzerland and received presentations covering a wide variety of data center topics, as well as a tour of their facilities showcasing the practical application of their strategy and products.
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1 month ago | 
forrester.com | Stephanie Liu |Keith Johnston |Gina Bhawalkar
Companies have been grappling for years with how to personalize customer interactions without being creepy, and data deprecation only adds more complexity. Though Google scrapped its plans to deprecate the third-party cookie, privacy regulations and consumer use of privacy-protecting browsers and tools motivate brands to focus on collecting data directly from consumers.
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1 month ago | 
forrester.com | Andrew Cornwall |Stephanie Liu |Bill Martorelli |Cheryl McKinnon
On February 25, Mozilla introduced a new Terms of Use (ToU) for Firefox that included, among other things, “When you upload or input information through Firefox, you hereby grant us a nonexclusive, royalty-free, worldwide license to use that information to help you navigate, experience, and interact with online content as you indicate with your use of Firefox.” A hornet’s nest of uproar followed, and Mozilla has since rewritten that paragraph in an attempt to clarify it.
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2 months ago | 
forrester.com | Stephanie Liu |Keith Johnston |Paul McKay
We need to talk about Texas attorney general Ken Paxton. The Texas Data Privacy and Security Act partially went into effect July 1 and went into full effect on January 1, 2025. Ahead of the law, the attorney general announced a “data privacy and security initiative,” essentially teasing all the enforcement actions his office would take. Since then, his office has filed numerous privacy-related lawsuits and investigations, going after companies that:Collect, use, and sell data without consent.
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Jan 21, 2025 | 
forrester.com | Amy Bills |Aurelie L'Hostis |Stephanie Liu
B2B companies are delivering personalized experiences to buyers who are deciding whether to make a purchase. But what happens when those buyers sign a contract and finally become customers? You’d think those companies would personalize postsale customer engagement in equal, if not greater, measure. After all, 61% of B2B revenue comes from existing customers through renewals and expansion. And certainly, customers expect personalized experiences. You’d think.
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Jan 10, 2025 | 
forrester.com | Kelsey Chickering |Nikhil Lai |Stephanie Liu
President Biden signed a bi-partisan law last April stating that TikTok must either divest from its Chinese-owned parent company, ByteDance, by January 19th of this year or face a ban in the US. TikTok has since put significant time and resources into appealing this law, leading us to today’s Supreme Court hearing.
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Jan 10, 2025 | 
forrester.com | Nikhil Lai |Stephanie Liu |Emily Collins
America’s soda market is very difficult to disrupt. The market is massive – 9 of 10 US households buy soda – and dominated by a few iconic incumbents. Nonetheless, challenger brands have tried to take share. Orbitz, whose soda looked like a potable lava lamp, lasted less than a year. Jolt Cola packed a punch of sugar and caffeine but lost favor after a decade of cult following. Aspen Soda popularized apple-flavored soda but fizzled after a few years.
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Jan 10, 2025 | 
forrester.com | Stephanie Liu |Emily Collins |Kelsey Chickering
From marketing service provider to CRM marketing services… what’s in a name? An evolution and some confusion. More agencies are going to market with “CRM services,” which also spans Salesforce consulting partners to contact center outsourcers. My new report, CRM Marketing Services Evolve To Meet Changing B2C Marketer Needs, examines what CRM marketing services entails — data, insights, and technology — and what marketers need to know.
