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Articles on this Page
- 10/17/14--14:37: _Dreaming of Context...
- 10/22/14--08:16: _US Tech Market Will...
- 01/07/15--08:10: _Global Tech Market ...
- 11/02/15--12:26: _CIOs Move From Cust...
- 01/05/16--12:24: _Global Tech Market ...
- 03/29/16--14:54: _Your Business Techn...
- 04/27/16--05:34: _CIOs: Life In The F...
- 08/19/16--09:10: _Cisco Takes Next St...
- 10/25/16--11:36: _The Data Digest: Ge...
- 03/19/18--13:25: _Twenty Goals That A...
- 03/19/18--14:49: _Transform Your Pers...
- 03/21/18--08:05: _CIOs: Use CX Princi...
- 03/21/18--10:41: _Join Our 2018 Digit...
- 03/21/18--11:17: _Investment Companie...
- 03/21/18--12:14: _The Insurance Indus...
- 03/21/18--12:36: _The GDPR Is Coming,...
- 03/22/18--12:53: _Improve Your Insigh...
- 03/22/18--15:35: _New Tech: Transport...
- 03/22/18--15:57: _IBM Channel Executi...
- 10/17/14--14:37: Dreaming of Contextual Marketing
- 01/07/15--08:10: Global Tech Market Looking Better For 2015, At Least In The US
- 11/02/15--12:26: CIOs Move From Custodians To Digital Stewards in 2016
- 03/29/16--14:54: Your Business Technology Strategy: Go Fast Or Go Home
- 04/27/16--05:34: CIOs: Life In The Fast Lane
- 08/19/16--09:10: Cisco Takes Next Step To Becoming A Partner For The CIO's BT Agenda
- 10/25/16--11:36: The Data Digest: Get Inside The Mind Of Your Changing B2B Tech Buyer
- Business priorities and areas for improvement.
- Who is involved in the decision-making process for tech purchases.
- Overall budgets for technology investments.
- 03/19/18--13:25: Twenty Goals That Are Just Plain Better Than “Growing Revenue”
- 03/21/18--08:05: CIOs: Use CX Principles To Improve Your IT Brand
- 03/21/18--10:41: Join Our 2018 Digital Experience and Organization Survey
- 03/21/18--11:17: Investment Companies’ Content Fails To Inspire Trust
- 03/21/18--12:36: The GDPR Is Coming, And Marketers Must Be Ready
- 03/22/18--12:53: Improve Your Insights Storytelling With Speedthrough Stories
- 03/22/18--15:35: New Tech: Transportation Technology And The Self-Driving Economy
At Dreamforce in San Francisco earlier this week, Salesforce Marketing Cloud CEO Scott McCorkle highlighted retailer Eddie Bauer's strategy to make marketing so good that it feels like customer service and customer service so good that it feels like marketing. He may well have added that when marketing and service are well executed, they both begin to feel like sales - or at least the extension of sales environments that they are meant to support.
This thinking underscores the blurring lines between marketing and customer experience. Where does one end and the other begin? And does it really matter? Certainly to the customer it doesn't; all he or she wants is a great experience that delivers value appropriate to the current context. So then, why do brands continue to let organizational or functional silos get in the way? It's easy to say that legacy systems and processes still dictate what brands are able to achieve, but surely with today's business technology capabilities, it's possible to do better.
Brands highlighted at Dreamforce not only do better: they blend marketing, services and sales for a seamless customer experience. Take Fitbit, for example. Of course the Fitbit business model is based on interaction and context, but Fitbit has taken things to another level by ensuring that marketing content is fully incorporated into app functionality instead of pushing messages at customers. Up-sell, cross-sell and promotional content appear when contextually relevant and blend smoothly with customer services information and sales/transactional opportunities.Read more
We published today our fall update to Forrester's US tech market outlook for 2014 and 2015 (see "US Tech Market Growth Remains Solid For 2014 And 2015: The BT Agenda Will Be The Main Driver of 5% To 6% Growth"), as well as our forecast for US tech market growth by industry (see "US Tech Spending By Industry, 2014 To 2015 -- Which Industries Will Lead The BT Charge?").Read more
We have just published Forrester's semi-annual global tech market outlook report for 2015 and 2016 (see "The Global Tech Market Outlook For 2015 To 2016 -- Five Themes That Will Define The Tech Market"). In this report, we are projecting growth of 4.1% in 2015 and 6.3% in 2016 business and government purchases of computer and communications equipment, software, and tech consulting and outsourcing services measured in US dollars. These growth rates are distinct improvements over the 2.3% growth in 2014. The strong dollar is a key negative factor in these forecasts; measured in local currency terms, the growth track for the global tech market is higher with a gentler upward slope, from 3.3% in 2014 to 5.3% in 2015 and 5.9% in 2016.
Our global tech market outlook can be defined with five main themes:Read more
We've been telling you that you need to transition from strictly managing an IT Agenda to owning a BT Agenda, too. 2016 is the year that needs to happen: your CEO will be looking for you to drive digital in your company -- and increasingly digital is becoming your business.
At the center of your digital strategy is today's empowered customer who expects you to be able to serve her in her moment of need. Nearly half of executives in a new survey responded that they believe in less than five years digital will have an impact on more than half their sales. Twelve percent of retailers, that are dealing with consumers showrooming and making their transactions online, believe they will be 100 percent digital by 2020.
Winners in the age of the customer will embed digital into all parts of the business, harmonize virtual and in-store experiences, and be able to rapidly shift to meet the hyperadoption/hyperabandonment behavior of customers.
The scary news? Only a quarter of businesses have a coherent digital strategy to create customer value as a digital business. The onus is on you to deliver that strategy. As CIO, you need to offer a holistic view on the digital transformation that encompasses not just how your firm can harness emerging technology to create customer value, but how your team can help drive synergies across the customer experience ecosystem. We believe the only way to achieve this is a customer-obsessed operating model that will permeate throughout your business and focus on six elements: structure, talent, culture, metrics, processes, and technology.
Here are three things you can do in 2016 to win at driving digital:Read more
Forrester has just published our global tech market report for 2016 and 2017 (see "The Global Tech Market Outlook For 2016 To 2017- The Five Themes That Will Define Tech Spending In The Next Two Years"). For the first time, our January 2016 global forecast includes telecommunication services (voice and data, wireline and wireless), which increases the overall size of the global market for tech purchases by business and government by $625 billion to a total of $2.9 trillion in 2016. However, even the addition of telecomm services cannot pull the global tech market out of the 4%-5% growth track, with growth at 4.5% in 2016 and 4.7% in 2017 when measured in exchange-rate-adjusted US dollars.
The five main themes that define the global tech market over the next two years are:
1. Moderate overall growth remaining below 5%. The global tech market in constant currency terms will continue to grow modestly throughout 2016 and 2017 at 4.5% and 4.7%, respectively. The strong US dollar will persist in 2016, resulting in lower dollar-denominated growth rates. However, we expect the dollar to lose some steam by 2017, so we project 4.9% growth in US dollar terms.
2. While not posting the strongest growth, the US tech market will grow by 5% and more. The largest tech market by far, US will post steady 5.1% growth in 2016 and 5.9% in 2017. Elsewhere, individual country-level growth rates will be all over the map. India, Mexico, Sweden, China, Poland, and Israel will have the fastest tech market growth of 6% or more in 2016, while Canada, Australia, South Korea, and most others European countries will grow more slowly. Japan, Brazil, and South Africa will barely grow, while Russia's tech spending will shrink.Read more
CEOs and their leadership teams are at a crossroads as technology underpins virtually all customers' expectations and unlocks new sources of customer value. The choice is rather straightforward: invest heavily in business technology (BT) to win, serve, and retain customers, or flounder under the weight of legacy IT.
The choice is obvious, isn't it? We know and have proven that a better customer experience correlates with higher revenue growth. And what firm can claim immunity from the pressure of increasingly powerful customers wielding unbelievable technology power?
This is no time to hedge. Strategies like bimodal IT that advocate for silos and two operating speeds may appeal to risk-averse leaders, but bimodal won't get the job done. In fact, it works directly against the key operating principles of customer-obsessed firms in B2B and B2C industries like General Electric, Netflix, and USAA. These firms and other leaders use the customer as the central design point for their business technology strategy and strive to be:
Connected. Not siloed. At customer-obsessed firms, silos are giving way to cross-functional teams of sales, marketing, service, production, and technology staff focused on serving customer journeys and desires. The firms necessarily act as a single organism to rapidly sense and respond to changes - at speed. Likewise, systems are integrated and cloud-based to create a connected ecosystem of partners and customers. Bimodal works against this by isolating teams and systems and adding unnecessary complexity.Read more
The pace of business - heck, the pace of life, gets faster and faster. Faster processing, faster delivery, faster innovation - and faster adoption and abandonment of that innovation -- is the reality we all live in today.
Leaders run fast businesses to win and to stay apace or in front of dynamic customers and disruptive competitive forces. They can't out-slow the competition. Speed is the only option.
I had the pleasure of participating in a webinar panel to discuss what it means to work at one speed (fast) versus at two speeds as bimodal IT advocates. We discussed why businesses are forced to go fast, the reality and downside of a bimodal IT strategy, and the strategies and approaches to winning based on speed. Here is a quick view of the ground we covered.
The first part of our discussion focused on the factors that are making companies operate at fast speeds. Broadly, it comes down to three factors:Read more
Cisco's declared intention to further invest in key priority areas in its portfolio, such as security, IoT, collaboration, next generation data center and cloud, did not come as a great surprise to Forrester.
Last year, we evaluated Cisco's efforts to transform itself from a network business to a global provider of business technology (BT) -- the technology, systems, and processes to win, serve, and retain customers -- and a strategic partner to CIOs and CTOs. Cisco launched several programs to change its operational set-up, its business culture, its compensation incentives, and also its skillsets.
Cisco's vision and willingness to disrupt itself by moving away from selling networking boxes to selling architectures, solutions, and business outcomes is spot-on. Cisco shows clear efforts to transform its go-to-market approach away from its strong traditional focus on engineering and products. This shift is part of Cisco's aim to become a true BT provider.
Compared to other networking vendors, Cisco is ahead of its peers in terms of developing and executing on initiatives to support the CIO's BT agenda. However, Cisco's goal of being a strategic provider means that its peer group no longers consists of just network equipment suppliers.Read more
Technology has become the foundation for nearly every customer experience, enabling companies to provide new sources of value to customers with each interaction. It's no surprise, then, that business leaders are shifting their mindset and their approach to technology.
Specifically, tech-empowered customers and their rising expectations have led to changes in:
The infographic below dives deeper into these new purchasing trends:
As business leaders begin to play a larger role in tech investments, it's important to know the kinds of decisions they're making and what they expect from you along the way. A deep understanding of your changing tech buyers will help you succeed in an era where technology underpins everything we do.Read more
Dear Marketers, I know how important it is to you to grow revenue. I also know how that focus will help expand your remit — to align with your organization’s strategic priorities and rally around an explicit path to revenue. Any of these 20 examples (and countless more) are more substantial, manageable, and productive than an […]
Where are you on your company’s journey to personalize the customer’s experience? Are you one of the 89% of digital businesses that are investing in personalization – companies like Coca-Cola, Fabletics, Netflix, Sephora, USAA, and Wells Fargo. What’s new now? Businesses need to evolve their definition of personalization – from tactical segmentation, to strategic individualization. […]
Customer-obsessed businesses recognize how customer experience (CX) strategy can help meet rising client expectations in the Age of the Customer. But few have realized the potential for CX to improve the experience of their “internal” customers: employees. CIOs have the power to drive considerable improvements in employee experience by implementing CX strategy within their tech […]
TLDR: Participate in the 2018 Forrester Digital Experience and Organization Survey. Click here to start the questionnaire now, the survey is closing soon! Forrester has fielded a Digital Experience and Organization survey for the past four years. We’ve uncovered key trends such as when software investment priorities swung wildly away from best-of-breed to ease-of-integration. And last year, we […]
If there’s any industry whose content should inspire trust, it’s that of the investment and wealth management industry. They’re asking consumers to entrust their nest eggs with them. And there are lots of eggs. PwC forecast that the mass affluent segment alone would put up to $10 trillion under management by 2020. Our analysis of […]
In their quest to become digital insurers, insurance carriers have a revolutionary opportunity to improve their businesses with new and emerging artificial intelligence (AI) technologies. It is certainly a balancing act to find that perfect peanut butter-and-jelly combination of operational efficiency and customer engagement, however I believe many insurance carriers to be up to the […]
Europe’s General Data Protection Regulation (GDPR) is right around the corner, going into effect on May 25. And still, the biggest question I get from marketers is, “Does it apply to me?” The simple answer is: If you offer your product or services to European subjects, the GDPR applies to you. And while many firms are […]
Have you ever met an executive by chance in a hallway and they asked you about some data-to-insights work you’ve presented? And you were caught off guard and didn’t explain it well? We’ve all been there. When we come up short like that, we’re leaving money – and time – on the table. We just […]
Less than a year ago, my colleague Laura Koetzle and I published a report on the transformative effects of autonomous vehicles on the global economy. While conducting the research in the year leading up to that publication, the news cycles were sparsely populated (at best) with stories of the marvel of self-driving cars. We are […]
PartnerWorld kicked off in Las Vegas yesterday and, for the first time, colocated with IBM’s Think main event. The 1,000-plus partners who packed the MGM Grand Arena heard some great messaging around simplified programs, reduced contractual requirements, and a direct sales team who was finally getting channel religion delivered through its paychecks. It was a […]