3+ day, 17+ hour ago   (350+ words) Graber’s keynote pointed to a disconnect many marketing leaders already recognize. Only 37% of B2B marketing decision-makers trust their measurement and analytics enough to inform decisions. At the same time, four of the five most common criteria that organizations use to evaluate…...

3+ day, 17+ hour ago   (408+ words) Forrester The World That Spawned RevOps Is Unrecognizable Over the past decade, B2B go-to-market (GTM) organizations have grown increasingly complex and fragmented. Revenue operations (RevOps) functions emerged to drive consistency, efficiency, and alignment across the GTM processes and systems that connect…...

3+ day, 20+ hour ago   (342+ words) Paddy Harrington, Senior Analyst For years, OT security discussions started and ended with visibility and firewalls at the edge. But the market has changed. Our latest evaluation in this space, The Forrester Wave™: Operational Technology Security Solutions, Q3 2026, reflects this market…...

4+ day, 19+ hour ago   (102+ words) Diego Lo Giudice, VP, Principal Analyst Rowan Curran, Principal Analyst The winners will be those that unify these disciplines into one lifecycle view of quality for AI-infused applications. The ecosystem is changing around you. What should you do now? Forrester…...

5+ day, 16+ hour ago   (87+ words) Joe Stanhope, VP, Principal Analyst Jessica Liu, Principal Analyst The tool distributes agents across seven core marketing functions according to their respective purpose: For each use case, the tool asks marketers to assess: The tool automatically calculates a readiness score,…...

5+ day, 23+ hour ago   (1043+ words) For years, B2B go-to-market (GTM) strategies relied on a common set of assumptions: Buyers would follow reasonably predictable journeys, engage directly with providers, and reveal their intentions through a stream of observable signals. Marketing generated demand, sales converted opportunities, product teams…...

1+ week, 3+ hour ago   (582+ words) Frederic Giron, VP, Senior Research Director A conversation with David Walker, former chief technology officer of Westpac and chief technology officer of DBS Fred Giron: One of the questions we’re hearing most often from clients right now is how to…...

2+ week, 5+ day ago   (519+ words) Meng Liu, Principal Analyst Generative AI is changing the economics of B2B fraud. It enables criminals to create convincing supplier communications, impersonate executives, fabricate documents, and personalize business email compromise attacks faster and at lower cost. Agentic AI can push this…...

3+ week, 3+ day ago   (130+ words) James Plouffe, Principal Analyst Regulatory regimes recognize the importance of network segmentation and are placing greater emphasis on it, up to and including mandating its use. The solutions themselves are also evolving to bring value to personas and teams outside…...

3+ week, 5+ day ago   (277+ words) Mark Ogne, Principal Analyst What many leaders are failing to recognize, though, is that risk grows when AI ambitions exceed organizational readiness. Most leaders, if asked directly, would say pursuing customer-facing, revenue-affecting, and strategically consequential AI use cases that are…...