Forrester

Meet Forrester’s New Senior Analyst Covering Marketing Measurement: Brad Haag

According to our most recent CMO Pulse Survey, marketing executives plan to prioritize maturing how they measure marketing effectiveness in 2025. Marketing measurement plays a critical role in helping CMOs defend marketing investments, secure resources for future initiatives, and show that marketing is an engine for growth rather than a cost center. As CMOs look to clear out the marketing clutter in the year ahead, a comprehensive measurement strategy also provides insights into which marketing channels, creative, content, and programs are worth the investment and which may be wasting precious marketing budget. In recent years, the measurement landscape has shifted to accommodate data deprecation and increased automation, and data challenges such as disconnected data sources, inconsistent quality, and lack of internal resources prevent many marketers from making use of measurement and analytics. We have a new analyst on the team, Brad Haag, to help Forrester clients navigate these challenges and evolve their measurement approaches and practices. Brad understands the importance of demonstrating how excellent marketing drives both customer obsession and revenue. He brings over 12 years of experience in marketing measurement, advertising analytics, and consumer data strategy to his work at Forrester. His wide-ranging background provides a unique lens into how marketing measurement strategies impact teams across the enterprise, from hands-on-keyboard data engineers and analysts to C-suite decision-makers. Brad’s coverage will focus on marketing measurement strategy, best practices, and methodologies/approaches. He’s ready to help clients with guidance sessions, webinars, and workshops on evaluating and evolving their current measurement efforts, how the shifting data privacy landscape will impact marketing measurement, and how trends in the measurement space should be leveraged in the near- and long term. Brad will also be collaborating closely with other Forrester analysts across the spectrum of B2C marketing topics. If you’re a Forrester client, request a guidance session with Brad today to discuss your measurement strategy. source

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B2B Summit North America 2025: How Will YOU Master Buying Mayhem?

B2B professionals face a critical choice: Adapt to the new business buying reality — where buyers call the shots, outside influencers hold growing sway, and AI is poised to play a greater role — or lose to your competitors who do. Meeting this moment requires fundamentally new ways of thinking and working. It also, very likely, involves changes to your role. Yet maintaining the status quo is not an option. The good news is that the technology, tools, and methodologies exist to help you drive change and morph your strategies and tactics to adapt to this new buying paradigm. At B2B Summit North America 2025, happening March 31–April 3 in Phoenix and as a digital experience, we’ll dive deep into them — and give you hands-on guidance and real-world examples to help you apply them. In addition to keynote sessions, track presentations, and practitioner panels, the event will feature over 50 interactive sessions to help you effectively navigate the new buying landscape, transform your revenue processes for long-term growth, level up your use of data and insights, and much more. Our Most Experiential B2B Summit Yet We’re particularly excited that our upcoming B2B Summit will emphasize learning by doing. We’ve built in analyst-led roundtables and workshops to facilitate networking, share experiences, and learn from best practices. These highly interactive sessions will give you and your team a powerful head start in implementing what you learn once you return to the office. Also new next year: our location. For the first time, B2B Summit North America will take place in Phoenix, Arizona, known for its year-round sunshine, desert landscape, and vibrant culture. A stunning backdrop to our event, the city also provides great opportunities for enriching your experience. Why else should you come to B2B Summit? Over the span of four days, you will: Learn how to lead in the new B2B era. Our powerful keynote sessions will give you the why, what, and how of adapting to the power shift that’s underway in business buying. Starting with an exploration of today’s buying dynamics — more complex buying groups, more self-service buying, growing use of generative AI — the keynotes will then delve into specific aspects of how to navigate these dynamics. You’ll learn how to adapt your revenue processes, elevate your change leadership skills, meaningfully improve your processes, and more. Sharpen your knowledge and skills. Our breakout sessions across eight tracks will equip you to amplify your impact in your role and career. Topics will include resetting strategy and routes to market, activating buyer and customer insights, and harnessing data and technology. (Find our full agenda here.) Some of the sessions will also include dedicated time for Q&A with analysts. Start doing the work. You won’t need to wait until you’re back at the office to start applying what you learn. Our roundtables and hands-on workshops provide a forum to think through how new insights and methodologies could come to life at your organization. These sessions are a great opportunity for teams, which can take advantage of our team discounts. Get focused advice. Our popular one-on-one sessions provide a unique opportunity to dig deeper into your challenges with a Forrester analyst and get customized, unbiased insights and advice. Learn how others have succeeded. Hear firsthand from leaders as they share their stories of business transformation. Our B2B Return On Integration Honors and Programs Of The Year Awards sessions dive into the details of how B2B leaders aligned their revenue functions and made difficult changes that accelerated growth. Case studies throughout the event provide additional opportunities to learn how peer companies overcame specific challenges. Enjoy unique networking opportunities. On top of the many opportunities you’ll have throughout B2B Summit to make and rekindle connections, our special programs provide more tailored forums for networking. The Forrester Women’s Leadership Program is geared toward building community and surfacing advancement strategies through candid conversation among women across B2B sales, marketing, and product. Our Executive Leadership Exchange (invitation only) features private facilitated networking and premium experiences tailored to the C-suite. Stay on top of innovation. Once again, the B2B Summit Marketplace will bring together the latest products and innovations in B2B in one central location. With dedicated marketplace breaks included in the agenda, you’ll be able to explore the offerings and talk with vendors without missing any other action. Learn more about B2B Summit North America, and until December 3, take advantage of our “super early bird” pricing. I hope to see you in Phoenix as we explore together how to meet this pivotal moment in B2B. source

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Smart Manufacturing On A Shoestring

Data Determines Adaptive Manufacturing Destiny Last week’s announcement by automotive parts supplier Schaeffler of plans to cut 4,700 European manufacturing jobs was just the latest in a string of similar news pointing to a growing crisis within the European manufacturing sector. Rising costs, falling sales, and increasing global competition mean that Europe’s manufacturers must adapt to technology budgets that are, in real terms, hardly growing. My colleagues Bernhard Schaffrik, Paul Miller, and I have been wondering: Where are the opportunities to put limited funds to best use? Forrester’s automation predictions for 2025 discuss how citizen developers capitalizing on domain expertise will deliver 30% of generative AI-infused automation apps and a major pivot to governance of data and AI together. Forrester readers are curious about the implications for their traditional enterprise applications like CRM (customer relationship management), ERP (enterprise resource planning), or PLM (product lifecycle management). To be sure, enterprise software vendors now recognize the immense value of their data assets, but manufacturers are anxious that a volatile outlook threatens their ambitions to reclaim data value using the right mix of enterprise proprietary and pooled partnership language models. But they can still boost their adaptive posture even with limited budgets if they wrap their applications in an “adaptivity” layer and if they pursue new routes to innovation. Cocoon your applications in a data “adaptivity” framework. Now is not the time to rip out core enterprise systems that are still (mostly) fit for purpose. But focused investment around the periphery will deliver disproportionate adaptive benefit. You cannot make your ERP or PLM systems more adaptive while they run in production. But you can become more adaptive if you: Encapsulate your legacy apps. In earlier research, we described how technology architecture and delivery leaders can leverage enterprise application governance to improve their agility. But you can also make application sources, sinks, and surroundings more adaptive — for example, by adopting open API architectures and by preparing your autonomous enterprise roadmap. Wrap legacy in automation fabric. You can start by working out how to provide to developers, process admins, and managers access to the full process orchestration lifecycle to use, monitor, and improve it. Accommodate real-time operational process insights. The beauty of real-time process intelligence is that it enables root-cause detection and “decisioning” while processes run so you can act much more quickly than with classic process intelligence. Pursue new routes to innovation by leveraging partners. Tech organizations can become more adaptive by selecting a suitable pace for technology renovation and by focusing on new skills and data management. But you can’t do this alone. You will need a co-innovation partner. Start by complementing familiar cost-cutting exercises with a program of rapid collaborative co-innovation with your own suppliers. A co-innovation partner brings assets, alliances, and solutions and can help you transform by orchestrating the value of your internal and external ecosystems. We will work on these topics further but would also love to hear your thoughts on how best to invest limited funds to adapt to new challenges. If you are a Forrester client, feel free to schedule a guidance session through [email protected]. source

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Choose A Cross-Channel Marketing Hub That Amplifies Your Customer Obsession Strategy

An effective cross-channel marketing hub (CCMH) can position marketing as an indispensable component of an organization’s customer-obsessed growth engine. Think of your CCMH as much more than a campaign management platform. Instead, leverage it for next-gen customer engagement based on compelling, contextually relevant experiences. Forrester defines a CCMH as: Enterprise marketing technology that supports customer data management, analytics, segmentation, and workflow tools for designing, executing, and measuring marketing engagement across digital and offline channels. A successful CCMH implementation supports holistic customer engagement while helping customer-obsessed marketers deliver sustainable long-term business impact. CCMH capabilities go beyond outbound email campaigns and messages that drive acquisition and conversion strategies. They also support inbound personalization for web, e-commerce, and mobile app engagement. And some CCMH solutions connect to human-assisted channels for more personalized sales, service, and operations. Announcing The Forrester Wave™: Cross-Channel Marketing Hubs, Q4 2024 To help you traverse the CCMH market, The Forrester Wave™: Cross-Channel Marketing Hubs, Q4 2024 is now live. It identifies 14 of the most significant CCMH vendors — Adobe, Bloomreach, Braze, CleverTap, HCLSoftware, Insider, Iterable, MoEngage, Netcore Cloud, Optimove, Salesforce, SAP, SAS, and Zeta Global — and scores them across 28 criteria. You can use this report to identify the CCMH capabilities that matter most when it comes to elevating your approach to personalized customer experiences. The CCMH market is constantly evolving, with vendors that vary in size, vertical expertise, and geographic focus. Enterprise marketing suites vendors continue to dominate the space, but smaller vendors are investing heavily in AI-based innovation and offer agile alternatives for digital-first environments. Buyers must carefully consider not only CCMH capabilities, but how their chosen solution will integrate with other martech ecosystem investments. For a deeper dive into our evaluation, please register and join our Forrester CCMH webinar on December 11. Our webinar will also feature insights from CCMH customer references for vendors participating in the study. If you want a broader view of the CCMH space, The Cross-Channel Marketing Hubs Landscape, Q2 2024 features 36 vendors. It covers four core CCMH use cases: customer data and profile management, segmentation and audience building, customer understanding (analytics and insights), and cross-channel marketing (outbound campaigns). It also identifies six extended CCMH use cases: consent, privacy, and preference management; creative collaboration and project management; individualized personalization and recommendations; contextual marketing (triggered or responsive); moments-based marketing (predictive or real time); and marketing measurement and optimization. And as always, feel free to schedule an inquiry if you’d like to talk in depth about our research findings or the various vendors in the CCMH space. source

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ai-PULSE: My First Time At A Cloud Vendor Event Focused Entirely On AI

AI is a leading theme among cloud vendors globally, and European vendors are following suit. In a cloudy Paris on November 7, the cloud vendor Scaleway hosted its third ai-PULSE event, with about 1,000 attendees and 40 press delegates and analysts. The guest lineup was remarkable, from CEOs of global companies such as Michael Dell (founder of Dell Technologies) to government representatives such as Clara Chappaz (the French secretary of state for artificial intelligence and digital technologies) and founders of startups like Charles Kantor (CEO and cofounder of AI startup H Company). The event revolved around cloud and AI and, specifically, sustainability in AI and cloud deployments and digital and cloud sovereignty. AI Takes Center Stage At A Cloud Provider’s Event Fundamentally a cloud provider, Scaleway is massively focusing on AI. The vendor has significantly boosted its AI computing power by making over 5,000 NVIDIA H100 GPUs available to its clients. This is to support the On Demand GPU Cluster service, allowing customers to reserve computing clusters of varying sizes for flexible durations. Additionally, Scaleway has partnered with stealth startup H Company to provide a large training cluster of NVIDIA H100 GPUs. This pivot to AI is driving discussion in related areas such as AI and cloud sustainability, as well as digital and cloud sovereignty. Cloud And AI Sustainability Due to increasing numbers of GPUs available in data centers belonging to cloud providers and their associated power consumption, cloud and AI vendors have begun to consider environmental sustainability as a pivotal issue both in cloud and AI deployments. If the adoption of AI continues at scale, there will be no power plant that will be able to sustain AI workloads’ energy needs. In fact, over time, the increase in AI utilization will more than offset the gains in power consumption efficiency that are being made for every new GPU model released. Cloud decision-makers should keep an eye on these trends: Colocation of data centers and power plants. Given the increasing power consumption of data centers, it could be necessary to build power plants to meet cloud vendors’ demand exclusively. This will be a viable solution to avoid overprovisioning of (diesel-powered) backup generators to grant continuity in case of power grid overload or failure. This will also require colocation of power plants and data centers to minimize energy dispersion. Increase of nuclear power usage. Cloud vendors are realizing that they need nuclear energy to meet their power demand. While solar and wind power aligns better with the cloud vendors’ sustainability goals, nuclear is going to be the main energy source in countries, such as France, where this kind of source is available. GPU mutualization. Solicited by my question on GPUs’ utilization and efficiency, Scaleway’s CEO Damien Lucas illustrated an interesting concept: GPU mutualization. With GPU mutualization, cloud vendors are becoming GPU brokers, providing them on demand to end-user organizations and enabling 100% utilization of the processing units in their data centers, with related power efficiency gains. Improvement of efficiency of cloud infrastructures, AI, and generative AI workloads. A single request to an AI chatbot consumes 2.9 watt hours. This is 10 times more power consumption than a regular Google search query. This has an obvious impact in terms of power consumption and related emissions from AI workloads hosted in public cloud environments. According to Renee James, founder of Ampere Computing, when interviewed for one of the keynotes, AI has to be affordable and environmentally efficient. Given the current increasing power consumption trend, it must become more efficient rather than more affordable to be sustainable from a cloud vendor’s emissions perspective. Digital And Cloud Sovereignty Digital and cloud sovereignty of course play a major role in France, where the SecNumCloud regulation was developed. This topic has consequences on AI as well as in terms of data residency and workloads’ location. Presenters and keynote speakers made a few interesting points: Bring AI to the data, not data to AI, for inference. One sovereignty-related issue with AI is that some organizations bring data to where the AI engine is running. Moving forward, AI will be more and more at the edge, be it on mobile phones, laptops, or any other edge device. For example, a lot of inference can be done on more efficient CPUs with special-purpose transistors. This will make it possible to keep the data used for inference local, overcoming some of the sovereignty-related concerns. Select data for model training. Organizations do not — and should not — need to feed models with all the available data. Selecting the data to provide for model training in the cloud is one way to stay in control and avoid leveraging data in the public cloud when it need not leave the premises. Foster a startup culture in Europe. Europe is not short of ideas and capital for startups in the cloud and AI space, but some startups do leave the continent seeking higher funding, less regulation, and better ecosystems in places such as the Silicon Valley. If Europe wants to play a leading role in the cloud and AI space, regulators and operators need to contribute to a better culture that will keep talent and top ideas in Europe. This will help tackle sovereignty constraints as more technology options are going to be available locally. European organizations should be aware that they can leverage AI opportunities within the continent’s boundaries to abide by digital sovereignty requirements as well as shrink the number of cloud vendors making CO2 emissions that they have to keep under control. Set up an inquiry or guidance session with me to learn more. source

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A Digital Product Passport Needs More Standardization And Fewer Standards

As an idea, the digital product passport (DPP) sounds pretty good. Imagine being able to simply scan a QR code on a product to discover all sorts of useful things about it: A bar of chocolate’s passport could, theoretically, tell you where the cocoa beans were grown and whether the farm complied with Europe’s upcoming Deforestation Regulation; where and when the bar was made; in which countries it’s allowed to be sold; when it should be eaten; and the ways it contributes to the eater’s daily targets for sugar, fat, calories, and more. An electric vehicle’s battery passport could tell you where the battery’s components were originally mined; what proportion of the lead, cobalt, lithium, and other elements was sourced from recycling (good) instead of mining (less good); and an indication of battery health, which might inform resale value. An industrial robot’s passport could tell you where it was manufactured and link to product documentation, certified shipping and import paperwork, a full service history, and lists of the part numbers replaced during routine maintenance. A DPP Is Associated With European Legislation But Is Internationally Relevant The European Commission is enthusiastic about DPPs, and most discussion of these passports now tends to be in the context of new European rules like the Batteries Regulation and the Ecodesign for Sustainable Products Regulation (ESPR). These will require what the CIRPASS and CIRPASS-2 projects called “a massive issuing of DPPs” beginning in 2027, and both are discussed in a recent Forrester report, Embrace The Circular Economy To Make Manufacturing More Sustainable. Others, both inside and outside the European Union’s borders, also talk about “digital product passports,” “product passports,” or “battery passports.” They may — or may not — mean something that would technically meet the requirements of European regulators. Frankly it can be difficult to tell, and not just because the European Commission has punted almost all of the implementation detail to “applicable delegated acts” that haven’t been written yet. Article 9 of ESPR, for example, states that: The information requirements shall provide that products can only be placed on the market or put into service if a digital product passport is available in accordance with the applicable delegated acts adopted pursuant to Article 4 and with Articles 10 and 11. The data in the digital product passport shall be accurate, complete and up to date.” In other words, the Regulation requires companies to comply but doesn’t tell them how. So What Is A DPP, Anyway? While ESPR and the Batteries Regulation don’t manage to clearly describe what a DPP is, another Commission web page offers a reasonable summary: “The DPP is designed to close the gap between consumer demands for transparency and the current lack of reliable product data. The DPP will include essential details such as a unique product identifier, compliance documentation, and information on substances of concern. It will also provide user manuals, safety instructions, and guidance on product disposal. By offering a detailed digital record of a product’s lifecycle, the DPP will enhance supply chain management, ensure regulatory compliance, and help companies identify and mitigate risks related to authenticity and environmental impact.” The Batteries Regulation describes the high-level design aspirations for a DPP (usually called a “battery passport” in this context) without providing the sort of actionable detail needed to construct a functioning system of passports: “To ensure that the battery passport is flexible, dynamic and market-driven and evolves in line with business models, markets and innovation, it should be based on a decentralised data system, set up and maintained by economic operators. To ensure the effective roll-out of the battery passport, the technical design, data requirements and operation of the battery passport should adhere to a set of essential technical requirements. Such requirements should be developed hand-in-hand with those for digital product passports required by other Union law concerning eco-design for sustainable products. Technical specifications, for which the Commission’s Connecting Europe Facility principles for the eDelivery Network should be considered, should be established to ensure the effective implementation of those essential requirements, either in the form of harmonised standards for which the references are published in the Official Journal of the European Union or, as a fall-back option, in the form of common specifications adopted by the Commission. The technical design should ensure that the battery passport carries data in a secure way which respects privacy rules.” Give that to your favourite enterprise architect, ask them to build something robust, interoperable, or useful with it, and watch them start to cry. Article 77 and Annex XIII of the Regulation provide a little more, including a (long) list of the classes of information that should be accessible by the public (carbon footprint data, etc.), by “persons with a legitimate interest” (parts numbers, disassembly instructions, etc.), and by “notified bodies, market surveillance authorities, and the Commission” (regulated test results, etc.). But there’s still a massive gulf between legislative aspiration and implementable code. Demonstrators Put Theory Into Practice The Battery Pass consortium has developed good content guidance and technical guidance. Together, these capture consortium members’ view on turning the Battery Regulation’s aspiration into something implementable. To prove their point, the Battery Pass consortium also offers a demonstrator which aggregates battery data from various stakeholders to show what a human-readable representation of a Battery Passport might look like. Siemens offers a similar interpretation. Battery Pass consortium member Circulor worked with Volvo to deliver the “world’s first EV battery passport” for Volvo’s EX90 cars earlier this year. The Global Battery Alliance also offers demonstrators, but with a more global flavour. All of these, and DPP demonstrators like those from CIRPASS-2, help to show what’s possible and highlight the areas where standardization work is still needed. Standards Bodies Push The Market Closer To Interoperable DPPs The ICT Standardisation Observatory and Support Facility in Europe (StandICT.eu) produced a report on ‘The Landscape of Digital Product Passport Standards’ back in 2023. It listed “186 international and European standards from recognised standardisation bodies… and a further 78

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Introducing The Forrester Tech Tide™: Software Development, Q4 2024

As all organizations recognize they are (at least in part) software companies, questions arise. Which software development technologies have staying power? Which are just a flash in the pan? And which technologies, useful in the past, should now be retired in favor of better options?  Forrester studied 18 technologies used in software development that have been important contributors to software development efforts, are available commercially at enterprise scale, and have (or will have) enterprise traction:  Agile Planning/Metrics Tools Internal Developer Portals API Management Software Low-Code Development Platforms API Testing Tools Memory-Unsafe Languages Artifact Management Pure-Native Mobile Development Continuous Automation Testing (CAT) Platforms Serverless Computing DevOps Platforms Spatial Computing For Mixed/Augmented Reality Edge Development Platforms TuringBots For Coding, Delivery, And Testing Feature Management And Experimentation Solutions TuringBots For Software Analysis, Design, And Insights GraphQL Unmanaged Development Environments We categorized each technology into one of four quadrants, based on business value and maturity:  Experiment: Low maturity and low (current) business value.  Invest: Low maturity and high business value.  Maintain: High maturity and high business value.  Divest: High maturity and low business value.  You won’t be surprised that TuringBots (AI enhanced development) for coding, delivery, and testing wound up in the invest category. We think you should divest (slowly) memory-unsafe languages. You may be surprised where GraphQL ended up.  To see where all 18 software development technologies landed, and to better understand which technologies help software development teams satisfy the needs of their stakeholders, read The Forrester Tech Tide™: Software Development, Q4 2024.    Written with Caroline Bonde. source

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Stop Defending The Three Lines Of Defense

3LOD Is Risk Management’s Single Biggest Bottleneck It’s not you; it’s the model! The three lines of defense (3LOD) concept was initially developed as a corporate governance framework to implement segregation of duties requirements under the 2002 Sarbanes-Oxley Act. And in 2013, the Institute of Internal Auditors (IIA) promoted it as a solution to enhance risk management. But as anyone who has tried to implement it as a foundation for enterprise risk management will tell you, the 3LOD is not a model for managing risk. Instead, it defines, with ample rigidity, the roles required to comply with segregation of duties requirements. This division is conceptually simple but does not match the operating model at most organizations. For example, the first and second lines get blurred due to complex management structures that perpetuate silos, misalign incentives, and turn “risk management” into a compliance review gate. Stop Turning RISK Into A Dirty Four-Letter Word Conventional means of managing risk haven’t kept pace with the demand, velocity, or pressure that most enterprise risk teams face. Worse yet, many governance, risk, and compliance programs hyperfocus on compliance, completely ignore risk, and scramble to stand up governance for every new emerging risk, technology, or threat. The 3LOD model is not built to solve this. Some of the top reasons why we need a modern approach are that: Risk is dynamic. Risk is intrinsically linked to every decision we make, yet it’s difficult to predict because it’s uncertain and interconnected. Risk originates in three dimensions: 1) Systemic risk is external to the organization and beyond its control (e.g., climate, geopolitics); 2) ecosystem risk is external to the organization but within varying degrees of control (e.g., third parties, supply chain); and 3) enterprise risk is internal to the organization and directly controllable (e.g., cybersecurity, financial risk). Risk is continuous. Risks and opportunities evolve over time. Point-in-time, static risk assessments don’t reflect reality. Instead, teams require a continuous process to identify risk context, assess it as plans and objectives develop, make decisions, and monitor the results. Cyber risk is business risk. Today, technology powers every business process, which makes cyber risk a business risk. Typically, the chief risk officer and/or enterprise risk function selects the risk management model, while the CISO needs to ensure that the model is functional for the organization’s cybersecurity needs. Without working in lockstep, security and risk pros are stuck living in fear from audit to audit while foreseeable, preventable risk events materialize repeatedly. Introducing Forrester’s Continuous Risk Management Model Many orgs today do aspects of risk management — such as conducting assessments, implementing controls, remediating gaps, and/or reporting on progress — but they lack a defined lifecycle approach. This results in piecemeal tasks that create a false sense of assurance, poor stakeholder engagement, misused resources, and missed opportunities. The Forrester Continuous Risk Management Model is a blueprint for holistic risk management. Drawing on best practices in risk, strategy, and project management, the model outlines eight sequential phases (four pertaining to strategic planning and four related to business performance) that integrate key stakeholders, processes, data, and feedback for a value-based risk management approach. Forrester’s model equips teams with a framework to formalize their current risk management work, identify enhancements, and chart a path to maturity, because it: Bridges the gap between risk strategy and business performance. Strategy and performance are essential components of risk management, but risk teams struggle to integrate them. Why? They’re complex, context-sensitive, and require commitment across multiple layers of the business. Yet without them, business leaders lack the right insights and can’t be sure that they will meet their objectives, while risk and operations teams struggle to meet changing operational priorities. Is domain-agnostic, creating consistent risk management across the org. Risk pros can apply it within any area that requires risk and compliance management, such as information security, operational, third-party, and emerging risks. It provides a basis for standardization and consistency in the risk management process as well as for a common risk taxonomy across all risk management functions. Anchors itself to the pursuit of value. Risk management must consider the upside, not only the downside risk. Forrester’s model enables risk pros to accelerate their organization’s pursuit of value by establishing the appropriate context, evaluating trade-offs, and supporting decision-making that accelerates, rather than impedes, growth, innovation, and resilience. Creates on- and offramps for strategic decisions. Strategic decisions don’t always follow a linear path. In fact, opportunity or tragedy is just as much a part of timing as circumstance. In Forrester’s model, the risk decision is the initial approval, and the change management decision accounts for ongoing feedback and creates an onramp and offramp for investments and initiatives before they go horribly wrong or before the opportunity passes by. For an in-depth look at the model, Forrester clients can check out our report, No More Blurred Lines: Introducing Continuous Risk Management, and schedule an inquiry or guidance session with us to discuss how continuous risk management will benefit you. Learn More At The Security & Risk Summit If you want to learn more about continuous risk management and our new model, check out the agenda for our upcoming Security & Risk Summit, December 9–11 in Baltimore. Alla and I will be copresenting a keynote entitled “The Continuous Risk Revolution Is Here. Down With The Three Lines Of Defense!” See the agenda for more details, and we hope to see you in Baltimore. source

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The Top Five Initiatives For B2C CMOs In 2025

With budgets set for 2025, CMOs are about to enter the new year with several critical initiatives. What’s bubbling to the top? Forrester’s Q4 B2C Marketing CMO Pulse Survey, 2024, provided a list of 17 initiatives, and we asked respondents (127 US B2C marketing executives) to select up to three. Read on for the top five most commonly selected initiatives. Clients can dig in for more information via the report links provided. 1. Advance our generative AI capabilities. Of course this topped our list of 2025 CMO priorities! While headlines about genAI saturated the marketing trades in 2024, CMOs hustled to make sense of them all. But in 2025, CMOs will get down to business with AI. That’s why we predict that marketing operations will be front and center within the B2C realm in the new year — to provide the rigor needed to advance genAI, particularly in creative development and marketing insights. Read: How AI Impacts The CMO 2. Invest more in creator/influencer marketing. Creator marketing is having a moment, and for good reason: It’s demonstrating results. Among B2C marketing executives who invest in creator marketing programs, 40% strongly agree that creator-made assets perform better than those that their agency makes. But to do creator marketing well means letting go of conventional instincts in the marketing process or else face myriad pitfalls. Read: Best Practices For Creator Marketing Campaigns 3. Mature how we measure marketing effectiveness. A CMO’s quest to demonstrate marketing’s business value is never-ending. When we blogged about CMO priorities in 2023, indeed, measurement made the top of that list. Why? The media and analytics landscape is ever evolving: new tactics, channels, and platforms, data complexities (cookie or no cookie, anyone?), and changes in consumer behavior. The solve? A layered measurement strategy. Read: Elevate Marketing’s Impact With A Layered Measurement Strategy 4. Increase/optimize marketing personalization use cases. Almost exactly a year ago, B2C CMOs told us marketing personalization is a top initiative that they need the most external help with. This need manifested as one of the most frequently requested guidance session topics in our B2C marketing practice. Yet despite CMOs’ fixation with personalization, nearly half of US and UK online adults (43% and 49%, respectively) wish that brands would do a better job of creating relevant experiences. Read: Forrester’s Essential Research For Approaching Consumer Personalization 5. Increase brand awareness. Brand advertising is back! (But it’s different than before.) That’s the topic of a forthcoming report for 2025 by my colleague, Jay Pattisall. With more consumer choice and instant access than ever before, brands are finding it harder to break through. CMOs understand that brand differentiation is critical for sustained, above-average growth. The place to start? Improve your customer experience, because all customer experiences are brand experiences. Read: Data Overview: Bank Customers Say Brands Are Trustworthy But Undifferentiated The Five Bottom Initiatives? From our list of 17 initiatives, respondents chose these five the least: Double down on performance marketing. Optimize our martech stack. Rethink our pricing strategy. Select a new agency partner. Better leverage consumer insights. High-Growth Vs. Low-Growth Companies We additionally segmented this dataset by respondents who indicated that their year-over-year growth rate was above 10% (high growth) versus under 10% (low growth). We found that low-growth companies are more likely to prioritize genAI, brand awareness, performance marketing, and consumer insights (compared to high-growth companies). Forrester clients: Let’s chat more about the data via a Forrester guidance session. source

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It's Not You, It's Me – And Other Findings From The Forrester Wave™: Customer Feedback Management Solutions, Q4 2024

At the risk of dating myself, I’m a proud member of Gen X. So, perhaps I can be forgiven for channeling Jerry Maguire and George Constanza when I think about the key takeaways from the latest Forrester Wave™ evaluation of customer feedback management (CFM) solutions. My conversations with the customer references for the nine vendors included in this Forrester Wave reinforced my evaluation and what I have been hearing from our clients: The “how” is often more important than the “what” when buying CFM solutions. In a market where vendors’ technical offerings are incredibly similar, CFM buyers need to consider the wise words of some 1990s icons: “Help me help you.” CFM vendors offer a range of services, but buyers often focus on the tech and don’t budget for adequate services. The need for services does not necessarily decrease with organizational maturity. For example, some reference customers for this research use strategic vendor services for advanced predictive and what-if analyses as well as for simpler survey design and deployments — freeing up their team for higher-value work. Buyers should assess their own maturity, resources, and speed requirements when considering the role of services. “It’s not you, its me.” Nearly half of the customer references I spoke with cited internal reasons for not using some of the features offered by their CFM solution. For example, most reference customers underuse the analytics tools offered by their CFM. For some organizations, internal policies limit their ability to bring data into the CFM to perform these analyses. Other organizations prefer to pull data out of the CFM because they do analysis in other tools. Either way, CX leaders need to understand their organization’s policies and processes when selecting a CFM to ensure contextual fit. And because no blog in 2024 is complete with requisite mention of generative AI (genAI), CFM buyers are still looking for vendors to “Show me the money!” GenAI-enabled features, like natural language interfaces to query data, are top of mind for buyers. Many vendors are rushing to respond, but expectations still exceed reality. As we’ve written recently, CX teams should keep expectations in check and focus on employee-facing use cases for genAI first. Forrester clients: Check out the latest new report for more insights, and book a session with me if you’d like to go deeper. source

It's Not You, It's Me – And Other Findings From The Forrester Wave™: Customer Feedback Management Solutions, Q4 2024 Read More »