Forrester

Geopolitical conflict doesn’t just reshape borders — it reshapes technology strategy. From supply chains and cybersecurity to global talent and infrastructure, wartime dynamics are creating new risks and pressures for technology leaders. In this environment, reacting isn’t enough. Leaders need a clear framework to navigate uncertainty and maintain momentum. In his latest blog, VP and Research Director Mark Moccia explores how tech leaders can move from volatility to chaos — and still lead effectively by strengthening resilience, managing risk, and aligning technology decisions with rapidly shifting geopolitical realities. In today’s environment, the organizations that succeed won’t be the ones waiting for stability — they’ll be the ones prepared to operate through disruption. 👉 Read the blog: https://forr.com/4cNTqsB #TechnologyLeadership #CIO

In February, the SaaS market faced one of its biggest shocks in years — over $1 trillion in market cap erased as investors bet on AI agents rewriting how work gets done. But in their new blog, Kate Leggett, Linda Ivy-Rosser, Faram Medhora, Joe Cicman, Bill Martorelli, Sudha Maheshwari, and Akshara Naik Lopez make one thing clear: SaaS isn’t dying — it’s being rewired. And buyers need a new strategy. AI may threaten weak point solutions and seat-based models, but the enterprise core isn’t going anywhere. SaaS will consolidate, reorganize, and shift toward intelligent workflows, and buyers must adapt now. For CIOs, digital leaders, and enterprise architects, here's what matters: • Rearchitect your SaaS portfolio before adding new AI tools. • Build an AI agent roadmap to guide what shifts to agents. • Renegotiate contracts as pricing moves to consumption and outcomes. • Engage partners early to navigate the shift to agentic operations. Read how to survive the SaaS-pocalypse ➡️ https://bit.ly/3OQvlaE

B2B buying is more complex — and less controllable — than ever. In fact, more than 80% of B2B buyers recently surveyed by Forrester said they were dissatisfied with the provider they ultimately chose. As we head into Forrester’s B2B Summit North America, this dynamic is reshaping how growth leaders must think about influence, value, and the buying experience. That’s why we’re resurfacing a now‑classic conversation with Steve Casey and Barry Vasudevan on What It Means. Their framework for understanding buying networks feels even more relevant today. What it means for B2B marketing, sales, and product leaders: • The buying process is no longer linear — or fully controlled by providers. Third‑party influencers, social platforms, and now genAI shape decisions long before revenue teams engage. • Millennial and Gen Z buyers expect seamless, personalized experiences informed by their consumer lives — and they make decisions differently. • Organizations that still optimize for internal revenue motions rather than buyer value are widening the dissatisfaction gap. • Buying groups aren’t enough. Buying networks — inclusive of internal stakeholders, external experts, partners, influencers, and AI — are now the real decision-making ecosystem. How to respond: • Shift from revenue-first to value-first engagement. • Align marketing and sales to the needs and concerns of the full buying network. • Use data and insight to deliver tailored value propositions that build consensus — not noise. 🎧 Listen to the rereleased episode, “Taming B2B Buying Mayhem.” https://bit.ly/4sxGGuw #B2Bmarketing #BusinessBuying

Human insight still matters — especially in the AI era. Generative AI is changing how insights are created and decisions are made — yet trust remains a major barrier. Our research shows that only 16% of US online adults trust AI-generated information. That’s why Forrester is reinventing the research and advisory model — not by replacing human judgment but by amplifying it. For more than 40 years, Forrester has operated at the intersection of business and technology, combining proprietary data, deep qualitative research, and expert perspective. In the AI era, that integrated, human led foundation matters more than ever. Here’s what’s different about Forrester’s approach: 🔹 No slop. Forrester AI is trained exclusively on Forrester IP. Every answer is grounded in analyst expertise and proprietary data, delivering clarity that leaders can trust. 🔹 No silos. Forrester aligns insights across all C-suite functions so that leaders move faster together. Our analysts build a single, rigorous point of view—so whether you speak to an analyst, use our AI, or search our site, you get the same trusted advice every time. 🔹 Embedded where work happens. Research no longer lives on the sidelines. With Forrester AI now available in Microsoft Teams, we’re bringing trusted insight directly into leaders’ everyday workflows — the first research and advisory firm to do so. This is human intelligence + artificial intelligence: bold ideas, accountable expertise, and AI-enabled experiences that help leaders understand not just what can be done — but what should be done and why. In her latest blog, Chief Product Officer Carrie Johnson reveals how Forrester is reinventing research for the AI era: https://bit.ly/46VRVVs #AI #ForresterAI #AIintoAction

📣 Big news: Forrester AI is now certified for Microsoft Teams — bringing trusted research and guidance directly into leaders’ workflows. This milestone expands how leaders access the proprietary insights they rely on to make smarter, faster decisions. With usage of Forrester AI up 55% year over year, embedding it in Teams makes those insights even more accessible across an organization. What’s the value for leaders? • Get instant access to Forrester’s research, data, and frameworks right where decisions happen. • Break down silos with integrated insights across business and technology. • Maintain full confidentiality: Client prompts and responses are never used to train models. As Chief Product Officer Carrie Johnson notes, public LLMs can generate information — but trusted human expertise backed by research and data is what empowers leaders to move faster, reduce costs, and lower risk. ➡️ Read the full announcement here: https://bit.ly/4sHFKUL #ForresterAI #Microsoft #AI #AIintoAction

Volatility is becoming the new normal for business. Rapid policy shifts, tariff uncertainty, and changing economic conditions mean leaders can no longer rely on static plans. Organizations need to be prepared to adapt quickly as assumptions shift. The companies navigating this environment best are doing a few things differently: • Treating scenario planning as an ongoing leadership discipline • Staying anchored in what their customers value most • Building adaptability into strategy and operations • Communicating clearly through uncertainty Swipe to discover practical ways you can prepare your organization for ongoing volatility ↓ #Leadership #Strategy #ScenarioPlanning #BusinessResilience

GTM isn’t breaking because of AI — AI is exposing the structural gaps that already exist. At B2B Summit North America, these guest speakers will take leaders inside the real transformation work: rewiring operating models, restoring alignment, and rebuilding GTM for an era where buyer visibility, trust, and influence have fundamentally changed. Meet the executives helping B2B leaders navigate the GTM singularity.⬇️ #ForrB2BSummit

In the rush to infuse every journey with AI, many brands are optimizing fast — but improving little. At CX Summit EMEA, leaders from BNP Paribas, Zurich Insurance Group, E.ON, and Infineon Technologies will examine a truth often lost in the race to automate: AI can accelerate experiences, but it cannot define them. The CX leaders shaping 2026 aren’t doing more — they’re creating with intent. They’re rebuilding the foundations AI depends on: identity, trust, context, creativity, and the quality data that gives every decision meaning. What it means for CX, digital, and marketing leaders: Your advantage won’t come from scaling AI faster but from designing a human blueprint that makes your experiences unmistakable and trusted. 👉 Check out the other leaders who will be joining us at CX Summit EMEA: https://forr.com/4sOGnfl Sophie Heller Conny Kalcher Kristina Klahm April Ho-Nishimura

Government tech spending is rising — but the real story is the shift reshaping how agencies modernize. As VP and Principal Analyst Sam Higgins explains, three forces are defining the year ahead: • AI is becoming the organizing principle of government tech strategy. • Legacy complexity is colliding with AI‑driven pressure. • Spending is shifting from tools to integrated capability ecosystems. For government leaders and vendors, the mission is clear: Build unified data estates, modern engineering practices, responsible AI oversight, and resilient architectures. Vendors, meanwhile, must prove their integration readiness and supply chain resilience. 👇 The link to the full blog post is below.

Zero-click is only half the AI story. As Principal Analyst John Buten explains, the bigger shift is happening inside buying organizations as business buyers use private, company-provisioned AI to shape decisions long before vendors ever see intent. What it means for B2B marketing, content, and revenue leaders: • Answer engine visibility matters — but it’s not enough. • Providers must deliver content and context that buyers’ internal AI tools can validate, use, and operationalize across the buying process. 👉 Read the full blog: https://forr.com/4aKhHhK