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What B2B Marketers Must Know And Do To Make Attribution Work Make Attribution A Linchpin With Strategic And Operational Discipline by Allison Snow October 5, 2017 FOR B2B MARKETING PROFESSIONALS FORRESTER.COM Key Takeaways B2B Marketers Need Revenue Path Insight Firms conduct the majority of the B2B buyer journey independently and digitally, resulting in touchpoints between awareness and closed deal that get no credit for their impact on revenue. Attribution Is A Linchpin With attributes of the revenue path crystallized, marketers can analyze and replicate successful programs. Attribution Adoption Lags Funnel Metrics Attribution can be complex, and that has affected large-scale adoption. But marketers can lay the groundwork for successful attribution programs now. Why Read This Report The evidence is overwhelming that buyers manage their exploration and purchase journeys on their own terms via channels that are convenient for them. B2B marketers require visibility into the voyages of these informed, connected, and intelligent navigators. This report examines channel attribution, which enables this visibility by crediting individual touchpoints between buyers and firms with revenue.

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What B2B Marketers Must Know And Do To Make Attribution WorkMake Attribution A Linchpin With Strategic And Operational Discipline

by Allison SnowOctober 5, 2017

FOr B2B MArketing PrOFeSSiOnAlS

fOrreSTer.cOM

key takeawaysB2B Marketers Need revenue Path InsightFirms conduct the majority of the B2B buyer journey independently and digitally, resulting in touchpoints between awareness and closed deal that get no credit for their impact on revenue.

Attribution Is A LinchpinWith attributes of the revenue path crystallized, marketers can analyze and replicate successful programs.

Attribution Adoption Lags funnel MetricsAttribution can be complex, and that has affected large-scale adoption. But marketers can lay the groundwork for successful attribution programs now.

Why read this reportthe evidence is overwhelming that buyers manage their exploration and purchase journeys on their own terms via channels that are convenient for them. B2B marketers require visibility into the voyages of these informed, connected, and intelligent navigators. this report examines channel attribution, which enables this visibility by crediting individual touchpoints between buyers and firms with revenue.

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© 2017 Forrester research, inc. Opinions reflect judgment at the time and are subject to change. Forrester®, technographics®, Forrester Wave, techradar, and total economic impact are trademarks of Forrester research, inc. All other trademarks are the property of their respective companies. Unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378

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table Of Contents

Attribution Programs Inform Insights-Driven Marketing

increased Precision And Flexibility Make Attribution A linchpin For Performance

If Attribution Was Easy, Everyone Would Do It — Four Warnings

recommendations

Lay The Groundwork For Attribution That Supports Revenue Outcomes

Supplemental Material

related research Documents

Conflicting B2B Marketing Priorities threaten to Derail Program Progress

the top emerging technologies For B2B Marketers

Vendor landscape: new technologies Make B2B Marketing Performance Management A reality

FOr B2B MArketing PrOFeSSiOnAlS

What B2B Marketers Must Know And Do To Make Attribution WorkMake Attribution A Linchpin With Strategic And Operational Discipline

by Allison Snowwith Caroline robertson, Alexander Bullock, and kara Hartig

October 5, 2017

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Make Attribution A Linchpin With Strategic And Operational Discipline

Attribution Programs inform insights-Driven Marketing

the stats are familiar: 68% of B2B buyers prefer to conduct research online; 60% prefer not to interact with a sales rep as their primary source of information; and 62% say they can develop a vendor shortlist based solely on digital content.1 Where once marketers could cast a wide net to capture buyers and expose them to specific marketing messages, customers now self-navigate through a web of endless content. B2B marketers’ success depends on how well they can view and interpret meaningful touchpoints throughout this journey and — ultimately — insert positive experiences throughout. B2B marketers become exasperated by the seemingly invisible role their efforts have in revenue outcomes, because traces of marketing-orchestrated activity disappear at the moment of revenue realization.2 Attribution provides support here — by both quantifying the influence of interactions that a company has with customers and by allocating the resulting revenue among various touchpoints. Attribution helps marketers answer two fundamental questions:

1. What does the path to revenue look like? For attribution to support revenue-based outcomes, questions such as, “What worked?” will evolve to “What led to revenue?” Consider this story from Bill Faughnan, cofounder and managing partner at ClosedOpp, an agency that helps clients with their paid advertising efforts. every day, Bill comes face to face with the difference between optimizing for conversions and optimizing for revenue. in one case, Bill assisted a client conducting an A/B test to examine landing page performance. What he learned from A/B testing was that the control page performed only half as well in terms of conversion rate, but the attribution data showed that the “underperforming” landing page was three times more likely to result in revenue.

2. What lessons can we apply from the attributes of that path? Understanding the paths that lead to revenue — including critical midjourney channels and touchpoints — provides precious insight into optimal campaign design. knowing which levers to pull to replicate a successful journey can accelerate revenue. Dawn Colossi, senior director of worldwide digital marketing at CommVault, felt pressured to discontinue or reinvent some underperforming channels, including content syndication and webinars. But when she tracked the actions that led to wins, approximately 10 to 15 actions preceded a real opportunity; webinar attendance in particular — while deemed poor when viewed separately from revenue — was present in the majority of won accounts. knowing this, Dawn and her team can now plan campaigns to optimize for extended digital engagement.

Increased Precision And flexibility Make Attribution A Linchpin for Performance

Crystallizing a view of the lengthy B2B purchase process and recontextualizing marketing activity as steps leading toward revenue, rather than disconnected conversions, allows B2B marketers to connect the dots along the path to won deals. there are multiple approaches to attribution, including single-touch and multitouch, resulting in varying degrees of precision (see Figure 1 and see Figure 2).3 largely, each approach tracks to milestones in the seller organization’s internal sales process. they are customizable but commonly include lead creation (when a lead enters a firm’s marketing database), qualified lead status (as defined by a lead score or business rules), sales accepted status (as defined

For B2B Marketing ProFessionals

What B2B Marketers Must Know And Do To Make Attribution Workoctober 5, 2017

© 2017 Forrester research, inc. Unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378

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Make Attribution A Linchpin With Strategic And Operational Discipline

by business rules), and opportunity creation.4 Ultimately, attribution allows marketers to reinvest in programs and channels that evidently drive momentum from one sales stage to another. Marketers can transition from proving value to improving value by:

› capturing the elusive anonymous first touch. gaining deeper visibility into the awareness phase is critical to ensure that early — commonly anonymous — activity is woven into revenue outcomes as comprehensively as possible. B2B marketers that frequently find themselves limited to form-fill data as the first captured interaction can now make more informed decisions on awareness tactics by gathering first-touch data using cookies.

› customizing milestones and weightings. internal milestones — which may include lead creation, qualified lead status, etc. — represent the transitions that matter for individual businesses, whether point systems that define lead-score-based movement from one sales stage to another or activity-based milestones such as a demo request. Dave rigotti, VP of marketing at Bizible, describes a defined sales process to which his team maps attribution data so that they can zoom into interactions that specifically precede a defined internal milestone. to do this, they use not only custom stages but also custom weightings to elevate interactions that precede key moments in the buyer’s journey as they perceive them.5

› Optimizing for account-based marketing (ABM) and sales. Capturing important detail about account-level movement requires accounting for the activity of all individuals associated with a buying team. Attribution vendors that provide lead-to-account matching such as Bizible, BrightFunnel, and Full Circle insights provide deep support here. kimberly galitz, analytics manager at the Jellyvision lab, manages analytics for the firm’s ABM. to enable an account-based view, she leverages both lead-to-account matching and multitouch attribution for visibility into the individual engagement activity that ultimately influences deals. this approach helped her get initial ABM budget because stakeholders were assured that marketing rOi would be visible. now that they can see activity through an account lens, kimberly and team have expanded their ABM program.

› Understanding subchannel performance with precision. Attribution practitioners may recognize high-level channel categories like web, email, and social. now firms can reliably capture social subchannels — linkedin, Facebook, twitter, etc. — as interactions. this evolution drives unprecedented levels in precision in terms of understanding channel performance. erin Martin, VP of customer experience and operations at Mixpo, reports that one of the major changes she made to marketing tactics as a result of attribution and visibility was leveraging Facebook more deeply because the engagement on that channel was deep and demonstrably led to revenue.

› Leveraging machine learning for modeling and optimization. Sophisticated attribution methods use machine learning in two distinct ways. First, machine learning removes guesswork from model creation by recommending the weighting of individual interactions that correspond to important milestones in won business. Second, machine learning supports the continuous optimization of paid media rOi — essentially leveraging historical attribution data to forecast outcomes in terms of advertising investment and return.

For B2B Marketing ProFessionals

What B2B Marketers Must Know And Do To Make Attribution Workoctober 5, 2017

© 2017 Forrester research, inc. Unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378

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Make Attribution A Linchpin With Strategic And Operational Discipline

fIGUre 1 Single-touch Attribution Models (First-touch And last-touch)

Organicsearch

Directconversion

Emailsubscription

Webinarregistration

Webinarattendance

Demorequest

$100FULL

CONTRIBUTION

$0contribution

$0contribution

$0contribution

$0contribution

$0contribution

First-touch attribution

Last-touch attribution

Example purchase path

$0contribution

$0contribution

$0contribution

$0contribution

$0contribution

$100FULL

CONTRIBUTION

$

$

Leadcreation

Leadquali�cation

Leadacceptance

Opportunitycreation

Pros:

• Is simple, with very little complexity

• Provides visibility into touches that in�uence awareness or opportunity creation

Cons:

• Oversimplifies performance management

• Provides no visibility into midjourney touches that in�uence revenue

Correspondingmilestones

For B2B Marketing ProFessionals

What B2B Marketers Must Know And Do To Make Attribution Workoctober 5, 2017

© 2017 Forrester research, inc. Unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378

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Make Attribution A Linchpin With Strategic And Operational Discipline

fIGUre 2 Common Multitouch Attribution Models

Organicsearch

Directconversion

Emailsubscription

Webinarregistration

Webinarattendance

Demorequest

$40 $40$0

contribution$0

contribution$0

contribution$0

contribution

U-shaped attribution

Example purchase path

$$20

Leadcreation

Leadquali�cation

Leadacceptance

Opportunitycreation

U-shaped: 40% of revenue applies to both the �rst touch and the lead creation touch, with theremaining 20% split evenly across other touches. It elevates early buying journey metrics.Pros: It focuses on marketing efforts that drive visits and lead conversion.Cons: It inhibits the ability to understand revenue contribution of midstage and late-stageactivities.

W-shaped: 30% of revenue applies to the �rst touch, lead creation touch, and opportunity creationtouch, with the remaining 10% split evenly across other touches.Pros: It emphasizes three marketing touches that affect important internal milestones across thesales cycle.Cons: It underrepresents the value of activities that don’t precede an internal milestone.

Correspondingmilestones

$30 $30$0

contribution$0

contribution$0

contribution$30

W-shaped attribution

$10

Full-path: 22.5% of revenue applies to the �rst touch, lead creation touch, lead quali�cation touch,and opportunity creation touch.Pros: It elevates all marketing touches that affect important milestones across the sales cycle.Cons: It underrepresents the value of activities that don’t precede an internal milestone.

$0contribution

$22.50 $22.50 $22.50$0

contribution$22.50

Full-path attribution

$10

$

$

For B2B Marketing ProFessionals

What B2B Marketers Must Know And Do To Make Attribution Workoctober 5, 2017

© 2017 Forrester research, inc. Unauthorized copying or distributing is a violation of copyright law. [email protected] or +1 866-367-7378

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Make Attribution A Linchpin With Strategic And Operational Discipline

if Attribution Was easy, everyone Would Do it — Four Warnings

For the past three years, B2B marketing program budgets have hovered around 6% to 7% of revenue.6 Because budgets are static as a percentage of revenue, the proliferation of channels and digital tactics make budget allocation increasingly important.7 And because marketers have so many options to engage buyers at their disposal, citing attribution among their top challenges when setting budgets stands to reason.8 they’ve sought to account for lead management success using classic funnel metrics that leave marketers with a good understanding of lead progress though stages but without insight into the drivers of that progress in terms of channels (see Figure 3).9 Perhaps attribution has not had wide adoption because it comes with its own set of challenges.10 to adopt attribution that supports insights-driven decision making, B2B marketers should recognize the following:

› No attribution method is easy and precise. Attribution methods range from simple single-touch, in which all revenue is associated with a first or a last interaction, to custom multitouch techniques, in which more revenue is associated with interactions that influence specific milestones. each stage in the spectrum of maturity increases the level of both precision and complexity. According to Chris Mann, CeO of BrightFunnel, a firm’s journey with attribution might begin by capturing single-touch data and progress over time to adopting a multitouch model, incorporating custom stages, and using machine learning to determine which interactions have had the most influence to determine revenue allocation.11

› Internal milestones don’t mirror the buyer’s journey. Attribution leverages the internal infrastructure of sales stages to understand the channels that cause movement from one milestone to another. An analogy lives on the baseball diamond; it takes a different set of skills to get on first base and a different set to steal third. in marketing terms, it takes a different combination of channels, content, and formats to move individuals to awareness and a different combination to move them from a demo to a closed sale, for instance. While it’s powerful to understand that, Mary Martin, senior specialist in marketing operations and go-to-market strategy at Okta, encourages marketers to remember that these milestones exist to help them manage the sales process; they do not map to the buyer’s independent journey.

› Only systems-based interactions are attributable. not all influential touchpoints are digital; and systems don’t capture them all automatically (see Figure 4). Phone calls, emails, and events are some common channels that are not necessarily visible to an attribution solution without some work. Without processes to ensure firms capture these touchpoints (and audits to ensure those processes are working), they won’t get the recognition they deserve. even more destructively, they will not be apparent in the aggregate when B2B marketers examine the data to inform tactics and budget strategies for strategic outcomes.12 Overall, the simple fact that many sources influence buyers negatively affects precision.

› Attribution needs to be part of a marketing performance management strategy. Bolting attribution on to poor strategy is a formula for wasted time and effort. Only 12% of marketers describe their organization’s level of sophistication in using measurement and analytics to

For B2B Marketing ProFessionals

What B2B Marketers Must Know And Do To Make Attribution Workoctober 5, 2017

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Make Attribution A Linchpin With Strategic And Operational Discipline

understand marketing success as continuous and effective, integrated, proactive, and usually automated.”13 Attribution can help marketers optimize against lead goals, but it’s real value is optimizing for revenue in the context of a strategic marketing performance management plan.

fIGUre 3 Attribution trails Classic Funnel Metrics As A Method to Assess lead Management

“What methods does your marketing organization use to assess its lead management?”

Base: 669 B2B marketing decision makers

(multiple responses accepted)

Note: We have excluded “don’t know” responses from this analysis.

Source: Forrester Data Global Business Technographics® Marketing Survey, 2017

4%

9%

19%

19%

33%

41%

46%

52%

28%

None of these

Last-touch attribution

First-touch attribution

Multitouch attribution

Opportunity to closed/won

SQL to opportunity

SAL to sales-quali�ed lead (SQL)

Marketing-quali�ed lead (MQL) tosales-accepted lead (SAL)

Inquiry to MQL

For B2B Marketing ProFessionals

What B2B Marketers Must Know And Do To Make Attribution Workoctober 5, 2017

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Make Attribution A Linchpin With Strategic And Operational Discipline

fIGUre 4 Broad Sources influence Customers that Systems Don’t Always Capture

Marketing messages:• Promotional emails

• Advertising webinars

• Social media

• Direct mail

• Advocacy and testimonials

Other in�uencers:• Social network interactions

• Editorials: publications, blogs

• Analyst coverage

• Media coverage

• Word of mouth

• Review sites

• Customer af�nity

recommendations

lay the groundwork For Attribution that Supports revenue Outcomes

B2B marketers will typically use vendors to manage a sophisticated attribution program.14 But a mistake is expecting them to address shortcomings in your operational processes. if you don’t have a good sense of your channel catalog and sales stage milestones, or you’re simply not quite ready to be held accountable for revenue, you risk being at the mercy of your vendor’s out-of-the-box feature set when you implement your attribution plans. Before you approach an external provider for help in capturing and demonstrating the value of your marketing activities:

› Inventory your marketing and sales channels. take stock of the many ways you engage your audience. Don’t forget sales channels like one-off emails and outbound calls, field marketing channels like events, and subchannels like the various platforms you might use under the umbrella of social media. Once you have this inventory, document the extent to which existing systems record them. For instance, marketing emails likely originate from a marketing automation platform and can be accounted for with ease. Other channels — like independent activity by a salesperson — require defined processes for capture.

› Document and normalize your internal vocabulary. Defined internal milestones power attribution models so that B2B marketers can recognize and assign value to touchpoints that immediately precede meaningful movement in the sales process. Firms may use terms similar to “first touch,” “lead creation,” “last touch,” and “opportunity creation” liberally — whether you use a model out of the box or define a custom one for your own firm. Socialize these terms (or your custom terms) in your marketing and sales infrastructure and gain agreement on what they mean now. For instance,

For B2B Marketing ProFessionals

What B2B Marketers Must Know And Do To Make Attribution Workoctober 5, 2017

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Make Attribution A Linchpin With Strategic And Operational Discipline

is “lead creation” the language you use to describe when a lead enters your marketing automation database as described in this report? is “opportunity” the milestone at which a sales manager is committed to assign pipeline? What factors designate a universally agreed-upon definition of a term?

› Build a service-level agreement (SLA) for primary channels. events, for instance, represent a well-funded, largely offline series of touchpoints that risk becoming invisible. While marketing automation systems will largely capture the digital touchpoints to support events before, during, and after, other elements of events — particularly demos and conversations about buy cycles and unique requirements — only become recorded in the brain of your company representative. if events are a common channel for your firm, don’t wait to collaborate with sales on SlAs for events that resemble an SlA that governs lead management. Julia Stead, VP of marketing at invoca, encourages marketers to keep everybody on task with SlAs for events, which define not only ways to communicate lead or account intelligence unearthed at an event but also time frames to provide an events summary and to establish touchpoints in the CrM system.

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Make Attribution A Linchpin With Strategic And Operational Discipline

Supplemental Material

Survey Methodology

Forrester’s Q1 2017 international B2B Marketing Panel Online Survey was fielded from January through February 2017. As a result of online marketing and outreach to our customer base, we received 270 completed surveys and as many as 121 responses on selected questions from companies that sell primarily or exclusively to other firms. Survey respondents come from 16 different industries, with the majority working in business software (35%). nearly 60 either are the topmost marketing executive (16%) or occupy a senior marketing role (13%). More than 130 (57%) work at companies with 1,000 employees or more. For quality assurance purposes, we required respondents to provide contact information and answer basic questions about their firm’s location of operations, industry, and number of employees. respondent incentives included a complimentary copy of a Forrester report.

exact sample sizes are provided in this report on a question-by-question basis. Survey responses are not guaranteed to be representative of the population at large. Unless otherwise noted, statistical data is intended to be used for descriptive and not inferential purposes.

the Forrester Data global Business technographics® Marketing Survey, 2017, was fielded in June and July 2017. this online survey included 1,138 respondents in Brazil, Canada, China, France, germany, india, the Uk, and the US from companies with either 500 or more employees (the US, Canada, germany, France, the Uk, india, and China) or 100 or more employees (Brazil).

Forrester Data Business technographics ensures that the final survey population contains only those with significant involvement in the planning, funding, and purchasing of business and technology products and services. research now fielded this survey on behalf of Forrester. Survey respondent incentives included points redeemable for gift certificates.

Please note that the brand questions included in this survey should not be used to measure market share. the purpose of Forrester Data Business technographics brand questions is to show usage of a brand by a specific target audience at one point in time.

companies Interviewed for This report

We would like to thank the individuals from the following companies who generously gave their time during the research for this report.

Bizible

BrightFunnel

ClosedOpp

CommVault

invoca

JellyVision

Mixpo

Okta

ringCentral

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Make Attribution A Linchpin With Strategic And Operational Discipline

endnotes1 Source: Forrester/internet retailer Q1 2015 US B2B Buyer Channel Preferences Online Survey.

2 For example, kimberly galitz, analytics manager at JellyVision, reports that one of the key motivations for her firm to explore multitouch attribution was to uncover those channels that didn’t appear as first-touch or last-touch interactions and were therefore not visible in the revenue journey of customers.

3 this is not a complete list of attribution approaches but represents some of the most commonly used for the reader’s understanding.

4 Firms can customize meaningful milestones to accommodate their prioritized internal stage transitions.

5 this process further customizes multitouch attribution approaches by granting more influence to specified touches. For instance, a firm might decide that touches that precede a free-trial request get more weight than other touches so that, over time, those tactics will get more revenue credit.

6 See the Forrester report “2016 B2B Budget Plans Show that it’s time For A Digital Wake-Up Call.”

7 B2B marketers invest in at least 12 different tactics. Source: Forrester Data global Business technographics Marketing Survey, 2017.

8 Source: Forrester’s Q1 2017 international B2B Marketing Panel Online Survey.

9 When it comes to lead assessment strategies, 46% of marketers indicate they assess lead management with the ratio of sales-accepted lead to sales-qualified lead. More than half, however, use the ratio of marketing-qualified lead to sales-accepted lead as seen in Figure 3.

10 Josh Hill at ringCentral cautions that attribution is a function of technology, people, and process. Process definition, business rules, and training are all required to model information consistently. Source: Phone interview with Josh Hill, director of lead-life-cycle management at ringCentral, August 3, 2017.

11 Attribution platforms might capture four main touchpoints out of the box. these are likely 1) first touch, which can be anonymous; 2) lead creation touch, which is the touch that gets a lead to fill out a form and generally results in a lead entry in the system; 3) opportunity creation, which is the interaction that immediately precedes the creation of an opportunity; and 4) the interaction that immediately precedes deal close.

12 For instance, if a lead comes in via linkedin and a salesperson calls that lead and creates an opportunity, it was the sales touch that immediately preceded the deal. if that touch isn’t captured, the credit will go to the linkedin channel. With many situations like that, a firm will end up with a warped view of linkedin performance.

13 Source: Forrester Data global Business technographics Marketing Survey, 2017.

14 See the Forrester report “Vendor landscape: new technologies Make B2B Marketing Performance Management A reality.”

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