Kate Leggett

Close to 70% of organizations plan to increase their CRM investments over the next year. Learn more about the the impact emerging technologies are having on CRM performance and adoption across three benefit horizons.

After a challenging 2024, two themes will dominate the enterprise software market in 2025: trust and value. Learn more in our 2025 predictions for enterprise software.

Enterprise business applications run all phases of a company’s operations such as sales, customer service, accounting, finance, human resources, inventory, and manufacturing. They streamline and coordinate work across the enterprise, supporting corporate goals of revenue, profitability, and cost optimization. As a result, the market for these applications continues to aggressively grow. Today’s business applications are […]

Learn five of the biggest trends in CRM to be watching before you head off to the big CRM conferences this fall.

Salesforce and Workday announced a strategic partnership to blend customer, financial, and employee data in a shared data foundation that negates the need to duplicate data or build custom integration. The result? Optimized employee and customer experiences that up-level business outcomes for joint Salesforce-Workday customers. The strategic objective? Salesforce extends its power into back-office workflows […]

Contact center leaders are now employing generative AI to mark a new dawn in the contact center. Brands will need to face challenges head on and capitalize on opportunities to redefine the contact center as we know it.

The two technologies are increasingly encroaching on each other’s spaces. It's up to the brands that deploy these solutions to decide what functionality to take from which vendor — which is not a simple task.

Industry CRMs are highly verticalized solutions. Despite their value, companies are slow to adopt them. Learn why you should consider them.

Enterprise customer service solutions support customers over a breadth of channels and manage inquiries to SLAs. Embedded AI will make agents more productive and effective.

Great customer service sets companies apart, and you leave money on the table if you don’t meet your customers’ expectations of engagement. Business and IT leaders understand the economics of great customer service, and Forrester data shows that over 70% of enterprises invest in modern solutions. They enable organizations to serve and retain customers and […]

Learn the four biggest challenges enterprise business applications can mitigate to fast-path your intelligent enterprise technology strategy.

Shareholders demand profitable, responsible revenue growth. Buyers expect you to deliver value at every step of the sales process. And sellers expect to be prompted to the best actions and steps to take to achieve quota. It’s really hard to deliver on all these expectations. Buying motions are complicated. They involve more business and IT […]

GenAI in CRM will make your front office more productive, help deliver better customer experiences, and unlock new revenue opportunities. Learn more in this post.

Every year, our clients at Forrester ask us about trends in customer relationship management (CRM) adoption. To help us answer these questions, Forrester fielded a survey to ask CRM decision-makers around the world about different aspects of their company’s overall CRM strategy. You can find all our insights in our report, Customer Relationship Management Market […]

Industry CRM is a clear choice in economic downturns for companies that are looking to get sustainable value from their tech investments. Our data at Forrester backs this up: Industry solutions grow at a compounded annual growth rate of 13.9%, a rate faster than horizontal customer experience tech. At Forrester, we see financial services firms […]

Uncover how to reduce tech debt in your CRM operations by understanding your CRM footprint, the CRM vendor landscape, and mapping a strategy to business outcomes.

Companies must make decisions to modernize while navigating a challenging economic climate. They must balance the need for speed and agility against cost pressures. They must balance the need to better serve customers against pressures to reduce headcount. Forrester sees more companies turning to industry CRM to help manage these journeys. Our data backs this […]

Enterprises are rapidly adopting industry-specific CRM. They are leaning into the promises to speed transitions to the cloud, to modernize the front office, and to enable enterprises to focus talent on creating brand differentiation. According to data and analytics decision-makers at enterprises from Forrester’s Data And Analytics Survey, 2022, the business priorities most frequently identified […]

Ready to give up on your CRM deployment? Before you do, you should know: CRM is a huge market. It is valued at $63.91 billion today and projected to grow to $145.79 billion by 2029, at a CAGR of 12.5%. Eighty-two percent of enterprises use CRM. Yet when I surveyed hundreds of business and IT […]