Forrester Releases 2019 Predictions

2019 will be the year that transformationgoes pragmatic

BEIJING,Nov. 19,2019 -- Forrester's2019 predictions identifythe major dynamics that will affect companies inthe coming year– a yearwhere firms will shift fromstrategic ambitionstopragmatic,surgical efforts.

In 2018,leaders set their sights on large-scale initiatives such as digital transformation and customer experience (CX). But many faced the harsh reality that these strategies are hard,costly,and challenge the way leaders run their businesses. As a result,CX performance was flat and more than 50% of digital transformation efforts stalled.

In 2019,leaders willturn their attention to pragmatic,surgical efforts.Forrester predicts that:

CXremains under fire:Brands will give up on strategic CX initiativesand resort toold-school methods forshort-term gains.

Digital goes surgical:Digital transformation will move to a pragmaticportfolio view of digital investments.

Purpose regainsmeaning:Purpose willbecome a strategic priority again,acting as the strategic compass for firms.

CMOs rebrand:CMOs willbring back brandas their top priority.

CIOstake the reins:CIOs willexpand their remit,building a modelthattranslatestech-led innovationinto customer value.

Artificial intelligence (AI)builds a foundation:Firms will put more building blocksin placeto acceleratetheir ability to meet AI's promise.

Theworld goes to Zero(Trust):Zero Trustwill become thead hocstandardsecurity architecture.

Consumer brands enter the outrage:More brands will partake in market-baiting,but most will misjudgethe mechanicsand make minimal impact.

B2B in a squeeze:B2B marketers willshift away from blunt outbound methods and reorient around customer outcomes.

Employee experience(EX)takes center stage:Leaders will reignite change management efforts,substituting targeted initiatives for 2018's broad-based culture efforts.

Robots reimagine talent management:Talentleaders will use automation toaddressthetalentscarcity squeeze.

VC funding recalibrates:Martechandadtechinvestments will dry upas investors look toput their dollars intospecific verticals.

Blockchain exposes advertising:Blockchain will allow advertisers toseewhere waste and abuse lie and how their money is spentin the media-buying supply chain.

Internet of Things(IoT)gets down to business:IoTin the B2B spacewill take off while B2C incarnations still try to find their footing.

To understand the seismic shiftsthatfirmswill facein 2019,downloadForrester's predictions2019guide.

For more details,see this blog post or contact press@forrester.comto obtain a media review copy of Forrester's 2019 predictions reports. The full set of Forrester's Predictions reports for 2019 is also available at http://forr.com/2019-predictions.

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We work with business and technology leaders to develop customer-obsessed strategies that drive growth. Forrester's unique insights are grounded in annual surveys of more than 675,000 consumers and business leaders worldwide,rigorous and objective methodologies,and the shared wisdom of our most innovative clients. Through proprietary research,data,custom consulting,exclusive executive peer groups,and events,the Forrester experience is about a singular and powerful purpose: to challenge the thinking of our clients to help them lead change in their organizations.

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