Real-World Case Studies and Customer Success Stories with Forrester Analytics

VMWare Tanzu worked with Forrester to improve its marketing and sales results. The marketing team moved away from focusing on... individual leads. With Forrester's help, they shifted to targeting buying groups. This new approach helped sales engage prospects more effectively. The team gained broader management buy-in for the new strategy.
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TXOne Networks needed to align its product messaging to build a strong market presence. The company worked with Forrester to... create unified go-to-market messaging focused on customer needs. Forrester gave TXOne access to insights from the professionals it serves. This helped TXOne develop messaging that resonates and drives more traction. The team saw improved results and stronger engagement.
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Veeam Software used Forrester’s B2B Marketing Plan On A Page to align its marketing team and stakeholders. The plan helped... the VP of marketing, EMEA, set clear expectations for sales, finance, and other teams. It provided a simple way to communicate marketing goals for the year. The approach kept the marketing team focused on supporting company objectives. Forrester acted as a key resource for modern marketing practices.
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Thales wanted to improve its partner strategy by consolidating distributors. The company worked with Forrester to get expert insight and... step-by-step guidance. Forrester helped Thales rethink its approach to partner relationships. Thales used this advice to better leverage its partner network. The result was a stronger partner strategy that aligned with customer needs.
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Forrester helped Sopra Steria launch its Digital Banking Experience (DBX) initiative. Sopra Steria used Forrester’s surveys, reports, and dashboards to... help banks measure digital maturity. The DBX tools drove new business worth hundreds of thousands of euros each year. The initiative improved retention, prevented churn of key accounts, and boosted Sopra Steria’s brand as a digital banking thought leader. Internal teams used DBX data for marketing, sales, and R&D alignment.
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SAP Concur worked with Forrester to drive marketing innovation. The partnership focused on understanding buyer behavior and adapting to complex... buying groups. Forrester provided actionable insights that SAP Concur used to align its marketing team. The collaboration helped SAP Concur lead in B2B marketing trends. SAP Concur’s CMO praised Forrester for practical, usable advice.
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Forrester helped RCG Global Services sharpen its B2B brand strategy. RCG's SVP and CMO, Rachelle McLure, worked with Forrester to... improve brand messaging and target the right audience. This partnership strengthened RCG's marketing campaigns. The result was a stronger brand and a foundation for predictable growth.
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Forrester helped Palo Alto Networks align sales and marketing around buying groups. The company launched a pilot to identify all... buying group members before sales handoff. This led to a 17-fold increase in pipeline progression. Deal sizes more than doubled. Opportunities with buying groups saw a 17% higher closed-won rate.
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Palo Alto Networks struggled with low-converting MQLs. They switched to a buying groups strategy after attending Forrester’s B2B Summit. Early... results showed opportunities with multiple people were eight times more likely to advance. Over time, deals grew larger and win rates increased by 17%. Forrester guided the team through the process change.
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Oracle worked with Forrester to meet DORA compliance in Europe. Forrester analysts gave Oracle’s security team a clear framework and... expert advice. They provided a step-by-step plan for compliance. Oracle is now DORA-compliant and their customers are satisfied. The partnership focused on security and regulatory guidance.
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NAVEX needed to keep up with rapid tech changes and a tough market. Kim Blomgren led the global communications team.... She worked with Forrester to better understand risk and compliance trends and AI challenges. Forrester gave insights that helped NAVEX create a report for clients. This report boosted NAVEX’s reputation as a leader in risk and compliance.
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Forrester Market Insights helps NTT DATA's analyst relations lead stay current on trends in product design, application development, and customer experience. Jessie Norman uses... these insights to support the sales team and improve deal closure rates. The tool enables her to educate herself and share research with business stakeholders. This has helped NTT DATA grow visibility and shift from operational to strategic focus.
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Lightstorm worked with Forrester to launch Polarin, a network-as-a-service solution. They needed messaging that was unique and spoke directly to... customers. Forrester guided Lightstorm to create clear, customer-centric messaging. The team refined their message to better connect with prospects. This helped customers understand and see the value of Polarin.
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Illumio used Forrester’s analyst services to understand its market position. Forrester helped Illumio build a better strategy for reaching new... markets. The relationship with Forrester analysts improved over time. Illumio gained a more comprehensive view of its opportunities. This helped Illumio define its place in the IT solutions market.
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Forrester helped Hexagon improve account-based marketing. Hexagon used Forrester frameworks to target high-potential prospects. Forrester aligned Hexagon’s marketing and sales... teams with a data-driven approach. Hexagon gained a strong starting point for growth. Jodi Lebow from Hexagon praised Forrester’s real-life examples and guidance.
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Forrester helped Fujitsu Australia Limited transform its marketing team to support a new industry-based sales model. The company used Forrester's... Eight C’s of Effective Organizational Design to restructure marketing roles and improve collaboration. The changes increased efficiency, boosted morale, and enhanced the value of marketing within the business. Fujitsu secured funding for new marketing roles and expanded its digital footprint. The marketing team is now better aligned with business goals and customer needs.
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Kontent. ai uses Forrester Market Insights to support its growth. The platform helps validate important business decisions. It also boosts...Kontent.ai's credibility in the content management market. The VP of growth and marketing says Forrester's data and insights are essential. This support helps Kontent.ai engage clients and build a strong foundation for expansion.
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F5 Networks wanted to launch a new SaaS-based solution to its existing customers. The company had traditional partners but needed... to adapt to a SaaS partner ecosystem. F5 worked with Forrester to understand and engage partners in this new environment. Forrester provided frameworks and hands-on execution support. This helped F5 bring its partners along on the SaaS journey.
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Forrester helped HCL Technologies improve its digital marketing strategy. HCL’s VP of digital marketing worked closely with Forrester to shape... new approaches. The partnership helped HCL prioritize key investments and extend its marketing reach. This support enabled HCL’s marketing leader to drive greater impact and lead more effectively.
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Zebra Technologies saw its digital experience was not helping buyers enough. The company worked with Forrester to improve this. Forrester... helped Zebra Technologies create a digital experience that matched buyers’ needs. The new approach made planning easier for marketing teams. Marketers could now plan digital and physical activities together with less friction.
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Forrester helped Dell's services organization build a strong customer experience team. The CX team expanded to include mystery shopping, measurement,... and communications groups. Kimberly Smith, senior director of CX strategy and operations, credits Forrester for enabling best practices. The team grew from small to robust, improving CX capabilities. Dell now has a scalable CX team structure.
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Forrester helped Zebra Technologies improve their customer experience. Zebra Technologies used a data-driven approach to digital marketing. They worked to... align marketing, sales, and product teams. This partnership helped Zebra focus on customer value. The company now uses data in every marketing decision. Their goal is to support buyers throughout their journey.
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Software AG used Forrester to improve customer feedback processes. The company focused on customer experience to drive higher win rates.... Adam Camm, program director, said this led to clear financial benefits. Software AG saw revenue gains by investing in customer service. The approach helped them stand out in a competitive market.
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Medidata wanted to shift from product-centric to customer-centric marketing. Forrester helped Medidata build campaigns focused on audience needs. The partnership... made campaign measurement easier. Medidata gained insights from Forrester on B2B marketing best practices. This improved their marketing approach and campaign effectiveness.
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Equinix needed to improve how it worked with channel partners. The company wanted a better partner engagement strategy. Equinix worked... with Forrester to get research and advice. Forrester helped Equinix build a case to update its partner portal. This made it easier to support and enable partners at scale. Equinix saw stronger partner engagement as a result.
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Forrester helped Twilio align its regional and global marketing teams. Twilio wanted to grow brand awareness beyond developers to marketing... and CX professionals. Forrester provided frameworks and tools to support this goal. The teams now work together with a shared strategy. This alignment helped Twilio advance its brand awareness goals.
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Red Hat wanted to grow its account-based marketing program in Asia Pacific. The company worked with Forrester to get expert... advice and regional insights. Forrester helped Red Hat make better investment decisions. This led to higher marketing ROI. Red Hat also improved its brand reputation and customer relationships. The team used Forrester as a benchmark for top market performance.
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Alteryx worked with Forrester to prove the value of marketing. The CMO wanted to show clear results for every marketing... dollar spent. Forrester helped connect the marketing and finance teams. Together, they set clear goals and built new dashboards. Now, Alteryx uses metrics that everyone in the company trusts. This changed how people see marketing at Alteryx.
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Forrester helped Lexmark align its B2B marketing messaging, spend, and measurement across 170 countries. Lexmark unified its marketing approach in... 32 languages. This partnership expanded Lexmark’s customer reach and opportunity pipeline. Lexmark’s senior director of revenue marketing gained new skills and knowledge. The collaboration created a clear path to growth for Lexmark.
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Zebra Technologies saw its digital experience was not helping buyers enough. The company worked with Forrester to improve this. Forrester... helped Zebra create a digital experience that matched buyers’ needs. This made planning easier for marketing teams. Marketers could plan digital and physical activities together with less friction. The new approach made teams more agile.
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Veeam Software used Forrester's guidance to boost channel partner engagement. The company launched a marketing concierge program and improved its... channel demand strategy. Veeam saw a 294% increase in partner-generated leads and 300% more partner companies generating leads. Active partners grew by 101%, and marketing activities by 134%. The new concierge service supported 1,385 partners and 3,906 cases, with 60% of active partners using the service.
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Cisco Quad helps employees create custom dashboards and social networks. The tool brings together content from different internal systems. Employees... can use it on PC, iPhone, or iPad. Quad supports a CARS (customized, aggregated, relevant, social) experience. It lets users tap into the company's collective intelligence. The platform is now available to Cisco customers.
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Forrester Research uses a formal diversity, equity, and inclusion program. The company increases representation and measures success in its DEI... efforts. Fadjanie Cadet, director of diversity and inclusion, leads these initiatives. The case study shows how Forrester designs DEI programming and builds a DEI roadmap. The company focuses on employee listening and establishing success indicators.
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Experian's Decision Analytics division worked with Forrester to improve its go-to-market strategy. The portfolio marketing team adopted best practices and... took charge of driving business growth. They set up new processes to boost market awareness, demand generation, and sales knowledge transfer. The team focused on the voice of the customer and created buyer-oriented go-to-market plans. This led to more marketing-driven revenue and a model for organizational transformation.
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Tax Systems used Forrester to improve its brand recognition. The company was known mainly for its flagship product, not its... brand. Forrester helped Tax Systems create stronger messaging and a better go-to-market strategy. As a result, Tax Systems doubled its deal size and closed deals faster. The sales team became more effective and the company brand improved.
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Software AG needed a better way to report marketing results. Their old reports were long and not read by leaders.... In six weeks, they built a new CMO dashboard. The dashboard uses three slides to show key metrics. Reporting time dropped from 60 hours a week to six. Leaders now use the dashboard to make faster, data-driven decisions.
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Delinea's marketing team needed a better understanding of their buyers. They worked with Forrester to use B2B buyer persona and... messaging frameworks. This helped them focus on what drives buyer decisions, not just demographics. The team created messaging that connects with their audience. Delinea saw a transformational change in their marketing approach.
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SAS used Forrester’s Plan-On-A-Page methodology to align marketing and sales. Patrick Xhonneux, senior VP for marketing, wanted to show marketing’s... impact on sales. Forrester provided guidance sessions and team training. This led to shared goals, unified performance metrics, and better decision-making. The result was stronger cross-functional alignment and proof of marketing’s strategic value.
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Acronis needed to build and scale its marketing operations team quickly to keep up with rapid company growth. The company had... no marketing operations function at first. Forrester worked with Acronis to help them scale this function in a cost-effective way. The partnership led to a significant return on investment for Acronis. The VP of global marketing operations praised Forrester for always having solutions to their challenges.
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Atlassian worked with Forrester to improve its sales team. Forrester helped Atlassian create a global sales onboarding program. They also... introduced a new sales methodology. These changes supported Atlassian’s customer-first mission. The partnership made the sales team more customer-focused.
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Intel used social media to improve customer engagement and support. They replaced expensive, in-person focus groups with online communities. Intel... created roles like Brokers and Floaters to answer customer questions quickly. This approach helped Intel respond faster and build stronger customer loyalty. The online communities also reduced operating costs and improved the customer experience.
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Swedbank wanted to move away from a federated IT model. The CTO office needed outside validation for this change. Forrester... analysts helped Swedbank create a centralized technology model. This brought the enterprise architecture team closer to business units and IT service delivery. Swedbank gained confidence in its new IT approach with Forrester’s support.
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Nationwide Building Society needed a data-driven way to manage its application portfolio. Forrester provided insights and data to help Paul... Ballard, the technology strategy and enterprise architecture director, make better decisions. With Forrester's support, Nationwide improved its application modernization strategy. The partnership helped Nationwide move toward a more confident, insight-led approach.
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TD Bank used Forrester to improve its customer experience measurement. The bank put customer experience metrics into incentive compensation for... all staff, from frontline to board. Forrester advisors helped TD Bank refine its customer experience strategy. The bank achieved better cross-functional alignment around customer experience. TD Bank now has a more customer-centric approach to CX measurement.
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Forrester’s benchmarking tools helped Banorte improve its digital banking experience. Banorte used these tools to identify key metrics and make... targeted changes. The bank achieved a client attrition rate below 2%. Digital channel usage increased significantly. Banorte’s team now feels more competitive in the market.
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Forrester helped Afreximbank create an IT and data strategy. The strategy matched Afreximbank's goal to promote trade in Africa. The... executive team supported the new plan. Afreximbank's C-suite praised the strategy. The project focused on aligning technology with business needs.
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Navy Federal Credit Union leads Forrester’s Customer Experience Index. The company focuses on employee experience to drive great customer experience.... This case study shares best practices for creating and sustaining award-winning member service. Navy Federal Credit Union is the world’s largest credit union. The story highlights their ongoing efforts to deliver exceptional customer experience.
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Sony Corporation of America wanted to improve its data strategy for a world without third-party cookies. The company partnered with... Forrester to focus on zero- and first-party data. Forrester helped Sony choose the right customer data platform. Sony saw a significant increase in return on advertising spend. Customer retention and loyalty also improved.
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Forrester provides Panasonic Connect with industry standards and best practices. The team uses Forrester’s insights to validate their marketing strategies.... Reports on brand architecture help guide their decisions. This boosts confidence in their data-driven marketing culture. Padmaja Ravikumar highlights the value of analyst validation for strategic direction.
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Forrester helped Philips fix its demand generation engine. Marketing and sales teams were not working well together. Forrester guided them... to align better. Philips tripled its lead-to-opportunity conversion rate. Order intake from leads increased five times. Philips now has a more customer-focused marketing approach.
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Best Buy worked with Forrester to become more customer obsessed. Forrester helped Best Buy sharpen its customer experience vision and... build new capabilities. Best Buy relaunched its loyalty program, growing paid members from 5.8 million to 7 million in one year. Employee retention improved, with field staff averaging nearly five years and general managers nearly sixteen years. Best Buy won Forrester’s Customer-Obsessed Enterprise Award for North America in 2023.
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Philips worked with Forrester to shift from product-focused to customer-centric marketing. The team adopted new processes and frameworks for shared... priorities. Forrester helped Philips align marketing and sales to boost demand generation. The partnership enabled Philips to prove marketing ROI and stay connected to changing client needs. Roberta Passerini praised Forrester's support throughout the journey.
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Philips worked with Forrester to shift from product-focused to customer-centric marketing. The team adopted new processes and frameworks for shared... priorities. Forrester helped Philips align marketing and sales to boost demand generation. The partnership enabled Philips to prove marketing ROI and stay connected to changing customer needs. Roberta Passerini praised Forrester's support throughout the journey.
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Forrester helped Northern Trust improve its IT security architectures. Northern Trust wanted to learn how top firms mature their security... without slowing transformation. Forrester analysts identified the right security models for Northern Trust's security reviews. The process worked well because Forrester understood the client's timeline and strategy. This helped Northern Trust align its security approach with its business goals.
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Best Egg worked with Forrester to improve its customer experience strategy. The company focused on finding and fixing friction points... for customers. Leadership made customer experience a top priority across all teams. Forrester’s guidance helped Best Egg create new ways to solve customer problems. This change made Best Egg more customer-focused in financial services.
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Aon faced challenges in the financial services sector, including wealth management and retirement planning. The company needed to reinvent its... mature brand and deliver a top digital experience. Aon's CX and digital teams worked together to build trust and meet industry demands. This case study shows how Aon improved customer experience in a disrupted market.
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Lloyds Banking Group used a journey-led approach for digital transformation. They focused on improving 10 key customer journeys. The company... reorganized to adapt quickly to customer needs. They set up cross-functional customer journey labs. This led to £500 million in savings and revenue increases. The case highlights digital transformation in financial services.
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Prudential Financial aimed to achieve top customer experience by focusing on people-led transformation. In just two years, 92% of employees... said the company was making progress toward industry-leading customer experiences. The transformation centered on five key pillars. The case highlights how a people-first approach can drive customer-obsessed culture change. This story shows the impact of employee engagement on customer experience in the financial services sector.
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Veolia Water Technologies used Forrester frameworks to improve customer experience. The company faced slow website response times that hurt customer... engagement. With Forrester’s guidance, Veolia transformed its digital approach and became a trusted advisor. This led to a $10 million deal after three years of building trust. The project also improved operational efficiency and demand generation.
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PSE&G wanted to improve how it connects with customers. The company worked with Forrester to build a customer experience strategy.... Forrester analysts helped PSE&G refine its approach and get support across departments. The partnership made customer experience a clear focus for the whole organization. Employees now talk more about customers and see the value in putting them first.
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NRG worked with Forrester to make customer relationship management a core part of its company culture. Suzie Dieth, chief experience... officer, led the change so that CRM was not just for frontline agents but for everyone. Forrester provided research and frameworks to guide the process. This helped NRG build a stronger, more customer-focused organization.
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Forrester gave BC Hydro & Power Authority a step-by-step playbook to build a customer-first culture. The utility used Forrester's framework... to formalize its customer experience practice. Customer experience became part of employee training and new-hire onboarding. Employees who excel in customer experience now get recognized in company awards. The CX team can now clearly explain their strategy and principles.
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E. ON used a journey-centric operating model to transform customer experience across nine markets. The company focused on structure, culture,...talent, metrics, processes, and technology to drive change. Over 47 million customers now access sustainable electricity and heat. E.ON aims to be climate neutral by 2040. The transformation created federated journey teams and a center of excellence.
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XPO launched new premium services and needed to align pricing, marketing, sales, and operations. Forrester worked closely with XPO to... help teams focus on customer needs. Their guidance unified different departments around a shared goal. This support helped XPO keep growing and avoid losing momentum. XPO’s VP of Sales Operations praised Forrester’s industry knowledge and partnership.
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Penske Truck Leasing partnered with Forrester to unify its sales quota strategy. Forrester helped Penske set companywide KPIs for its... global sales force. This partnership enabled Penske to align sales teams and standardize performance measurement. Penske moved from region-specific goals to a single, accepted quota philosophy. The new approach improved sales performance and team alignment.
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ArcBest wanted to improve sales team productivity. They worked with Forrester to reach this goal. ArcBest’s Chief Sales and Customer... Engagement Officer says Forrester’s help was a game changer. The company achieved exceptional yearly results. Forrester supported ArcBest in boosting sales performance.
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KLM used Communispace to launch its In touch market research online community. The goal was to better understand Elite members... of its Flying Blue frequent flyer program in five European countries. The Customer Knowledge department expanded its influence by using the community to reach new departments and join the product innovation process. KLM later extended the community to Air France. The case highlights the value of clear objectives and internal visibility for market research initiatives.
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Forrester helped Philips, a global healthcare technology company, adapt to changing healthcare trends. Philips' marketing team worked with Forrester to... improve focus and deliver more value to customers. The partnership led to tighter marketing and sales alignment. Philips tripled its lead-to-opportunity conversion rate. The company also shifted to a more customer-centric marketing approach.
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Quest Diagnostics wanted a central view of customer journeys. With Forrester's help, they mapped customer segments and journeys. This improved... customer understanding. The new approach aimed to boost loyalty and retention. Forrester guided the customer experience team through the process. Quest Diagnostics now has better insight into customer needs.
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Forrester helped Ardent Health improve patient experience by mapping the customer journey. The team worked to make it easier for... patients to access care. This led to a reduction in average wait times for appointments by nearly four weeks. Ardent Health’s Chief Consumer Officer praised Forrester’s partnership and expertise. The focus was on measurable improvements in healthcare service delivery.
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TE Connectivity's automotive division had over 130 product lines and 12,500 products. Their product-centric approach did not drive strong customer... engagement. The marketing team worked with Forrester and used the Buyer Audience Framework. This helped shift the focus to buyer centricity. As a result, customer engagement and campaign click-through rates improved.
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Michelin’s enterprise architecture team uses Forrester to guide its technology strategy. Forrester helps validate EA decisions and align tech with... business goals. Enterprise architect Julien Martino relies on Forrester to ensure the team meets key performance indicators. The partnership supports Michelin in delivering the right technology for its business needs.
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Forrester helped DRÄXLMAIER Group's enterprise architecture team build trust with business leaders. The team used Forrester's frameworks and benchmark data... to improve skills and align IT with business goals. As a result, the EA practice became more visible and trusted, hosting a cross-functional board of experts. Over 1,100 unique users now access the internal EA tool each month. The EA team won Forrester’s Enterprise Architecture Award for the EMEA region in 2024.
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Office Depot used its sales force automation system mainly for pricing, missing key pipeline data. In 2020, it launched a... data clean-up and customer segmentation project with Forrester's help. The company trained sales reps, defined pipeline stages, and implemented new KPIs. As a result, Office Depot increased its pipeline by over $110 million and boosted close rates by more than 400 basis points. Selling time rose by more than three hours per month, and the company saw positive net new sales in 2020.
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Forrester helped Ahold Delhaize define key cybersecurity metrics. The cybersecurity team learned to align metrics with business strategy. Internal customers... now get the right metrics at the right time. This supports the mission of the cybersecurity team. The partnership built a strong connection between Ahold Delhaize and Forrester analysts.
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Best Buy set out to improve customer obsession by putting customers at the center of its strategy. The company focused... on building a customer-focused mentality across leadership, strategy, and operations. Best Buy used deliberate and continuous changes to support this goal. The case study highlights how retail leaders can learn from Best Buy’s approach to customer experience. The story shows the importance of strong strategy and ongoing evolution for customer-centric growth.
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Forrester’s benchmarking data helped Toa Reinsurance Company’s CIO set the annual IT budget. The CIO used Forrester’s analysis to compare... technology spend with industry peers. This gave the executive team clear, relatable numbers. The process increased confidence in budget decisions. The CIO found the insights eye-opening and valuable for leadership alignment.
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Lockton wanted to build a global project management office. Julia Klaas, senior vice president of IT governance, led this effort.... She worked with Forrester to review and validate the PMO strategy. Forrester Decisions provided guidance sessions and expert advice. This partnership helped Lockton create a global PMO strategy.
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Geoffrey Insurance used personalized interactive video to improve new customer onboarding. The company wanted to boost customer engagement and make... communications more effective. The insurance industry often has complex language and processes. Personalized video helped Geoffrey Insurance connect better with customers. This approach aimed to improve operating performance and sustain customer attention.
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Forrester helped the City of Pittsburgh's IT team move from tactical tasks to strategic planning. CIO Heidi Norman worked with... Forrester to coach her team in long-term technology thinking. The team learned new skills for multiyear planning. Early results show a positive impact on the city's future. The IT group now focuses on strategy, not just daily operations.
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Forrester helped the City of Pittsburgh lower its cybersecurity insurance premiums. The city worked with Forrester analysts to address rising... insurance costs. In the first year, the city cut its deductible in half. The CISO credits Forrester for helping save money on insurance. This partnership allowed the city to manage costs without reducing security.
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Forrester helped the City of Dallas improve communication between its IT department and the police department. Brian Gardner, interim CIO,... worked with Forrester to address communication challenges. This led to faster IT request handling. The police department became more effective as a result. The focus was on bridging organizational gaps, not just technology.
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