Dive Brief:
- Forrester Research Inc. says it wants to focus on helping CIOs use technology to find and retain customers, the Wall Street Journal reports.
- Currently, less than 30% of enterprise technology spending goes into business technology, though business technology spending is growing at twice the pace of other areas, according to Forrester.
- Forrester reported third-quarter total revenues of $74.8 million, down from $75.4 million over the same period a year ago.
Dive Insight:
The company wants to shift its focus from research to helping CIOs support business technology – “software and services aimed at boosting sales and marketing, fulfillment, customer service, and innovation.”
“The customer is becoming more and more powerful,” Forrester CEO George Colony said. “Our clients are going to need to have technology to win, retain and serve these customers.”
Colony says Forrester might be ahead of the market on customer-focused business technology, but not for long.
At the top 1,000 companies in the U.S, only about 15% of CIOs currently have the ability to carry both the IT and business technology agendas, he said: “But in five years, we expect that to expand to 50%."
