2019: the year of pragmatic transformation

Forrester's 2019 predictions have highlighted the key parameters that will impact the enterprise world - a year in which companies will shift from strategic ambitions to pragmatic, precision-implemented efforts.

Decision makers set their sights on big initiatives like digital transformation and customer experience (CX) last year, but many faced the harsh reality that these are arduous and costly strategies that challenge the way executives run their businesses.

Forecasts and trends for 2019

Customer experience (CX) remains under fire: Brands will abandon strategic CX initiatives and revert to old-school methods for short-term gains.

Digital comes under the pragmatic magnifying glass: Digital transformation will move toward a pragmatic view of the digital investment portfolio.

Business purpose regains importance: Business purpose will once again become a strategic priority and serve as a strategic compass for companies.

CMO - redefined: Brand work will once again become the top priority for CMOs. CIOs demonstrate decision-making authority: CIOs will expand their remit to develop a model that translates technology-driven innovation into customer value.

Artificial intelligence (AI) is becoming foundational: companies will be more diligent in addressing the fundamentals to accelerate their ability to practically reap the benefits of AI.

The world is betting on Zero (Trust): Zero Trust is becoming the ad hoc standard in security architecture.

Consumer brands venture into baiting: More brands will dabble in market baiting, but most will misjudge the mechanics and achieve minimal impact.

B2B in a pinch: B2B marketers will move away from overly blunt outbound methods and focus on customer outcomes.

Employee Experience (EX) takes center stage: Decision makers will revive change management efforts and launch targeted initiatives to replace the broadly culture-focused efforts of 2018.

Robots reinvent talent management: Talent management pioneers will use automation to address the shortage of qualified employees.

Venture capital allocation is being recalibrated: Investments for martech and adtech are being scaled down because investors want to put their money into specific industries.

Blockchain makes advertising transparent: Blockchain will show advertisers if, how, and where waste and improper use are occurring and how their money is being spent in the media planning supply chain.

Internet of Things (IoT) is getting serious: IoT will take off in B2B, but will continue to struggle to gain a foothold in B2C.