Research company Forrester has revealed 2019 predictions that identify the major dynamics that will affect companies in the coming year.
CX remains under fire: Brands will give up on strategic CX initiatives and resort to old-school methods for short-term gains.
Digital goes surgical: Digital transformation will move to a pragmatic portfolio view of digital investments.
Purpose regains meaning: Purpose will become a strategic priority again, acting as the strategic compass for firms.
CMOs rebrand: CMOs will bring back brand as their top priority.
CIOs take the reins: CIOs will expand their remit, building a model that translates tech-led innovation into customer value.
Artificial intelligence (AI) builds a foundation: Firms will put more building blocks in place to accelerate their ability to meet AI’s promise.
The world goes to Zero (Trust): Zero Trust will become the ad hoc standard security architecture.
Consumer brands enter the outrage: More brands will partake in market-baiting, but most will misjudge the mechanics and make minimal impact.
B2B in a squeeze: B2B marketers will shift 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: Talent leaders will use automation to address the talent scarcity squeeze.
VC funding recalibrates: Martech and adtech investments will dry up as investors look to put their dollars into specific verticals.
Blockchain exposes advertising: Blockchain will allow advertisers to see where waste and abuse lie and how their money is spent in the media-buying supply chain.
Internet of Things (IoT) gets down to business: IoT in the B2B space will take off while B2C incarnations still try to find their footing.