Biographical Information
Ian Bruce
vice president and principal analyst, Forrester Research
Ian Bruce is vice president and principal analyst at Forrester Research, with more than 20 years of international experience managing marketing, brand, and communications strategies for B2B companies.
Articles for Ian Bruce
Why B2B Buyers Choose the Safest, Rather than the Best, Solution
02 Aug 2022
Sellers need to understand the risk-reward (and very human) calculations their customers make all the time.