Thoughtworks Named Forrester 2025 B2B Return on Integration Honoree for Achieving Strong Product, Marketing, Sales and Customer Engagement Alignment

Thoughtworks, a global technology consultancy, has received Forrester's 2025 B2B Return on Integration Honors for enhancing its go-to-market efforts with a multi-agent marketing insights application built on a martech stack and data architecture reengineered for agents. This has improved company performance, with higher win rates, client retention, and expansion. The application uses a conversational generative AI interface and a unified key performance indicator framework based on Forrester's models and research.

Thoughtworks, a global technology consultancy, has been recognized by Forrester with the 2025 B2B Return on Integration Honors [1] for its innovative approach to enhancing go-to-market (GTM) efforts. The award highlights Thoughtworks' successful implementation of a multi-agent marketing insights application built on a martech stack and data architecture reengineered for agents. This initiative has significantly improved the company's performance, resulting in higher win rates, better client retention, and increased client expansion.

The application utilizes a conversational generative AI interface and a unified key performance indicator (KPI) framework, both of which are based on Forrester's models and research. This integration has enabled Thoughtworks to operate with AI-powered real-time performance data and reasoning, transforming its marketing and sales strategies. According to Julie Woods-Moss, chief marketing officer at Thoughtworks, "Like most companies, we relied on manual reporting via CRM systems and dashboards to drive marketing ROI. Now, we operate with AI-powered real-time performance data and reasoning. Rewiring our tech stack for agents and rearchitecting our data was an important first step to building an agentic marketing organization" [1].

The application has provided early benefits such as improved win rates, buying group expansion, and better resource allocation. Thoughtworks continues to seek ways to enhance its go-to-market performance, with the rapid adoption of AI agents across marketing being particularly encouraging.

Forrester's B2B Return on Integration Honors and B2B Programmes Of The Year (POY) Awards recognize firms that demonstrate alignment rooted in customer value and growth, delivering tangible business outcomes. Thoughtworks and AVEVA, the 2025 B2B POY Awards winner, exemplify how disciplined cross-functional alignment can translate into measurable business impact [1].

B2B Summit EMEA, the premier event for B2B marketing and sales leaders, will feature keynote sessions from Thoughtworks and AVEVA, providing attendees with insights into how these leaders are reshaping their B2B strategy for growth during this era of volatility [1].

References:
[1] https://www.marketscreener.com/news/forrester-to-recognise-b2b-return-on-integration-honours-and-b2b-programmes-of-the-year-awards-winne-ce7d59dade8eff26
[2] https://finance.yahoo.com/news/forrester-recognise-b2b-return-integration-090000553.html