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What It Means

English, News, 1 season, 159 episodes, 3 days, 4 hours
About
The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.
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It’s Not The Payment Method That Matters, It’s The Experience

As payment options have proliferated, they’ve become more than just a way to make a purchase. What should brands consider as they develop or add payment options to appeal to buyers? This week on What It Means, Principal Analyst Lily Varón shares insights and explains what’s ahead for digital payments.
6/13/202433 minutes, 9 seconds
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The Future Of AI PCs: Roadmap To Enterprise Adoption

With AI PCs finding their way into the consumer market this year, the big question is: When will they hit the enterprise market? In this episode, Principal Analyst Andrew Hewitt discusses the current state and future potential of AI PCs.
6/6/202424 minutes, 33 seconds
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Deciphering Cloud Costs: There’s Hope

There are a lot of reasons why cloud cost management is a thorn in the CIO’s side. In this episode, Principal Analyst Tracy Woo describes how FinOps, the FOCUS standard, and other new initiatives can help reduce cloud costs.
5/30/202434 minutes, 18 seconds
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What Makes Journey-Centric Companies Different

Journey centricity can help companies boost their revenue, reduce costs, and build better experiences for customers and employees. What defines a journey-centric company, and what does it take to become one? Vice President and Principal Analyst Joana de Quintanilha explains on this week’s episode of What It Means.
5/23/202422 minutes, 11 seconds
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How Brands Can Steer Clear Of GenAI Backlash

As generative AI becomes more pervasive in products and ads, consumers are questioning what they see and, by extension, whether they should trust the brands using it. How should brands navigate these perils? Principal Analyst Audrey Chee-Read shares insights and advice on What It Means.
5/16/202428 minutes, 3 seconds
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Breaking Down The EU AI Act

The world’s first binding legislation on AI has arrived, and its impact will extend far beyond Europe’s borders. This week on What It Means, Principal Analyst Enza Iannopollo explains the EU AI Act’s timeline, enforcement, and potential impact on innovation.
5/9/202431 minutes, 27 seconds
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Top Cybersecurity Threats In 2024

In today’s cybersecurity environment, threat detection is key. In this episode, Principal Analyst Brian Wrozek and Senior Analyst Janet Worthington discuss the top five cybersecurity threats in 2024 and how organizations can protect themselves. 
5/2/202437 minutes, 23 seconds
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The Rise Of AI In The Cloud

How important is AI to cloud providers? And how vital is cloud to the expanding list of AI workloads? In this episode, Vice President and Principal Analyst Mike Gualtieri and Principal Analyst Lee Sustar explore all aspects of the rise of AI in the cloud.
4/25/202428 minutes, 36 seconds
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Can AI Help Prove CX ROI?

Perhaps the biggest challenge CX leaders have is proving the value of CX. Can AI help? Principal Analyst Pete Jacques thinks so and joins the podcast to explain how AI can help CX leaders prove ROI.
4/18/202427 minutes, 56 seconds
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Mainframe Myth Busting

If you think mainframes are dying or dead, this is the podcast episode for you. Senior Analyst Brent Ellis shares new data and insights on the current state and future of mainframes.
4/11/202429 minutes, 19 seconds
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Why It’s Time To Transform Your B2B Revenue Process

Many B2B companies’ revenue processes lack a key ingredient: customer value. Without it, efforts to grow will ultimately falter. This week on What It Means, Principal Analysts Amy Hawthorne and Rick Bradberry discuss how companies can begin transforming their revenue processes to better serve customers.
4/4/202425 minutes, 31 seconds
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Are You A Better Manager Than A Bot?

After years of underinvestment in management training, the era of AI brings an intriguing question: Can human managers be replaced by AI? Vice President and Principal Analyst Katy Tynan joins the podcast to provide her perspective.
3/28/202430 minutes, 59 seconds
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How Marketers Can Take GenAI From Pilot Projects To Proficiency

As the hype surrounding generative AI yields to pragmatism, how can marketers take their genAI efforts from experimentation to excellence? VP and Principal Analyst Jay Pattisall and Principal Analyst Lisa Gately share advice on this week’s episode of What It Means.
3/21/202433 minutes, 6 seconds
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Managing Well In A Hybrid-Work World

Hybrid work is now the norm for many office jobs, but management styles haven’t quite caught up, says Senior Analyst Angelina Gennis. On this week’s podcast episode, she explains what it means to manage well in a post-pandemic work world. 
3/14/202423 minutes, 35 seconds
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What Human And Technical Skills Will Matter Most To B2B Marketers?

What skills and competencies will B2B marketers need most to succeed in the future? In this episode, Principal Analyst Naomi Marr and VP and Principal Analyst Katy Tynan discuss what’s driving the need for new technical and human skills and how to close the gap.
3/7/202426 minutes, 35 seconds
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Will Digital Agencies Disappear?

As all marketing becomes digital marketing, the need for specialized digital agencies will shrink. What’s in store for the agency landscape, agency jobs, and the marketers who work with agencies? VP and Principal Analyst Jay Pattisall weighs in on this week’s podcast episode.
2/29/202424 minutes, 1 second
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What Motivates B2B Customers To Become Advocates?

Customer advocacy initiatives often leave a key question unanswered: How do customers benefit? On this episode of What It Means, VPs and Principal Analysts Laura Ramos and Amy Bills explain how B2B companies can get more value from customer advocacy by understanding what motivates customers to participate.
2/22/202427 minutes, 12 seconds
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The Trust Advantage For B2B Firms

Trust is paramount in high-stakes B2B buying relationships. How can B2B companies build and maintain trust among buyers? VP and Principal Analyst Ian Bruce explains on this episode of What It Means.
2/15/202429 minutes, 32 seconds
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Is Too Much Tech Overburdening Clinicians?

How is the growing disconnect between tech leaders and clinicians contributing to burnout? Find out as Senior Analyst Shannon Germain Farraher explores the current and future state of technology in clinical settings.  
2/8/202431 minutes, 40 seconds
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Tech Trends To Watch In 2024

How will generative AI impact infrastructure plans? What regulatory issues will tech leaders have to grapple with? Hear Forrester’s technology analysts discuss their predictions for the latest tech trends in 2024.
2/1/202425 minutes, 13 seconds
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How Chip Shortages Could Impact Your AI Plans

Nothing can slow the AI revolution — except perhaps a shortage of the chips AI relies on. In this episode, Glenn O'Donnell discusses how ongoing chip shortages could impact your AI plans.
1/25/202423 minutes, 56 seconds
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COP28 Review

The annual United Nations Climate Change Conference, known as COP28, wrapped up last month to mixed reviews. In this episode, Senior Analyst Abhijit Sunil discusses what he saw at the event and some of the key takeaways for business and technology leaders.
1/18/202434 minutes, 7 seconds
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The Future Of Search In A GenAI World

Generative AI is poised to upend every aspect of search marketing. In this episode of What It Means, Senior Analyst Nikhil Lai explains the rapid changes that search marketers need to prepare for now.
1/11/202422 minutes, 52 seconds
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How To Use AI To Uplevel Revenue Enablement 

Many revenue enablement leaders are simultaneously intimidated and intrigued by AI, particularly generative AI (genAI). The sooner they embrace it, the sooner they can help make sellers and other customer-facing roles more effective. Vice President and Principal Analyst Peter Ostrow shares advice for getting started with AI this week on What It Means. 
1/4/202427 minutes, 29 seconds
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Predictions 2024: For B2B Teams, GenAI Will Yield Mixed Results

Generative AI will make B2B sales, marketing, and product teams more prolific in 2024 — but not always in ways that are desirable. VP and Principal Analyst Laura Ramos and Principal Analyst David Parry discuss this and other 2024 predictions for B2B teams on this week’s episode of What It Means. 
12/21/202322 minutes, 31 seconds
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Generative AI Will Reshape Far More Jobs Than It Eliminates

Is generative AI coming for your job? Find out as VP and Principal Analyst J. P. Gownder and Principal Analyst Michael O'Grady discuss a new forecast on the impact of generative AI on jobs in the US.
12/14/202332 minutes, 50 seconds
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Autonomous Vehicles: Are We There Yet?

Is it finally time for self-driving cars and trucks to achieve their long-held promise? Find out as Vice President and Research Director Pascal Matzke joins the podcast to discuss the current state and future outlook for autonomous vehicles.
12/7/202332 minutes, 45 seconds
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Predictions 2024: Where Will AI Go Next?

Where will AI go next? That’s the biggest question of 2024. In this special episode, nine Forrester analysts discuss what’s behind our 2024 predictions for AI and what the implications will be. 
11/30/202325 minutes, 49 seconds
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Predictions 2024: How Tech Leaders Will Tackle Growth, Talent, And AI

What’s in store for tech leaders in the year ahead? Find out as Vice Presidents and Senior Research Directors Matthew Guarini and Fred Giron discuss Forrester’s 2024 predictions for technology leaders.
11/16/202333 minutes, 9 seconds
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Product Experts Gain New Clout Among B2B Buyers

As B2B buyers contend with tighter budgets, they’re looking to an unexpected source to help them make the right purchase decisions: product experts from vendor companies. Vice President and Research Director Amy Hayes discusses this and other findings from Forrester’s new State Of Business Buying report this week on What It Means.
11/9/202334 minutes, 40 seconds
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Predictions 2024: CX Leaders Embrace GenAI

Customer experience (CX) leaders are positioned to win big with generative AI (genAI) in 2024. But there’s a caveat: They must identify and augment the right drivers of CX performance. Learn more about CX in 2024 in this episode featuring VP and Research Director Martin Gill and Principal Analyst Judy Weader. 
11/2/202327 minutes, 15 seconds
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Are You Ready For BYOAI?

Is the push to encourage AI across the enterprise introducing more risk? Principal Analyst Andrew Hewitt discusses the pros and cons of bring-your-own-AI (BYOAI) in this episode.
10/26/202329 minutes, 15 seconds
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The Rise Of Revenue Operations

Despite economic pressure, B2B sales and marketing leaders are prioritizing investment in revenue operations. In this episode, Vice President and Principal Analyst Laura Cross and Principal Analyst Anthony McPartlin discuss what’s behind the rise of revenue operations in B2B organizations.
10/19/202327 minutes, 24 seconds
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Zero Trust Past, Present, And Future

Zero Trust has evolved since its earliest iterations, but it’s never been more vital than it is today. In this episode, Principal Analyst David Holmes discusses the origins of Zero Trust and its future impact on driving business value.
10/12/202332 minutes, 54 seconds
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The Future Of Cloud

Recent, major shifts in the cloud space are prompting some technology leaders to review their cloud strategies. In this episode, Principal Analyst Lee Sustar provides his perspective on the future of cloud and how it may impact your technology roadmap.
10/5/202332 minutes, 10 seconds
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Managing The Privacy Risks Of Generative AI

Nervous about the privacy implications of your latest generative AI pilots? In this episode, Principal Analyst Enza Iannopollo shares some insights and mistakes to avoid.
9/28/202334 minutes, 25 seconds
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How Will Generative AI Change B2B Marketing?

For all the FOMO that generative AI has inspired among B2B marketers, many aren’t sure where to start with it. Principal Analyst Lisa Gately shares her insights this week on What It Means.
9/21/202322 minutes, 38 seconds
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Responsible Design

Delighted customers or PR nightmare? The difference can boil down to responsible design. Before your company ends up in an IRL episode of “Black Mirror,” listen to this podcast about responsible design featuring Principal Analyst Gina Bhawalkar.
9/14/202320 minutes, 45 seconds
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Healing The Breach Between Tech And Security Leaders

The long-standing divide between tech executives and security leaders has widened of late, says VP and Principal Analyst Jinan Budge. What’s behind the tension, and what can be done to fix it? Budge shares insights from her latest research this week on What It Means.
9/7/202327 minutes, 38 seconds
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The Generative AI Inflection Point

Generative AI (genAI) has driven a lot of change in a short period. Senior Analyst Rowan Curran and Vice President and Principal Analyst J. P. Gownder discuss the genAI inflection point and its impact on the future of work.
8/31/202333 minutes, 27 seconds
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How Tech Leaders Can Become Innovation Orchestrators

The key to successful innovation is making it widespread, not siloed. But whose job is that? In this episode, VP and Research Director Pascal Matzke and Principal Analyst Bernhard Schaffrik discuss the technology executive’s role in driving innovation.
8/24/202329 minutes, 37 seconds
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AI And The Tech Talent Crisis — It’s Complicated

The AI explosion is having a complex impact on the tech workforce. In this episode, we’ll look at how AI has added to — and may alleviate — tech talent challenges.
8/17/202322 minutes, 42 seconds
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Unique Solutions To Reduce Technical Debt

In this preview of the upcoming Technology & Innovation North America event, five analysts provide their perspectives on how to reduce or avoid technical debt.
8/10/202314 minutes, 1 second
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Defining AI’s Role In Decision-Making

Will AI replace humans in making business decisions? Not so fast, says VP and Principal Analyst Brandon Purcell. In this episode, he reviews a new decision-making framework that defines how tech can help guide — but not make — our most critical decisions.
8/3/202325 minutes, 19 seconds
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Top 10 Emerging Technologies In 2023

Struggling to figure out which emerging techs to focus on in the year ahead? In this episode, VP of Emerging Tech Portfolio Brian Hopkins and VP and Principal Analyst Michele Goetz discuss the top 10 emerging technologies list for 2023.
7/27/202332 minutes, 36 seconds
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IoT Benefits And Risks

The internet of things (IoT) brings a lot of potential — and a lot of risk. In this episode, Principal Analyst Michele Pelino reviews the latest IoT use cases and Senior Analyst Paddy Harrington highlights some of the security risks involved.
7/20/202332 minutes, 17 seconds
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Generative AI Steals The Spotlight At Cannes Lions

Excitement around generative AI was palpable at last month’s Cannes Lions International Festival of Creativity. VP and Principal Analyst Jay Pattisall discusses this and other festival highlights on this week’s episode of What It Means.
7/13/202333 minutes, 10 seconds
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Unlocking The Value Of Conversational Intelligence

In this session from last year’s Data Strategy & Insights Forum, Principal Analyst Max Ball discusses the latest trends in conversational intelligence with Senior Analyst Christina McAllister and Principal Analyst Seth Marrs.
6/29/202331 minutes, 55 seconds
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How “Tucked” CMOs Can Take Charge

Nearly half of B2C chief marketing officers don’t report to the CEO but instead, a different C-suite role. What’s behind the trend, and what should these “tucked” CMOs (and, really, all CMOs) do to succeed? VP and Research Director Mike Proulx explains on this week’s episode of What It Means.
6/22/202331 minutes, 21 seconds
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Applying 2022’s Security Lessons To 2023 Threats

The best way to predict the future is to understand the past. In this episode, Principal Analysts Sandy Carielli and Brian Wrozek share the security lessons learned in 2022 and how they apply to 2023’s biggest threats.
6/15/202333 minutes, 28 seconds
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The CIO’s Role In The Growth Agenda

As business becomes more technology-driven, the role of technology leaders is changing, as well. In this episode, VP, Senior Research Director Fred Giron and VP, Principal Analyst Ted Schadler discuss new research defining the CIO’s role in powering growth.
6/8/202331 minutes, 58 seconds
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How Creative Commerce Fuels Loyalty Across The Customer Lifecycle

From streaming services to ice cream, creative commerce is revolutionizing commerce by integrating all phases of the buying cycle. Learn how on this week’s What It Means with VP, Principal Analyst Jay Pattisall and Principal Analyst Kelsey Chickering.
6/1/202333 minutes, 12 seconds
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The Surprising Benefits Of Autism-Friendly Hiring Practices

As recruitment challenges persist, business leaders are looking to broaden their talent pools. In this episode, Senior Analysts David Mooter and Jonathan Roberts describe the benefits of implementing autism-friendly hiring practices.
5/25/202324 minutes, 14 seconds
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For B2C Companies, Alignment = Profit

Aligning customer experience, marketing, and digital functions around customer needs fuels growth for B2C companies. VP and Group Director Melissa Parrish explains how to build and rev a B2C customer-obsessed growth engine.
5/18/202317 minutes, 54 seconds
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A Three-Pronged Approach For Driving B2B Growth

Short-term strategies to win buyers’ dollars are failing B2B buyers and companies. To drive consistent, long-term growth, B2B leaders need to align on customer value. This week on What It Means, VP and Principal Analyst Lori Wizdo and Principal Analyst John Arnold explain what it takes to build and maintain a B2B customer-obsessed growth engine.
5/11/202322 minutes, 14 seconds
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Is Asynchronous Chat The Future Of Customer Service?

Asynchronous chat is poised to proliferate throughout the B2C ecosystem, redefining expectations around customer service. Senior Analyst Christina McAllister joins to discuss the benefits and pitfalls of this technology.
5/4/202333 minutes, 38 seconds
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How B2B Firms Can Win With Younger Buyers

Millennials and Gen Zers now comprise nearly two-thirds of B2B buyers. These younger buyers approach the buying process differently from their older counterparts — and they have higher expectations of vendors. This week on What It Means, VP and Principal Analyst Barbara Winters explains how B2B companies can effectively navigate the shift.
4/27/202328 minutes, 31 seconds
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How B2B Marketing Teams Can Align To Fuel Faster Growth

B2B marketing approaches often leave money on the table, say Principal Analysts John Arnold and Lisa Gately. On this episode of What It Means, they introduce lifecycle revenue marketing, a holistic approach to capturing growth opportunities with new and existing customers.
4/20/202328 minutes, 56 seconds
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How Will Generative AI Change Business?

Generative AI is everywhere lately, but what will its real impact be on the enterprise? In this episode, Analyst Rowan Curran separates the hype from reality.
4/13/202325 minutes, 23 seconds
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The Business Case For Green Consumer Segmentation

When it comes to buying green, not all buyers are the same. In this episode, Vice Presidents and Principal Analysts Sucharita Kodali and Thomas Husson explain the benefits of segmenting your customer base by green buying habits.
4/6/202329 minutes, 54 seconds
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Why CSR Must Be More Than Purpose Beyond Profit

B2B leaders are getting serious about corporate social responsibility (CSR). But until they see it as central and not peripheral to the business, its impact will be limited, says VP and Principal Analyst Ian Bruce. On this week’s Forrester podcast, he explores the role that CSR now occupies in B2B companies and how leaders can implement meaningful CSR programs. 
3/30/202327 minutes, 3 seconds
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How B2B Marketing Leaders Can Deftly Navigate Uncertainty

How can B2B marketing leaders chart a steady course for growth in a fickle economy? By taking cues from companies that have achieved strong revenue growth, says VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she provides data-backed recommendations for actions to take.
3/23/202318 minutes
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What Is The Future Of The Office?

As companies plan their future workplace strategies, what role should the physical office play? Vice President, Research Director James McQuivey and Vice President, Principal Analyst J. P. Gownder weigh in on this episode of What It Means.
3/16/202336 minutes, 15 seconds
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Social Media Turmoil Drives New Ad Strategies

The turmoil happening in social media may be a good thing for advertisers. Find out why as Principal Analyst Kelsey Chickering discusses the current and future state of digital advertising in this episode.
3/9/202320 minutes, 57 seconds
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Will AI Reinvent Software Development?

Will TuringBots revolutionize the way software is developed? Or will they open developers up to new risks? Vice Presidents and Principal Analysts Diego Lo Giudice and Mike Gualtieri debate the pros and cons of AI for software development in this episode of What It Means.
3/2/202330 minutes, 43 seconds
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Blockchain: It’s More Than Just Crypto

How closely is the fate of blockchain tied to cryptocurrency? Do NFTs have business value? In this episode, Vice President and Principal Analyst Martha Bennett dispels some blockchain myths and shares some use cases that may not be on your radar.
2/23/202327 minutes, 8 seconds
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Tech Trends To Watch In 2023

Hear Forrester’s technology analysts share their 2023 predictions for AI, cloud, automation, edge/IoT, and software development.
2/16/202316 minutes, 52 seconds
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2023 European Predictions: Energy And Economic Woes Fuel Citizens’ Distrust

The war in Ukraine, exorbitant energy prices, and economic turbulence will have a profound impact on Europeans’ attitudes and choices in the months ahead. Principal Analysts Enza Iannopollo and Dan Bieler break down Forrester’s 2023 predictions for Europe and the UK this week on What It Means.
2/9/202333 minutes, 48 seconds
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The New Space Race — For Businesses

Low-Earth-orbit satellites open up a host of new opportunities for businesses. Should your firm be exploring these new solutions? Find out in this episode of What It Means.
2/2/202328 minutes, 5 seconds
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The Green Market Revolution Is Here: Are You Ready?

Climate change is among the biggest challenges we face, and the solution could be one of the biggest market opportunities in history. Learn about the unique opportunities provided by the green market revolution in this episode.
1/26/202322 minutes, 30 seconds
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What’s Behind The Lack Of Trust In Financial Services Firms?

Would it surprise you to learn that only 2% of US financial services brands were rated “strong” on trust by their customers? In this episode, Principal Analysts Alyson Clarke and Tom Mouhsian discuss new research digging into the drivers and impacts of low trust levels in the financial services industry.
1/19/202326 minutes, 22 seconds
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Slow Economy, Tight Talent Market? How To Navigate The 2023 Paradox

The current economic downturn is unlike others that have preceded it. Instead of becoming more abundant, talent will continue to be constrained. What should companies do — and what should they avoid doing — to navigate these unique challenges? Vice President, Principal Analyst Katy Tynan and Principal Analyst Betsy Summers explain as they break down Forrester’s 2023 future-of-work predictions.
1/12/202325 minutes, 22 seconds
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As Global Economic Woes Spread, Asia Pacific Charts Its Own Path

In 2023, the economic fears that have plagued much of the rest of the world will dampen prospects for the APAC region. How will governments and business respond, and what should firms do to come out ahead? On this week’s What It Means episode, Vice Presidents and Research Directors Ashutosh Sharma and Michael Barnes discuss Forrester’s 2023 predictions for the APAC region.
1/5/202323 minutes, 51 seconds
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Unpacking Forrester’s 2023 Tech Leader Predictions

An unpredictable economy will spur some unexpected changes in the technology space in 2023. Stay one step ahead of them as VP, Senior Research Director Matt Guarini reviews our 2023 predictions for tech leaders.
12/22/202225 minutes, 47 seconds
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CX Teams Face Diverging Fates In 2023

The alarm bells are sounding: CX organizations are in trouble. One in five will find themselves on the chopping block in 2023 as the economy weakens, CX performance slips, and proof of ROI remains elusive. But there’s good news, too. One in 10 CX organizations will be stronger than ever at the end of 2023, explains VP, Research Director Rick Parrish. Find out how in this episode of What It Means.
12/15/202231 minutes, 31 seconds
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How A Sharper Customer Focus Will Fuel B2B Growth In 2023

As inflation woes, market turbulence, and supply chain disruptions cloud the 2023 landscape, B2B organizations will look to their existing customers to forge a more predictable path to growth. On this week’s What It Means, VP, Principal Analyst Ross Graber discusses this and other 2023 predictions for B2B marketing and sales leaders.
12/8/202223 minutes, 10 seconds
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An Inside Look At Forrester’s Top 10 Emerging Technologies Report

Which emerging technologies should be on your radar in the year ahead? VP, Emerging Tech Portfolio Brian Hopkins and VP, Principal Analyst Julie Ask walk through Forrester’s list of the top 10 emerging technologies to watch.
12/1/202230 minutes, 56 seconds
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The Role Of Synthetic Data In Expanding AI

As the demand for AI expands, so does the need for relevant data to develop the models that power AI. In this episode, Analyst Rowan Curran describes the role that synthetic data can play in expanding your AI efforts.
11/17/202226 minutes, 24 seconds
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Automation’s Impact On The Future Of Jobs In APAC

Forrester forecasts that by 2040, 63 million jobs will be lost to automation across the five largest economies in APAC. Principal Analysts Michael O’Grady and Sam Higgins discuss the complex factors driving those numbers and the future of jobs in APAC overall.
11/10/202231 minutes, 42 seconds
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The Growing Need For A Chief Automation Officer

As automation efforts continue to expand across the enterprise, one question looms large: Who should be overseeing the use of automation technologies in an organization? In this episode, Principal Analyst Leslie Joseph provides his perspective.
11/3/202228 minutes, 15 seconds
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Is Your Organization Equipped To Handle Geopolitical Risks?

Is your security team effectively assessing your exposure to geopolitical risk? Principal Analyst Renee Murphy and Senior Analyst Allie Mellen provide some insights and next steps every security org will want to hear.
10/27/202222 minutes, 54 seconds
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Find The CX Collaboration Strategy That’s Right For Your Company

No customer experience team, no matter how mighty, can achieve its strategic vision alone. Fostering the necessary cross-functional collaboration requires a strategy that taps into your organization’s existing strengths and cultural norms, explain Senior Analysts Su Doyle and Angelina Gennis on this week’s What It Means.
10/20/202229 minutes, 1 second
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Where Did Gaia-X Go Wrong?

The Gaia-X initiative was launched in 2019 as a way for European governments to reclaim data sovereignty from non-European cloud hyperscalers. But it hasn’t lived up to its promise. In this episode, senior analysts Dario Maisto and Jeffrey Rajamani provide an update on the current state and future outlook for Gaia-X.
10/13/202228 minutes, 52 seconds
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Where Tech Leaders Should Focus Spend In 2023

Where should technology leaders focus their 2023 investments? In this episode, VP, Research Director Chris Gardner and Principal Analyst Chris Gilchrist review the recommendations in Forrester’s new planning guides for technology leaders.
10/6/202225 minutes, 54 seconds
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The Secrets To Becoming An Effective Change Catalyst

Meaningful change in a company doesn’t have to come from the top. Anyone — regardless of seniority or title — can bring it about, say Vice Presidents Meta Karagianni and Peter Ostrow. On this week’s What It Means, they discuss how B2B professionals can successfully initiate change and give a preview of their keynote session at Forrester’s B2B Summit EMEA.
9/29/202235 minutes, 4 seconds
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How B2B CMOs Can Spend To Succeed In 2023

B2B marketing leaders will face intense budget scrutiny as they plan for 2023. But making reactive, cost-saving decisions could undermine long-term gains, cautions VP and Principal Analyst Barbie Mattie. On this week’s What It Means, she discusses Forrester’s 2023 planning guide for B2B marketing executives and its spending recommendations.
9/22/202224 minutes, 3 seconds
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Succession Planning For The Security Org

Is overreliance on key security employees putting your entire organization at risk? Learn best practices for retention and succession planning in security from Senior Analyst Jess Burn.
9/15/202225 minutes, 34 seconds
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When Should Brands Take A Stand?

Consumers, employees, and shareholders increasingly expect companies to speak out on social and political issues. When should they, and how should they make the decision? On this week’s What It Means, Vice President, Research Director Mike Proulx and Vice President, Principal Analyst Dipanjan Chatterjee explain how brands can navigate these scenarios.
9/8/202236 minutes, 13 seconds
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How Does Automation Enable Human Innovation?

Fears that automation will replace human creativity with mindless robots are unwarranted. VP, Principal Analyst Paul Miller and Principal Analyst Dan Bieler explain why in this episode.
9/1/202230 minutes, 30 seconds
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Tackling Technology’s Trust Problem

What can be done to address a growing lack of trust in technology? Principal Analyst Sara Watson digs into the causes of this issue and provides some examples of firms taking proactive steps to minimize its impact.
8/25/202227 minutes, 3 seconds
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What COVID-Related Absenteeism Has Taught Us About Workforce Planning

COVID-related absenteeism continues to cause challenges across industries and business functions. In this episode, VP, Research Director James McQuivey and VP, Principal Analyst J. P. Gownder highlight some key learnings for workforce planning.
8/18/202225 minutes, 18 seconds
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The Case For Modernizing Your Operational Platforms

If aligning your operational platforms with your customer-facing platforms is way down on your IT roadmap, you might want to move it up. Hear VPs Linda Ivy-Rosser and Liz Herbert explain why in this episode.
8/11/202228 minutes, 18 seconds
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Why The CIO-CMO Partnership Matters More Than Ever

Technology and marketing leaders need each other, and companies need strong technology-marketing partnerships. On this week’s What It Means, VP, Senior Research Director Matt Guarini and VP, Principal Analyst Thomas Husson explain why the CIO-CMO relationship matters more than ever and the key benefits of effective CMO-CIO collaboration.
8/4/202229 minutes, 7 seconds
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Build A Successful Voice Of The Customer Program

Only 12% of CX pros rate their voice of the customer (VoC) program’s maturity as high or very high. In this episode of What It Means, Senior Analyst Colleen Fazio explains what’s blocking success with VoC and how CX professionals can derive value and get stakeholders excited.
7/28/202225 minutes, 45 seconds
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Is Employee Wellness Broken?

There’s a giant disconnect between how executives view employee wellness and how employees view it. Senior Analyst Jonathan Roberts digs into the causes and impacts of that disconnect in this week’s episode.
7/21/202224 minutes, 18 seconds
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It’s Time To Kick The Leads Habit

The traditional focus on individual, marketing-supplied leads is failing B2B companies and buyers. So why does it persist, and what’s a better alternative? VP, Principal Analyst Terry Flaherty and VP, Research Director Mike Pregler discuss on this week’s podcast.
7/14/202234 minutes, 30 seconds
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Encore Presentation — Avoid The Chatbot How-Can-I-Help-You Problem

The problem with chatbots can be summed up in one question: “How can I help you?” This question sets the expectation that a chatbot will be as helpful as a human agent, which isn’t true. But don’t scrap all your chatbots. Instead, invest in experience design, says VP, Principal Analyst David Truog on this episode of What It Means.
7/7/202234 minutes, 52 seconds
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The Trouble With Thought Leadership

Thought leadership content is everywhere. But, too often, it’s neither particularly thoughtful nor leading, say analysts Ian Bruce and Lisa Gately. On this week’s What It Means, they discuss what defines good thought leadership and how B2B firms can create it.
6/30/202227 minutes, 38 seconds
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Why Are Brands Funding Misinformation?

Marketers are accidentally funding misinformation and fueling the proliferation of dangerous falsehoods. In this episode of What It Means, Principal Analyst Kelsey Chickering discusses how marketers can protect their brand from this phenomenon.
6/23/202231 minutes, 23 seconds
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The Customer Obsession Balancing Act For B2B Firms

B2B companies that center their strategies and operations on customers far outperform their less customer-focused peers. Still, when it comes to customer obsession, more isn’t always better. Analysts Amy Bills and Nick Buck explain on this week’s podcast why customer obsession means finding a balance.
6/16/202226 minutes, 34 seconds
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The Best And Worst Security Practices From Around The World

The fact is, no business can stop every breach. So is it time to shift to a “post-breach” resilience strategy? Analyst Allie Mellen thinks so. This week, she discusses the best — and worst — security practices from various global regions.
6/9/202229 minutes, 41 seconds
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The Two Sides Of Technology’s Environmental Impact

Is emerging tech the cause of or the solution to the climate crisis? The answer is complicated. In this episode, Analyst Abhijit Sunil and VP, Research Director Glenn O’Donnell debate the benefits and impacts of emerging tech on the environment.
6/2/202234 minutes, 5 seconds
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Multicloud Strategy By Design Or By Accident?

As more organizations branch out to use multiple cloud platforms and providers, the question becomes: Is there a strategy behind your multicloud decisions, or do they just happen? In this episode, Principal Analyst Lee Sustar and Senior Analyst Tracy Woo discuss the important differences.
5/26/202232 minutes, 25 seconds
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Will Web3 Live Up To Its Promise?

Web3 proponents have a grand vision of a fairer internet. But will it ever become reality? VP, Principal Analyst Martha Bennett examines both sides of this complex question.
5/19/202232 minutes, 44 seconds
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The Business Case For Inclusive Design

Why has inclusive design become so important? On this episode of What It Means, Principal Analyst Gina Bhawalkar and UX Researcher Senem Biyikli delve into the multi-faceted benefits of inclusive design.
5/12/202228 minutes, 53 seconds
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Marketing And The Metaverse

Is the metaverse your ticket to marketing innovation or a quagmire into which marketing dollars will sink, never to be seen again? What is the metaverse, anyway? Join VP, Research Director Mike Proulx and VP, Principal Analyst Julie Ask as they explore what the metaverse means for marketers.
5/5/202233 minutes, 32 seconds
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European Skill Clusters: A Solution To The Tech Talent Crunch?

With the tech talent crunch in Europe creating urgent challenges, business and technology leaders are looking beyond their local regions to fill their skills gaps. On this episode, Principal Analyst Dan Bieler and VP, Research Director James McQuivey discuss a new report that identifies and ranks Europe’s top talent regions, or “skill clusters.”
4/28/202230 minutes, 58 seconds
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Content Localization Is A Competitive Differentiator

Tailoring content for regional buyers is key to good customer experience, yet many global B2B companies don’t give it the attention it deserves. On this week’s What It Means, Principal Analyst Kathleen Pierce explains what a good content localization strategy entails and previews research that she’ll unveil at Forrester’s B2B Summit North America.
4/21/202231 minutes, 23 seconds
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How B2B Firms Are Redefining Purpose

Following the lead of their B2C counterparts, B2B firms are embracing brand values and a broader notion of purpose. What’s at stake, and where do companies’ intentions fall short? On this week’s episode, Vice Presidents Nancy Maluso and Jennifer Ross weigh in and give a preview of their keynote session at Forrester’s B2B Summit North America.
4/14/202228 minutes, 23 seconds
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What’s Next For Customer Loyalty?

Customer loyalty is not a new concept, but a confluence of trends has increased the emphasis that brands are placing on it. In this episode, VP and Principal Analyst Mary Pilecki dives into these trends and provides a sneak preview of new research that will be unveiled at CX North America.
4/7/202225 minutes, 30 seconds
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Who Owns EX?

Employee experience is a vital function without a home in most organizations. In this episode, Principal Analysts Katy Tynan and David Johnson debate where the EX function should reside.
3/31/202231 minutes, 6 seconds
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Assessing The Risks Of Emerging Technologies

As a CIO, do you dread talking to your chief risk officer about emerging technologies? In this episode, you’ll learn how to lead that conversation effectively from Principal Analysts Renee Murphy and Sara Watson.
3/24/202220 minutes, 42 seconds
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The High Cost Of Skipping User Research

What's the biggest mistake CX orgs make? Listening to their gut. If you want to design experiences that strengthen customer loyalty, listen to this episode about user research featuring Senior Analyst AJ Joplin.
3/17/202230 minutes, 45 seconds
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The Key To Elevating IT’s Role? Its Operating Model

What’s the missing ingredient for an IT organization to deliver value in a customer-obsessed company? It may well be your operating model. Learn more as Principal Analyst Fiona Mark and VP, Principal Analyst Bobby Cameron discuss transforming your IT operating model.
3/10/202235 minutes, 30 seconds
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The Dawn Of A New Era In Healthcare

The past two years have shaped healthcare in profound and irreversible ways. In this episode of What It Means, Senior Analyst Natalie Schibell discusses the major shifts and what the future holds.
3/3/202226 minutes, 14 seconds
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Seeking Adaptivity? Lose The Jobs

How can your organization become more adaptive? Stop hiring for jobs. Principal Analyst Katy Tynan and VP, Principal Analyst J. P. Gownder break down Forrester’s new “no more jobs” talent model.
2/24/202229 minutes, 42 seconds
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Automation’s Profound And Complex Impact On EU Jobs

Will increased automation add to job losses in the Europe-5 countries or help diffuse a demographic time bomb? Analyst Michael O’Grady discusses our forecast for the future of jobs in Europe.
2/17/202233 minutes, 23 seconds
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Avoid The Chatbot How-Can-I-Help-You Problem

The problem with chatbots can be summed up in one sentence: “How can I help you?” This question sets the expectation that a chatbot will be as helpful as a human agent, which isn’t true. But don’t scrap all your chatbots. Instead, invest in experience design, says VP, Principal Analyst David Truog on this episode of What It Means.
2/10/202234 minutes, 28 seconds
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Bias In AI: Avoiding An Algorithmic Debacle

Are all algorithms inherently biased? Of course not, but the risk of AI gone wrong is a real one for many organizations. Find out why as VP, Principal Analyst Brandon Purcell discusses fairness in AI.
2/3/202220 minutes, 25 seconds
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Tech Trends To Watch In 2022

Forrester analysts provide their 2022 predictions for AI, automation, cloud, and internet of things (IoT) in this special edition of What It Means.
1/27/202216 minutes, 14 seconds
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Predictions 2022: The Future Of Work Has Arrived. Now What?

The future of work became unexpectedly real during the pandemic. Find out how work will evolve in 2022, as VPs James McQuivey and J. P. Gownder dig into our 2022 predictions for the future of work.
1/20/202237 minutes, 58 seconds
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How To Make Sense Of, And Get The Most From, Sales Technology

Today’s sales technology can improve nearly every aspect of selling — if it’s chosen wisely. This week, VP and Senior Research Director Phil Harrell discusses how B2B sales leaders should evaluate tech tools to make the right choices for their organization. He also introduces Forrester’s new Ask A Sales Leader podcast, which will feature interviews with sales executives on a wide range of sales topics.
1/13/202227 minutes, 26 seconds
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Predictions 2022: Are Digital And Trust On A Collision Course?

How will the digital acceleration of 2021 impact trust patterns in 2022? Principal Analyst Enza Iannopollo provides an inside look at our 2022 digital trust predictions.
1/6/202226 minutes, 40 seconds
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Predictions 2022: B2B Marketing’s Now-Or-Never Moment

B2B marketing could be on the cusp of a momentous shift — if marketing leaders step up to the opportunity. VP and Principal Analyst Lori Wizdo and VP and Research Director Caroline Robertson explain what that requires as they discuss Forrester’s 2022 B2B marketing predictions.
12/23/202135 minutes, 51 seconds
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Predictions 2022: APAC Accelerates Into Its Digital Future

In the coming year, the Asia Pacific region will take decisive steps toward becoming a digital society. What does that entail, and what else is in store for businesses and consumers? VP and Research Director Michael Barnes discusses Forrester’s APAC predictions on this week’s What It Means.
12/16/202131 minutes, 54 seconds
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Predictions 2022: Values Come Front And Center For European Companies

Values-based consumers will drive major changes in the European economy in the coming year. Find out how as VP and Group Research Director Laura Koetzle discusses our 2022 European predictions.
12/9/202121 minutes, 26 seconds
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Predictions 2022: B2C CMOs Need To Adapt Or Get Sidelined

In 2022, B2C CMOs will either expand their remit and shine brighter than ever … or find themselves sidelined. The difference lies in whether a CMO can upskill and handle marketing’s new responsibilities or not, according to VP and Research Director Mike Proulx.
12/2/202126 minutes, 58 seconds
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Predictions 2022: Human Creativity Will Power Technology

Will technical debt get worse in 2022? How about shadow IT? Or the war for tech talent? Find out when VP and Senior Research Director Matt Guarini discusses our 2022 predictions for technology leaders — including one prediction that didn’t make the list.
11/18/202131 minutes, 57 seconds
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Predictions 2022: How CX Can Shine In A Year Of Shortages

“Shortage” will be the name of the game in 2022. CX leaders will have to help their organizations contend with out-of-stock products, understaffing, and unhappy customers. Senior Analyst Judy Weader and Researcher Sam Karpinski explain how CX leaders can shine during a difficult year.
11/11/202131 minutes, 49 seconds
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B2B Buying Has Changed. How Should Marketers Respond?

The B2B buying process has changed dramatically in recent years, and particularly during the pandemic. Are the changes permanent, and what should marketers do to adapt? VP and Principal Analyst Beth Caplow and Principal Analyst Barbara Winters provide insight on What It Means.
11/4/202133 minutes, 1 second
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What’s Next For The CDO?

In this preview of our upcoming Data Strategy & Insights event, data executives from TIAA and Humana discuss the challenges and opportunities facing the chief data officer today.
10/28/202135 minutes, 31 seconds
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How B2B Marketing Leaders Can Plan For An(other) Unpredictable Year

Once again, marketing leaders find themselves planning for a year that seems to defy planning. How does the calculus differ this time around? On this week’s What It Means, Vice Presidents Craig Moore and Ian Bruce discuss Forrester’s 2022 Planning Assumptions for B2B marketing executives and how they can position themselves and their teams for success.
10/21/202131 minutes, 11 seconds
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The Risks And Rewards Of Biometric Data

Biometric data use is at a crossroads. Consumers love the convenience it provides but have privacy concerns. In this episode, VP, Research Director Merritt Maxim and VP, Principal Analyst Andras Cser dive into the benefits and risks of biometric data.
10/14/202130 minutes, 58 seconds
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Transformation, Not Adaptation, Will Be Key For B2B Sales Leaders In 2022

To succeed in 2022 and beyond, B2B sales leaders need to transform and embrace the new digital normal. Vice Presidents Mike Pregler and Stephanie Sissler explain what that requires in this discussion of Forrester’s 2022 Planning Assumptions for sales executives.
10/7/202128 minutes, 41 seconds
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Chasing The ROI Of Sustainability In Tech

Did you know that the technology industry accounts for more than 1.4% of global carbon emissions? So what are industry players doing about it? In this episode, Analyst Abhijit Sunil and Senior Consultant Jan Sythoff discuss the efforts being made and the returns being sought.
9/30/202131 minutes, 48 seconds
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Could The Chip Shortage Derail Your IT Transformation?

The short-term impact of the chip shortage is clear to anyone who’s tried to buy something with a plug or a battery lately. But what long-term impacts should IT executives look out for? VP and Research Director Glenn O’Donnell provides insights.
9/23/202123 minutes, 58 seconds
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A CISO’s Guide To Employee Empowerment

What’s the most important thing a security leader can do to empower their direct reports? Delegate. Learn how to do it effectively from VP, Principal Analyst Jeff Pollard in this week’s episode.
9/16/202124 minutes, 44 seconds
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Retailers: Here’s What To Expect During The 2021 Holiday Season

Last year, US retail sales increased 8.3% year over year. What will 2021 bring? VP and Research Director Fiona Swerdlow explains what retailers need to know before the season starts on this episode of What It Means.
9/9/202132 minutes, 9 seconds
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Solve Customer Mysteries By Uniting Quant & Qual

Quantitative data science and qualitative design research deliver richer, more accurate customer insights by working together. VP and Principal Analyst Brandon Purcell joins What It Means to discuss how blending these two types of research can solve customer mysteries.
9/2/202120 minutes, 53 seconds
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The Why And How Of Co-Innovation

In an era of digital sameness and disruption, leaders need to look beyond their own four walls to innovate. In this episode, Vice Presidents Matt Guarini and Ted Schadler discuss the benefits and logistics of co-innovation.
8/26/202131 minutes, 16 seconds
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The Rising Cost Of Ransomware

What’s driving the increase in ransomware attacks, and what can security leaders do to protect their organizations? Analysts Allie Mellen and Steve Turner provide insight in this episode.
8/19/202131 minutes, 3 seconds
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Why Investing In Employee Wellness Is No Longer Optional

Employee wellness became a top priority during the pandemic. But will it remain one? VP, Principal Analyst James McQuivey and Analyst Jonathan Roberts discuss the role of employee wellness in the future of work.
8/12/202129 minutes, 55 seconds
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A CFO Within Marketing? For Mastercard, The Move Paid Off

As the pressure to prove marketing’s ROI intensifies, marketing leaders should work to build a strong alliance with their finance counterparts. Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar went one step further, hiring a CFO to serve within marketing. He explains the benefits of this unconventional approach on this week’s What It Means.
8/5/202127 minutes, 5 seconds
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Causes And Cures For Toxic Culture In The Security Org

There’s a culture crisis in the IT security field that could be putting firms at risk. Learn about the causes and cures of a toxic security culture from Principal Analyst Jinan Budge in this episode of What It Means.
7/29/202128 minutes, 26 seconds
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The “Wild West” Era Of Digital Advertising Is Ending

The third-party cookie is riding off into the sunset, ending the Wild West era of digital advertising. What comes next? The answer is complicated, but the opportunities are many, explain VP, Principal Analyst Joanna O’Connell and Principal Analyst Tina Moffett in this week’s What It Means.
7/22/202139 minutes, 25 seconds
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Innovative AND Sustainable? Akamai Says “Yes”

Are innovation and sustainability mutually exclusive? Not for tech firm Akamai. Get an inside look at Akamai’s strategies for driving innovation while meeting ambitious sustainability goals.
7/15/202127 minutes, 21 seconds
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Nestlé’s Tech-Driven Innovation At Work

Struggling to embed technology-driven innovation into your organization? Nestlé’s chief innovation technology officer reveals the food and beverage giant’s secrets to innovation success.
7/8/202124 minutes, 39 seconds
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Risk, Reward, And Trust In The B2B Sphere

Given the high-stakes nature of many B2B purchases, trust with buyers is key. At a time when trust is in decline, how can B2B companies accomplish this? VP and Group Director Isabel Montesdeoca and Principal Analyst Ian Bruce explain on What It Means.
7/1/202128 minutes, 15 seconds
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Trust Is Up For Grabs — What’s Your Plan?

Through a confluence of crises, public trust is shifting across the globe. In this episode, Senior Analysts Anjali Lai and Enza Iannopollo discuss the impact of those shifts and the importance of developing a trust strategy in your organization.
6/24/202132 minutes, 44 seconds
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To Succeed In B2B Sales, Talent Alone Won’t Cut It

The days of relying on superstar sales reps to land huge, quarter-saving deals are over. Winning and retaining today’s buyers takes a systematic, broader-based approach to selling. Vice President and Senior Research Director Phil Harrell explains what this approach entails on this week’s podcast episode.
6/17/202128 minutes, 56 seconds
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The Pandemic’s Lasting Impact On Employee Engagement

The pandemic highlighted the value of effective employee engagement. But what now? VP, Principal Analyst Thomas Husson and Principal Analyst David Johnson discuss the future of employee engagement.
6/10/202131 minutes, 25 seconds
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What It Takes To Create Audience-Centric B2B Content

Every marketing organization knows its content should be customer-centric. Yet many still struggle to deliver on this aim. On this week’s What It Means episode, VP Phyllis Davidson and Principal Analyst Lisa Gately discuss how B2B marketers can get it right.
6/3/202122 minutes, 24 seconds
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What Is Design Debt?

What is design debt? Principal Analyst Andrew Hogan joins What It Means in advance of his talk at CX North America to discuss this hidden problem and how addressing it strengthens customer experiences.
5/27/202128 minutes, 9 seconds
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IT Industry Breathes A Sigh Of Relief In API Case

Will software developers have to review every API they developed in the past decade? Thankfully, no. Analysts David Mooter and Sandy Carielli explain why in this episode of What It Means.
5/20/202126 minutes, 41 seconds
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What Is A CX Tech Portfolio?

A customer experience (CX) technology portfolio is both a select set of tools and almost everything your organization uses. Principal Analyst TJ Keitt unravels this paradox and explains how CX professionals can best navigate the tech landscape.
5/13/202124 minutes, 47 seconds
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The Pandemic’s Long-Term Lessons For Retailers

As reopening slowly begins, we’re joined by VP and Principal Analyst Sucharita Kodali to explore how the pandemic has reshaped the retail industry and where retailers should focus their resources going forward.
5/6/202128 minutes, 15 seconds
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The Secret To Installing Creativity In Your Organization

How do you install creativity in your organization to drive growth? VP, Principal Analyst Ted Schadler and Principal Analyst Jay Pattisall provide some answers in this week’s episode.
4/29/202137 minutes, 18 seconds
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Will Vaccines Bring Travel Back?

The travel industry is ready for a much-needed boost. Will vaccines deliver it? Principal Analyst Tom Mouhsian walks through the many facets of this complicated issue.
4/22/202129 minutes, 19 seconds
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Business Resiliency Lessons Learned From COVID-19

What resiliency lessons can businesses learn from the pandemic? In this episode, VP Amy DeMartine and Senior Analyst Alla Valente review some of the best examples.
4/15/202129 minutes, 35 seconds