What It Means

COVID-19 has changed B2B marketing and sales — perhaps forever. Savvy marketers and sellers will seize the moment and transform their approaches to become truly buyer-centric. On this week’s What It Means, VP, Principal Analyst Lori Wizdo and Principal Analyst Mary Shea explain how the disruption of 2020 will shape 2021 and beyond.

After a year no CIO could have predicted, what can IT leaders expect in 2021? In this episode, Vice Presidents Brian Hopkins and Matt Guarini review Forrester’s CIO predictions for 2021.

In an era of systemic uncertainty, Forrester’s future fit technology model provides a blueprint for IT leaders seeking new ways forward. In this episode, we dig into the future fit model with Vice Presidents Bobby Cameron and Allen Bonde.

Employee experience leaders were challenged like never before in 2020. In this episode, Forrester analysts provide examples of organizations that have successfully adapted their EX programs this year.

With many business functions being automated, what makes financial services different? On this week’s episode, Principal Analyst Peter Wannemacher explores the issues of trust involved with autonomous finance.

Is the big push to digital transformation the end of technical debt? In this episode, VP and Principal Analyst Brian Hopkins discusses the issue in light of pandemic-driven, digital trends.

How do you proactively plan at a time when so little is certain? On this week’s What It Means, Vice President and Research Director Jennifer Ross and Principal Analyst Adele Sweetwood explain how B2B marketing leaders can guide their organizations through an unpredictable year ahead.

As sales leaders plan for 2021, leaning into data and insights will be key to success. Vice President and Research Director Mike Pregler explains why and dives into other action items for sales leaders in this week’s episode.

By disrupting familiar ways of working, the pandemic has forced B2B sales and marketing leaders to reprioritize and reflect. In this discussion of key priorities for European sales and marketing leaders, Vice Presidents Isabel Montesdeoca, Phil Harrell, and Meta Karagianni explore the lessons that can be learned from this period.

The pandemic has forced companies (including Forrester) to take planned in-person events virtual. What’s needed to make virtual events a success, and are they here to stay? Vice President and Global Head of Events Lisa Riley and Principal Analyst Jessie Johnson weigh in on this week’s What It Means.