What It Means

By Forrester

What's What It Means about?

Each week, the What It Means podcast invites Forrester analysts to discuss the latest trends and challenges to help business and technology leaders make bold decisions and become truly customer-obsessed. Topics range from tech-driven innovation and CX design to B2B buying trends and marketing planning.

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What It Means episodes:

04.27.2023
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...
04.20.2023
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...
04.13.2023
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.
04.06.2023
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.
03.30.2023
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,...
03.23.2023
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...
03.16.2023
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.
03.09.2023
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.
03.02.2023
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...
02.23.2023
Blockchain: It’s More Than Just Crypto
Hear Forrester’s technology analysts share their 2023 predictions for AI, cloud, automation, edge/IoT, and software development.
02.16.2023
Tech Trends To Watch In 2023
Hear Forrester’s technology analysts share their 2023 predictions for AI, cloud, automation, edge/IoT, and software development.
02.09.2023
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...
02.02.2023
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.
01.26.2023
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.
01.19.2023
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...
01.12.2023
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...
01.05.2023
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...
12.22.2022
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.
12.15.2022
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....
12.08.2022
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...
12.01.2022
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.
11.17.2022
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.
11.10.2022
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...
11.03.2022
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.
10.27.2022
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.
10.20.2022
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...
10.13.2022
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...
10.06.2022
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.
09.29.2022
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...
09.22.2022
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...
09.15.2022
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.
09.08.2022
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,...
09.01.2022
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.
08.25.2022
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.
08.18.2022
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.
08.11.2022
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.
08.04.2022
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...
07.28.2022
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...
07.21.2022
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.
07.14.2022
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.
07.07.2022
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...
06.30.2022
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...
06.23.2022
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.
06.16.2022
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...
06.09.2022
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...
06.02.2022
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.
05.26.2022
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...
05.19.2022
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.
05.12.2022
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.
05.05.2022
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...

What's What It Means about?

Download our free app to listen on your phone

What It Means episodes:

How B2B Firms Can Win With Younger Buyers

How B2B Marketing Teams Can Align To Fuel Faster Growth

How Will Generative AI Change Business?

The Business Case For Green Consumer Segmentation

Why CSR Must Be More Than Purpose Beyond Profit

How B2B Marketing Leaders Can Deftly Navigate Uncertainty

What Is The Future Of The Office?

Social Media Turmoil Drives New Ad Strategies

Will AI Reinvent Software Development?

Blockchain: It’s More Than Just Crypto

Tech Trends To Watch In 2023

2023 European Predictions: Energy And Economic Woes Fuel Citizens’ Distrust

The New Space Race — For Businesses

The Green Market Revolution Is Here: Are You Ready?

What’s Behind The Lack Of Trust In Financial Services Firms?

Slow Economy, Tight Talent Market? How To Navigate The 2023 Paradox

As Global Economic Woes Spread, Asia Pacific Charts Its Own Path

Unpacking Forrester’s 2023 Tech Leader Predictions

CX Teams Face Diverging Fates In 2023

How A Sharper Customer Focus Will Fuel B2B Growth In 2023

An Inside Look At Forrester’s Top 10 Emerging Technologies Report

The Role Of Synthetic Data In Expanding AI

Automation’s Impact On The Future Of Jobs In APAC

The Growing Need For A Chief Automation Officer

Is Your Organization Equipped To Handle Geopolitical Risks?

Find The CX Collaboration Strategy That’s Right For Your Company

Where Did Gaia-X Go Wrong?

Where Tech Leaders Should Focus Spend In 2023

The Secrets To Becoming An Effective Change Catalyst

How B2B CMOs Can Spend To Succeed In 2023

Succession Planning For The Security Org

When Should Brands Take A Stand?

How Does Automation Enable Human Innovation?

Tackling Technology’s Trust Problem

What COVID-Related Absenteeism Has Taught Us About Workforce Planning

The Case For Modernizing Your Operational Platforms

Why The CIO-CMO Partnership Matters More Than Ever

Build A Successful Voice Of The Customer Program

Is Employee Wellness Broken?

It’s Time To Kick The Leads Habit

Encore Presentation — Avoid The Chatbot How-Can-I-Help-You Problem

The Trouble With Thought Leadership

Why Are Brands Funding Misinformation?

The Customer Obsession Balancing Act For B2B Firms

The Best And Worst Security Practices From Around The World

The Two Sides Of Technology’s Environmental Impact

Multicloud Strategy By Design Or By Accident?

Will Web3 Live Up To Its Promise?

The Business Case For Inclusive Design

Marketing And The Metaverse