What It Means: A Forrester podcast

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. Listen now and subscribe to get a new episode each week. Got a comment or question? Email our team at podcast@forrester.com.

Latest Episodes


Predictions 2022: B2B Marketing’s Now-Or-Never Moment

What It Means December 23, 2021
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.

Predictions 2022: APAC Accelerates Into Its Digital Future

What It Means December 16, 2021
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.

Predictions 2022: Values Come Front And Center For European Companies

What It Means December 9, 2021
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.

Predictions 2022: B2C CMOs Need To Adapt Or Get Sidelined

What It Means December 2, 2021
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.

Predictions 2022: Human Creativity Will Power Technology

What It Means November 18, 2021
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.

Predictions 2022: How CX Can Shine In A Year Of Shortages

What It Means November 11, 2021
“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.

B2B Buying Has Changed. How Should Marketers Respond?

What It Means November 4, 2021
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.

What’s Next For The CDO?

What It Means October 28, 2021
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.

How B2B Marketing Leaders Can Plan For An(other) Unpredictable Year

What It Means October 21, 2021
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.

The Risks And Rewards Of Biometric Data

What It Means October 14, 2021
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.

Transformation, Not Adaptation, Will Be Key For B2B Sales Leaders In 2022

What It Means October 7, 2021
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.

Chasing The ROI Of Sustainability In Tech

What It Means September 30, 2021
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.

Could The Chip Shortage Derail Your IT Transformation?

What It Means September 23, 2021
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.

A CISO’s Guide To Employee Empowerment

What It Means September 16, 2021
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.

Retailers: Here’s What To Expect During The 2021 Holiday Season

What It Means September 9, 2021
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.

Solve Customer Mysteries By Uniting Quant & Qual

What It Means September 2, 2021
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.

The Why And How Of Co-Innovation

What It Means August 26, 2021
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.

The Rising Cost Of Ransomware

What It Means August 19, 2021
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.

Why Investing In Employee Wellness Is No Longer Optional

What It Means August 12, 2021
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.

A CFO Within Marketing? For Mastercard, The Move Paid Off

What It Means August 5, 2021
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.