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


How Tech Leaders Can Become Innovation Orchestrators

What It Means August 24, 2023
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.

AI And The Tech Talent Crisis — It’s Complicated

What It Means August 17, 2023
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.

Unique Solutions To Reduce Technical Debt

What It Means August 10, 2023
In this preview of the upcoming Technology & Innovation North America event, five analysts provide their perspectives on how to reduce or avoid technical debt.

Defining AI’s Role In Decision-Making

What It Means August 3, 2023
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.

Top 10 Emerging Technologies In 2023

What It Means July 27, 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.

IoT Benefits And Risks

What It Means July 20, 2023
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.

Generative AI Steals The Spotlight At Cannes Lions

What It Means July 13, 2023
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.

Unlocking The Value Of Conversational Intelligence

What It Means June 29, 2023
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.

How “Tucked” CMOs Can Take Charge

What It Means June 22, 2023
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.

Applying 2022’s Security Lessons To 2023 Threats

What It Means June 15, 2023
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.

The CIO’s Role In The Growth Agenda

What It Means June 8, 2023
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.

How Creative Commerce Fuels Loyalty Across The Customer Lifecycle

What It Means June 1, 2023
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.

The Surprising Benefits Of Autism-Friendly Hiring Practices

What It Means May 25, 2023
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.

For B2C Companies, Alignment = Profit

What It Means May 18, 2023
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.

A Three-Pronged Approach For Driving B2B Growth

What It Means May 11, 2023
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.

Is Asynchronous Chat The Future Of Customer Service?

What It Means May 4, 2023
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.

How B2B Firms Can Win With Younger Buyers

What It Means April 27, 2023
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.

How B2B Marketing Teams Can Align To Fuel Faster Growth

What It Means April 20, 2023
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.

How Will Generative AI Change Business?

What It Means April 13, 2023
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.

The Business Case For Green Consumer Segmentation

What It Means April 6, 2023
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.