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

Podcast

Managing Well In A Hybrid-Work World

What It Means 5 days ago
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. 
Podcast

What Human And Technical Skills Will Matter Most To B2B Marketers?

What It Means March 7, 2024
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.
Podcast

Will Digital Agencies Disappear?

What It Means February 29, 2024
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.
Podcast

What Motivates B2B Customers To Become Advocates?

What It Means February 22, 2024
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.
Podcast

The Trust Advantage For B2B Firms

What It Means February 15, 2024
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.
Podcast

Is Too Much Tech Overburdening Clinicians?

What It Means February 8, 2024
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.  
Podcast

Tech Trends To Watch In 2024

What It Means February 1, 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.
Podcast

How Chip Shortages Could Impact Your AI Plans

What It Means January 25, 2024
Nothing can slow the AI revolution — except perhaps a shortage of the chips AI relies on. In this episode, VP and Research Director Glenn O'Donnell discusses how ongoing chip shortages could impact your AI plans.
Podcast

COP28 Review

What It Means January 18, 2024
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.
Podcast

The Future Of Search In A GenAI World

What It Means January 11, 2024
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.
Podcast

How To Use AI To Uplevel Revenue Enablement 

What It Means January 4, 2024
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. 
Podcast

Predictions 2024: For B2B Teams, GenAI Will Yield Mixed Results

What It Means December 21, 2023
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. 
Podcast

Generative AI Will Reshape Far More Jobs Than It Eliminates

What It Means December 14, 2023
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.
Podcast

Autonomous Vehicles: Are We There Yet?

What It Means December 7, 2023
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.
Podcast

Predictions 2024: Where Will AI Go Next?

What It Means November 30, 2023
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. 
Podcast

Predictions 2024: How Tech Leaders Will Tackle Growth, Talent, And AI

What It Means November 16, 2023
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.
Podcast

Product Experts Gain New Clout Among B2B Buyers

What It Means November 9, 2023
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.
Podcast

Predictions 2024: CX Leaders Embrace GenAI

What It Means November 2, 2023
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. 
Podcast

Are You Ready For BYOAI?

What It Means October 26, 2023
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.
Podcast

The Rise Of Revenue Operations

What It Means October 19, 2023
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.