What It Means

Nov 20 2024 100 ep. 28 mins 503
What It Means Podcast artwork

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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B2B Buying In The Age Of GenAI

Nov 20 2024 20 mins  
Just as B2B companies are adopting generative AI (genAI) to gain efficiencies, so are their buyers. This week on What It Means, Principal Analyst John Buten looks at how buyers are using genAI in the purchasing process and what marketers and sellers should do in response.

Get Your AI Aligned

Nov 13 2024 21 mins  
The big challenge with AI for business is risk. How can an organization minimize the risk while maximizing the benefit of AI? In this episode, Vice President and Principal Analyst Brandon Purcell proposes a solution to this challenge — AI alignment — and outlines how an “align by design” approach can help.

When Will AI Change Our World?

Nov 06 2024 41 mins  
With so much investment and attention, there’s growing impatience around AI. In this episode, VP of Emerging Technology and Principal Analyst Brian Hopkins and VP and Principal Analyst Ted Schadler take a longer view and discuss how AI will change the world in the next 20 years.

What Retailers Should Plan For This Holiday Season

Oct 30 2024 30 mins  
The holiday season is here. How do consumers feel about spending? This week on What It Means, VP and Principal Analyst Sucharita Kodali and VP and Research Director Emily Collins dive into Forrester’s latest research on holiday spending trends and share advice for retailers.

Are We Nearing The End Of The Google Era?

Oct 23 2024 33 mins  
Two major antitrust lawsuits could loosen Google’s grip on online search and advertising. What are the potential implications, and how should brands and advertisers prepare? Senior Analysts Nikhil Lai and Mo Allibhai discuss the cases and the broader shifts ahead for search marketing and advertising on this week’s What It Means episode.

A Fresh Look At The Future Of The CISO

Oct 16 2024 30 mins  
The role of the chief information security officer (CISO) is more vital than ever. But how are CISOs holding up under the spotlight, and how is the role changing? VP and Principal Analyst Jeff Pollard and Principal Analyst Jess Burn share some new research on the future of the CISO.

Lessons Learned From The CrowdStrike Outage

Oct 09 2024 24 mins  
On July 19, an update from security software vendor CrowdStrike took down 8.5 million Windows endpoints and caused widespread chaos. In this episode, VP and Research Director Amy DeMartine and Principal Analyst Allie Mellen discuss the lessons learned from the outage and what steps security and business leaders should take as a result.

Assessing AI’s Impact On The Environment

Oct 02 2024 26 mins  
The rapid growth of AI will have both positive and negative impacts on the environment. In this episode, Vice President and Principal Analyst Thomas Husson delves into both AI’s environmental downsides and its potential to help solve the climate crisis.

Unravelling The AI-HR Paradox

Sep 25 2024 35 mins  
AI has the potential to make the work of human resources more streamlined — and more complicated. How is that possible? Find out as Principal Analyst Betsy Summers explains the AI-HR paradox and sheds some light on the benefits and risks that AI poses to the HR function.

The CMO Role Is Alive And Well

Sep 18 2024 31 mins  
Reports of the demise of the CMO role have been greatly exaggerated, say VP and Principal Analyst Ian Bruce and VP and Research Director Mike Proulx. On this week’s What It Means episode, they dive into new research that paints a highly nuanced picture of the prevalence and tenure of CMOs.