What It Means

How Can B2B Marketers Adapt To Changing Search Behaviors? Feb 26, 2025

As generative AI changes how buyers search for information, what should marketers do to adapt their content strategies? This week on What It Means, Principal Analyst Lisa Gately shares her advice and previews her session on the topic at Forrester’s B2B Summit North America.

How The Latest Semiconductor Trends Could Impact Your Tech Strategy Feb 20, 2025

What are the latest trends in the semiconductor industry, and what does it mean for your technology plans? Senior Analyst Alvin Nguyen discusses the latest semiconductor advancements and market dynamics in this episode of What It Means.

AI Agents Vs. Agentic AI: Definitions And Use Cases Feb 13, 2025

What’s the difference between AI agents and agentic AI? In this episode VP and Principal Analyst Craig Le Clair and Senior Analyst Christina McAllister discuss the nuances of the two and use cases for both.

How Coach-Like Managers Build Better Teams Feb 06, 2025

What distinguishes a manager from a coach-like leader? This week, Principal Analyst Betsy Summers and VP and Principal Analyst Peter Ostrow explore the evolving role of managers and how adopting coaching behaviors can empower teams for long-term success. They also preview their session on the topic at Forrester’s upcoming B2B Summit North America.

The Return Of Infrastructure: Building An AI Base Jan 30, 2025

How important are your tech infrastructure decisions in the age of AI? Principal Analysts Michele Pelino and Naveen Chhabra review some of the latest tech infrastructure trends and predictions tech leaders should know as they build out their AI strategies.

Procurement’s New Role In Driving Sustainability And Accessibility Jan 23, 2025

Procurement is taking a more strategic role in two key areas. On this episode, Principal Analyst Gina Bhawalkar and Senior Analyst Jeffrey Rajamani discuss the opportunities for enterprises to align their procurement strategies with ESG and accessibility compliance goals.

A New Era For Crypto? Jan 16, 2025

Cryptocurrency is in the spotlight as a crypto-friendly US administration takes office. What might the coming months bring in terms of regulation? And how might uses of cryptoassets evolve? This week on What It Means, Vice President and Principal Analyst Martha Bennett and Principal Analyst Peter Wannemacher discuss the different types of cryptoassets, the state of regulation, and potential applications and risks.

Exemplifying Excellence: Winners Of Forrester’s Technology Strategy Impact Awards Jan 09, 2025

What does an award-winning technology strategy look like? Find out as we highlight two of the most recent winners of Forrester’s Technology Strategy Impact Award, Best Buy and First Student.

Encore Presentation: How Should Business And Tech Leaders Spend In 2025? Jan 02, 2025

Business and tech leaders expect (slightly) bigger budgets this year. How should they use them? On this episode of What It Means, VPs and Group Research Directors Stephanie Balaouras, Keith Johnston, and Srividya Sridharan dive into Forrester’s Budget Planning Guides’ recommendations for tech, marketing and sales, and customer experience (CX) leaders.

Marketers’ Data Deprecation Denial Dec 19, 2024

Despite Google’s recent reversal on third-party cookies, marketers need to prepare for data deprecation. Yet many aren’t. This week on What It Means, Senior Analyst Stephanie Liu and Principal Analyst Brett Kahnke discuss how B2C and B2B marketers can adapt their data strategies to maintain consumer trust and compliance.

Unleashing Innovation Through Creativity Dec 12, 2024

Is creativity the hidden spark behind innovation? VP and Research Director Pascal Matzke and Principal Analyst Bernhard Schaffrik unpack why creativity is often undervalued and share strategies for leaders to foster it within their organizations.

It’s Time To Think Beyond Marketing-Sales Alignment Dec 05, 2024

Is alignment between B2B marketing and sales teams overrated? The concept may be in need of a rethink, say Principal Analysts John Arnold and Rick Bradberry. This week on What It Means, they describe what more productive marketing-sales relationships might look like.

B2B Buying In The Age Of GenAI Nov 21, 2024

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 14, 2024

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 07, 2024

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 31, 2024

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 24, 2024

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 17, 2024

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 10, 2024

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 03, 2024

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 26, 2024

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 19, 2024

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.

AI’s Role In The Public Sector Sep 12, 2024

What are the most compelling AI use cases in the public sector, and what are some of the challenges? Find out as Principal Analyst Sam Higgins shares insights on the current state and future outlook for AI in the public sector globally.

How Close Are We To Killing Passwords? Sep 05, 2024

Are passwords obsolete or still a necessary evil? In this episode, Vice President and Principal Analyst Andras Cser and Principal Analyst Geoff Cairns describe where we are on the path to passwordless authentication for both enterprise and consumer users.

Digital Doubles Vs. Digital Twins: Unraveling The Distinctions Aug 29, 2024

There are digital doubles and digital twins. How can you tell the two apart? And more importantly, are either (or both) right for your organization? Vice President and Principal Analyst Paul Miller and Senior Analyst Stephanie Liu provide clarity in this episode.

How GenAI Will Transform The Contact Center Aug 22, 2024

Generative AI (genAI) holds tantalizing potential for contact centers, but turning that potential into reality will require overcoming some hurdles. How should contact center leaders get started? Senior Analyst Christina McAllister provides insight on What It Means.

What Will It Take To Eliminate Medical Deserts? Aug 15, 2024

Medical deserts — geographic areas that lack essential healthcare services — encompass over 80% of counties in the US. How did we get here, and what will it take to reverse the trend? Principal Analysts Arielle Trzcinski and Judy Weader discuss on What It Means.

How Should Business And Tech Leaders Spend In 2025? Aug 08, 2024

Business and tech leaders expect (slightly) bigger budgets next year. How should they use them? On this episode of What It Means, VPs and Group Research Directors Stephanie Balaouras, Keith Johnston, and Srividya Sridharan dive into Forrester’s Budget Planning Guides’ recommendations for tech, marketing and sales, and customer experience (CX) leaders.

What’s Behind The Decline In CX? Aug 01, 2024

Customer experience (CX) quality in the US has dropped for three consecutive years and sits at an all-time low. What’s behind the decline, and how can brands turn things around? VP and Principal Analyst David Truog and Principal Analyst Pete Jacques weigh in on this week’s What It Means.

Is AI Making Employee Burnout Better Or Worse? Jul 25, 2024

AI has been portrayed as both the solution to and the cause of employee burnout. Which is it? In this episode, VP and Principal Analyst J. P. Gownder and Senior Analyst Jonathan Roberts describe the impact of AI on employee burnout.

The Benefits And Challenges Of Industry Clouds Jul 18, 2024

What are industry clouds? What are their use cases, benefits, and drawbacks? Find out as VP and Principal Analyst Kate Leggett provides a detailed look at the latest trends in industry clouds.

Will Generative AI Revolutionize ERP Systems? Jul 11, 2024

Generative AI is breathing new life into traditional technology, and enterprise resource planning (ERP) systems are no exception. In this episode, Vice President and Principal Analyst Liz Herbert discusses the opportunities, use cases, and challenges of genAI in ERP.

Top 10 Emerging Technologies For 2024 Jun 27, 2024

The pace of technology innovation can make it hard to keep an eye on the tech horizon. In this episode, Vice President of Emerging Tech Portfolio Brian Hopkins walks through this year’s list of the top 10 emerging technologies, describing when each technology will bring value to users.

Navigating The Disruption Of Broadcom’s Acquisition Of VMware Jun 20, 2024

The broad changes Broadcom made in the wake of the deal have technology executives reviewing their technology roadmaps closely. In this episode Principal Analyst Naveen Chhabra walks through the changes and discusses the choices available to VMWare customers.

It’s Not The Payment Method That Matters, It’s The Experience Jun 13, 2024

As payment options have proliferated, they’ve become more than just a way to make a purchase. What should brands consider as they develop or add payment options to appeal to buyers? This week on What It Means, Principal Analyst Lily Varón shares insights and explains what’s ahead for digital payments.

The Future Of AI PCs: Roadmap To Enterprise Adoption Jun 06, 2024

With AI PCs finding their way into the consumer market this year, the big question is: When will they hit the enterprise market? In this episode, Principal Analyst Andrew Hewitt discusses the current state and future potential of AI PCs.

Deciphering Cloud Costs: There’s Hope May 30, 2024

There are a lot of reasons why cloud cost management is a thorn in the CIO’s side. In this episode, Principal Analyst Tracy Woo describes how FinOps, the FOCUS standard, and other new initiatives can help reduce cloud costs.

What Makes Journey-Centric Companies Different May 23, 2024

Journey centricity can help companies boost their revenue, reduce costs, and build better experiences for customers and employees. What defines a journey-centric company, and what does it take to become one? Vice President and Principal Analyst Joana de Quintanilha explains on this week’s episode of What It Means.

How Brands Can Steer Clear Of GenAI Backlash May 16, 2024

As generative AI becomes more pervasive in products and ads, consumers are questioning what they see and, by extension, whether they should trust the brands using it. How should brands navigate these perils? Principal Analyst Audrey Chee-Read shares insights and advice on What It Means.

Breaking Down The EU AI Act May 09, 2024

The world’s first binding legislation on AI has arrived, and its impact will extend far beyond Europe’s borders. This week on What It Means, Principal Analyst Enza Iannopollo explains the EU AI Act’s timeline, enforcement, and potential impact on innovation.

Top Cybersecurity Threats In 2024 May 02, 2024

In today’s cybersecurity environment, threat detection is key. In this episode, Principal Analyst Brian Wrozek and Senior Analyst Janet Worthington discuss the top five cybersecurity threats in 2024 and how organizations can protect themselves.

The Rise Of AI In The Cloud Apr 25, 2024

How important is AI to cloud providers? And how vital is cloud to the expanding list of AI workloads? In this episode, Vice President and Principal Analyst Mike Gualtieri and Principal Analyst Lee Sustar explore all aspects of the rise of AI in the cloud.

Can AI Help Prove CX ROI? Apr 18, 2024

Perhaps the biggest challenge CX leaders have is proving the value of CX. Can AI help? Principal Analyst Pete Jacques thinks so and joins the podcast to explain how AI can help CX leaders prove ROI.

Mainframe Myth Busting Apr 11, 2024

If you think mainframes are dying or dead, this is the podcast episode for you. Senior Analyst Brent Ellis shares new data and insights on the current state and future of mainframes.

Why It’s Time To Transform Your B2B Revenue Process Apr 04, 2024

Many B2B companies’ revenue processes lack a key ingredient: customer value. Without it, efforts to grow will ultimately falter. This week on What It Means, Principal Analysts Amy Hawthorne and Rick Bradberry discuss how companies can begin transforming their revenue processes to better serve customers.

Are You A Better Manager Than A Bot? Mar 28, 2024

After years of underinvestment in management training, the era of AI brings an intriguing question: Can human managers be replaced by AI? Vice President and Principal Analyst Katy Tynan joins the podcast to provide her perspective.

How Marketers Can Take GenAI From Pilot Projects To Proficiency Mar 21, 2024

As the hype surrounding generative AI yields to pragmatism, how can marketers take their genAI efforts from experimentation to excellence? VP and Principal Analyst Jay Pattisall and Principal Analyst Lisa Gately share advice on this week’s episode of What It Means.

Managing Well In A Hybrid-Work World Mar 14, 2024

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.

What Human And Technical Skills Will Matter Most To B2B Marketers? Mar 07, 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.

Will Digital Agencies Disappear? Feb 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.

What Motivates B2B Customers To Become Advocates? Feb 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.

The Trust Advantage For B2B Firms Feb 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.

Is Too Much Tech Overburdening Clinicians? Feb 08, 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.

Tech Trends To Watch In 2024 Feb 01, 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.

How Chip Shortages Could Impact Your AI Plans Jan 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.

COP28 Review Jan 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.

The Future Of Search In A GenAI World Jan 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.

How To Use AI To Uplevel Revenue Enablement Jan 04, 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.

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

Generative AI Will Reshape Far More Jobs Than It Eliminates Dec 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.

Autonomous Vehicles: Are We There Yet? Dec 07, 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.

Predictions 2024: Where Will AI Go Next? Nov 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.

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

Product Experts Gain New Clout Among B2B Buyers Nov 09, 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.

Predictions 2024: CX Leaders Embrace GenAI Nov 02, 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.

Are You Ready For BYOAI? Oct 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.

The Rise Of Revenue Operations Oct 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.

Zero Trust Past, Present, And Future Oct 12, 2023

Zero Trust has evolved since its earliest iterations, but it’s never been more vital than it is today. In this episode, Principal Analyst David Holmes discusses the origins of Zero Trust and its future impact on driving business value.

The Future Of Cloud Oct 05, 2023

Recent, major shifts in the cloud space are prompting some technology leaders to review their cloud strategies. In this episode, Principal Analyst Lee Sustar provides his perspective on the future of cloud and how it may impact your technology roadmap.

Managing The Privacy Risks Of Generative AI Sep 28, 2023

Nervous about the privacy implications of your latest generative AI pilots? In this episode, Principal Analyst Enza Iannopollo shares some insights and mistakes to avoid.

How Will Generative AI Change B2B Marketing? Sep 21, 2023

For all the FOMO that generative AI has inspired among B2B marketers, many aren’t sure where to start with it. Principal Analyst Lisa Gately shares her insights this week on What It Means.

Responsible Design Sep 14, 2023

Delighted customers or PR nightmare? The difference can boil down to responsible design. Before your company ends up in an IRL episode of “Black Mirror,” listen to this podcast about responsible design featuring Principal Analyst Gina Bhawalkar.

Healing The Breach Between Tech And Security Leaders Sep 07, 2023

The long-standing divide between tech executives and security leaders has widened of late, says VP and Principal Analyst Jinan Budge. What’s behind the tension, and what can be done to fix it? Budge shares insights from her latest research this week on What It Means.

The Generative AI Inflection Point Aug 31, 2023

Generative AI (genAI) has driven a lot of change in a short period. Senior Analyst Rowan Curran and Vice President and Principal Analyst J. P. Gownder discuss the genAI inflection point and its impact on the future of work.

How Tech Leaders Can Become Innovation Orchestrators Aug 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 Aug 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 Aug 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 Aug 03, 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 Jul 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 Jul 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 Jul 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 Jun 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 Jun 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 Jun 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 Jun 08, 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 Jun 01, 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 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 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 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? May 04, 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 Apr 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 Apr 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? Apr 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 Apr 06, 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.

Why CSR Must Be More Than Purpose Beyond Profit Mar 30, 2023

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, he explores the role that CSR now occupies in B2B companies and how leaders can implement meaningful CSR programs.

How B2B Marketing Leaders Can Deftly Navigate Uncertainty Mar 23, 2023

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 provides data-backed recommendations for actions to take.

What Is The Future Of The Office? Mar 16, 2023

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.

Social Media Turmoil Drives New Ad Strategies Mar 09, 2023

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.

Will AI Reinvent Software Development? Mar 02, 2023

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 episode of What It Means.

Blockchain: It’s More Than Just Crypto Feb 23, 2023

How closely is the fate of blockchain tied to cryptocurrency? Do NFTs have business value? In this episode, Vice President and Principal Analyst Martha Bennett dispels some blockchain myths and shares some use cases that may not be on your radar.

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