What It Means: A Forrester Podcast
Each episode of the What It Means podcast features Forrester analysts providing their unique perspective on the latest news and trends impacting marketing, CX, and technology leaders.
Episodes
April 17, 2025 • 27 mins
In this episode, we look at the ongoing fallout from two healthcare data breaches involving Oracle servers and what the on-again, off-again tariffs could mean for CIOs. Then we discuss the rising prominence of social media influencers in the B2B space — and why tapping your own employees could be a smart move.
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April 10, 2025 • 1 min
There are some exciting changes coming to Forrester’s What It Means podcast. Get a sneak preview this week and tune in next week to hear a full episode.
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March 27, 2025 • 27 mins
What does it take to make the most of AI in the enterprise? Hint: It’s not the tools. VP and Principal Analyst J. P. Gownder shares insights on the value of putting humans at the center of your AI strategy.
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March 20, 2025 • 20 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.
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March 13, 2025 • 31 mins
For more than a decade, risk managers have been trying to use the three lines of defense (3LOD) framework for enterprise risk management. But it was never meant for that. In this episode, Senior Analysts Alla Valente and Cody Scott walk through the new Forrester Continuous Risk Management Model, a more holistic and business-centric risk management approach.
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March 6, 2025 • 29 mins
Changing buying dynamics and generative AI are bringing already strained B2B buying processes to a breaking point. This week on What It Means, VP and Research Director Steven Casey and VP and Principal Analyst Barry Vasudevan discuss these forces and introduce the concept of buying networks as they preview new research debuting at Forrester’s B2B Summit North America.
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February 26, 2025 • 17 mins
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.
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February 20, 2025 • 22 mins
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.
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February 13, 2025 • 32 mins
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.
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February 6, 2025 • 32 mins
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.
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January 30, 2025 • 31 mins
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.
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January 23, 2025 • 34 mins
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.
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January 16, 2025 • 38 mins
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.
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January 9, 2025 • 31 mins
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.
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January 2, 2025 • 31 mins
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.
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December 19, 2024 • 31 mins
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.
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December 12, 2024 • 28 mins
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.
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December 5, 2024 • 32 mins
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.
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November 21, 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.
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November 14, 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.
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