What It Means

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The age of the customer isn’t a tagline — it’s a fundamental shift in the market that is forcing companies and executives to change course. In Forrester’s What It Means podcast, we’ll examine those changes, what they mean, and what executives can do about them.

Forrester


    • May 29, 2025 LATEST EPISODE
    • every other week NEW EPISODES
    • 28m AVG DURATION
    • 445 EPISODES

    5 from 58 ratings Listeners of What It Means that love the show mention: speakers, content, host, always, great.


    Ivy Insights

    I have been a dedicated listener of The What It Means podcast for quite some time now, and I must say that it never fails to impress me. Hosted by Forrester, this podcast explores all aspects of technology and more, making it a can't-miss for anyone interested in staying updated with the latest trends and innovations.

    One of the best aspects of The What It Means podcast is the insightful advice and information offered by the host and expert guests. Each episode delves deep into various topics, providing listeners with valuable knowledge that can be applied in their personal or professional lives. The discussions are well-researched and thought-provoking, leaving no stone unturned when it comes to exploring what's changing, why it's changing, and the potential impacts.

    Furthermore, the variety of topics covered in this podcast is truly commendable. From artificial intelligence to cybersecurity to customer experience, The What It Means podcast leaves no technological stone unturned. This wide range of subjects ensures that there is always something new and interesting for every listener. Whether you're an industry professional or simply someone who enjoys learning about technology, you'll find immense value in each episode.

    However, like any podcast, there are also some aspects that could be improved upon. One minor downside is that sometimes the technical jargon used in certain episodes might be difficult for non-experts to fully grasp. While this may not be a problem for those deeply involved in the tech industry, it can potentially alienate casual listeners who are seeking a more accessible discussion. However, this occasional complexity can also be seen as a positive aspect for individuals looking to dive deeper into specific subject matters.

    In conclusion, The What It Means podcast is an exceptional resource for anyone interested in technology and its impact on various industries. With its insightful advice, expert guests, and diverse range of topics discussed, it offers something for everyone. Despite some technical jargon that may occasionally hinder accessibility for non-experts, the overall value and knowledge gained from this podcast far outweigh any minor concerns. I eagerly await each new episode, knowing that I will be treated to engaging conversations that expand my understanding of the ever-evolving world of technology.



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    Latest episodes from What It Means

    New AI Lessons In Coding, Marketing, And Product Design

    Play Episode Listen Later May 29, 2025 19:47


    In this episode, we look at how to avoid the risks of AI-enabled tools in three common business use cases: coding, marketing, and product design. The key takeaway from all three areas: There's still a strong need to have a human in the loop to review your AI outputs.

    Temu On Tariffs, RSAC Review, SaaS Pricing Trends

    Play Episode Listen Later May 15, 2025 16:13


    In this episode, we look at how one online retailer is working to minimize the impact of tariffs on its business, provide a review of a major cybersecurity conference, and highlight a new trend in software-as-a-service (SaaS) pricing.

    Google's Monopolies, Microsoft's AI Agents, Intel's Latest Deal

    Play Episode Listen Later May 1, 2025 17:57


    In this episode, we look at a major legal ruling that could shake up the adtech market, some new capabilities to make AI agents even smarter, and a tech industry deal that could breathe new life into a struggling giant.

    Oracle's Data Breach Silence, Tariff Impacts, Homegrown Social Influencers

    Play Episode Listen Later Apr 17, 2025 27:33


    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.

    Coming Next Week: What It Means, 2.0

    Play Episode Listen Later Apr 10, 2025 1:09


    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.

    Put Employees At The Center Of Your AI Strategy

    Play Episode Listen Later Mar 27, 2025 27:03


    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.

    Encore Presentation: Get Your AI Aligned

    Play Episode Listen Later Mar 20, 2025 20:57


    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.

    Finally, An Alternative To 3LOD: Meet Continuous Risk Management

    Play Episode Listen Later Mar 13, 2025 31:24


    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.

    Taming B2B Buying Mayhem

    Play Episode Listen Later Mar 6, 2025 29:07


    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.

    How Can B2B Marketers Adapt To Changing Search Behaviors?

    Play Episode Listen Later Feb 26, 2025 17:38


    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

    Play Episode Listen Later Feb 20, 2025 22:27


    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

    Play Episode Listen Later Feb 13, 2025 32:20


    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

    Play Episode Listen Later Feb 6, 2025 32:57


    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

    Play Episode Listen Later Jan 30, 2025 31:29


    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

    Play Episode Listen Later Jan 23, 2025 34:41


    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?

    Play Episode Listen Later Jan 16, 2025 38:41


    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

    Play Episode Listen Later Jan 9, 2025 31:01


    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?

    Play Episode Listen Later Jan 2, 2025 31:31


    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

    Play Episode Listen Later Dec 19, 2024 31:31


    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

    Play Episode Listen Later Dec 12, 2024 28:05


    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

    Play Episode Listen Later Dec 5, 2024 32:55


    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

    Play Episode Listen Later Nov 21, 2024 20:39


    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

    Play Episode Listen Later Nov 14, 2024 21:29


    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?

    Play Episode Listen Later Nov 7, 2024 41:09


    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

    Play Episode Listen Later Oct 31, 2024 30:47


    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?

    Play Episode Listen Later Oct 24, 2024 33:17


    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

    Play Episode Listen Later Oct 17, 2024 30:05


    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

    Play Episode Listen Later Oct 10, 2024 24:52


    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

    Play Episode Listen Later Oct 3, 2024 26:32


    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

    Play Episode Listen Later Sep 26, 2024 35:37


    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

    Play Episode Listen Later Sep 19, 2024 31:58


    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

    Play Episode Listen Later Sep 12, 2024 30:58


    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?

    Play Episode Listen Later Sep 5, 2024 34:33


    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

    Play Episode Listen Later Aug 29, 2024 29:37


    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

    Play Episode Listen Later Aug 22, 2024 20:12


    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?

    Play Episode Listen Later Aug 15, 2024 28:35


    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?

    Play Episode Listen Later Aug 8, 2024 34:15


    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?

    Play Episode Listen Later Aug 1, 2024 33:55


    Customer experience (CX) quality in the US has dropped for three consecutive years and now 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?

    Play Episode Listen Later Jul 25, 2024 28:40


    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

    Play Episode Listen Later Jul 18, 2024 22:41


    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?

    Play Episode Listen Later Jul 11, 2024 29:56


    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

    Play Episode Listen Later Jun 27, 2024 33:39


    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

    Play Episode Listen Later Jun 20, 2024 23:58


    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

    Play Episode Listen Later Jun 13, 2024 33:09


    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

    Play Episode Listen Later Jun 6, 2024 24:33


    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

    Play Episode Listen Later May 30, 2024 34:18


    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

    Play Episode Listen Later May 23, 2024 22:11


    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

    Play Episode Listen Later May 16, 2024 28:03


    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

    Play Episode Listen Later May 9, 2024 31:27


    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

    Play Episode Listen Later May 2, 2024 37:23


    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

    Play Episode Listen Later Apr 25, 2024 28:36


    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.

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