What It Means: A Forrester Podcast

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

Product Experts Gain New Clout Among B2B Buyers

March 26, 2026 • 34 mins
This is a classic episode that feels even more relevant today. As B2B leaders prepare for the Forrester B2B Summit, its focus on expertise and credibility speaks directly to how trust is earned in today’s buying environment. We hope you enjoy this episode.
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Taming B2B Buying Mayhem

March 12, 2026 • 29 mins
This episode is quickly becoming a classic for B2B leaders. As we head into the Forrester B2B Summit, its perspective on buying networks and modern buying complexity is still essential listening for anyone focused on growth. We hope you enjoy this episode.
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What It Means Takes A Hiatus

February 19, 2026 • 1 min
Our flagship podcast is on pause as we think about what comes next and how we can best bring our insights to life in an era of nonstop change.
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Southwest’s CX Soars, WhatsApp’s New Moves, AI’s Energy Puzzle

February 5, 2026
Discover how Southwest Airlines nails its customer experience, the latest updates to WhatsApp for Business, and how AI is solving its own energy challenges.
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AI’s Impact On The B2B Buying Cycle, Healthcare, And US Jobs

January 22, 2026
Find out how AI is being used by B2B buyers and healthcare consumers, and get the latest forecast on the impact of AI on US jobs.
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Women In Security, Holiday Shopping Trends, AI Agents In Content

January 8, 2026 • 27 mins
Happy New Year! We kick off 2026 by unpacking lessons from 2025 and what they signal for the year ahead. This episode brings together security, marketing, and content leaders’ perspectives so you can act with confidence.
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SolarWinds’ Lessons For CISOs, AI In B2B Sales, Shopping In Answer Engines

December 11, 2025 • 29 mins
The holiday season is in full swing, and as retailers vie for consumer dollars, some of the biggest ones are branching out to answer engines like ChatGPT and Perplexity. In this episode, we describe what that experience looks like now and what brands should do in response. We also look at the lasting implications of a high-profile legal case for CISOs and the state of AI in B2B sales.
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Predictions 2026: Breaking Down Three Of Our Boldest Predictions

November 13, 2025 • 20 mins
It’s Predictions season here at Forrester. We recently published our 2026 predictions across a variety of business functions, industries, and geographies. In this episode, we take a detailed look at three of our boldest calls for the coming year.
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AWS Outage, Safety On Meta, ChatGPT’s AI-First Browser

October 30, 2025 • 20 mins
Recently, a very bad day for AWS became everyone else’s very annoying day. And while the disruption was fairly short-lived, there are longer-term lessons to be learned. In this episode, we look at the lessons from the recent AWS outage as well as an overdue step by a social media giant and a reimagining of how we access information on the web.
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California’s New AI Law, Anthropic’s Latest Model, B2C Advertising Options

October 16, 2025 • 26 mins
Principal Analyst Alla Valente breaks down California’s new AI law, VP and Research Director Chris Gardner discusses the impact of AI models on software development roles, and Principal Analyst Nikhil Lai reviews Best Buy’s “in-store takeover” advertising offering.
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H-1B Visa Changes, Agentic Commerce, Optimizing Customer Reviews

October 2, 2025 • 21 mins
Heading into the fourth quarter, there are no signs of a slowdown in developments that will keep business and technology leaders on their toes. This episode dives into the latest impacts of geopolitics on the tech industry and AI’s impact on commerce and buying networks.
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Defining AGI, Measuring AI Search, Agency Swirl Continues

September 18, 2025 • 27 mins
Are you wondering about the emerging technologies and shifting market dynamics that might shape your strategy for 2026 and beyond? Then this episode is for you. Get a detailed look at how three big shifts could dramatically impact plans and strategies for the year ahead (and get a preview for one of our upcoming 2026 Predictions reports, to boot).
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Olympic Sports Sponsorships, AI Agents In Customer Success And Manufacturing

September 4, 2025 • 21 mins
As we move into September, we dig into new sponsorship options for brands and find out how AI agents are impacting the customer success function as well as the industrial manufacturing and supply chain industries.
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Anthropic Lawsuit, AI And Energy, CMO Trends

August 21, 2025 • 25 mins
As we hurtle toward the end of August, it’s time to look toward the future. More specifically, the future of Anthropic (and other AI firms), the future of AI as a technology, and the future of the CMO role.
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AI Pricing, Outcome-Based Pricing, Developer Productivity

August 7, 2025 • 26 mins
As the annual budgeting and planning season comes into full swing, we drill down into two unique pricing trends. We then take a detailed look at how to measure developer productivity.
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AI Regulation In The US, Vibe Coding, Click To Cancel Hits Home

July 24, 2025 • 24 mins
July heats up with a look at the impact of some regulatory moves in the US and a deep dive into a new AI trend for developers that may be more useful than you think.
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Fear In B2B Buying, Future Of Experiences, Cisco Live Recap

July 10, 2025 • 23 mins
In this episode of What It Means, we dig into fear as a motivator in the B2B buying process, the human-centric future of digital experiences, and what CISOs need to know coming out of Cisco Live.
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TV Options For B2C, GenAI For CRM, Data Centers Go Nuclear

June 26, 2025 • 22 mins
From pickleball to nuclear energy, this week’s episode covers a lot of ground. Listen in as Forrester analysts put three recent business headlines into context for sales, marketing, and technology leaders.
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Perplexity’s Strategy, B2B Influencers, Salesforce Buys Informatica

June 12, 2025 • 23 mins
If there’s one constant in business today, it’s change. New partnerships, new strategies, and new risks are popping up in all areas. In this episode, we look at three major changes taking place in the B2C, B2B, and enterprise application spaces and tap our analysts for their guidance on how to manage these changes.
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New AI Lessons In Coding, Marketing, And Product Design

May 29, 2025 • 19 mins
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.
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