A customer experience (CX) technology portfolio is both a select set of tools and almost everything your organization uses. Principal Analyst TJ Keitt unravels this paradox and explains how CX professionals can best navigate the tech landscape.

What Is A CX Tech Portfolio?

What is design debt? Principal Analyst Andrew Hogan joins What It Means in advance of his talk at CX North America to discuss this hidden problem and how addressing it strengthens customer experiences.

What Is Design Debt?

Every marketing organization knows its content should be customer-centric. Yet many still struggle to deliver on this aim. On this week’s What It Means episode, VP Phyllis Davidson and Principal Analyst Lisa Gately discuss how B2B marketers can get it right.

What It Takes To Create Audience-Centric B2B Content

The days of relying on superstar sales reps to land huge, quarter-saving deals are over. Winning and retaining today’s buyers takes a systematic, broader-based approach to selling. Vice President and Senior Research Director Phil Harrell explains what this approach entails on this week’s podcast episode.

To Succeed In B2B Sales, Talent Alone Won't Cut It

Given the high-stakes nature of many B2B purchases, trust with buyers is key. At a time when trust is in decline, how can B2B companies accomplish this? VP and Group Director Isabel Montesdeoca and Principal Analyst Ian Bruce explain on What It Means.

Risk, Reward, And Trust In The B2B Sphere

The third-party cookie is riding off into the sunset, ending the Wild West era of digital advertising. What comes next? The answer is complicated, but the opportunities are many, explain VP, Principal Analyst Joanna O’Connell and Principal Analyst Tina Moffett in this week’s What It Means.

The “Wild West” Era Of Digital Advertising Is Ending

As the pressure to prove marketing’s ROI intensifies, marketing leaders should work to build a strong alliance with their finance counterparts. Mastercard’s Chief Marketing and Communications Officer Raja Rajamannar went one step further, hiring a CFO to serve within marketing. He explains the benefits of this unconventional approach on this week’s What It Means.

A CFO Within Marketing? For Mastercard, The Move Paid Off

Quantitative data science and qualitative design research deliver richer, more accurate customer insights by working together. VP and Principal Analyst Brandon Purcell joins What It Means to discuss how blending these two types of research can solve customer mysteries.

Solve Customer Mysteries By Uniting Quant & Qual

Last year, US retail sales increased 8.3% year over year. What will 2021 bring? VP and Research Director Fiona Swerdlow explains what retailers need to know before the season starts on this episode of What It Means.

Retailers: Here’s What To Expect During The 2021 Holiday Season

To succeed in 2022 and beyond, B2B sales leaders need to transform and embrace the new digital normal. Vice Presidents Mike Pregler and Stephanie Sissler explain what that requires in this discussion of Forrester’s 2022 Planning Assumptions for sales executives.

Transformation, Not Adaptation, Will Be Key For B2B Sales Leaders In 2022

Once again, marketing leaders find themselves planning for a year that seems to defy planning. How does the calculus differ this time around? On this week’s What It Means, Vice Presidents Craig Moore and Ian Bruce discuss Forrester’s 2022 Planning Assumptions for B2B marketing executives and how they can position themselves and their teams for success.

How B2B Marketing Leaders Can Plan For An(other) Unpredictable Year

The B2B buying process has changed dramatically in recent years, and especially during the pandemic. Are the changes permanent, and what should marketers do to adapt? VP and Principal Analyst Beth Caplow and Principal Analyst Barbara Winters provide insight on What It Means.

B2B Buying Has Changed. How Should Marketers Respond?

“Shortage” will be the name of the game in 2022. CX leaders will have to help their organizations contend with out-of-stock products, understaffing, and unhappy customers. Senior Analyst Judy Weader and Researcher Sam Karpinski explain how CX leaders can shine during a difficult year.

Predictions 2022: How CX Can Shine In A Year Of Shortages

In 2022, B2C CMOs will either expand their remit and shine brighter than ever … or find themselves sidelined. The difference lies in whether a CMO can upskill and handle marketing’s new responsibilities or not, according to VP and Research Director Mike Proulx.

Predictions 2022: B2C CMOs Need To Adapt Or Get Sidelined

In the coming year, the Asia Pacific region will take decisive steps toward becoming a digital society. What does that entail, and what else is in store for the region's businesses and consumers? VP and Research Director Michael Barnes discusses Forrester’s APAC predictions on this week’s What It Means.

Predictions 2022: APAC Accelerates Into Its Digital Future

Join us each week for a conversation with thought leaders to define and demystify the rapidly changing market so you can see around the corner and play offense instead of defense.

Introducing What It Means

Forrester Principal Analyst Jeff Pollard discusses the implications of the CIA breach — exposing the immediate and far-reaching security threats driven by the internet of things (IoT) at a time when many companies are prioritizing time-to-market over minimizing risk.

The CIA breach and the IoT security wake-up call

Forrester Principal Analyst Brendan Witcher examines the current and somewhat confusing state of retail, disentangling why some retailers are struggling in a market that has more tailwinds than headwinds.

The retailer’s dilemma — a brick-and-mortar or brand problem (or both)?

Forrester Vice President and Principal Analyst Michael Facemire describes a technology future that is on one level so obvious and human but on another level fundamentally disruptive.

Futurology: from mobile silos to open ecosystems

Forrester Vice President and Principal Analyst Andy Hoar discusses the large-scale displacement of B2B sales reps by 2020, triggered by the powerful combination of empowered customers and digital technologies.

The death of a (B2B) salesman

Bestselling author and Stanford professor Chip Heath examines how identifying and building “defining moments” is changing the game for experience design and financial performance.

The power of defining moments

Forrester Analyst Nigel Fenwick discusses self-disruption and how traditional companies can translate extraordinary strengths into a disruptive mindset and motion.

From digital disruption to self-disruption: an outside in approach

Forrester Analyst Sam Stern discusses the linkage between culture change and purpose — and how companies can overcome the challenges of culture transformation.

Culture transformation — the potential and purpose

Forrester Analysts Carl Doty and Laura Koeztle discuss the implications of autonomous vehicles — and how they will reshape the economy, society, and industries.

Autonomous vehicles will reshape the global economy: part one

Forrester Vice President and Principal Analyst James McQuivey interviews Prat Vemana, vice president online at The Home Depot, to understand how the company has systematically approached its mobile web strategy and experience.

Bonus: Why The Home Depot wins at mobile web

Forrester Vice President and Principal Analyst Shar VanBoskirk discusses the new role of marketing — and how acknowledging and embracing change will lead to success.

The new role of marketing

Low-code development and shadow IT are not one and the same. As VP and Principal Analyst John Rymer explains, it’s all in how you govern.

Low-Code Platforms: Govern For Greatness

The benefits of becoming a more adaptive enterprise are many — but so are the roadblocks. In this episode of What It Means, VP and Research Director Pascal Matzke outlines the work CIOs must do to foster a truly adaptive enterprise.

Courage Required: The CIO’s Role In Building An Adaptive Enterprise

Since the outbreak of the coronavirus pandemic, firms have struggled to keep on top of customers’ fast-changing needs. To succeed, look no further than the journey map. We’re joined by VP, Principal Analyst Joana Quintanilha on this week’s What It Means to discuss how journey mapping can help firms right now.

Customer Journey Mapping In A Crisis

The COVID-19 pandemic has increased interest in robotic process automation (RPA), while its biggest challenge remains scale. In this episode, Vice President and Principal Analyst Craig Le Clair and Principal Analyst Leslie Joseph discuss the challenges of and solutions to scaling RPA at this crucial time.

Scaling RPA The Smart Way

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.

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