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.

What It Means

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

Biometric data use is at a crossroads. Consumers love the convenience it provides but have privacy concerns. In this episode, VP, Research Director Merritt Maxim and VP, Principal Analyst Andras Cser dive into the benefits and risks of biometric data.

The Risks And Rewards Of Biometric Data

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

Did you know that the technology industry accounts for more than 1.4% of global carbon emissions? So what are industry players doing about it? In this episode, Analyst Abhijit Sunil and Senior Consultant Jan Sythoff discuss the efforts being made and the returns being sought.

Chasing The ROI Of Sustainability In Tech

The short-term impact of the chip shortage is clear to anyone who’s tried to buy something with a plug or a battery lately. But what long-term impacts should IT executives look out for? VP and Research Director Glenn O’Donnell provides insights.

Could The Chip Shortage Derail Your IT Transformation?

What’s the most important thing a security leader can do to empower their direct reports? Delegate. Learn how to do it effectively from VP, Principal Analyst Jeff Pollard in this week’s episode.

A CISO’s Guide To Employee Empowerment

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

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

In an era of digital sameness and disruption, leaders need to look beyond their own four walls to innovate. In this episode, Vice Presidents Matt Guarini and Ted Schadler discuss the benefits and logistics of co-innovation.

The Why And How Of Co-Innovation

What’s driving the increase in ransomware attacks, and what can security leaders do to protect their organizations? Analysts Allie Mellen and Steve Turner provide insight in this episode.

The Rising Cost Of Ransomware

Employee wellness became a top priority during the pandemic. But will it remain one? VP, Principal Analyst James McQuivey and Analyst Jonathan Roberts discuss the role of employee wellness in the future of work.

Why Investing In Employee Wellness Is No Longer Optional

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

There’s a culture crisis in the IT security field that could be putting firms at risk. Learn about the causes and cures of a toxic security culture from Principal Analyst Jinan Budge in this episode of What It Means.

Causes And Cures For Toxic Culture In The Security Org

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

Are innovation and sustainability mutually exclusive? Not for tech firm Akamai. Get an inside look at Akamai’s strategies for driving innovation while meeting ambitious sustainability goals.

Innovative AND Sustainable? Akamai Says “Yes”

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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