Srividya Sridharan, VP, Group Director
After muddling through a global pandemic and ongoing threats of recession, business leaders are hungry for growth. Many expect at least some level of budget increase in 2024; our recently published Planning Guides provide insight into the investments business and technology leaders should make to drive growth in the coming year.
Yet another level of planning is required as well: one that spans and aligns B2B functions to focus on customer value. Tactics focused on squeezing value from customers will not work. Business buyers are restless, discerning, and hard to please; buying cycles have grown more complex and unpredictable. Routes to market are diversifying to encompass more self-service options, particularly as digital natives lead more business buying decisions. No singular B2B function can successfully navigate this complexity on its own.
Planning season is the perfect time to band across functions to address these challenges, share functional insights and competencies, and build and fine-tune a customer-obsessed growth engine.
B2B marketing, sales, and product leaders should jointly consider the following key actions:
Our 2024 Planning Guides provide more detailed budgeting insights and advice for marketing, technology, CX, and digital leaders. (Forrester clients can access all of our Planning Guides here.) Use the guides to discover where to invest, pull back, and experiment for success — and work in lockstep with your revenue engine peers to drive customer-oriented growth in the coming year.
To continue the B2B alignment conversation, join us for a LinkedIn Live panel discussion with Forrester’s B2B marketing and sales analysts on Thursday, Sept. 7th at 9 am EDT/3 pm CEST. Learn more.
Stay tuned for updates from the Forrester blogs.
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Stay tuned for updates from the Forrester blogs.
How B2B Marketing, Sales, And Product Can Align To Drive Growth In 2024 – Forrester
