John writes strategy-level research for B2B chief marketing officers and other executive heads of B2B marketing. He is an expert in B2B marketing strategy, sales and marketing alignment, marketing innovation, frontline marketing strategy, digital marketing, and account-based marketing. John is also the cocreator of lifecycle revenue marketing.
This report guides B2B marketing decision-makers on recommended budget investment, divestment, and experimentation options heading into 2026.
This report explains the best practices for using the Forrester Initiative Ranking Matrix to prioritize B2B marketing initiatives.
Use the Forrester Initiative Ranking Matrix to prioritize potential marketing efforts for a major initiative based on customer value and revenue impact.
US sales expense as a percentage of revenue is higher for organizations generating greater revenue, while marketing investment remains consistent.
This overview provides data on the state of AI readiness, adoption, and ROI potential within global frontline B2B marketing teams.
Autodesk embraced lifecycle revenue marketing and launched a successful pilot to validate new revenue opportunities in its Construction Cloud business.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.