In the race for growth, B2B organizations are investing heavily in innovation, AI adoption, and customer-centric strategies. But amid the excitement, one foundational element is often overlooked: process. It’s the silent force that powers execution, alignment, and scale. And when it’s broken, everything else suffers.

Go-to-market operations teams are overwhelmed with requests to fix, build, or reinvent workflows, yet without a disciplined approach to process design and optimization, even the most promising initiatives can stall, misfire, or fail to scale.

So what’s the real cost of broken processes?

  • Misaligned priorities
  • Wasted resources
  • Frustrated teams
  • Missed growth opportunities

Now, with AI entering every single conversation, the stakes are even higher. AI doesn’t fix bad processes — it amplifies them. If your workflows are fragmented or unclear, AI will accelerate the confusion, not the impact. Without a strong process foundation, AI can introduce more complexity, not less.

That’s why Forrester’s latest research introduces a bold yet practical new framework for B2B process optimization, designed to help operations leaders cut through the noise, align cross-functional teams, and drive measurable impact.

This isn’t just another checklist. It’s a strategic methodology built for today’s fast-moving, tech-fueled, customer-driven B2B environment.

Curious about how to:

  • Diagnose the real problem before rushing to fix it?
  • Scope what matters and ditch what doesn’t?
  • Design processes that scale and stick?
  • Implement with confidence and clarity?
  • Continuously improve without burning out your teams?

The answers lie in a five-step framework that’s as practical as it is powerful.

Whether you’re refining lead scoring, orchestrating content across teams, or embedding AI into aligned revenue planning, this framework helps you do it with purpose, precision, and impact.

Book A Guidance Session To Discuss Your Process Challenges

If you’re a Forrester client looking to optimize your processes for greater impact, or rethink how your organization approaches process altogether, don’t miss the full report. It’s your blueprint for building scalable, customer-centric operations that fuel sustainable growth. You can also request a guidance session with me or Laura to dive deeper into your process challenges and explore tailored solutions.