B2B Research

Explore our latest insights for B2B marketing, product, and sales leaders to facilitate sound decision-making, execute with precision, and accelerate growth. Find guidance to help drive alignment across B2B marketing, sales, and product functions and power growth.

Learn more about how Forrester supports B2B marketing and sales leaders.

Insights

Blog

Three Outcomes Sales Leaders Should Expect From Marketing In 2022

Nancy Maluso October 13, 2021
“Disappointment is the gap that exists between expectation and reality.” — John C. Maxwell To avoid disappointment at the end of 2022, sales leaders must drive a new reality in their relationship with marketing. Leaders need to ensure that alignment and integration with marketing is front and center in their 2022 sales plan. First, sales […]
Read More
Blog

The Two Pillars Of Successful Annual Sales Planning

Robert Munoz October 7, 2021
Many factors go into effective sales annual planning. Yet without close revenue engine alignment and use of data-driven insights, your plan may be doomed to failure.
Read More

Get Our 2022 Predictions First

Sign up to get an alert the minute Forrester's 2022 Predictions are available, and be the first to know about the dynamics impacting your organization in the year ahead.

Blog

Workload Affinity Expands Edge Computing Opportunities In 2022

Michele Pelino October 7, 2021
In 2022, CIOs and technology executives should prepare for evolving edge computing environments, which run software wherever that software best fits the need — a concept Forrester calls workload affinity. We have identified four edge environments to support a range of workload affinity requirements: the enterprise edge, the operations edge, the engagement edge, and the […]
Read More
Blog

Sales Enablement Leaders Must Emphasize Role-Specific Enablement In 2022

Jennifer Bullock October 5, 2021
Buyers expect sellers to partner with them and not only demonstrate a deep understanding of their market, industry, and role — but also to anticipate their next steps. Sales enablement leaders need to ensure that reps have the content, credibility, competency, and confidence to deliver.
Read More
Blog

The Top Nine Emerging-Company CEO Expectations For Marketing And Sales Leaders

Matt Papertsian September 27, 2021
To successfully scale the business for growth, revenue engine leaders at emerging-growth companies must share the same goals. Those goals must also align with the CEO’s expectations, which change as the company moves through the early-growth, extended-growth, and prepare-for-exit stages. Nancy Maluso and I recently interviewed CEOs from emerging companies — which Forrester defines as […]
Read More
Blog

CRM And DX Programs Are Set To Collide — Here’s What You Should Do About It

Kate Leggett September 15, 2021
When it comes to your customer engagement strategy, digital experience (DX) and customer relationship management (CRM) teams are often viewed as different breeds with different priorities. DX initiatives have an outside-in view in supporting a customer’s digital journey. DX technologies include marketing, commerce, and content management technologies that are purchased by the CMO, CDO, or […]
Read More
Blog

For B2B Marketers, This Is The Next Best Thing To Time Travel

Craig Moore September 13, 2021
It's impossible to know what the future holds for marketing campaigns in development. But you can audit your progress and course-correct when needed.
Read More
Blog

Prepare Now For Data Deprecation’s Impact On B2B Advertising

John Arnold August 24, 2021
Even with Google's recently announced cookie deprecation delay, B2B advertisers need to move quickly to ensure their continued success.
Read More
Blog

Demand Planning: Five Steps To Determine The Right Marketing-Approach Mix

Conrad Mills August 24, 2021
The marketing annual planning process often starts with a lack of alignment with sales. Learn how to gain that alignment from the outset.
Read More
Blog

Sales Enablement Leaders: Name The Last Time You Spoke With A Buyer

Eric Zines August 23, 2021
As enablement professionals, how do we keep from becoming disconnected ivory tower philosophers? Consider these six strategies.
Read More
Blog

B2B Summit APAC Preview: Turn Insight Into Opportunity With The B2B Revenue Waterfall

Steve Silver August 22, 2021
Forrester’s new B2B Revenue Waterfall will help you optimize opportunities and provide better alignment between marketing and sales. Learn more at B2B Summit APAC.
Read More
Blog

Optimising Global Campaigns In The Region

Mavis Liew August 18, 2021
What can regional marketing teams do to break through silos and ensure campaigns are relevant to local audiences? Consider these four steps.
Read More

How B2B Marketing Leaders Will Chart New Paths To Growth

Explore key findings from Forrester’s 2021 Global Marketing Survey and discover how marketing leaders will guide their organizations’ recovery.

Blog

How To Crack The Code On B2B Recruiting

Amy Bills August 11, 2021
Get an inside look at the findings from Forrester’s The State Of Customer Obsession 2021 survey, which show the importance of an empowered and appreciated workforce for B2B organizations.
Read More
Blog

B2B CMOs Chart New Paths To Growth Post-COVID

Jennifer Ross August 5, 2021
Forrester’s 2021 Global Marketing Survey reveals how B2B marketing leaders are adapting their strategies to accelerate recovery while keeping customers front and center. Here are three key takeaways.
Read More
Blog

Launching Forrester Tech Tide™: B2B Payments Research

Meng Liu August 5, 2021
Forrester is launching new research focusing on technology innovation in the B2B payments space. We are on the lookout for companies that are automating and adding value to B2B payments services, particularly those driving innovation.
Read More
Blog

The Unfortunate Connection Between Professional Athletes And B2B Sellers

Nancy Maluso August 3, 2021
Mental health has been in the spotlight during these Olympic Games, yet the concerns cut across professions. Sales leaders need to prioritize sellers' wellness, starting with these three areas.
Read More
Blog

Should Sales Enablement Be Responsible For Hiring New Reps?

Jennifer Bullock July 27, 2021
At this year’s Forrester B2B Summit, we introduced our Sales Competency Management Framework, which provides a comprehensive look at sales talent management through the lens of attracting, onboarding, and optimizing (ongoing development) sales professionals.
Read More
Blog

APAC Buyer Insights: What Our 2021 B2B Buying Survey Revealed

Paul Dolan July 26, 2021
How buyers approach purchase decisions has changed, which has important implications for marketers. Explore a few of the findings from our recent research, and go even deeper at Forrester's B2B Summit APAC.
Read More
Blog

Is Your Sales Methodology An Innie Or An Outie?

Eric Zines July 22, 2021
Don’t worry, this is not a discussion about navels; it is an attempt to provide some very basic categorization of sales methodologies based on whether the methodology addresses internal or external interactions.
Read More
Blog

Putting Forrester’s B2B Revenue Waterfall Into Action: Six Tips For Laser-Focused Targeting

Alisa Groocock July 22, 2021
Your product demos, content, and delivery channels won't matter if you're pursuing the wrong targets. Learn how the new Waterfall can help you zero in on the most promising opportunities.
Read More
More posts