Planning Assumptions 2022

Discover the trends that will shape B2B leaders’ priorities in the coming year. Get actionable advice to gain a competitive edge.

Planning Assumptions 2022: Set A Steady Course For Growth

Instead of a return to “normalcy,” 2021 brought the challenges of a halting recovery and a still-disrupted business climate. For B2B marketing, sales, and product leaders, anticipating customer and market dynamics may feel particularly daunting. Vice President and Group Research Director Monica Behncke explains how Forrester’s Planning Assumptions can serve as a guide through ongoing uncertainty.

B2B Marketing

Planning Assumptions 2022: B2B Marketing

Marketing leaders have a clear opportunity to drive meaningful change and growth. Learn what it will take to seize it.

B2B Marketing Executives

How B2B Marketing Executives Can Plan For Unpredictable Weather

Though the forecast for 2022 remains unsettled, B2B marketing leaders can take decisive steps to set themselves and their teams up for success.

B2B Marketing Executives

APAC Marketing Planning For 2022: When “New Normal” Morphs Into “Business As Usual”

What does 2022 look like for APAC marketing leaders? Principal Analyst Mavis Liew provides a sneak peek.

Marketing Operations

Marketing Operations Wears Many Hats: Find The Best Fit For 2022

Where should you focus your efforts in 2022 to deliver the best possible customer experience and better organizational performance? Start with these five areas.

Demand And ABM

Moving From A Lead-Centric To A Buying-Group Focus Is Key To Demand And ABM Success

As demand and account-based marketing (ABM) leaders look to lay new foundations in 2022, a focus on buying groups and intuitive, highly contextualized experiences will be critical.

Channel Marketing

In 2022, Channel Marketers Must Prioritize Customer And Partner Value

A focus on enhancing the partner experience and generating customer value are key to channel marketing success in the year ahead.

Portfolio Marketing

The Buyer's Journey Is The Portfolio Marketer's Key To Planning For 2022

Understanding how today’s buyers gather information and being ready to educate and engage with them, wherever they are, is more important than ever.


North America Planning Assumptions 2022: B2B Marketing

Get crucial clarity on the trends that will impact marketing in 2022 and discover how to profit from the changes they’ll bring.

2022 Priorities & Planning: EMEA B2B Marketing Leaders

Join our top analysts in an upcoming complimentary webinar that will help you capitalise on opportunities and direct your planning efforts for 2022.

2022 Planning Priorities For APAC Marketing Leaders

Join this live webinar with marketing experts from Forrester, Adobe, Salesforce, and SoftBank, where they will discuss the planning priorities in 2022 and how to drive business growth.

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

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.


Planning Assumptions 2022: B2B Sales

A myriad of forces have transformed the way B2B sellers engage with buyers. It’s time for sales leaders and organizations to move beyond adaptation and commit to transformation.

B2B Sales Executives

In 2022, Insights-Driven Sales Organizations Will Win

B2B sales leaders need to move away from conventional, comfortable approaches and embrace the realities of today’s digital-first buying climate. Learn what the shift requires.

Sales Operations

Five Perspective Shifts Sales And Revenue Operations Leaders Need To Make In 2022

As the B2B buying process becomes more complex, sales operations teams face escalating demands. Learn about the trends that will shape sales operations leaders’ priorities in the year ahead.

Sales Enablement

Sales Enablement Leaders Must Emphasize Role-Specific Enablement In 2022

Buyers expect sellers to 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.


North America Planning Assumptions 2022: B2B Sales

Sales is at a crossroads. It’s time to embrace the adaptations you made in the last two years and align your selling approach to the way people buy now. Learn how.

Priorities & Planning 2022: EMEA B2B Sales Leaders

Even in the best of times, planning for a new fiscal year can be daunting. Let us help you with that. Register for our complimentary webinar for B2B Sales Leaders. 

Transformation, Not Adaptation, Will Be Key For B2B Sales Leaders In 2022

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.

Additional insights

Customer Engagement

The Keys To Better Post-Sale Customer Relationships In 2022

Existing customers account for more than three-quarters of annual revenue for B2B organizations, Forrester data shows. Find insights to deepen customer relationships in our “B2B Customer Engagement: Planning Assumptions 2022” report.

Product Management

Product Management Leaders Should Make 2022 The Year Of Customer Value

There will be KPIs to achieve and roadmap goals to hit, but customer-centric approaches will be critical to product management leaders’ success.

Content Strategy And Operations

What’s Next In B2B Content? Five Important Focus Areas For 2022

Content is the backbone of the buyer’s journey and the customer experience. Keep it strong with these five best practices.

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