Thanks to unsettled but better-than-expected economic indicators in Europe, cautiously optimistic B2B sales and marketing leaders anticipate higher budgets over the next 12 months. As companies seek predictable growth, B2B commercial leaders must meet the new demands of their buyers and customers. In this report, Forrester recommends the investments in initiatives, skills, and technologies that European sales and marketing leaders should make to drive greater value throughout the customer lifecycle and maximize commercial potential in 2024.