Planning Guide Report

A European B2B Marketing And Sales Perspective On 2024 Planning

September 29th, 2023
David Parry, null
David Parry
With contributors:
Paul Ferron , Laura Koetzle , Chantelle Fynn , Hannah Bradbury , Julia Swerdlow


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.

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