Trends Report

B2B Buyers Mandate A New Charter For Marketing And Sales

Accelerate Alignment Or Get Left Behind

January 10th, 2017
Mary Shea, PhD, null
Mary Shea, PhD
Shanta Samlal-Fadelle, null
Shanta Samlal-Fadelle
With contributors:
Caroline Robertson , Lori Wizdo , Alexander Bullock


This report is a call to action for business-to-business (B2B) marketing and sales leaders to infuse new and creative ideas into their plans. A status quo approach no longer works in this environment. Go-to-market leaders must prioritize alignment between teams and embrace new organizational, collaboration, and compensation models to keep up with today's more empowered B2B buyers.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.