Planning Guide Report

B2B Marketing Executives: Planning Assumptions 2022

September 7th, 2021
Sheryl Pattek, VP, Executive Partner
Sheryl Pattek VP, Executive Partner
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
Meta Karagianni, null
Meta Karagianni
Robert McKinnon, null
Robert McKinnon
Jennifer Ross, null
Jennifer Ross
With contributors:
Mavis Liew , Lori Wizdo , Adele Sweetwood

Summary

As CMOs prepare for 2022, they are facing a situation unlike any they have ever encountered. The companies that have best navigated the past year have aligned their sales, marketing, product, and customer functions before or in the early stages of the pandemic-driven market disruption. These organizations balanced investments across existing and new customers, took a customer-first approach to developing genuine and empathetic relationships, and measured performance against aligned corporate and functional goals instead of siloed measures. In this report, we identify five trends that will define the priorities B2B CMOs must address to ensure success for their organizations in 2022.

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