Data Overview Report

B2B Marketing Must Balance Innovation And Efficiency In The Face Of Persistent Challenges

Marketing Leader Challenges And Priorities, 2024

May 9th, 2024
Matthew Selheimer, VP, Research Director
Matthew Selheimer VP, Research Director
Zachary Stone, Data Researcher
Zachary Stone Data Researcher
With contributors:
Srividya Sridharan , Nicole Bouchie , Kate Pierpont

2024 presents key challenges and opportunities for B2B marketers when it comes to driving customer-obsessed growth. Decision-makers are prioritizing efforts that drive efficiency and innovation, while seeking growth opportunities primarily from entering new markets. What’s getting in the way? A lack of clarity and/or alignment between business and marketing objectives along with data quality and accessibility persist as key challenges. This data overview report discusses these challenges, priorities, and growth strategies for 2024 with a look back at results from 2023.

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.