​B2B Organizations Are Three Times More Likely To Be Product Led

Though conventional wisdom suggests B2B organizations are overly focused on their products, new research exposes a striking order of magnitude difference for B2B leaders. Forrester’s C-Suite Alignment Survey, 2025 shows 37% of B2B C-level leaders believe their organization’s priorities and behaviors are product led — over three times more than their B2C peers (11%) — while B2C C-level leaders are 2.5 times more likely to report being customer led than their B2B peers (58% vs. 23%). B2B teams must fight against a product-led orientation to reap the rewards of customer obsession. This is a snapshot of Forrester’s data on C-level leaders’ perceptions of their organization’s business orientation.