Planning Guide Report

Budget Planning Guide 2025: Demand And ABM

Judicious Investment Will Lead To Opportunity Realization

August 1st, 2024
With contributors:

Summary

The next 12 months will be another year of transition for marketers as data proliferation, technology advancements, and the unstoppable evolution of B2B buying behaviors continue to disrupt the status quo. Marketing must understand the impact of these changes on their customers and their businesses and build a judicious yet forward-looking roadmap for 2025 that will capitalize on and defend against these trends. This report highlights benchmarks for spending and the key areas in which demand and account-based marketing (ABM) leaders should be investing, divesting, and experimenting to make their roadmap for the future a reality.

Want to read the full report?

This report is not available for purchase at this time.

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.