Planning Guide Report

Chief Sales Officers: Planning Assumptions 2021

August 28th, 2020
Mike Pregler, null
Mike Pregler


Shifting buyer expectations require sales leaders to develop new strategies to create or extend a competitive advantage. The 2020 pandemic has shown that many sales organizations are ill-equipped to adapt quickly to changing buyer preferences. Sales leaders who move to a fact-based, technology-enabled sales operating model will position their companies to meet the expectations of buyers in the “next normal”. In this report, we identify five trends that will affect the priorities of chief sales officers and sales leaders in 2021.

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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.