Vision Report

Embrace These B2B Mindset Shifts To Accelerate Lifecycle Revenue Evolution

What Got You Here Won’t Get You There

November 17th, 2023
With contributors:
Matthew Selheimer , Lori Wizdo , Aidan Doyle , Kate Pierpont


Marketing’s success in driving revenue growth has elevated it to a strategic function in most B2B companies. However, to continue to improve, marketing leaders and other C-suite executives must challenge long-held beliefs and embrace the full customer lifecycle and complex buying journeys to make this a reality. CMOs must also foster collaboration and trust with sales and product teams, and within marketing itself. This report highlights the deep-seated emotional and intellectual beliefs that CMOs must retool to succeed in the new era of marketing.

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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.