Vision Report

Embrace These B2B Mindset Shifts To Accelerate Lifecycle Revenue Evolution

What Got You Here Won’t Get You There

November 17th, 2023
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
Terry Flaherty, VP, Principal Analyst
Terry Flaherty VP, Principal Analyst
With contributors:
Matthew Selheimer , Lori Wizdo , Aidan Doyle , Kate Pierpont

Summary

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.