Vision Report

Empowering Purpose For B2B Growth

Companies Must Articulate And Activate Purpose To Become Sustainable

June 29th, 2022
Nancy Maluso, null
Nancy Maluso
Jennifer Ross, null
Jennifer Ross
With contributors:
Ian Bruce , Dipanjan Chatterjee , David Parry , Mallory Icenhower , Robin Whiting


B2B organizations should define why they are in business (their purpose) and activate this across the organization, perhaps even extending this purpose to deliver value to the people and planet beyond their offerings. B2B organizations are differentiated when they demonstrate a connection with customers, partners, suppliers, and employees through shared values. Environmental, social, and governance (ESG) initiatives that align with a company’s purpose connect employee experience, brand, buyer experience, and customer obsession. This report provides data on how an authentic purpose brings value to stakeholders, drives growth, and provides a competitive advantage.

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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.