Trends Report

Navigating The 2023 Downturn: B2B Marketing Executives

Relentlessly Resist Reactive Decisions That Disrupt Balance

January 26th, 2023


Regardless of the rumored recession, B2B CMOs, marketing executives, marketing leaders, and marketing staff must relentlessly resist reactive business decisions that disrupt the balance between short-term and long-term growth. We still recommend the three areas of focus specified in Forrester’s Planning Guide 2023: B2B Marketing Executives for how to achieve growth in an uncertain economy. In this report, Forrester guides B2B CMOs on how best to navigate the predicted downturn across teams, customers, the organization’s board, partners, and peers.

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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.