Summary
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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