Trends Report

Navigating The 2023 Downturn: B2B Sales Executives

The Formula For Success: Fast, Focused, Flexible Sales Organizations

February 3rd, 2023
Mike Pregler, null
Mike Pregler
With contributors:
Mallory Icenhower , Robin Whiting


The economy has endured nearly three years of extreme challenges: a global pandemic, supply chain nightmares, and now inflation coupled with slow economic growth. More unexpected challenges may arise in the months and years ahead. Sales leaders must be proactive in establishing the agile foundation their organizations will need to tackle any unexpected challenges. Those that don’t will risk a slow or no-growth situation. This report identifies the critical actions B2B sales executives must take to adopt this formula with the full support of the board, tight collaboration with C-suite peers, deep engagement with customers, and alignment with the extended partner ecosystem.

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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.