Data Snapshot

Optimizing Content And Channel Partner Processes Are The Top Focus For High-Growth And Declining Companies

High-Growth And Declining Companies Align On Which Internal Processes To Improve In The Next Year

Summary

Forrester’s Marketing Survey, 2022 revealed differences in B2B marketing decision-makers’ aim to add or enhance internal processes in the next 12 months. This data snapshot compares three company growth types by revenue growth rate for the most recent fiscal year: flat to declining (no change or declining revenue), low growth (1% to 20%), or high growth (20%). Both high-growth and declining organizations selected channel partner processes among their top processes to add or enhance (27% and 32%, respectively). One-quarter of B2B marketing decision-makers at low-growth organizations plan to enhance marketing strategy planning (26%) or event planning/management automation (24%).

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