Planning Guide Report

Planning Guide 2023: B2B Marketing Executives

Certainty Will Be Found In The Spend-Money-To-Make-Money Paradox

August 23rd, 2022
With contributors:

Summary

Budget decisions made in reaction to an unpredictable economy make marketing organizations beholden to achieving short-term goals without consideration of the long-term strategic impact. Offsetting short-term gains can take years and has incalculable ramifications on customers, employees, partners, and the brand. In this report, we guide B2B CMOs on how to reach certainty in the spend- money-to-make-money paradox by using data-driven insights to allocate budget toward customers, employees, and engagement to drive long-term strategic growth.

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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.