Planning Guide Report

Planning Guide 2023: B2B Sales Executives

Balance Strategic And Tactical Investments

August 23rd, 2022
With contributors:
Nancy Maluso , Rick Bradberry , Stephanie Sissler , Mallory Icenhower , Robin Whiting


Despite the headwinds of inflation, slower than expected consumer spending, and the continuing war in Ukraine, B2B sales executives must prepare their organizations for continued growth. This is the existential challenge most sales leaders accept. According to Forrester’s Winter Sales Survey, 2022, 26 out of 28 sales leaders in high-performing organizations reported that their organizations experienced greater than 10% revenue growth despite the effects of the pandemic. They accomplished this by optimizing their sales operating systems. In this report, we discuss which elements sales leaders should invest in and which they should rationalize to drive continued growth in the upcoming year.

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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.