Planning Guide Report

Planning Guide 2024: B2B Marketing Executives

Drive Predictable Growth In Unpredictable Times

August 1st, 2023
Lori Wizdo, null
Lori Wizdo
With contributors:
Srividya Sridharan , Shannon Colford , Nicole Bouchie , Kate Pierpont


B2B marketing leaders anticipate higher budgets over the next 12 months, despite the uncertainties of global political unrest and macroeconomic instability. This planning guide helps B2B marketing executives deploy their projected incremental budget to evolve marketing from a legacy of brand stewards, lead generation machines, and sales supporters to fulfill a broader purpose as the mastermind of growth. We recommend investing in initiatives, skills, and technologies that will position marketing to lead the B2B customer-obsessed growth engine, divesting from efforts that diffuse its focus and impact, and targeted experimentation that develops new short- and long-term growth capacities.

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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.