Planning Guide Report

Planning Guide 2024: B2B Sales

August 1st, 2023
Mike Pregler, null
Mike Pregler
With contributors:
Eric Zines , Peter Ostrow , Rick Bradberry , Stephanie Sissler , Alex Schanne , Jennifer Bullock , Steve Silver , Justin Ferguson , Mallory Icenhower , Kate Pierpont


In 2023, B2B sales leaders have faced unanticipated economic headwinds, too often resulting in layoffs across their customer bases or even within their own organizations. Still, the opportunity exists for sales leaders to prepare their organizations for sustainable, customer-obsessed growth in 2024. We recommend they invest in initiatives that optimize seller empowerment, develop robust digital and self-service routes to market, and create highly personalized experiences for both buyers and customers across all channels. This planning guide will steer B2B sales leaders toward the transformational investment strategies necessary to meet the new demands of buyers and customers.

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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.