Predictions 2023: B2B Marketing And Sales

October 26th, 2022

Ross Graber VP, Principal Analyst

Steven Casey VP, Research Director

Rani Salehi Principal Analyst

Katie Linford Principal Analyst

Kathy Contreras VP, Principal Analyst

Laura Ramos Vice President, Principal Analyst

With contributors:

Cristina De Martini , Maria Chien , Rick Bradberry , Laura Cross , Lori Wizdo , Tyler Orleans , Kate Pierpont

Summary

Facing strong economic headwinds, B2B organizations will turn to their existing customer base as the foundation for growth. However, if it is to succeed, an industry that has long prioritized winning net new business and strengthening internal efficiencies will be forced to reimagine how it creates value for customers across the customer lifecycle. This report offers five predictions we expect will reshape B2B marketing and sales functions as we look ahead to 2023.

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