Predictions Report

Predictions 2024: B2B Marketing, Sales, And Product

New Investment In Data, AI, And Collaboration Will Help Teams Endure A Wild Ride Ahead

October 25th, 2023
Sam Somashekar, null
Sam Somashekar
With contributors:
Dave Frankland , Kathy Contreras , Lisa Singer , Mike Pregler , Laurynn Bedard , Sam Bartlett


B2B marketing, sales, and product teams face a turbulent year ahead, full of partner-centered growth and productivity ups as well as buyer demand, technology, and regulatory/legal downs. Generative AI will launch the potential for sweeping impact across all teams, with a mix of both success and failures expected during the next 12 months. Teams that double down on customer analysis and understanding, address buyer preferences, and enrich collaboration with partners will find the ride exhilarating. Read this report to discover Forrester’s predictions for B2B marketing, sales, and product teams in 2024.

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