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
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
Lisa Gately, Principal Analyst
Lisa Gately Principal Analyst
Brittany Viola, Analyst
Brittany Viola Analyst
Jenna Santos, Data Researcher
Jenna Santos Data Researcher
John Arnold, Principal Analyst
John Arnold Principal Analyst
Hannibal Scipio, Principal Analyst
Hannibal Scipio Principal Analyst
Ross Graber, VP, Principal Analyst
Ross Graber VP, Principal Analyst
Sam Somashekar, null
Sam Somashekar
With contributors:
Dave Frankland , Mike Pregler , Kathy Contreras , Lisa Singer , Laurynn Bedard , Sam Bartlett

Summary

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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