Predictions Report

Predictions 2024: Behind The Prediction — B2B Marketing, Sales, And Product

February 8th, 2024
Sam Somashekar, null
Sam Somashekar
With contributors:
Dave Frankland , Kathy Contreras , Lisa Singer , Laurynn Bedard , Mike Pregler , Bruna Venicio


Forrester’s 2024 B2B marketing, sales, and product predictions highlight the potential sweeping impact that generative AI (genAI) will have across all teams. We expect a mix of successes and failures over the coming 12 months.

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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.