Vision Report

The B2B Customer-Obsessed Growth Engine

Align Marketing, Sales, And Product To Create Value For Buyers — And Revenue For You

February 10th, 2023
Lori Wizdo, null
Lori Wizdo
With contributors:
Srividya Sridharan , Sharyn Leaver , Ben Salamin , Ella Sullivan , Shannon Colford , Robin Whiting


Dramatic changes in buyers’ behavior, evolving business models, and fast-paced technology advances mandate a shift in how B2B companies design their strategies and engineer and operate their organizations. Companies must replace strategies built on extracting value from markets with a pervasive culture of creating, delivering, and enabling customer and buyer value consistently across the customer lifecycle. B2B companies must build, run, and constantly optimize a customer-obsessed growth engine to plant a future foothold on the path to profitable, predictable, and sustainable growth.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.