Best Practice Report

The B2B Leader’s Role In Supporting Customer Obsession

How leaders can encourage and enable research to be conducted to drive deep understanding of buyer and customer needs

January 1st, 2018


Nearly all B2B leaders want their staff members to be customer-focused. Product managers and portfolio marketers, in particular, must understand the needs and preferences of buyers, customers, and users. However, many B2B leaders fail to provide the support required to enable the desired customer focus. In this report, we outline four types of support that leaders should provide to ensure that their staff members consistently engage in customer insight activities.

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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.