Summary
Businesses that consistently turn data into insights make decisions with greater confidence, drive superior commercial benefits, and experience faster growth. That’s why B2B go-to-market leaders aspire to transform decision-making in their organizations in ways that reduce reliance on instinct, gut feelings, and politicking. They aim to shift to decision-making consistently supported by data-backed insights. Yet B2B organizations struggle to evolve their use of analytics and drive such a transformation. This report introduces the Forrester B2B Analytics Ecosystem, which identifies four critical analytics process areas and the capabilities required for consistent, insight-led decision-making.
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