Trends Report

The Four Areas B2B Marketing And Sales Leaders Must Address To Deliver On Customer Obsession

Brand, Revenue Enablement, Technology, And An Outside-In View Can Build Or Erode Customer Value

February 1st, 2023
With contributors:
Amy Hayes , Laura Koetzle , Barry Vasudevan , Helen Gilroy-Powell , Julia Swerdlow , Kate Pierpont


Although they are striving for customer obsession, B2B organizations are having interactions with buyers and customers that are characterized by internal objectives and goals that benefit the organization rather than its customers. As a result, buyers and customers are becoming increasingly frustrated by interactions that produce friction, weaken relationships, and result in missed opportunities rather than added value. This report explores the four areas where B2B firms can drive customer obsession and achieve strong, sustainable customer relationships: company brand, revenue enablement, a future fit technology stack, and the right performance metrics.

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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.