Vision Report

The Future Of B2B Marketing Planning Is Integrated, Sequenced, And Adaptive

Planning Is The Secret To B2B Marketing Success

November 16th, 2023
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
With contributors:
Cristina De Martini , Matthew Selheimer , Craig Moore , Alaina Ladd , Ellen Lind

Summary

B2B organizations want connected, stepwise planning processes to avoid missed growth opportunities, wasted resources, and incoordination. Forrester’s Marketing Survey, 2023 revealed that the two greatest challenges to achieving marketing goals most commonly identified by B2B marketing decision-makers are a lack of clarity and alignment of business goals and objectives. Organizations must align strategic priorities, sync cross-functional plans to maximize efforts, and instill an adaptive planning implementation process to pivot when necessary. This report outlines how marketing operations and global planning leaders can overcome challenges during the B2B marketing planning process.

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