Vision Report

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

Planning Is The Secret To B2B Marketing Success

November 16th, 2023
With contributors:


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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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.