Trends Report

The State Of Customer Obsession In B2B Organizations, 2022

The Goal Is Progress, Not Perfection

October 5th, 2022
With contributors:
Srividya Sridharan , Rick Parrish , Keith Johnston , Laura Ramos , Lisa Nakano , Barbie Mattie , Caroline Robertson , Shynise McElveen , Alesia Garrett , Arianne Burnette


Customer-obsessed B2B organizations outdo their less mature counterparts in almost every business metric that matters: They earn more revenue, see higher revenue retention, are better able to recruit talent, offer better products, and have more confidence in their brand. Forrester surveyed executives at B2B organizations to understand the state of customer obsession and to identify areas in which less mature organizations can make concrete changes. Take our customer obsession assessment to determine your level of maturity; then use our advice to guide improvements. In this report, we define five strategies that B2B organizations at every maturity level must use to improve customer obsession.

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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.