Vision Report

Three Challenges Necessitate New Vision For Integrated Campaigns

Why B2B Organizations Must Shift From Product Orientation To Customer Obsession

April 17th, 2024
With contributors:
Matthew Selheimer , Rani Salehi , Aidan Doyle , Kate Pierpont


B2B buyers don’t want your products; they want to solve their business problems, and it is the job of marketers to convince buyers that purchasing your organization’s products and services are the best way to achieve this. But many B2B marketing leaders succumb to inside-out thinking and believe that customers simply need what they offer. This report highlights the common challenges that companies must overcome to shed this perspective and drive growth and demonstrates how the Forrester Campaign Framework and the Campaign Implementation Process empower marketing leaders to drive the customer-obsessed growth engine.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.