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Changing business buyer behavior is making traditional go-to-market processes obsolete and turbulent global markets, geopolitical and social upheaval, and technology disruption are upending carefully crafted strategies, budgets, and priorities. It’s critical for B2B leaders to go beyond reactivity to prioritize stable market segments, reduce operational costs, and continuously monitor buyer and customer behaviors. While some lessons from the COVID-19 pandemic may be of use, every crisis has its own context. Today’s conditions represent a poly-crisis that also requires proactive scenario and contingency planning, a new pace for decision-making, and compliance vigilance. Take these actions and you won’t just overcome the chaos – you'll thrive within it.
Key takeaways:
Target audience level: beginner and intermediate
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B2B organizations must transform their revenue processes to focus on delivering value to the buyer throughout the customer lifecycle.
To identify your optimal target market, rank market segments according to their market attractiveness, strategic fit and your ability to win.
This report details insights to help providers understand the obstacles buyers encounter as well as their needs and preferences as they navigate their buying journey.
In this report, we describe Forrester tools that outline the business requirements essential for specific needs within and across functions and the technology and service provider categories that can support these requirements.
The B2B Marketing Process Diagnostic is a simple four-step approach to identifying the causes of systemic process issues.
B2B companies must build and optimize a customer-obsessed growth engine to enable profitable, predictable, and sustained growth.
Customer success must elevate customer value and cross-team coordination across the four postsale phases of the Forrester Opportunity Lifecycle.
Our framework helps customer success and customer marketing teams use quantitative and qualitative insights to support customer needs and achieve organizational goals.
Community managers seeking to elevate their work and influence within their company must evolve their metrics to demonstrate how community contributes to business objectives.
Forrester’s scenario quick start cards provide a starting point for your marketing planning strategy and guide you with a customer-first approach.
Create a comprehensive crisis communication plan to protect the corporate reputation and mitigate the extent of company damage.
B2B marketing organizations need adaptive planning to maximize business performance and avoid missed growth opportunities.
Safety and survival dominate in the short term, but preparing for a return to normalcy can turn the challenge presented by a crisis into an opportunity.
A comprehensive B2B marketing and sales data strategy pairs governance, compliance, and technology planning with execution.
B2B teams with responsibility for choosing B2B marketing and sales data providers must overcome planning and preparedness issues to support program execution.
Partner ecosystem leaders must align partner incentives with each phase of the customer lifecycle framework to support customer-obsessed momentum.
This report explains the need to establish clear accountability for data management and offers a guide for collaborative discussion around roles and responsibilities.
In this report, we discuss how to join audience insights and corporate identity to form a series of corporate value propositions, culminating in one spanning all audiences.
CMOs must ensure the employee value proposition reflects corporate and brand messaging and fosters improved employee and customer experience.
This report explains how to build and maintain trust equity and shares the factors that create trust bonds with business buyers.
Understand the human experience of change, and master seven activities to improve your change leadership skills.
Use this report to guide you through an assessment of a new team or a significantly reorganized team to ensure you are set up for success.
Leaders benefit from understanding two dimensions of the change process: the operational and the human.
Too many B2B organizations still treat their quota-bearing sellers as second-class citizens, ignoring the growing body of evidence that points to how vital seller wellness, work/life balance, and cultural inclusion are to their ability to be most productive. Let's follow the data ... and change it.Key takeaways: Understand the critical cultural levers that motivate sellers to be successful.Develop a mandate for the creation of a sales coaching program that drives tangible results.Learn to balance sales compensation components that reward desired behaviors.Target audience level: intermediate
While spend on B2B events remains high, budgets and resources are under massive strain as teams struggle to demonstrate value and justify increased investment. This webinar shares findings from Forrester’s Q1 2025 State Of B2B Events Survey and highlights changes leaders are making to their event budgets, mixes, and priorities as they adapt to a complex and dynamic environment.Key takeaways: Explore key findings from Forrester’s Q1 2025 State Of B2B Events Survey.Understand how leaders are approaching event budgets, mixes, and priorities.Take away actionable next steps to help you adapt to the new event environment.Target audience level: all levels
Shell Fleet Solutions successfully implemented buying groups to better serve the needs of its customers with cutting-edge marketing programs and enhance support for its internal teams. Join this client webinar with Angela Scaueru and Paul Bloemheuvel from Shell and Vicki Brown from Forrester to discuss best practices for harnessing a data-driven approach to effectively integrate account, contact, and buying group behavioral data.Key takeaways: Hear about Shell Fleet Solutions’ innovative strategies for buying groups.Learn how Shell leveraged account, contact, and buying group behavioral data.See how Shell gained a deeper understanding of customer behavior, improved sales and marketing coordination, and ultimately increased customer value.Target audience level: intermediate
Misalignment in B2B planning disrupts sustainable growth and negatively impacts the customer experience. In this session, we'll show you how to integrate, sequence, and synchronize planning processes across all your go-to-market functions. By getting everything aligned, you'll not only drive growth but also create a smoother, more enjoyable journey for your customers.Join us to enhance coordination and drive success across your go-to-market functions.Key takeaways: Synchronize Efforts: Master the layers of B2B planning across teams to ensure everyone is working in harmony.Foster Collaboration: Learn the sequence of annual planning processes (occurring throughout the year) that promote teamwork and help commit resources and priorities effectively.Avoid Siloed Execution: Identify the essential outputs needed to inform each downstream planning process, ensuring seamless execution across all functions.Target audience level: all levels
In this webinar we will look at the state of IT sustainability survey Forrester conducted at the end of 2024 looking at the buyer and spending behavior for sustainability initiatives for 2025. We will take a closer look at the most impactful initiatives on sustainability enterprise leaders told us they undertook in the past year how investments will look like for 2025 the key capabilities for sustainability management software solutions that enterprise leaders sort and the services capabilities that were most asked for in the market.Key takeaways: Buyer trends for sustainability management softwareServices partnerships enterprises seekMost impactful IT decarbonization efforts by organizationsTarget audience level: all levels
Getting the most from generative AI (genAI) capabilities within go-to-market (GTM) teams requires broad capture of buyer interactions. This raises questions around how to capture data while staying compliant with privacy regulations like General Data Protection Regulation (GDPR) or California Consumer Privacy Act (CCPA). In this webinar, experts responsible for ensuring this compliance for their respective companies discuss the current interaction capture compliance landscape and how they capture interactions while also ensuring that the companies using their solution are compliant.Key takeaways: Review current interaction capture compliance regulations.Talk through how to capture buyer interactions while also staying compliant.Target audience level: advanced