As business buyer expectations continue to rise, digital buying increasingly disrupts routes to market, and partner ecosystems continue to morph, Forrester sees the cost of winning revenue continuing to grow. To win the competition for growth, B2B organizations will need a customer-obsessed growth engine that aligns their core customer-facing teams — marketing, sales, and product — around new ways to deliver value to B2B buyers.
These teams face a turbulent year, buffeted by novel technologies and increasingly demanding buyers. Topping the list of heady challenges is generative AI ; our shows that four out of five AI decision-makers believe that its impact on their business will be high, especially over the next two years.
B2B marketing, sales, and products teams up for a thrilling ride will be rewarded by delivering products, content, and partner ecosystem strategies that differentiate them in the eyes of both net-new buyers and existing customers.