![]() Forrester’s unique insights are grounded in annual surveys of more than 690,000 consumers and business leaders worldwide, rigorous and objective methodologies, and the shared wisdom of our most innovative clients. We help organizations grow through customer obsession. Access 2021 Planning Assumptions research (available to clients only).įorrester (NASDAQ: FORR) is one of the most influential research and advisory firms in the world.Download Planning Assumptions 2021 for sales operations.Download Planning Assumptions 2021 for marketing operations.Download Planning Assumptions 2021 for demand and account-based marketing.Download Planning Assumptions 2021 for B2B chief sales officers.Download Planning Assumptions 2021 for B2B chief marketing officers.Leaders across the revenue engine will need to accelerate the shift toward digitization, buyer centricity, and customer obsession.” Looking ahead to 2021, proactive planning, embracing change, and transforming familiar models and approaches will be critical to B2B firms’ success. “The goal of Planning Assumptions is to help B2B leaders be nimbler and adapt to the rapidly changing market forces for long-term success. “Even in the best of times, planning for a new fiscal year can be daunting,” said Monica Behncke, VP, SiriusDecisions Research at Forrester. Sales operations must improve its capabilities to collect and analyze data to provide on-demand insights to reps and sales leaders. The job of the B2B sales representative is no longer to convince customers to buy but rather to help them buy. Guiding buyers through the purchase decision-making process requires a deep understanding of buyers and customers. ![]() Sales operations must improve capabilities to collect and analyze data.CMOs will lean on marketing operations to provide guidance on the best use cases for adaptability and improve processes for a nimbler marketing function. Marketing operations’ role has evolved to include unfamiliar responsibilities that are and will continue to be required to advance the organization mid- and post-pandemic. Marketing operations leaders must enable hyperagility.The future success of demand and account-based marketing teams will rest heavily on their ability to invest in technology, programs, and content that help to spot, measure, and enable buying groups. The recent disruptions to the B2B buying process have heightened the focus on how demand marketing and account-based marketing programs can drive growth. Demand and account-based marketing leaders must find compelling ways to drive engagement across buying groups.Sales organizations should harness technology and data to deliver on buyers’ expectations and deliver personalized experiences for each buyer. Buyers expect, and even demand, that sellers deliver an intuitive and immediate buying experience. 2020 has forced profound changes in how sales organizations work, plan, and prioritize. Chief sales officers must get adept at virtual selling for their sales organizations to address buyer needs.B2B CMOs will need to adapt marketing campaigns to endure market volatility and shrinking budgets. Proactively challenging assumptions and reviewing risks will help strengthen organizational resilience in the year ahead. Thriving in an unpredictable and continuously shifting B2B climate requires agility and resilience. ![]()
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