TLDR:
Forrester recently released their guide, “Planning Assumptions 2022.” It uncovered a series of insights helpful to B2B marketers as they charge ahead into the new year. Among those insights, seven of them are particularly notable. According to the Vice President and Group Research Director at Forrester, companies that have prioritized alignment planning are the best equipped to deal with change, and this guide will help them along the way.
Research and advisory firm, Forrester, distributed their Planning Assumptions 2022, a guide for marketing leaders to inspire impactful growth and change in that year.
There are many insights in this guide, and the most notable, ones include, for instance, the fact that chief sales officers have to have sales systems based on data. This is because the buyer of today takes advantage of a digital interface to plan and strategize their account-based behaviors.
Another piece of data revealed that players in the demand and Account-Based Marketing (ABM) fields “must shift real-time buyer enablement.” This insight can be tied to a decisive majority of buying decisions—94% of them—being decided in consultation with a group of three or more people.
Yet another data trend found was that if sales operations aim to be more efficient, a “big-picture” view is needed. For example, only 40% out of the 90% of decision-makers that have revenue operations capabilities have “implemented a centralized revenue operations function.”
In a statement, Monica Behncke, the Vice President and Group Research Director at Forrester, commented:
“For B2B leaders, anticipating shifts in market and customer dynamics can feel particularly daunting right now… Our research has shown that companies with a strong commitment to aligned planning are in the best position to adapt during times of uncertainty. Forrester’s 2022 Planning Assumptions will serve as a guide through this uncertainty and help B2B marketing, sales, and product leaders align their priorities to drive predictable revenue growth.”
Original article from MarTech Series on 13 October 2021.
About Forrester
Forrester is one of the most influential research and advisory firms in the world. We help leaders across technology, customer experience, digital, marketing, sales, and product functions use customer obsession to accelerate growth.
Through Forrester’s proprietary research, consulting, and events, leaders from around the globe are empowered to be bold at work — to navigate change and put their customers at the center of their leadership, strategy, and operations.
Our unique insights are grounded in annual surveys of more than 700,000 consumers, business leaders, and technology leaders worldwide; rigorous and objective research methodologies, including Forrester Wave™ evaluations; 70 million real-time feedback votes; and the shared wisdom of our clients.
