B2B marketing, sales, product and customer leaders face turbulent global markets, geopolitical and social upheaval, technology disruption and the sudden advent of systemic risk events once considered unlikely. Changing business buyer behavior is rendering traditional go-to-market processes obsolete. The constant volatility has upended carefully crafted strategies, budgets and priorities and has left B2B leaders feeling unsure and overwhelmed – but creates new opportunities for growth.
In this trends report, Forrester examines how B2B leaders can help their organizations thrive in periods of volatility. You’ll learn:
- How to stay focused while remaining flexible.
- How to master change leadership.
- How to proactively evaluate enterprise risk.
