Planning Guides
Planning and budgeting for a new fiscal year can feel overwhelming. Where should you invest, where should you pull back, and when should you stay the course? Explore our blog posts for data-backed insights across business functions.
Insights
Podcast
341: CX Planning Guide
CX leaders must invest to drive customer-focused action. This means investing more in tech to create and improve experiences, critical employee skills, unstructured feedback, and predictive modeling. Principal Analyst Pete Jacques walks us through Forrester's 2024 CX Planning guide and pragmatic budgeting advice to meet the emergent needs of customers.
Blog
2024 Planning: European Leaders Must Avoid An Excess Of Caution And Invest In Bright Spots
Many of the signals we normally use to plan for the coming year are pointing in ambiguous, counterintuitive, or contradictory directions. But submitting to excessive caution would be a mistake.
Blog
Three Tips To Guide B2B Demand Marketing Leaders’ Plans For 2024
Where should demand and ABM teams focus their efforts in the coming year? Explore the highlights from Forrester's planning guide report.
Blog
2024 Planning: Revenue Operations And Four B2B Must-Do’s
With 2024 planning season rapidly approaching, preview Forrester’s four B2B revenue operations “must-do’s” to drive customer value and business growth.
Blog
Market Limbo Requires That Marketers Remain Limber
For 2024, marketing executives must steer clear of “growth at any cost” and make strategic decisions about their B2C marketing budgets and work closely with CX and digital teams. Read our recommendations.
Blog
How B2B Marketing, Sales, And Product Can Align To Drive Growth In 2024
Planning season is the perfect time for B2B revenue engine leaders to address common challenges, share functional insights and competencies, and build a customer-obsessed growth strategy.
Blog
2024 Planning: Asia Pacific Leaders Can Afford To Tone Down The Caution
After a challenging past few years, business leaders in Asia Pacific can expect a brighter 2024. Learn how to capitalize with Forrester’s Planning Guides.
Blog
Driving Predictable Growth In Unpredictable Times
Many B2B marketing leaders expect a modest bump in budget in 2024. Our newly released planning guide offers data-backed insight on how best to use that increased budget.
Blog
2024 Annual Planning: Don’t Let Caution Become Complacency
A precarious economy has tempered business and technology leaders' budget expectations. But now is not the time to retreat. Our 2024 planning guides advise on where to invest and experiment for success.
Webinar
Planning Guides 2024: B2B Marketing Leaders
Learn how you can put Forrester’s 2024 annual planning research to align your B2B marketing planning for success.
Blog
B2B CMOs Must Form A Rebel Alliance To Bull’s-Eye Their 2023 Target
Joining forces with other key stakeholders will enable marketing leaders to triumph amid vast uncertainty.
Blog
How CISOs Can Navigate The 2023 Downturn
CISOs must use this period of austerity to reinforce security as a core competency that drives growth and protects revenue.
Blog
Smart Tech Executives Will Position Their Company For The Coming Rebound
In 2023, technology executives should optimize their budgets with customer and employee experience as the North Star. Here’s a peek at three actions we recommend in our new report, “Navigating The 2023 Downturn: Technology Executive" to help tech executives can position their companies for market leadership when the rebound comes.
Blog
B2B CMOs: Top Five Questions About Forrester’s 2023 Planning Guide
What share of marketing budget should go toward technology? How can marketing leaders spend money to make money? Here, we answer some of the questions we've been hearing since we published our planning guide for B2B marketing executives.
Blog
B2B Marketing Leader 2023 Planning Panel Discussion Q&A
Having run out of time to answer all the questions received on the recent Forrester LinkedIn Live B2B Marketing Leaders 2023 Planning Panel Discussion, here's a quick recap of the session and some follow-up Q&A.
Blog
Product Management Spending Recommendations, 2023
Learn where to expand investment, where to hold back, and where to get creative with your product management strategy in 2023.
Blog
For European Leaders, 2023 Planning Requires Discipline And Precision
As war, inflation, and fuel shortage fears cloud the near-term picture for businesses, being shrewd with investments and initiatives will be key.
Blog
Four Key Investment Areas For Sales Operations Leaders In 2023
Sales operations planning will have to account for economic turbulence, but will find big opportunities in smart tech deployment.
Blog
Three Key Areas For Sales Enablement To Focus On In 2023
Competencies, culture, and compensation — find out where you should invest your sales enablement budget in the year ahead. Read highlights from our new report, Planning Guide 2023: Sales Enablement.
Blog
B2B Sales Leaders: Balance Strategic And Tactical Investments In 2023
Experience from past economic slumps indicates that B2B sales leaders’ budget plans must balance essential strategic investments with “quick win” tactical investments.
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