Even in the best of times, planning for a new fiscal year can be daunting. In this climate of unprecedented uncertainty, it can feel particularly overwhelming.
Forrester’s Planning Assumptions can help you meet this challenge. Based on comprehensive research and market insights, our role-based guides uncover the key trends that will help you capitalize on opportunities and direct your planning efforts for 2021. Each guide also provides recommended steps to help you make the right decisions and investments to reach your objectives.
Vice President and Research Director Jennifer Ross explains why agility and resilience are the keys to success in an uncertain climate.
Planning Assumptions 2021: B2B Chief Marketing Officers
Now more than ever, B2B marketing leaders must be agents of change — not advocates for a comfortable status quo. Explore the trends that will shape CMO priorities in 2021 and get clear advice to navigate uncertainty.
Vice President and Research Director Mike Pregler discusses how sales leaders can navigate change and uncertainty and succeed in the year ahead.
Planning Assumptions 2021: Chief Sales Officers
The events of 2020 have revealed the need to transform familiar sales models and approaches. Learn how sales leaders can equip their organizations to win with today’s savvy B2B buyers while driving cost efficiency.
Planning Assumptions 2021: Sales Operations
The balance of power has shifted toward buyers, changing the mandate for B2B sales operations leaders. Explore the actions to take to deepen buyer insights and deliver on the promise of data-driven selling.
Planning Assumptions 2021: Marketing Operations
Succeeding in an unpredictable business environment requires extraordinary agility. For marketing operations leaders, the challenge is to build a stable infrastructure that supports quick action and data-driven decision-making.
Demand And Account-Based Marketing
Planning Assumptions 2021: Demand And Account-Based Marketing
Disruptions to the B2B buying process present an opportunity for demand and account-based marketing (ABM) leaders. Learn how to bring this potential to life and drive growth for your organization.
Take Your Knowledge Further
Build on the insights in our Planning Assumptions guides with these guides and frameworks:
Planning Assumptions 2021 Research
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