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 SiriusDecisions 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 features “SiriusActions” — recommended steps to help you make the right decisions and investments to reach your objectives.

Introducing Planning Assumptions 2021: Seizing Opportunity Amid Disruption
B2B CMO
Jennifer Ross, vice president and research director of Forrester’s B2B marketing executive services, 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.
Is It 2021 Yet? Five Things B2B CMOs Must Do To Prepare For The Year Ahead

How B2B Marketing Leaders Can Plan For The Unpredictable
B2B CSO
Mike Pregler, vice president and research director of Forrester’s sales executive services, 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.

Is Your Sales Organization Ready To Emerge Its Fittest Self?

The “Next Normal” For Sales Will Be Data-Driven
Sales Operations

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.

A Look Ahead: What Sales Operations Leaders Must Prepare For In 2021
Marketing Operations
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.

Navigating A New Wilderness: Five Steps Marketing Operations Must Take To Provide Leadership
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.
Six Opportunities For Demand And Account-Based Marketing Leaders In 2021
Additional Insights
How To Create A Sales Plan While Dodging The Curveballs The World Keeps Throwing
Product Management Leadership For This New Era
The Show Must Go On For Portfolio Marketers In 2021
Welcome To The Year Of The Customer Marketer
Time to Shift! The Top Priorities For Emerging-Company Marketing Leaders
Take Your Knowledge Further
Related SiriusDecisions Frameworks
Build on the insights in our Planning Assumptions guides with these resources:
Winning The New B2B Buyer: Deliver Experiences That Are Open, Connected, Intuitive, And Immediate
It Was Never About Leads: Why Adapting To Buyer Groups Is A Must
Forrester SiriusDecisions Campaign Implementation Process
Forrester SiriusDecisions Buyer Persona Framework
B2B Crisis Preparation: How To Develop A Crisis Preparation Plan
Planning Assumptions 2021 Research
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Demand and Account-Based Marketing
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