规划假设2021：B2B首席营销官 - Forrester（英文版）（10页）.pdf

1、Planning Assumptions 2021 B2B Chief Marketing Officers Mastering A Changing Environment Contents Mastering A Changing Environment Expect Change And Maximize Resilience Change Happens. Do Your Campaigns Reflect It? B2B Buyers Are People, Too Marketing Value Is In The Eye Of The Beholder Marketing Ope

2、rating Models: Standing Still Is Not An Option Be An Agent Of Change Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 2020 Forrester Research, Inc.2 Mastering A Changing Environment The experience of the past year has revealed a truth: Resilience in the face of unprecedented and unpredictable change

3、 requires a high degree of agility. Business and societal changes are creating new rules of business, driving digital acceptance and accelerating the empowerment of buyers. The organizations that will survive and prosper are those that can adapt to and take advantage of these changes rather than suc

4、cumb to them. In this environment, successful B2B CMOs must be agents of change, not advocates for a comfortable status quo. CMOs are well positioned to be change agents because they understand that many of these changes will be transformative rather than incremental. In this guide, based on Forrest

5、er SiriusDecisions research, we identify five trends that will affect the priorities of B2B CMOs and marketing leaders in 2021. 2020 Forrester Research, Inc.3 As marketing leaders plan for 2021, they must anticipate a sustained period when shifting macroeconomic factors will make a disproportionate

6、impact on their plans and results. Prepare for a period of hyperagility by setting a clear path in alignment with all business leaders across the revenue engine, and review the path continuously to respond rapidly to the changing context in which the organization operates. Businesses that adapt to t