John writes strategy-level research for B2B chief marketing officers and other executive heads of B2B marketing. He is an expert in B2B marketing strategy, sales and marketing alignment, marketing innovation, frontline marketing strategy, digital marketing, and account-based marketing. John is also the cocreator of lifecycle revenue marketing.
This overview provides data on the state of AI readiness, adoption, and ROI potential within global frontline B2B marketing teams.
Autodesk embraced lifecycle revenue marketing and launched a successful pilot to validate new revenue opportunities in its Construction Cloud business.
Younger buyers and genAI are driving changes in how B2B buyers purchase. In 2025, these drivers will result in a tipping point as buyers push providers to deliver better buyer experiences.
This report demonstrates the current revenue impact and untapped potential of lifecycle revenue marketing as a frontline marketing strategy.
This report explains the forces shaping the future of marketing and sales alignment and recommends a strategic alignment model for marketing and sales.
This budget planning guide for 2025 provides B2B marketing executives with important investment, divestment, and experimentation options to drive growth.
What research can you expect from Forrester in the next 12 months? Updated biweekly, our publishing plan will keep you current with market and technology trends. Use the link below to download a list of our upcoming research.