Summary
B2B marketing, sales, product, and customer leaders face turbulent global markets, geopolitical and social upheaval, technology disruption, and the sudden advent of systemic risk events once considered unlikely. Changing business buyer behavior is rendering traditional go-to-market processes obsolete. The constant volatility has upended carefully crafted strategies, budgets, and priorities and has left B2B leaders feeling unsure and overwhelmed — but creates new opportunities for growth. It’s time to improve focus, optimize resources, commit to deliberate change leadership, and embrace enterprise risk management. Take these actions and you won’t just overcome the chaos — you'll thrive within it.
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