Emerging-Growth Sales And Marketing: Planning Assumptions 2022

Over the last 18 months, Forrester’s research and conversations with leaders of emerging-growth companies have surfaced several distinct themes. CEOs want their leaders to drive functional competency and discipline and balance short-term and long-term objectives, and they want to partner with their leaders to achieve company growth goals. CEOs of emerging companies also know the value of aligning sales and marketing engines (i.e., leaders, processes, technology) to generate higher productivity. Finally, CEOs recognize that leveraging insights from AI to mine data from prospect and customer interactions is crucial. In this report, we examine how five key themes will play out for emerging-company sales and marketing leaders in 2022.