Align. Reinvent. Win.
Buckle up, B2B professionals. You’re in for a roller-coaster ride of a year.
Economic uncertainty and generative AI have unsettled the foundations of many businesses. Adding to that, we have reached an inflection point where Millennial and Gen Z buyers have eclipsed Baby Boomer and Gen X buyers — not just in numbers but also in influence. These new buyers have different expectations and lack trust in marketing and sales interactions. This disruption guarantees that firms that remain tethered to traditional approaches will fail. To succeed in 2024 and beyond, B2B professionals must overcome constraints to reinvent their strategy, technology, and operations to seize the possibilities and not just weather these profound changes.
