With 2025 budget cycles well underway, B2B sales and marketing leaders are braced for another rough go at it. Forrester’s Budget Planning Survey, 2024, found that only 35% of B2B marketing leaders and 33% of B2B sales leaders expect budgetary increases of 5% or higher. This means that, after factoring for inflation, the overwhelming majority of organizations will only be able to support new go-to-market investments by scaling back current areas of investment.
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