B2B marketers clinging to traditional annual planning cycles are being left behind as geopolitical upheaval, economic instability and rapidly evolving buyer behaviours dismantle long-established growth playbooks.
That’s the stark warning from Forrester in its latest report, B2B Leaders: How To Thrive Through Volatility, which calls for a wholesale rethink of strategy, execution, and leadership in the face of persistent disruption.
The report paints a picture of a world where trade wars, shifting supply chains and technological change have made predictability a luxury of the past. In this environment, the consultancy urges B2B leaders to adopt “ruthless prioritisation, real-time decision-making, and relentless customer focus” to remain competitive.
“Persistent volatility means traditional annual plans and decision-making policies are unsuited to the challenge,” the report states. “Speed and adaptability matter more and become competitive differentiators.”
The call for change comes as economic shocks ripple through global markets. New tariffs from the US have triggered retaliatory measures from trade partners, with Australia also hit by a 10% levy. In response, Forrester says marketing and sales leaders must abandon outdated cycles and instead empower frontline teams to act with urgency, guided by robust scenario planning and a clear sense of purpose.
From slow cycles to strategic agility
At the heart of Forrester’s advice is a shift away from rigid planning towards dynamic, scenario-based strategy. Cross-functional contingency planning, rapid-response leadership, and decentralised decision-making are now essential capabilities.
The firm’s new Three E’s Framework for risk prioritisation—focusing on enterprise, ecosystem and external risks—is designed to help leaders navigate uncertainty by distinguishing what can be controlled, influenced, or must simply be monitored.
Critically, the report calls on B2B brands to double down on customer insight as a strategic anchor. “Customer obsession is more than a nicety—it’s a necessity,” Forrester warns. In unpredictable markets, understanding customer needs and preferences becomes a foundational competitive advantage.
Rethinking resilience
Forrester also argues that businesses need to invest in trust, communication and learning as much as tools and process. “Leaders must provide a climate of confidence and clarity that brings stability in the face of uncertainty,” the report advises.
This means adopting a more human-centred leadership model, rooted in transparency, adaptability, and continuous improvement. Organisations that foster cultures of learning and innovation will be better equipped to turn disruption into opportunity, Forrester says.
The message is clear: In an era where change is constant and disruption unavoidable, success will be defined not by how well organisations plan, but by how well they adapt. For B2B marketers, that means discarding the safety of fixed strategies and embracing a more agile, insight-led, and customer-centric approach to growth.
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