po polsku
illustration: Bing AIForrester Research’s report, Predictions 2025, emphasizes that companies’ main goal will be to draw valuable insights from previous trial and error to accelerate long-term growth.
Pressure for Quick ROI on AI Investments
Generative AI market leaders recognize the need for a strategic approach to managing AI investments.
- In 2024, 49% of AI decision-makers in the U.S. expected a return on AI investments within one to three years,
- while 44% anticipated ROI within three to five years.
This pressure for rapid returns often leads enterprises to prematurely scale back investments. Forrester suggests that instead of focusing solely on quick returns, AI leaders should create a balanced plan that leverages company-specific data and unique expertise to maximize both short- and long-term gains.
Reorganizing Marketing and Sales Structures
Forrester also highlights the importance of reorganizing organizational structures, especially in marketing and sales, where only 12% of marketing leaders consider current structures effective for achieving revenue goals. Meanwhile, just 7% believe their teams possess the necessary competencies, making reorganization a vital part of strategic plans for 2025.
However, rather than limiting changes to surface-level adjustments, Forrester encourages companies to pursue fundamental transformations, such as adapting strategies to customer needs and optimizing revenue processes.
Examples of steps companies are taking:
- Moving partner ecosystem marketing directly under the CMO.
- Rotating revenue development reps between sales and marketing.
- Integrating revenue operations under a unified “go-to-market” title.
The Role of Value Networks in Younger Generations’ Buying Process
Millennials and Generation Z are beginning to dominate the B2B buying market, influencing how purchasing decisions are made. Forrester’s study shows that in 2024:
- 30% of younger buyers engaged 10 or more people outside the organization in decision-making,
- with this figure expected to rise above 50% by 2025.
Modern buyers rely on external sources, such as social media and industry networks, prompting B2B marketers to develop capabilities to collaborate with external influencers.
Shift to Digital Sales Channels
Shifts in purchasing preferences, especially among younger generations, are leading to the rise of self-service sales channels. In 2024, 52% of large B2B purchases (worth over $1 million) occurred directly through sales representatives.
However, Forrester predicts that by 2025, more than half of such transactions will take place through self-service channels, such as vendor websites or sales platforms. This shift requires sales teams to serve as advisors, helping clients make informed decisions.
Changes in purchasing preferences:
- Increase in self-service B2B transactions worth over $1 million.
- Sales representatives serve as advisors rather than transaction managers.
Declining Interest in Product-Led Growth (PLG) Strategy
Forrester’s findings show that Product-Led Growth (PLG) remains a priority for 25% of marketing decision-makers. Although PLG generates higher revenue and lower customer acquisition costs, market volatility and budget constraints are reducing interest in this strategy.
In 2025, the percentage of companies using PLG is expected to fall below 20%, as businesses redirect resources to generative artificial intelligence.
The full Forrester report "Predictions 2025: B2B Marketing & Sales" is available at:
https://www.forrester.com/predictions/b2b-2025/
COMMERCIAL BREAK
New articles in section Marketing and PR
More AI bots in customer service. However, Poles want people
Andrzej Sowula
Over three quarters of Poles (75.9%) have already had contact with a bot in a customer service department and nearly one in four is satisfied with this service. This means an increase of 7.7% over the past two years. At the same time, only 8.1% of Poles fully trust the bots serving them.
Foreign online stores face distrust in Poland. See TrustMate Report
KFi
Poland’s e-commerce market is booming, yet foreign online stores still struggle to earn consumer trust. Why do Polish shoppers prefer local sellers? A new report uncovers the roots of this distrust and reveals what international brands must do to bridge the gap.
Online advertising 2024/2025 report by IAB Poland
KFi
Online ads now consume 57% of all budgets. Companies spent 1.62 billion PLN on video formats alone. After leaner years, the numbers are rising sharply. Digital advertising grew by 20% in a year. Traditional formats are slowly fading.
See articles on a similar topic:
Internet Subscriptions: Market Value, Development Trends, and... Risks
KrzysztoF
According to McKinsey & Company, the number of subscription users globally has increased by over 17% in the past year. A report from UBS Group AG indicates that the total value of the global subscription market will reach as much as $1.5 trillion by 2025. This is twice as much as in 2020!
When a Review Lies. The Growing Threat of Fake Opinions Online
KFi
Popularity of digital marketplaces rises, so does a less welcome trend: fake reviews. These manipulated opinions distort product rankings and mislead consumers, all while unfairly disadvantaging honest businesses. And despite regulatory efforts, the problem is far from solved.
A Socially Responsible Company. This Image Pays Off
RINF
Poles and Spaniards are the most likely in Europe to buy from socially responsible companies, according to the Global State of the Consumer Tracker report, developed in late June by Deloitte’s consulting experts.
Predictive Analytics in Ads. Customer Doesn’t Know Yet, But Ad Does
Krzysztof Fiedorek
Artificial intelligence is changing the rules of marketing. Predicting customer behaviors through advanced AI algorithms and making data-driven decisions is already the present. The report "The State of AI," published by McKinsey, shows the impact this will have on the advertising and marketing industry.
