Lori Wizdo

Vice President, Principal Analyst at Forrester Research

Analyst @Forrester writing for and advising B2B marketing executives. Opinions here -- and in my blog -- are my own. https://t.co/exONh8Fe0k

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Articles

Steering Towards Success: Three Approaches To Building Outcomes-Based Joint Success Plans

Aug 3, 2023 | forrester.com | Shari Srebnick |Rich Saunders |Lori Wizdo

The day I turned 16 my mother drove me to the Department of Motor Vehicles to get my learner’s permit. At the time, this milestone represented the long-awaited road to independence, a significant moment of my teen years. Naturally, that day is happily etched in my memory forever. Learner’s permit secured, together my father and I mapped out a plan to guide me towards my final destination: becoming an officially licensed driver.
Driving Predictable Growth In Unpredictable Times

Aug 1, 2023 | forrester.com | Lori Wizdo |Dane Anderson |Sharyn Leaver

If you are like most B2B marketing leaders, 2024 will challenge you to drive predictable growth in unpredictable times. Today, we are releasing our 2024 Planning Guide for B2B Marketing Executives (client access only), which reveals that a majority of B2B marketing leaders are expecting an increase in their budget over the next 12 months despite ongoing macroeconomic instability. If you are fortunate to secure incremental budget, how should you deploy it to best effect?