A FORRESTER CONSULTING THOUGHT LEADERSHIP PAPER COMMISSIONED BY OUTREACH, DECEMBER 2021
As we move into 2022, new challenges arise and age-old barriers remain. Consumers are changing their purchasing habits to overcome sluggish supply chains. Retailers are struggling to serve customers due to labor shortages. And social media platforms are amplifying political and cultural divides. In the United Kingdom, a recent Forrester Consulting study revealed that almost a quarter of workers are planning to change jobs. And between June and August 2021, 12.1 million workers in the United States voluntarily quit their jobs.
In the world of B2B buying and selling, these challenges are juxtaposed against technological innovation, sweeping demographic shifts, and rapid sales technology consolidation. It is against this backdrop that we sought to understand how sales leaders were adapting. In August 2021, Outreach commissioned Forrester Consulting to conduct a survey of 212 sales leaders representing more than twenty industries at companies with headquarters in the UK and North America. Fueled by the great resignation, the smoldering war for talent is now in a full-on burn.