A Leading Strategic Forecaster on Why B2B Brands Must Future-Proof Now
September 23, 2025 · By Paula Chiocchi · 2 min read
By Paula Chiocchi · September 23, 2025
Oksana Matviichuk, founder of OM Strategic Forecaster, has guided both global enterprises and startups through critical transformations, empowering leaders to scale strategically with clarity and speed. On the B2B Influence Podcast, Oksana recently shared that achieving growth in this way requires bold action, and she provided five strategies for future-proofing marketing during these unprecedented times:
Marketing Success Starts with the Business Model
One of Oksana's most compelling points was that marketing outcomes are often a reflection of the business model itself. Too often, when leads dry up or sales slow, companies rush to "fix marketing." But as she explained, the root cause frequently lies deeper—in whether the business model remains relevant in a fast-changing world.
Generational Shifts Are Redefining B2B Buying
Another key theme was the massive generational shift underway in B2B purchasing. Today, around 70% of B2B buyers are millennials. And they buy differently. They expect seamless digital experiences—from initial research through purchase. They still want human interaction, but only at the right moments, on their terms.
The Funnel Has Evolved into a Cylinder
For decades, B2B marketers have relied on the funnel analogy, which means leads flow in at the top, are nurtured down the middle, and sales teams close deals at the bottom. But Oksana challenged this view. She described the modern B2B journey more like a cylinder—where buyers can enter and exit at multiple stages.
Relevance Demands Continuous Forecasting and Alignment
One of Oksana's specialties is spotting the early signals that a company needs to pivot. She looks for whether a portfolio evolves with clients' needs, whether there's a scalable unit that can grow, and whether leadership teams are aligned on strategy.
Balance AI Efficiency with Human Connection
AI came up repeatedly in our conversation. While it's clear that AI will transform workflows, targeting, and even creative, Oksana warned against over-reliance. Some companies have gone all-in with AI-driven customer service or sales, only to see loyalty drop.
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