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For CMO Professionals

B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales

Use Forrester's Marketing Automation Maturity Model To Map Your Strategy

Latest Update: October 12, 2010

By Jeff Ernst with David M. Cooperstein, Cory Munchbach

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Why Read This Report

Business-to-business (B2B) marketers use technology to aggressively push more leads into the top of the sales funnel. Businesses have changed their buying behavior, and while the capabilities of the marketing automation platform vendors have kept pace, most marketing organizations have not advanced beyond initial stages of maturity. B2B marketers must use their automation initiatives as a catalyst for collaborating with sales to develop a unified lead management process that helps prospects move through their buying process.
Tags: B2B eCommerce, B2B Marketing, Campaign Management, Customer Intelligence Strategy and Process, eCommerce, Email Marketing & RSS, Interactive Marketing Strategy and Process, Marketing Automation, Marketing Organization & Culture
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TABLE OF CONTENTS

  • B2B Marketers Use Automation Tools To Do Little More Than Blast Emails
  • Marketing Leaders Need To Rethink The Processes They Are Automating
  • Use Marketing Automation As A Catalyst For Aligning With Sales

  • WHAT IT MEANS

    Aligning With Sales Is No Longer Optional
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Best Practice Assessments:

    Forrester's Marketing Automation Maturity Model

  • Models & Calculators:

    Forrester's Marketing Automation Maturity Scorecard

 
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