Forrester

Why Read This Report

When thinking about how to organize their marketing departments, business-to-business (B2B) CMOs face constant tension regarding the decision to put marketing resources closer to the customers and markets they serve — whether segmented by geography, industry, or product lines — or to build core centralized marketing capabilities and teams. CMOs must figure out what work needs to get done and where it should be performed, while providing the right level of corporate support for decentralized resources and ensuring that they are best aligned with the go-to-market strategy of each business unit.