The B2B Marketing Capabilities Framework defines the interconnected capabilities required to support the end-to-end work of marketing, with digital marketing capabilities serving as critical enablers across strategy, audience engagement, activation, measurement, and technology domains (see Figure 1). When designating digital marketing responsibilities, CMOs must: Align digital marketing responsibilities with current capability maturity levels.

Strategically fortify digital marketing capabilities by integrating established resources. Recognizing the imperative to build critical digital marketing skills and capabilities across the organization, marketing leaders should leverage established frameworks.

The Forrester Digital Marketing Plan-Do-Check-Act Model This graphic demonstrates how digital marketing teams can use the Forrester Digital Marketing Plan-Do-Check-Act Model for effective problem-solving and digital planning to continuously improve digital marketing efforts. Figure 1 The Benefits Of Following A Digital Marketing Change Management Process For B2B digital marketing teams to be efficient and effective, processes are critical.

The creation of a documented digital marketing strategy is crucial for successful communication across the revenue engine, prioritization of investments, and digital marketing decisions. Digital marketing strategy is composed of eight components: four to drive alignment across the business and four to connect the digital marketing function to the broader marketing strategy.

Cultivate Diverse Skills To Advance Digital Marketing

How Marketing Leaders Can Make Informed Digital Decisions For Team Structures

Write your digital plays courtside. When it comes to developing and implementing a successful digital strategy, in 2025, 21% of digital business strategy decision-makers believed that a vision of the future matters more than continuously exploring and testing new ideas.

Uniting The CMO Vision And The Digital Marketing Leader’s Reality

Advertising, creative, and media account for 27%, followed by public relations and media relations at 26%, market research at 20%, digital marketing at 18%, content creation and development at 16%, social media management and operations (paid and organic) at 11%, brand strategy, development, and management at 10%, analyst relations at 8%, and business and marketing strategy at 1%. Source: Forrester’s 2026 B2B Brand And Communications Survey.

Digital Advertising Is The Most Effective Delivery Mechanism For Presale Engagement Frontline marketing decision-makers perceive advertising and events to be among the most effective delivery channels for driving presale engagement, with online/digital advertising (52%) the clear leader (see Figure 1).