Defined B2C marketing processes alleviate pain across the marketing function and increase marketing’s ability to deliver value to internal stakeholders and external consumers and customers. The Forrester Process Chain Framework identifies seven categories of processes: strategize, plan, design, build, deploy, measure, and optimize. This report details each category and visualizes the sequencing and intersection of marketing processes across the process chain, allowing marketers to pinpoint and begin formalizing their own marketing processes.

Pilots give B2B organizations a low-risk, data-driven way to test hypotheses, assess proposed changes, and validate whether new processes, technologies, or resource models will improve performance. When thoughtfully designed and executed, pilots reduce uncertainty, expose operational gaps, and enable leaders to make informed decisions before scaling change. This report outlines how organizations can use pilots to advance process excellence.

The framing of Oracle’s recent layoffs as an “AI replaces jobs” story is too simple. The real lesson for operations leaders isn’t to brace for AI disruption; it’s be ready when the operating model gets stress‑tested.

As rapid disruption reshapes marketing, marketing operations leaders must proactively reassess stakeholder needs. AI and automation introduce new capabilities and challenges, so tracking shifting priorities and satisfaction levels via annual stakeholder assessments is essential. By asking the right questions and gathering feedback, marketing operations can prioritize initiatives delivering value amid ongoing change. In this report, we guide marketing operations leaders through facilitating conversations, collecting meaningful insights, and responding effectively to the demands of a dynamic, AI-enabled environment.

Revenue operations leaders must unify processes, technology, and data across go-to-market teams to drive predictable growth, and stakeholder alignment is essential, not optional. Annual stakeholder assessments reveal shifting priorities and emerging needs as AI and automation transform forecasting, pipeline management, and customer engagement. By asking targeted questions and analyzing feedback, revenue operations can prioritize high-impact initiatives and accelerate performance. In this report, we guide revenue operations leaders through structuring conversations, capturing actionable insights, and building a roadmap for scalable, AI-enabled growth.

The first 90 days give a new marketing operations leader, or a newly reorganized team, a critical window to build trust, understand the organization, and set a clear strategic direction. During this time, leaders assess capabilities, align with executive priorities, and forge cross-functional partnerships. Success depends on identifying quick wins, generating momentum, and balancing immediate execution with long-term vision. This guide outlines a 90-day roadmap to help marketing operations leaders deliver early impact and lay the foundation for sustained success.

In the first 90 days, a new revenue operations (RevOps) leader or a leader standing up a RevOps function must clarify purpose; build cross-functional trust; and lay the foundation for scalable, insight-driven performance. This period is critical for assessing processes, defining scope, and activating strategic initiatives that align marketing, sales, product, and customer success. In this report, we outline how achievement in the first 90 days requires balancing quick wins with foundational improvements that support long-term transformation and strengthen operational resilience, enabling the organization to adapt, absorb disruption, and sustain performance under pressure.

Marketing operations leaders build scalable, data-driven marketing programs by defining and operationalizing rules for engagement. Their ownership of data, process, and technology ensures consistent execution aligned to business goals. These rules use entry, treatment, and exit workflows to guide interactions. This report outlines how marketing operations leaders create repeatable processes for marketing programs to make sure every interaction becomes purposeful, measurable, and aligned to buyer and customer dynamics.

In the rush to adopt AI and drive growth, many B2B organizations overlook the one thing that makes it all work: process. Discover why fixing broken processes is the key to scalable success.

Process optimization has become a strategic imperative for B2B organizations seeking growth, productivity, innovation, and operational resilience. By refining how work gets done, companies can better allocate resources, improve performance, and adapt to market demands. But achieving process excellence requires a focused, strategic approach. In this report, we introduce the Forrester B2B Process Optimization Framework, a structured five-step approach that drives continuous improvement and enhances the customer experience.