B2B marketing teams are under pressure to deliver both tactical productivity and strategic growth, yet most companies have not defined why they have a marketing function or what it is expected to deliver. The B2B-Marketing-Purpose-On-A-Page Template provides a one-page, structured format to capture how marketing is perceived across responsibilities, priorities, decision rights, and metrics. Marketing leaders can use the template with cross-functional stakeholders to document marketing’s purpose zone: supporting, promoting, partnering, or driving. This template creates a starting point for evolving marketing’s role, clarifies its operating reality, aligns expectations, and identifies areas of misalignment.

The B2B-Customer‑Obsessed-Growth-Strategy-On-A-Page Template helps marketing and cross-functional leaders document, align on, and communicate a customer-obsessed growth strategy in a single, shared view. It brings together vision, mission, and purpose; business context; customer focus; and growth vectors into a single, integrated strategy. The template helps leaders make assumptions explicit, align priorities and trade-offs, and identify gaps that must be resolved before execution. B2B organizations should use this template to create an agreed-upon source of truth for growth strategy that informs downstream planning across marketing, sales, product, and other stakeholder functions.

To harness the impact of AI, CMOs must navigate a fundamental tension: They need a clear, growth‑anchored vision while also making room to lead through the uncertainty this disruptive technology creates. Doing so requires CMOs to own the role of change leader in order to become a better growth leader — constantly striking the right balance between AI automation and the human touch. CMOs: This is no easy feat, but rest assured, we’ve got your back. This report helps CMOs (B2B, B2C, and B2B2C) understand AI’s current and future impact on their responsibilities and how to prepare for a new level of growth accountability.

Marketing organizations operate without a clear, explicit definition of what the company expects marketing to do, leaving marketers and stakeholders with differing assumptions about marketing’s purpose. In the absence of a shared framework that puts marketing’s possible roles into context, teams default to familiar activities such as demand creation or internal service delivery, regardless of whether those efforts align with what the business needs. The B2B Marketing Purpose Model addresses this challenge by defining four distinct purpose zones that clarify expectations, align stakeholders, and provide a common foundation for guiding marketing’s focus and impact.

Have you ever found yourself at an international airport where the announcements are in an unfamiliar language and gate changes feel constant? Even when the announcement system works properly, communication can feel ineffective. What if that unfamiliarity appeared at your home airport? You’re in the right place but can’t make sense of the setting. Marketing […]

I’m thrilled to join Forrester as a principal analyst covering B2B marketing strategy. For years, I’ve looked to Forrester for smart insights and practical advice — now I get to be part of the team that delivers it. It’s a privilege, and I’m genuinely grateful for the chance to work alongside such talented people. Why […]