Template

The Forrester B2B Marketing Will Do/Will Not Do Template

For Use During Phase Three Of The B2B Marketing Planning Process

March 4th, 2022
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
Marcia Trask, null
Marcia Trask
With contributors:
Aidan Doyle , Ellen Lind

Summary

The B2B Marketing Will Do/Will Not Do Template is used in the establish marketing priorities phase of the Forrester B2B Marketing Planning Process. It describes what marketing will do to support the business objectives in the coming year and what it will not do to mitigate confusion about any implicit expectations of marketing. This template is intended to communicate to marketing’s stakeholders, such as the business units, sales, and even the C-suite, that marketing has committed to and resourced certain named initiatives and not committed to other named initiatives.

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