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For B2B Marketing Professionals

Articulate The Value Of B2B Marketing To Make The Case For Investing In Change

Business Case: The B2B Marketing Playbook

March 2, 2021

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This is the Business Case report in The B2B Marketing Playbook For 2021.

Why Read This Report

Many executives in the C-suite, including CEOs — and the boards to whom they must answer — have never really thought about the value of marketing beyond communications, lead generation, and sales support. So as B2B CMOs look to invest in people, process, and technology to successfully engage the new business consumer, the C-suite is going ask, "What's the ROI on this investment?" This report outlines a strategy and introduces some tools you can use to successfully secure the funding for your vision of marketing transformation.

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Table of Contents

  • The First Business Case Must Secure The Mandate For Change
  • Downstream Business Cases Pave The Path To Transformation
  • Recommendations

  • Use The Business Case To Increase Your Chances Of Success
  • Supplemental Material
  • Related Research Documents

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