Trends Report

B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales

Use Forrester's Marketing Automation Maturity Model To Map Your Strategy

October 7th, 2010
Jeff Ernst, null
Jeff Ernst
With contributors:
Cory Munchbach , David M. Cooperstein

Summary

Business-to-business (B2B) marketers use technology to aggressively push more leads into the top of the sales funnel. Businesses have changed their buying behavior, and while the capabilities of the marketing automation platform vendors have kept pace, most marketing organizations have not advanced beyond initial stages of maturity. B2B marketers must use their automation initiatives as a catalyst for collaborating with sales to develop a unified lead management process that helps prospects move through their buying process.

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