Vision Report

Five New Perspectives On Marketing Process

Beginner Level: Process Practices For Marketing Innovation

February 10th, 2020
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Lori Wizdo, null
Lori Wizdo
With contributors:
Caroline Robertson , Ryan Skinner , Miriam ElKorchi , Kara Hartig

Summary

Defined, documented, and repeatable marketing processes correlate with revenue growth. But most marketing teams don’t have that level of process rigor. For various reasons — organizational immaturity, rapid expansion, under-resourced initiatives, or simple pragmatism — marketers often focus on the what, not the how. This report shows marketing executives, particularly CMOs, how to establish effective, well-designed, and documented processes to efficiently scale a working go-to-customer model and fix processes that don’t work for the customer-obsessed organization.

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