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For CMO Professionals

Five New Perspectives On Marketing Process

Beginner Level: Process Practices For The Marketing Innovation Playbook

March 16, 2018


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This report is part of "Act: Beginner Level" in The Marketing Innovation Playbook.

Why Read This Report

Forrester research indicates that defined, documented, and repeatable marketing process correlates 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 – marketers often focus on the what, not the how. This report is for marketing executives, particularly CMOs, who must establish processes to efficiently scale a working go-to-market model and those who need to fix processes that don't work for the customer-obsessed organization.

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Table of Contents

  • Customer-Obsessed Marketing Requires A Process Reboot
  • Adopt Five Perspectives To Evolve To Customer-Obsessed Process
  • Supplemental Material
  • Related Research Documents

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