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For CMO Professionals

Five New Perspectives On Marketing Process

Beginner Level: Process Practices For The Marketing Innovation Playbook

February 10, 2020


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

Why Read This Report

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 processes to efficiently scale a working go-to-customer model and fix processes that don't work for the customer-obsessed organization. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • Customer-Obsessed Marketing Requires A Process Reboot
  • Adopt Five Perspectives To Evolve To Customer-Obsessed Process
  • Establishing Marketing Process Rigor Is A Leadership Challenge
  • Supplemental Material
  • Related Research Documents

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