Vision Report

Five New Perspectives On Marketing Process

Beginner Level: Process Practices For Marketing Innovation

February 10th, 2020
With contributors:
Caroline Robertson , Ryan Skinner , Miriam ElKorchi , Kara Hartig


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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.