Summary
B2B marketing functions face three challenges that they must keep in balance: Develop effective marketing plans for customer audiences with changing expectations, achieve business performance goals, and meet resource constraints. Luckily, there are patterns to these challenges; to run their organizations effectively, marketers must recognize each scenario and apply established methods to address it. Forrester has crafted a series of scenario quick start cards to help marketing leaders match common planning scenarios with the challenges they face.
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