Business Case Report

Articulate The Value Of B2B Marketing To Make The Case For Investing In Change

December 31st, 2021
Lori Wizdo, null
Lori Wizdo
With contributors:
Caroline Robertson , Jennifer Zhang , Jen Barton

Summary

Many executives in the C-suite, including CEOs — and the boards to whom they must answer — have never really thought about the value of marketing beyond communications, lead generation, and sales support. So as B2B CMOs look to invest in people, process, and technology to successfully engage the new business consumer, the C-suite is going ask, “What’s the ROI on this investment?” This report outlines a strategy and introduces some tools you can use to successfully secure the funding for your vision of marketing transformation.

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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.