How To Report

Ask The Right Questions To Optimize Your B2B Marketing Function

April 4th, 2023
Robert McKinnon, null
Robert McKinnon
With contributors:
Srividya Sridharan , Matthew Selheimer , Nick Buck , Aidan Doyle , Kate Pierpont

Summary

One of the essential roles of the B2B CMO is to ensure that the marketing organization operates in an aligned and synchronized manner. Marketing executives often make incremental changes to discrete functions in an effort to optimize performance. However, this disconnected approach often misses the opportunity to quickly unlock greater value. By asking the right questions, CMOs ensure they keep the customer at the core of the organization’s marketing ecosystem. In this report, we use the Forrester B2B Marketing Ecosystem Model to guide marketing leaders to ask the right questions that ultimately lead to a higher-performing marketing function.

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