Building A High-Performance B2B Marketing Ecosystem

It is a core responsibility of the B2B CMO to establish and sustain a high-performing marketing organization that is equipped to support the company’s business objectives. Whether building a marketing organization from the ground up, uniting separate marketing teams, or enhancing the performance of an existing organization, CMOs must nurture their marketing organization as an ecosystem that comprises multiple components. The interconnection and interaction of these components dictate how the organization will perform. In this report, we define the core components of the Forrester B2B Marketing Ecosystem Model that are required for marketing leaders to build a high-performance marketing function in their organization.