Building An Integrated B2B Communications Function

January 1st, 2018

Summary

In many B2B companies, communications is an isolated function, focusing primarily on corporate brand, executive communications, and corporate advertising. Some communications teams also have been slow to adapt to the digital and social media transformation that has taken place elsewhere in marketing. Communications leaders must transform legacy structures to create a fully integrated function that drives measurable business value in concert with marketing, product, and sales. In this report, we present an organizational concept that facilitates the evolution of communications from an unwieldy collection of disparate groups into an integrated force for driving measurable business value.

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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.