Case Study

Cegid: Using The Marketing Value Model To Communicate Marketing’s Impact

April 2nd, 2020
Meta Karagianni, null
Meta Karagianni


CMOs are often under pressure to change legacy perceptions of what marketing does and how it delivers value to the business beyond optimizing measurement and reporting. CMOs must step back from their daily activities, consider all the audiences the marketing function serves and the value it delivers to them, and use that perspective to educate the business. In this report, we outline how Cegid deployed the Forrester B2B Value Marketing Model to capture and articulate the full spectrum of how marketing creates value in a complex business.

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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.