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

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.