Summary
B2B marketing leaders must evolve quickly from their traditional role of brand steward, lead-generation machine, and sales supporter to become an architect of engagement across the entire customer lifecycle. Many B2B marketing leaders have never led an organizational change initiative of this scale. Transformation is necessary, but if not properly managed, the organizational stress will put the transformation at risk. Forrester’s B2B Marketing Transformation Roadmap will help you drive the change needed to take you from your current maturity to your envisioned future state. This report, and its companion tool, will help you develop your roadmap to operationalize marketing transformation.
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