Chart Your Course Tool

Chart Your Course To B2B Marketing Transformation

January 14th, 2022
With contributors:
Caroline Robertson , Jennifer Zhang , Jen Barton


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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This report is available for individual purchase ($1495).

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.