Best Practice Report

Corporate And Regional Marketing Alignment

January 1st, 2018

Summary

Organizations with strong alignment among the sales, product, and marketing functions can deliver 19% faster revenue growth and 15% higher profitability. The heads of marketing, sales, and product must also strive for optimal internal alignment across their own various teams and between the corporate and regional entities that need to operate together. Too often, however, they fail to acknowledge that external dynamics or internal shifts create the need to adjust corporate and regional relationships. We introduce four key states of corporate/regional alignment and offer specific guidance that helps marketing leaders optimize this alignment across their teams.

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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.