Customizing The B2B Marketing Value Model

January 22nd, 2021

Robert McKinnon

Summary

Key stakeholders struggle to recognize or understand the value marketing delivers to a business . Marketing leaders should customize the model to communicate marketing’s value in the manner that resonates best with their internal stakeholders. The B2B Marketing Value Model helps marketing leaders develop a holistic view of marketing’s value and align the discussion to relevant audiences (see Introducing The B2B Marketing Value Model). In this report, we provide a three-step process for implementing and operationalizing a more comprehensive view of marketing’s value.

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