Model Overview Report

Defining B2B Marketing Capabilities

July 19th, 2021
Jennifer Ross, null
Jennifer Ross
With contributor:
Meta Karagianni


The marketing function is a complex machine that is expected to drive business outcomes for key audiences and stakeholders. It is the marketing leader’s responsibility to identify and maintain the capabilities required to deliver those outcomes. In this report, we introduce the Forrester Marketing Capabilities Framework, which defines the full scope of capabilities that enable high-performance marketing and can be adapted to reflect the size, maturity, complexity, and strategy of any B2B marketing organization.

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