Summary
B2B marketing is a multifaceted function that is expected to drive growth and other business outcomes across many external audiences and internal stakeholders. The marketing leader is responsible for identifying and maintaining the capabilities required to deliver those outcomes. In this report, we introduce the Forrester B2B Marketing Capabilities Framework, which defines the full scope of the capabilities that enable high-performance marketing and can be adapted based on the size, maturity, complexity, and strategy of any B2B marketing organization.
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