Defining B2B Marketing Capabilities

July 19th, 2021

Nick Buck VP, Principal Analyst

Jennifer Ross

With contributor:

Meta Karagianni

Summary

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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