Vision Report

Defining Marketing Strategy

January 1st, 2018

Summary

An effective B2B marketing strategy provides a long-term vision that orients all of marketing and informs investment and resource allocation decisions. However, many B2B organizations often bypass or overlook high-level marketing strategy, choosing instead to focus on the functional plan level, which can cause serious misalignments and poor investment decisions. In this report, we define marketing strategy and its three cascading decision levels, which can be navigated with the Forrester Marketing Strategy Compass.

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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.