Best Practice Report

Effectively Connecting B2B Marketing Teams To Optimize Workflow

Introducing Marketing Orchestration In The Marketing Ecosystem

December 23rd, 2021
Jennifer Ross, null
Jennifer Ross
With contributors:
Nick Buck , Aidan Doyle , Drew Zalucky


Executing marketing efforts that drive business outcomes involves an intricate mix of activities and participants within marketing and across stakeholder groups. Marketing leaders must orchestrate key activities and participants to deliver those outcomes. In this context, orchestration represents the mechanisms for interlocking or coordinating the teams within marketing across all subfunctions to optimize and streamline processes and workflow. In this report, we define the element of orchestration in the B2B marketing ecosystem and provide guidance on how best to create collaborative structures, facilitate alignment across teams, and streamline workflows.

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