Summary
The marketing strategy accelerates successful execution by establishing guide rails for the processes, programs, initiatives, and investments through which B2B marketers will bring the strategy to life — detailed in the annual marketing plan. An effective marketing strategy provides a long-term three-to-five-year perspective that orients all of marketing and informs investment and resource allocation decisions. This report outlines the importance of the strategy for marketing and presents a comprehensive method — The B2B Marketing Strategy Compass — to help B2B marketing leaders align marketing plans, resources, and execution to the corporate strategy.
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