Data Snapshot

Focus Areas For B2B Marketing Operations To Support Growth In 2023

Marketing Operations Leaders Focus On Cross-Operational Alignment And Process Optimization

June 2nd, 2023
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
With contributors:
Cristina De Martini , Barbie Mattie , Ella Sullivan

B2B marketing operations leaders continue to elevate their strategic role by focusing on process optimization and cross-operational alignment to support growth. In Forrester’s Marketing Survey, 2023, the most selected point of focus to allow marketing operations to support growth over the next 12 months was to better focus marketing efforts on driving revenue alignment among marketing, sales, customer success, and channel operations. This data snapshot shows a renewed focus on data quality and governance to get to the measurement and analytics required for insights-driven decision-making and the need for process excellence across operations.

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