Vision Report

Future-Proofing Your B2B Marketing Organization

January 1st, 2018
Meta Karagianni, null
Meta Karagianni
With contributors:
Jennifer Ross , Monica Behncke


As marketing organizations continue to expand their scope of responsibilities to serve evolving buyer and business demands, CMOs must proactively seek to develop and embed characteristics that drive high performance in their organizations. In this report, we describe seven operational characteristics of a best-in-class, future-proofed marketing function that are relevant to any B2B marketing organization regardless size or industry.

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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.