Vision Report

How To Build A High-Performing Marketing Function

August 10th, 2021
With contributors:
Mike Proulx , Jen Sanning , Ryan Skinner , Shynise McElveen


Developing and positioning your marketing function as the driver of customer obsession for your company takes more than good people and a reorg. This report defines the core responsibilities of the marketing function and recommends a process that CMOs can take to productively practice these responsibilities within their unique company context.

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This report is available for individual purchase ($1495).

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.