Best Practice Tool

How To Develop A Purpose Statement For Your Marketing Function

Use Forrester’s Workshop Guide To Align Your Team Around A Clear Purpose

August 2nd, 2021
With contributors:
Mike Proulx , Kara Hoisington , Eric Yale , Chahiti Asarpota , Christine Turley


A clear purpose defines what marketing will do and why, directs staff behaviors and work tasks, and guides success metrics. The Forrester Marketing Team Purpose Statement Workshop Guide provides the templates and stage directions a CMO needs to conduct a successful purpose statement creation workshop with her team.

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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.