Best Practice Report

Implementing The B2B Marketing Value Model

June 27th, 2024
With contributors:
Matthew Selheimer , Dane Anderson , Melvin Tan , Bill Nagel


Key business stakeholders often struggle to fully understand the business value that marketing delivers, hindered by a myopic traditional view of marketing’s charter. The B2B Marketing Value Model helps marketing leaders reshape the perception of marketing and holistically communicate its full business value to key internal business stakeholders in a structured, concise manner. This report outlines a four-step process for implementing the model to deliver a comprehensive view of marketing’s business value.

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