Model Overview Report

The Forrester B2B Marketing Process Value Chain

Identify Critical Process Flows For All B2B Marketing Activities

September 20th, 2023
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
With contributors:
Cristina De Martini , Nick Buck , Alaina Ladd , Michael Belden

Summary

One of the most disruptive flaws in B2B marketing is the absence or poor definition of processes. Poor process inflicts pain across the marketing function and diminishes its ability to deliver value to internal and external customers. To address systematic process issues, marketing operations leaders and their teams use a value chain to identify, diagram, analyze, and optimize marketing processes. In this report, we outline the B2B Marketing Process Value Chain, which helps marketing operations leaders identify and scope marketing processes across seven process categories and optimally sequence the critical process intersection points.

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