Marketing organizations operate without a clear, explicit definition of what the company expects marketing to do, leaving marketers and stakeholders with differing assumptions about marketing’s purpose. In the absence of a shared framework that puts marketing’s possible roles into context, teams default to familiar activities such as demand creation or internal service delivery, regardless of whether those efforts align with what the business needs. The B2B Marketing Purpose Model addresses this challenge by defining four distinct purpose zones that clarify expectations, align stakeholders, and provide a common foundation for guiding marketing’s focus and impact.