Model Overview Report

Introducing The B2B Marketing Value Model

August 6th, 2019


B2B marketing organizations often find themselves acting as both generalists and specialists, and defining what type of value they should deliver in a particular context is often challenging. Marketing leaders should periodically step back from their day-to-day activities and take stock of their organization, the audiences it serves, and the value it delivers. In this report, we describe the B2B Marketing Value Model to identify each of marketing’s nine audiences and describe the value that marketing’s work creates for those audiences and the business.

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