Best Practice Report

The Forrester B2B Marketing Competency Framework

Assess Marketing Competencies To Upskill And Resource Effectively

March 1st, 2024
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
With contributors:
Matthew Selheimer , Cristina De Martini , Nicole Bouchie , Kate Pierpont

Summary

The complex and growing B2B landscape demands specialized skills beyond basic marketing knowledge. Although B2B marketers bear weighty responsibilities, they often lack structured on-the-job training to thrive. To bridge this gap, the B2B Marketing Competency Framework offers a structured approach to assess, optimize, and address skill gaps across the organization, ensuring B2B marketing teams are equipped for success in today’s demanding environment.

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