Best Practice Report

Introducing The Forrester Marketing Competency Framework

January 1st, 2018
Marcia Trask, null
Marcia Trask
With contributor:
Jennifer Ross

Summary

Despite their demanding roles, B2B marketers seldom get consistent, structured on-the-job training. More often, marketing ops supports CMO efforts to optimize competencies across the organization. The Marketing Competency Framework provides a model to analyze marketing competencies and gaps. As the B2B buying and selling environment gets more complex, extensive and specialized marketing skill sets have become necessary; it’s become more difficult to succeed with just some basic skills and a willingness to learn on the job. This report introduces the Marketing Competency Framework, defines its components, and explains how to use it to improve marketing org performance.

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