Best Practice Report

The Forrester B2B Marketing Competency Framework

Assess Marketing Competencies To Upskill And Resource Effectively

March 1st, 2024
With contributors:
Matthew Selheimer , Cristina De Martini , Nicole Bouchie , Kate Pierpont


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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