Vision Report

Make Frontline Marketing A Linchpin In Your B2B Customer-Obsessed Growth Engine

September 18th, 2023
With contributors:
Steven Casey , Emily Wen , Arianne Burnette


B2B organizations that treat frontline marketing as a last-mile execution function in support of sales are squandering their growth potential. Leaders in frontline functions such as demand, account-based, field, and customer marketing must fight for new norms that acknowledge frontline marketing as a linchpin in a B2B customer-obsessed growth engine. This report helps frontline marketing leaders to objectively challenge the status quo, reposition frontline marketing’s internal value proposition, and solidify frontline marketing’s role as a strategic contributor to customer-obsessed growth.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.