Best Practice Report

Mapping Competencies: Customer Marketing

January 1st, 2018
Lisa Nakano, null
Lisa Nakano
With contributor:


A B2B customer marketing function can help to bring the organization’s message to life, highlighting the best aspects of the company and the benefits of its offerings throughout the postsale customer journey. Mapping the required competencies for a function enables an objective assessment of the team’s current state. In this report, we define basic, intermediate, and advanced competencies across five core disciplines of a customer marketing function.

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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.