Best Practice Report

Marketing Process Mapping Best Practices

October 27th, 2020
Marcia Trask, null
Marcia Trask


B2B marketing organizations are highly dependent on business process to develop and execute strategy and plans. Forrester defines business process as a series of defined and repeatable steps performed by a group of stakeholders to achieve a concrete goal. Unfortunately, most marketing organizations struggle with formal process development and optimization. Marketing and operations leaders must understand their process current state and how to improve it to achieve greater efficiency. In this report, we provide guidance on marketing process mapping, auditing, and evolution, as well as best-practice recommendations for process documentation.

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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.