Vision Report

Marketing Process: Why It Matters

October 5th, 2021
Marcia Trask


B2B marketing depends on processes to develop and execute marketing activities in an efficient and effective way. Unfortunately, most marketing functions struggle with process development and optimization. Processes tend to develop organically without much forethought and become a negative experience for marketers. Workflows may not even be recognized as a process, but simply as “This is just the way we do things here.” However, eliminating or bypassing process inevitably leads to organizational chaos. Instead, marketing and operations leaders must understand their process current state and learn how to improve it. In this report, we define the role of process in B2B marketing, identify where process commonly breaks down, and describe the desired state of process and the role of marketing operations in making this happen.

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