Marketing Process: Why It Matters

October 5th, 2021

Marcia Trask

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

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.