Summary
B2B marketing executives are not only facing unprecedented market volatility, increasing buyer empowerment, and rapidly advancing technology, they are also challenged by increasing tension within their own organizations. When it comes to driving growth strategy, marketing is often relegated to a secondary role, while the CEO, sales, and product leaders steer the primary course. Forrester believes marketing leaders who embrace these challenges as opportunities can “flip the script” to build momentum for greater influence and impact. This report explains why and how B2B marketing executives must recalibrate marketing’s purpose, scope, and ability.
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