Decision Tool

Responsibility Assignment (RACI) Matrix Tool For B2B Marketing Planning

Clarify Marketing Planning Responsibilities In B2B Organizations

October 20th, 2023
With contributors:
Cristina De Martini , Alaina Ladd , Ellen Lind


The Forrester B2B Marketing Planning Process helps marketing functions develop a complete planning process, rather than disjointed and siloed plans. Organizations seeking to operationalize the process must clarify roles and responsibilities across marketing, product, customer, sales, and other functions to gain consensus on roles, expectations, and responsibilities and maintain alignment during implementation. This tool provides a responsible, accountable, consulted, and informed (RACI) model for B2B marketing planning, allowing marketing teams to specify the roles and activities to complete a customizable RACI matrix.

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