Vision Report

Tackle These Marketing Adaptations When Entering Enterprise Markets

January 9th, 2024
Craig Moore, VP, Principal Analyst
Craig Moore VP, Principal Analyst
With contributors:
Matthew Selheimer , Nick Buck , Lori Wizdo , Aidan Doyle , Kate Pierpont

Summary

Enterprise markets are highly appealing to B2B businesses; however, breaking into these markets and achieving sustained success requires overcoming both strategic and operational obstacles. When a company transitions or broadens its focus toward enterprise markets, its leadership team must fully understand the impact this decision will have on marketing, sales, and product development efforts. This report describes the implications for the marketing function, including strategy, planning, brand management, campaign execution, measurement, and organizational design, that marketing leaders must address when entering B2B enterprise markets.

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