The Alignment Of Marketing And Customer Experience (CX) Drives Growth For B2B Organizations

According to Forrester’s Marketing Survey, 2022, B2B marketing decision-makers feel that in organizations where revenue has grown year-over-year, it is more likely that marketing and customer experience (CX) efforts are well aligned and that the marketing and CX functions use a shared prioritization framework to make decisions. Compared to organizations with flat or declining annual revenue, high-growth organizations are more likely to agree on the importance of using a journey measurement framework (a difference of 20 percentage points) and rely on customer journeys and maps to guide their customer and marketing strategy (a difference of 23 percentage points).