Benchmark Report

The B2B Marketing Budget Data Hierarchy, 2024

Use This Taxonomy And Category Definitions To Orient Your Marketing Budget

 and  ten contributors
Oct 16, 2024

Summary

The B2B Marketing Data Hierarchy determines how marketing investment is allocated to programs, personnel, and technology. Over the years, marketing organizations have evolved new categories of investment, and we have adjusted our data hierarchy to account for these changes. This report explains the taxonomy Forrester uses for tracking B2B marketing budget allocations and provides definitions for the categories used in our research.

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