Report

The B2B Marketing Diagnostic: Marketing Capability Definitions

July 22nd, 2021

Summary

To optimize performance, CMOs must assess their marketing function’s current capabilities against those required for success. Deploying the B2B Marketing Diagnostic provides leaders with a structured approach to developing a fact-based view of the current level of maturity across the entire marketing function. The tool enables marketing leaders and key stakeholders to evaluate capabilities, identify areas for improvement, and drive alignment on strategic priorities. In this report, we define the 10 categories and corresponding capabilities applied by the B2B Marketing Diagnostic to help marketing leaders assess the current state of their marketing organization and prioritize areas for improvement.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.