Best Practice Report

The B2B Marketing Process Diagnostic

A Four-Step Approach To Uncovering And Addressing Underlying Process Issues

October 15th, 2021
Marcia Trask, null
Marcia Trask
With contributors:
Nick Buck , Cristina De Martini , Robin Whiting

Summary

Process is a critical element of the B2B marketing function’s information infrastructure. Well-designed processes transfer an ongoing flow of information, decisions, and deliverables across marketing and the larger organization. However, marketing processes that don’t run smoothly create pain points for B2B marketing functions and make it hard for marketing and marketing operations leaders to identify the underlying causes of process issues. In this report, we introduce the B2B Marketing Process Diagnostic — a simple four-step approach to identifying the causes of systemic process issues.

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