The B2B Marketing Value Model: Use Cases

CMOs must periodically assess where and how marketing creates and improves value for key audiences. Managing and transforming perceptions of marketing with internal stakeholders can be challenging in many organizations, depending on the corporate culture. By clearly communicating how marketing brings value to a wide variety of audiences, CMOs can manage stakeholders’ perceptions of the marketing function. In this report, we examine how CMOs can more effectively communicate how marketing creates value, identify key audiences and activities, and assemble metrics and KPIs to measure and manage audience and business value performance.