The Forrester B2B Marketing Goal-Setting Template

For Use During Phase Four Of The B2B Marketing Planning Process

March 4th, 2022
With contributors:
Nick Buck, Aidan Doyle, Ellen Lind


The B2B Marketing Goal-Setting Template is used in the set marketing goals phase of the Forrester B2B Marketing Planning Process. Marketing goals describe specifically what the marketing function will do to help the organization achieve the business objectives defined in the first phase of the planning process and how achievement will be measured. More than one marketing goal may be associated with a specific business objective. This template can be used to document the marketing goals set for each business objective addressed by the plan, and to define marketing thresholds that establish success for the marketing actions to be determined in subsequent planning steps.

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