Best Practice Report

The Forrester Marketing Model Decision Framework

January 1st, 2018
Jennifer Ross, null
Jennifer Ross


A B2B marketing organization’s structure has far-reaching implications for efficiency, effectiveness, and overall performance. Many marketers get stuck in organizational models that don’t work for their business, causing redundancy, lack of focus, misalignment, and poor buyer and customer experiences. This report offers an in-depth look at marketing organizational models and introduces the Forrester Marketing Model Decision Framework, which provides five sets of decision criteria that marketing leaders can use to identify which organizational model is best for them.

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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.