The Forrester Marketing Strategy Compass Template

March 2nd, 2022

Susan Macke

With contributors:

Ellen Lind , Aidan Doyle

Summary

The Forrester Marketing Strategy Compass defines the decisions that clarify how marketing aligns to the business strategy. The Marketing Strategy Compass comprises three levels — align with the shared destination, orient marketing, and provide subfunction coordinates — each of which requires the organization to make a series of decisions before proceeding to the next level. Functional leaders must agree on the shared destination of the revenue engine so that functional strategies are aligned to common goals. This template provides marketing leaders with a structured way to develop and document their company’s revenue engine goals, functional strategy, and subfunction strategy.

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