Vision Report

The Forrester Need-To-Revenue Marketing Architecture

March 8th, 2021
Lori Wizdo, null
Lori Wizdo
With contributor:
Kerry Cunningham


The B2B marketing organization’s job is to enable buyers to assess and select solutions that help them succeed and allow providers to grow profitably. Art and science come together in successful B2B marketing, as marketing leaders seek to produce not only the outcomes the marketing organization desires, but also the experiences of both the marketers inside the organization and the customers the organization serves. In this report, we introduce the Forrester Need-To-Revenue Marketing Architecture, a set of interlocked marketing disciplines and processes that support the construction of a successful B2B marketing organization.

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