Best Practice Report

The Marketing Strategy Compass: Formulating the Shared Destination

January 9th, 2020

Summary

The Forrester Marketing Strategy Compass is a set of cascading decisions that begin at a common point and continue to unite the organization at each set of decisions to create and sustain a future market advantage. Achieving alignment is one of B2B’s most difficult and long-standing challenges, but once sustained alignment of the revenue engine is accomplished, it lends a significant competitive advantage to the business. In this report, we describe how the overarching revenue engine strategy aligns the organization with a shared destination that informs marketing strategy.

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