The Marketing Strategy Compass: Operational (Internal) Orientation

The Forrester Marketing Strategy Compass is a step-by-step guide to formulating a best-in-class marketing strategy that is aligned to business goals and can be cascaded throughout the marketing function. At the compass’s second level, CMOs lead decision-making to orient marketing in alignment with other revenue engine leaders. This report describes the decisions made at the third level for internal orientation that drive marketing operational investment priorities and provide actionable inputs that flow into the annual marketing plan.