Best Practice Report

The Shared Competencies Of High-Performance Marketing Functions

March 27th, 2018

Summary

B2B marketing functions must bring together teams with diverse competencies and responsibilities to drive marketing’s contribution to business objectives. To be fully effective, marketing must leverage a set of shared competencies that include knowledge of core B2B principles, processes, models, and best practices that have been developed or adapted by the organization to create a consistent marketing approach. In this report, we define shared competencies of best-in-class marketing functions across seven core disciplines.

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