Best Practice Report

Use The B2B Marketing Value Model To Bridge The Value Contribution Gap

September 4th, 2024
Mavis Liew, Executive Partner and Principal Analyst
Mavis Liew Executive Partner and Principal Analyst
With contributors:
Matthew Selheimer , Melvin Tan , Bill Nagel

Summary

The B2B Marketing Value Model helps marketing leaders communicate the holistic value of marketing’s work and can be employed to assess and address business stakeholders’ expectations of marketing’s business contribution. Rigorous application of the B2B Marketing Value Model reveals discrepancies between what stakeholders want from marketing and the value marketing currently delivers; it enables marketing leaders to bridge the identified gaps by showing them what to focus on and how to improve value contribution and communication. This report outlines a three-step process for prioritizing areas of focus for marketing value contribution.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.