Best Practice Report

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

 and  three contributors
Sep 04, 2024

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.

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