As discussed by Forrester in “B2B Marketing Has A Purpose Problem,” many B2B organizations have not clearly defined what marketing is expected to accomplish. Forrester reports that 96% of surveyed B2B marketing leaders see their function as a strategic partner or primary growth driver, while 47% believe many colleagues still view marketing mainly as a support or promotional function.

Clarifying marketing’s role can help align priorities, investment, capabilities, and performance measurement with broader business goals. Forrester identifies potential marketing roles ranging from supporting and promoting to partnering across functions or taking direct accountability for growth and customer value creation.

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Article with all rights reserved, courtesy of Forrester