In order to drive revenue goals, marketing executives in B2B organizations must collaborate with different functions and business units. While the alignment of marketing and sales goals has long been essential, the most successful marketing plans are also aligned with the goals of functions and business units across the organization.
How can B2B marketers better align their marketing goals with those of the entire organization while enabling collaboration and enhanced responsiveness to market changes?
This iPaper outlines the four key positive results B2B organizations can realize by taking a more structured approach to marketing planning, including:
Better alignment with key strategic goals;
The ability to create a campaign hierarchy, following industry models;
Greater efficiency/reduced duplication of effort; and
The agility to course-correct and maximize performance.