Marketing Process Mapping Best Practices

B2B marketing organizations are highly dependent on business process to develop and execute strategy and plans. Forrester defines business process as a series of defined and repeatable steps performed by a group of stakeholders to achieve a concrete goal. Unfortunately, most marketing organizations struggle with formal process development and optimization. Marketing and operations leaders must understand their process current state and how to improve it to achieve greater efficiency. In this report, we provide guidance on marketing process mapping, auditing, and evolution, as well as best-practice recommendations for process documentation.