The constant coverage of new marketing tools and techniques too often crowds out the larger truth that marketing fundamentals remain largely the same, even in the world of digital, mobile, social, big data, and artificial intelligence. The tactics may change, but the core focus for B2B marketing continues to emphasize strengthening brand reputation, broadening and deepening client relationships, and accelerating profitable growth.
The ITSMA Marketing Framework (updated in 2017) provides a comprehensive overview of marketing’s strategic role in the business as a driver of near- and longer-term success.
The framework explains the four major processes necessary for marketing to make a full contribution to the business: strategy and planning, portfolio management, content and communications, and engagement and advocacy. It also highlights the three foundations of marketing that cut across all processes and all stages of the buying process: marketing operations, sales and field enablement, and partners and alliances.
Use the ITSMA Marketing Framework to evaluate your marketing strategy and organization. Has your organization developed the necessary capabilities to fulfill all the core elements? If not, what will it take to get there?