Source: Featured Blogs - Forrester
Forrester's research identifies a structural problem: companies let leadership's beliefs about marketing's role—not competitive advantage—determine how they deploy it. Organizations viewing marketing as a cost center or communications function rather than demand generation or product strategy will systematically underinvest and misalign their operations. For growth-focused companies, the audit is straightforward: what your executives actually expect from marketing signals whether you're positioned to compete or ceding ground to rivals whose leadership has updated its model.