HomeResearch Articles Making the Business Case for Adopting an Integrated Campaign Framework

Making the Business Case for Adopting an Integrated Campaign Framework

  • B-to-b marketers often must support a wide range of disconnected product messages, which can lead to perpetual treadmills of activity that generate diminishing returns
  • Integrated campaigns solve this problem by addressing fundamental customer business needs
  • Marketers must articulate a business case to leadership to justify the resource investment for the shift
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