In the Reactive stage, companies must focus on defining roles, responsibilities, and functional competencies. We have some resources for you below.

Center your efforts are these key objectives: 

• Identify all team functions and outline the relationships between them 

• Optimize and rationalize your tech stack 

• Define (or re-define) mission-critical processes and workflows 

• Understand your current customers better

• Build a diverse team of analysts, strategists, content managers, SEO specialists, sales reps, and other marketing professionals  

This is crucial: document and formalize these initiatives to serve as your team’s roadmap. 

Also, keep in mind that you will likely want to revisit your strategy once every 6 to 12 months in order to gauge your progress and anticipate revisions – for example, if a change in your business model is needed.

As you approach changes within your organization, these are a few resources that might help:

• [Blog Post] Why Your B2B Sales and Marketing Isn't Generating Leads

• [Blog Post] How The 4 Stages of Marketing Maturity Evolve Your B2B Marketing

• [Blog Post] Digital Maturity Stage in Marketing, Part 1: Organizational Structure

• [On-Demand Webinar] Level Up Your Marketing Maturity for 2023