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2. It can be lonely at the topwww.b2bmarke*ng.net 3. Peer-to-peer: its good to share www.b2bmarke*ng.net 4. 9:40am 10:20amBest practice insales andmarketingalignmentJohn Neeson, MD, SiriusDecisions www.b2bmarke*ng.net 5. 11:50am 12:30pmStructuring forsuccess Developing adynamicstructure for yourmarketing teamAnnabel Pritchard, brandand marketing director,Deloitte www.b2bmarke*ng.net 6. 2:00pm 2:40pmGoing globaland acting local.The challengesof worldwideB2B marketingPaul Wilson, CMO,SunGard www.b2bmarke*ng.net 7. 15:40pm 16:20pmFuturechallenges forB2B brandsChrister Holloman,social media businesscommentator andauthor www.b2bmarke*ng.net 8. We wantedto find out:Whats goingon inside themind ofMarketingLeaders? www.b2bmarke*ng.net 9. B2B Marketing Leaders Report 100 senior marketers surveyed in July Online and telephone poll Survey conducted by Circle Research www.b2bmarke*ng.net 10. Debunking five key myths ofB2B Marketing Leaderswww.b2bmarke*ng.net 11. Myth 1:B2B marketing leaders are onlyinterested in strategy they dontdirty their hands with tactics, orgetting the job done.www.b2bmarke*ng.net 12. THE REALITY: B2B marketing leaders haveto get their hands dirty whether they like itor not www.b2bmarke*ng.net 13. Strategy isnt the only focuswww.b2bmarke*ng.net 14. Percentage split of priorities www.b2bmarke*ng.net 15. Myth 2:B2B marketing leaders do not feelrespected or valued by the seniorleadership team.www.b2bmarke*ng.net 16. Marketing is valued www.b2bmarke*ng.net 17. Its getting better all the timewww.b2bmarke*ng.net 18. Alignment = respect www.b2bmarke*ng.net 19. THE REALITY: Senior leadership is happy togive praise where praise is due www.b2bmarke*ng.net 20. Myth 3: Lack of digital skills is Marke2ng Leaders number one concern regarding their marke2ng teams. www.b2bmarke*ng.net 21. THE REALITY: Its core marketing skills that are the problemwww.b2bmarke*ng.net 22. Weaknesses in the marketing teamwww.b2bmarke*ng.net 23. How to address skills weaknesseswww.b2bmarke*ng.net 24. Myth 4:The CRO is the natural evolution for theMarketing Leader. www.b2bmarke*ng.net 25. THE REALITY: Marketing leaders arent interested in thiscompletely revenue-focused role ( at least, not yet). www.b2bmarke*ng.net 26. Expected impact of a CRO www.b2bmarke*ng.net 27. How aligned is sales andmarketing in your organisation?www.b2bmarke*ng.net 28. Consequencesof misalignmentLeads not fully nurtured Damage to the54% bottom line Customer dissatised 11% Lack ofco-ordination InconsistentIneicient brand message allocation of budget 41% 37%Internal tensions Wasted time 29%34% Duplication of eort 18%Wastedresources www.b2bmarke*ng.net 29. Myth 5:B2B Marketing Leaders are hell-bent on global domination.www.b2bmarke*ng.net 30. Centralisation of marketing www.b2bmarke*ng.net 31. Centralisation versus regionalisation www.b2bmarke*ng.net 32. THE REALITY: Regionalism is aliveand well not just in Germanywww.b2bmarke*ng.net 33. B2B Marketing Leaders are not aone-size-fits-all audience www.b2bmarke*ng.net 34. In conclusion:Theres lots ofnoise out thereDont believeeverything thatyou hear. www.b2bmarke*ng.net 35. So now itsover toyou: firstroundtablediscussion www.b2bmarke*ng.net