overview of b2b marketing’s research on the key issues and challenges facing marketing leaders
DESCRIPTION
This presentation gave an overview of B2B Marketing's landmark piece of research on the current trends and challenges that marketing leaders are facing. The key areas of insight and discussion included: Do marketing leaders feel empowered or restricted, who are their advocates and who are their primary detractors? How are marketing leaders ensuring the role and remit of marketing is understood and communicated across the organisation? Key learnings: • To what extent are global pressures impacting on B2B marketing leaders? • How centralised is modern B2B marketing? • How much of an issue is training and ongoing professional development? • How aligned are sales and marketing?TRANSCRIPT
- 1.Sponsored bywww.b2bmarke*ng.net
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