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?
• 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?