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Overview of B2B Marketing’s research on the key issues and challenges facing Marketing Leaders

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This presentation gave an overview of B2B Marketing's landmark piece of research on the current trends and challenges that marketing leaders are facing. …

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?

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Transcript

  • 1. Sponsored bywww.b2bmarke*ng.net  
  • 2. It can be lonely at the topwww.b2bmarke*ng.net  
  • 3. Peer-to-peer: it’s good to share www.b2bmarke*ng.net  
  • 4. 9:40am – 10:20am‘Best practice insales andmarketingalignment’John Neeson, MD, SiriusDecisions www.b2bmarke*ng.net  
  • 5. 11:50am – 12:30pm‘Structuring forsuccess –Developing adynamicstructure for yourmarketing team’Annabel Pritchard, brandand marketing director,Deloitte www.b2bmarke*ng.net  
  • 6. 2:00pm – 2:40pm‘Going globaland acting local.The challengesof worldwideB2B marketing’Paul Wilson, CMO,SunGard www.b2bmarke*ng.net  
  • 7. 15:40pm – 16:20pm‘Futurechallenges forB2B brands’Christer Holloman,social media businesscommentator andauthor www.b2bmarke*ng.net  
  • 8. We wantedto find out:What’s 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 Leaders www.b2bmarke*ng.net  
  • 11. Myth 1:“B2B marketing leaders are onlyinterested in strategy – they don’tdirty 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 isn’t the only focus www.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. It’s getting better all the time www.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: It’s core marketing skills that are the problem www.b2bmarke*ng.net  
  • 22. Weaknesses in the marketing team www.b2bmarke*ng.net  
  • 23. How to address skills weaknesses www.b2bmarke*ng.net  
  • 24. Myth 4:“The CRO is the natural evolution for theMarketing Leader.” www.b2bmarke*ng.net  
  • 25. THE REALITY: Marketing leaders aren’t 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 misalignment Leads not fully nurtured Damage to the 54% bottom line Customer dissatisfied 11% Lack ofco-ordination Inconsistent Inefficient brand message allocation of budget 41% 37% Internal tensions Wasted time 29% 34% Duplication of effort 18% Wasted resources 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 Germany www.b2bmarke*ng.net  
  • 33. B2B Marketing Leaders are not a‘one-size-fits-all’ audience www.b2bmarke*ng.net  
  • 34. In conclusion:There’s lots ofnoise out there…Don’t believeeverything thatyou hear. www.b2bmarke*ng.net  
  • 35. So now it’sover toyou: firstroundtablediscussion www.b2bmarke*ng.net