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What should your
marketing team look like?
Pete Jakob
pete@purplesalix.com
Marketing
Strategy
The B2B Marketing Blueprint Research
Structure
ProcessTalent
Measurement
Business
Strategy
Culture
70% of marketing teams have either restructured
recently or will do so over the coming 12 months
Q: Are you considering a significant restructuring n your Marketing function? [n=100]
13%
37%
33%
16%
1%
No - Fit for purpose
Recently restructured
Within next 12 months
Next 12-24 months
Next 24-36 months
Why Change?
Marketing
Structure
Performance
Opportunities
Market
Insights
InnovationEfficiencies
Customer
Intimacy
Business
Strategy
Demonstrating business value and influencing board decisions are the
greatest challenges for B2B Marketing Leaders
Q: Below are various factors related to the internal management of marketing. How would you rate your marketing in each area.
(positive scores shown only) [n=100]
38
46
57
59
64
65
79
0 20 40 60 80 100
Demonstrating value to the business in revenue terms
Influencing Board Decsisionsbased on marketing strategy
Developing newskillsand competencies
Working collaboratively with Sales
Collaboration beyond marketing team
Adapting to a changing environment
Collaboration within marketing team
Creating a more Efficient Marketing Function:
Influencing factors
Q: Now let's look at the goal of creating a more efficientmarketing function in detail.How importantwould you say each of the following are ifan organisation wants to
achieve this? [n=100]
8.2 8.18
7.89 7.84
7.48
6.66
6
6.5
7
7.5
8
8.5
Digital Vision &
Strategy
Skills
Investments
Decision-making
based on digital
insights
Overhauling
Contact Data
Deploying
Marketing
Automation
Marketing
Organisation
Restructuring
Delivering a Better Customer Experience: Influencing factors
Q: Now let's look at the goal of delivering a better customer experience in detail.How importantwould you say each of the following are if an organisation wants to achieve
this? [n=100]
8.62 8.52 8.48
8.14
7.85
7.21
6.63
6
6.5
7
7.5
8
8.5
9
Customer research &
feedback
Integrate customer
experience across all
touchpoints
Content Marketing
strategy for more
relevant engagement
Prospect-centric content
and communications
Marketing takes
leadership of Customer
Experience initiatives
Social media outreach for
greater
reach/engagement
Team restructured
around customer groups
Today’s Marketing Teams have deepest skills in
Event Marketing
Q: How would you rate your team’s skills in the following areas? [n=100]
5.94
6.18
6.39
6.42
6.6
7.03
7.42
0 1 2 3 4 5 6 7 8
Financial Skills
Data & Analytics
Demand Generation
Marketing Technology/Operations
Digital Engagement
Marketing Strategy & Planning
Event Marketing
Event Marketing is the least important skill for reaching Marketing Leaders’ goals.
Planning and Digital skills are critical
Q: How would you rate your team’s skills in the following areas? How important is each of these skills to reaching
your marketing goals? [n=100]
7.42
5.94
6.42
6.18
6.6
6.39
7.03
6.87
7.05
7.8
8.25
8.32
8.4
8.69
0 1 2 3 4 5 6 7 8 9 10
Event Marketing
Financial Skills
Marketing Technology/Operations
Data & Analytics
Digital Engagement
Demand Generation
Marketing Strategy & Planning
Importance Now
T-Shaped Marketing Skills are only a
starting point
• Marketing Skills
PLUS
• Leadership, Influence and Collaboration
• Attitude and Resilience
• Creativity & Innovation
The B2B Marketing Blueprint
Marketing
Strategy
Structure
ProcessTalent
Measurement
Business
Strategy
Culture
Take Aways
• Don’t overcook the organisational design
– Collaborative operation is equally important
• Audit the skills within your team (including attitudinal)
• Skills investment is an imperative to deliver your strategy
– Organisational competency
– Individual employability
Thank You!

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What should your marketing team look like?

  • 1. What should your marketing team look like? Pete Jakob pete@purplesalix.com
  • 2. Marketing Strategy The B2B Marketing Blueprint Research Structure ProcessTalent Measurement Business Strategy Culture
  • 3. 70% of marketing teams have either restructured recently or will do so over the coming 12 months Q: Are you considering a significant restructuring n your Marketing function? [n=100] 13% 37% 33% 16% 1% No - Fit for purpose Recently restructured Within next 12 months Next 12-24 months Next 24-36 months
  • 5. Demonstrating business value and influencing board decisions are the greatest challenges for B2B Marketing Leaders Q: Below are various factors related to the internal management of marketing. How would you rate your marketing in each area. (positive scores shown only) [n=100] 38 46 57 59 64 65 79 0 20 40 60 80 100 Demonstrating value to the business in revenue terms Influencing Board Decsisionsbased on marketing strategy Developing newskillsand competencies Working collaboratively with Sales Collaboration beyond marketing team Adapting to a changing environment Collaboration within marketing team
  • 6. Creating a more Efficient Marketing Function: Influencing factors Q: Now let's look at the goal of creating a more efficientmarketing function in detail.How importantwould you say each of the following are ifan organisation wants to achieve this? [n=100] 8.2 8.18 7.89 7.84 7.48 6.66 6 6.5 7 7.5 8 8.5 Digital Vision & Strategy Skills Investments Decision-making based on digital insights Overhauling Contact Data Deploying Marketing Automation Marketing Organisation Restructuring
  • 7. Delivering a Better Customer Experience: Influencing factors Q: Now let's look at the goal of delivering a better customer experience in detail.How importantwould you say each of the following are if an organisation wants to achieve this? [n=100] 8.62 8.52 8.48 8.14 7.85 7.21 6.63 6 6.5 7 7.5 8 8.5 9 Customer research & feedback Integrate customer experience across all touchpoints Content Marketing strategy for more relevant engagement Prospect-centric content and communications Marketing takes leadership of Customer Experience initiatives Social media outreach for greater reach/engagement Team restructured around customer groups
  • 8. Today’s Marketing Teams have deepest skills in Event Marketing Q: How would you rate your team’s skills in the following areas? [n=100] 5.94 6.18 6.39 6.42 6.6 7.03 7.42 0 1 2 3 4 5 6 7 8 Financial Skills Data & Analytics Demand Generation Marketing Technology/Operations Digital Engagement Marketing Strategy & Planning Event Marketing
  • 9. Event Marketing is the least important skill for reaching Marketing Leaders’ goals. Planning and Digital skills are critical Q: How would you rate your team’s skills in the following areas? How important is each of these skills to reaching your marketing goals? [n=100] 7.42 5.94 6.42 6.18 6.6 6.39 7.03 6.87 7.05 7.8 8.25 8.32 8.4 8.69 0 1 2 3 4 5 6 7 8 9 10 Event Marketing Financial Skills Marketing Technology/Operations Data & Analytics Digital Engagement Demand Generation Marketing Strategy & Planning Importance Now
  • 10. T-Shaped Marketing Skills are only a starting point • Marketing Skills PLUS • Leadership, Influence and Collaboration • Attitude and Resilience • Creativity & Innovation
  • 11. The B2B Marketing Blueprint Marketing Strategy Structure ProcessTalent Measurement Business Strategy Culture
  • 12. Take Aways • Don’t overcook the organisational design – Collaborative operation is equally important • Audit the skills within your team (including attitudinal) • Skills investment is an imperative to deliver your strategy – Organisational competency – Individual employability