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?

1. Sponsored by
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2. It can be lonely at the top
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3. Peer-to-peer: it’s good to share
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4. 9:40am – 10:20am
‘Best practice in
sales and
marketing
alignment’
John Neeson, MD, Sirius
Decisions
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5. 11:50am – 12:30pm
‘Structuring for
success –
Developing a
dynamic
structure for your
marketing team’
Annabel Pritchard, brand
and marketing director,
Deloitte
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6. 2:00pm – 2:40pm
‘Going global
and acting local.
The challenges
of worldwide
B2B marketing’
Paul Wilson, CMO,
SunGard
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7. 15:40pm – 16:20pm
‘Future
challenges for
B2B brands’
Christer Holloman,
social media business
commentator and
author
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8. We wanted
to find out:
What’s going
on inside the
mind of
Marketing
Leaders?
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9. B2B Marketing Leaders Report
• 100 senior marketers
surveyed in July
• Online and telephone
poll
• Survey conducted by
Circle Research
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10. Debunking five key myths of
B2B Marketing Leaders
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11. Myth 1:
“B2B marketing leaders are only
interested in strategy – they don’t
dirty their hands with tactics, or
getting the job done.”
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12. THE REALITY: B2B marketing leaders have
to get their hands dirty… whether they like it
or not
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13. Strategy isn’t the only focus
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14. Percentage split of priorities
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15. Myth 2:
“B2B marketing leaders do not feel
respected or valued by the senior
leadership team.”
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16. Marketing is valued…
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17. It’s getting better all the time
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18. Alignment = respect
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19. THE REALITY: Senior leadership is happy to
give praise where praise is due
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20. Myth
3:
“Lack
of
digital
skills
is
Marke2ng
Leaders’
number
one
concern
regarding
their
marke2ng
teams.”
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21. THE REALITY: It’s core marketing skills that are the problem
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22. Weaknesses in the marketing team
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23. How to address skills weaknesses
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24. Myth 4:
“The CRO is the natural evolution for the
Marketing Leader.”
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25. THE REALITY: Marketing leaders aren’t interested in this
completely revenue-focused role (… at least, not yet).
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26. Expected impact of a CRO
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27. How aligned is sales and
marketing in your organisation?
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28. Consequences
of misalignment Leads not fully nurtured Damage to the
54%
bottom line
Customer dissatisfied
11%
Lack of
co-ordination
Inconsistent Inefficient
brand message allocation of budget
41% 37%
Internal tensions Wasted time 29%
34%
Duplication
of effort 18% Wasted
resources
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29. Myth 5:
“B2B Marketing Leaders are hell-
bent on global domination.”
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30. Centralisation of marketing
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31. Centralisation versus regionalisation
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32. THE REALITY: Regionalism is alive
and well… not just in Germany
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33. B2B Marketing Leaders are not a
‘one-size-fits-all’ audience
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34. In conclusion:
There’s lots of
noise out there…
Don’t believe
everything that
you hear.
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35. So now it’s
over to
you: first
roundtable
discussion
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