B2B marketing - Wanted: more commercial CMOs
Bev BurgessThe Capsicum Group
New research has revealed that a disconnect between business leaders and their marketers is threatening growth. Bev Burgess gets to the root of the problem and explains how to close the gap.
If ever there was a time for business to be market-led, this is it. Our business-to-business service sector, responsible for around 11% of the economy, is struggling. Yet the latest research from The Capsicum Group shows that marketing is not playing the full role here in driving growth that it does in other industries. A large part...