Marketers must lead the way in driving B2B sales
Drew NicholsonOgilvyOne Business
The Omobono/Circle B2B research (Market Leader, September 2015) identified how departments outside of marketing are having regular conversations with clients, using digital to do so.
This should not be a surprise. Every business is investing in digital to transform from the inside out, so it is only natural that this is enabling every department – from customer service and accounts, to distribution – to get closer to customers.
As has always been the case, there is the need for one voice, but understandably, this multi-department...