Going digital: Marketing leadership in the B2B sector

This article outlines the impact digital technology has had on B2B organisations and sketches the important role marketers can play going forward.

Going digital: Marketing leadership in the B2B sector

Grant Duncan Spencer StuartAlexandra Ghashghai Spencer Stuart

The role of marketing in the B2B sector is undergoing profound change. Once the poor relation to sales, and with little credibility in the eyes of management, marketing is shifting its focus from the tactical to the strategic and starting to add value in ways unimaginable even five years ago. The value that marketers bring is increasingly going straight to the bottom line.

Old attitudes still prevail in many B2B companies, where management takes the view that marketing doesn't add value –...

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