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B2B marketing resilience is lacking | WARC | The Feed
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04 November 2021
B2B marketing resilience is lacking
Marketing to B2B audiences
Customer centricity
Managing the marketing function
Organisations continue to struggle with huge gaps in B2B marketing capabilities and competencies, according to a panel at a recent Forrester B2B Summit.
Why it matters
Leaders must ensure organisational B2B marketing capabilities and competencies constantly evolve to meet changing buyer, customer and business needs.
Takeaways
- By bridging critical B2B capabilities, leaders can understand external shifts such as emerging competition and change in the partner ecosystem to reset business direction.
- Building a high-performing B2B marketing organisation involves the creation of a healthy ecosystem focusing on defining capabilities, competencies, traits and marketing enablement.
- Enhanced B2B capabilities not only support product demand...
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