Building a high-performing B2B marketing ecosystem

Sangeeta Tanwar

Organisations continue to struggle with huge gaps in B2B marketing capabilities and competencies, according to a panel at the recent Forrester B2B Summit APAC.

Leaders identify enhancing marketing capabilities as one of their top priorities in the next two years, according to the Forrester 2021 global marketing survey.

Yet, top management struggles to define and identify critical B2B capabilities required to accelerate organisational growth.

“Organisations need to do a better job of building resilience with B2B capabilities,” said Meta Karagianni, VP, research director of the global market research company, Forrester. Karagianni was speaking at September’s Forrester B2B Summit APAC as part of the panel discussing critical B2B capability gaps that organisations struggle with and the approach they can take to close these...

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